The contractor shall research and assess SLCC’s marketing assets and brand perception, and assist the college’s Communications and Marketing Department with identifying audience specific marketing goals and benchmarks for marketing success. The contractor will collaborate with the college’s Communications and Marketing Department to develop a new brand identity system, Brand Messages, marketing materials, marketing strategies and a brand guide, all of which will be the sole property of SLCC. Working from the results of qualitative and quantitative research, the contractor shall develop specific Brand Messages and sample applications of the visual identity system. The contractor shall then assist the college’s Communications and Marketing Department with the development and launch of a marketing campaign based on the updated Brand Platform. Upon the completion of the campaign, the contractor shall conduct impact testing among targeted demographics and provide an analysis of the research results.