Specifications include, but are not limited to: The University of Kansas (KU) seeks a branding consultant (firm) that will deliver information and guidance with a fresh, external, research-informed, and experienced perspective. In general, the firm will 1. Work with numerous KU stakeholders to understand our goals, current situation, key audiences, and desired future state. 2. Perform and report in depth to KU rigorous brand research among several key external audiences, as well as gather input from internal constituents. Firm will also receive, ingest and leverage research performed by KU or other entities at KU’s direction. 3. Collaborate with KU leaders and KU Marketing (KU’s internal marketing team), to develop no less than three potential branding platforms, one of which may be the current platform or an adaptation of the current platform. 4. Test potential branding platforms with key audiences and through a rigorous method. 5. Present to KU the findings of the branding platform testing and a final, singular recommended branding platform. 6. As requested, participate in the unveiling and announcement of the new branding platform to internal and external audiences. 7. Collaborate with KU on a recommended plan to deploy the new branding, including but not limited to guidance on stakeholder communications; visual identity; design resources; earned, owned and paid media strategy, tactics, and budget; manifesting the branding in our operations and activities; and other recommendations the firm may have to achieve the brand goals identified in this engagement.
