Specifications include, but are not limited to: The qualified agency partner will be responsible for the following: Brand Audit: Conduct a brand analysis to assess the current state of the UNH brand. Leverage a whole host of branded material and strategic documents, directed at the broad target audiences to assess strengths and opportunities. Market Research: Review existing market research and conduct new research including, but not limited to, key stakeholder and target audience information collection, to identify current perceptions and key drivers of action. Benchmark against key competitors. Develop comprehensive brand strategy that includes brand positioning statement / clear point of difference, as well as supporting values and reasons to believe. Develop personas for key target audiences and a communication architecture to make the brand positioning come to life for key business units and colleges. Make recommendations to refine existing visual identity and brand personality. Deliver a cohesive toolkit that includes templates, guidelines, and resources to ensure consistent brand execution across channels and touchpoint, as well as to align broad team communicating on behalf of the brand. Provide ongoing support and guidance to UNH leadership and stakeholders to ensure the successful implementation and adoption of the brand strategy.
