Specifications include, but are not limited to: PART ONE: Research & Discovery: i. Qualitative and quantitative research to understand current perceptions. (Brand research, stakeholder surveys, leadership interviews, focus groups, etc.). The cost estimate must include the cost of incentives used to encourage participation. ii. Analysis of institutional strategies, goals and objectives iii. Auditing existing reputational messaging, tools and tactics iv. Competitor audit v. Potential in the marketplace for the expansion of undergraduate programs, graduate programs, certificates, continuing education and professional development. PART TWO: Branding Exercise i. Brand architecture system, definition, and refinement ii. Positioning, value proposition and message development iii. Brand personality, tone, and voice iv. Overarching theme to bring the positioning to life v. Depending on the data gathered in Part One, sub-brand development and extension OR segmentation strategy with message metrics vi. Brand narrative and visual language development vii. Focus group and survey testing of top themes with all audiences to confirm authenticity and resonance