Sustainability Marketing
The successful vendor will:
• Develop brand statements. These statements should
include a brand promise statement, which distills the brand
into a simple phrase that speaks to the heart of what is
most important about the University of Iowa’s sustainability
program.
• Develop three-year (2013 – 2015) high-level public
relations, marketing and communications strategy for all
audiences that is identifiably distinctive to the UI,
accurately portrays the mission and position of the UI
sustainability program, and uniquely conveys a consistent
meaning and value to audiences. The integrated strategy
must embrace the concept of inspiring the university
community to think and act sustainably across campus.
Remember that the integrated plan must be developed
within the framework of the entire university community, so
that the messages and products are received with a level
of ready-made support and acceptance. In addition, the
plan must mesh with the existing University of Iowa brand
platform and the campaign itself must strive for
sustainability and flexibility along the way.
• Develop key messages for use in communications.
• Develop name, logo refinement and taglines.
Recommend refinements of the existing materials and web
site “look and feel “ and provide design standards and
guidelines in order to standardize the visual identity. It is
important that UI sustainability program be consistent in its
message and identity in all communications. We believe
consistent application of these standards over time will
benefit sustainability at the UI through improved
awareness, recognition, and professional appearance.
• Recommend additional materials and products such
as displays, documents, reports, and info-graphics as well
as interactive and gaming features designed to engage
individuals on the web site.
• Recommend opportunities for strategic investments in
advertisements online and off, including trade journals,
blogs, and other forms of media, including development of
appropriate advertising budget based on three different
levels of funding. These recommendations must include
the bidder’s emphasis on the most effective delivery
methods for the UI Office of Sustainability (publications,
print advertising, broadcast advertising, web, etc.)
• Additional guidelines for brand maintenance and
refreshment
• Reportable metrics for success, including
demonstrable cost savings attributable to behavior change.
Investment in the branding program must yield behavior
change leading to cost savings, especially in energy
consumption.
