Specifications include, but are not limited to: 1. Research a. Quantitative research exploring awareness of NWACC and its programs among key constituencies. b. Qualitative research to determine perceptions regarding NWACC and its programs and offerings among target audiences locally, regionally, and nationally. This should include on-site visits with students,faculty, staff, and alumni in Northwest Arkansas. c. Study and review existing college branding in order to better understand the institution. d. Study and review existing college branding in order to better understand the institution. 2. Brand Strategy, Positioning, Messaging, and Identity a. Approved brand strategy, including brand guide. Strategy should include positioning, personality, promise, differentiation, and value proposition that is unique to NWACC. b. In close consultation with the Marketing and Public Relations team, develop creative elements of the brand strategy and examples of implementation (should address relationships between brands, naming conventions, and service/program entities at the college). c. Brand training for key campus communicators. d. Ongoing consulting services as required to implement brand positioning strategy. e. Review and make recommendations regarding the college visual identity to include both academic and athletic/spirit marks. As needed tighten or revise college marks to be consistent with NWACC branding.
