CMCF, in partnership with CMC, requests submissions from qualified public relations, marketing and/or communication creative consultants to support the strategic development and placement of messaging and creation of collateral materials for a $40-50M housing and campus expansion for CMC’s Aspen campus.
The Board of Trustees recently designated $20M – 30M in college resources to serve as a match for a $40M-$50M capital campaign for CMC’s Aspen campus. The campaign has had a soft launch with summer events in 2017 and 2018, and has secured two, $1M gifts, which have been announced privately.
While the vision for expansion has been set for the campus, the specific elements of what will fall within the campus footprint are still in development. Core program pillars currently include: 1.Isaacson School for Communication, Arts and Media; 2. Tourism, Hospitality and Recreation; 3. Safety, Well-being and Lifelong Enrichment. The capital expansion is rich in partnership opportunities with other Aspen non-profits and private sector businesses who can strategically benefit from aligned housing and programmatic opportunities. A successful campaign identifies and leverages partnership opportunities.
While this RFP seeks support directly for the CMC Aspen Campus Capital Campaign, it should be noted that the CMC Trustees also recently approved a $35M capital campaign for CMC’s Spring Valley campus which is located 30 miles down valley. Ground has broken at Spring Valley on two new buildings and there is a separate $5M philanthropic need for this campus. A separate RFP 827-18P Capital Campaign Consultant – Spring Valley, for the communication materials for the Spring Valley campaign will be announced soon. The two campaigns will be separate from each other but have shared philanthropic prospects. Distinct messaging will need to be developed to differentiate, yet compliment, the two parallel philanthropic projects.
An interested firm may submit proposals for one or both of these RFPs. Each RFP may be awarded to one firm or multiple firms. CMC reserves the right to make multiple awards resulting from this RFP or to award no contract at all.
SPECIFICATIONS – DELIVERABLES
We are seeking a consultant to provide public relations, marketing and/or communication expertise in support of a capital campaign and accompanying collateral materials for philanthropic individuals, corporations and foundations; and who would additionally inspire and leverage partnership opportunities with non-profit partners or businesses. The ideal partner will excel in strategic messaging, branding, public outreach, social media marketing and innovative design, with specific and proven ability to create a highly effective and visible presence for CMC in the Aspen community. The consultant, in coordination with CMCF, board members and volunteers, would:
• Provide a Situation Analysis. Articulate assets, challenges, opportunities and threats related to campaign, based on (e.g.):
o Environment scan
o Materials review
o Infrastructure
• Strategic research, identify and develop strategies for project partnership opportunities with local non-profits and/or businesses (e.g., housing, employee training, shared arts space)
• Develop and communicate a compelling case for future support.
• Creative strategy and design of campaign materials
• Concept development, inclusive of quality graphic design
• Draft original copy (text) for use within collateral materials and fundraising asks and messaging
• Create messaging that drives excitement and interest with other non-profits and private sector businesses about collaborative possibilities for housing and programmatic opportunities
• Communication strategic plan inclusive of target audiences, timeline and budget
o Earned media plan: create PR calendar, write and place releases
o Paid media plan: schedule, media buying and placement
o Social media plan: editorial calendar, content creation, posting and monitoring with response as needed.
o Identify and execute other opportunities as available
• Expand the awareness and enhance perception of the CMC Aspen campus and the College as a whole with the Aspen community
TIMELINE OF PROJECT
January - February- Planning with CMCF and CMC Leadership team, develop Case for Support; identification of key strategies for communication
March-April – Strategic plan, campaign branding & collateral development
April 15- Strategic plan finalized, inclusive of targeted audience, collateral direction, tools and budget required to operationalize
May 16 - Presentation to CMC Board of Trustees and CMC Foundation Board of Directors at annual joint board meeting
Spring - Summer 2019 – Support Phase I fundraising and community activity through the creation of event and individual solicitation materials; operationalize strategic plan deliverables
Fall 2019 - Provide a situational analysis: Articulate assets, challenges, opportunities and threats related to the campaign based on environmental scans, materials review, success and/or failures and infrastructure.
Phase II determined in Fall 2019.
