PHASE 1 DELIVERABLES Review and assessment of existing University studies Contractor will review all existing data and studies conducted in relation to the University’s Parking/Transit studies, Housing study, and Space Use study Review will guide future interviews and feedback sessions to understand potential gaps in data One-on-one in-depth interviews Outline goals and objectives for the overall work and define KPIs Dedicated feedback session with the Parking & Transit Team Focus group sessions Group sessions will include participants who represent specific focus group of interest, such as students and fans/patrons/visitors, identified by the University Discovery and recommendations document Contractor will review all data (In-depth interviews, focus group, and existing surveys), and provide a document outlining key themes and takeaways. This document will also include recommendations for next steps and outline any observations made by the team throughout the discovery phase. Facilitated session Contractor will design and conduct a facilitated workshop where key findings will be shared with internal stakeholders and discussions will focus on audience analysis, SWOT (strengths, weaknesses, opportunities and threats), the story brand framework, key pillars for messaging, etc. Brand positioning and key messaging document Brand Identity/Brand Storytelling Development of collateral to support Parking & Transit, which may include a logo, visual identity, and brand guidelines to ensure consistent communication, tone/voice, messaging, fonts for the Parking and Transit Division. PHASE 2 Internal Engagement Develop ambassador program for department staff and train to communicate the new brand message consistently Develop internal communication materials to ensure alignment and buy-in Campaign Planning Content Strategy: Create informative and engaging content Engagement Strategy Plan for community engagement activities (e.g. town hall meetings, workshops, feedback sessions) Develop partnerships with local transit authorities and businesses to enhance service offerings Implementation/Campaign Launch Roll out the branding campaign across all selected channels Monitor and adjust strategies based on feedback and performance data Redesign Parking & Transit website based on feedback Monitoring and Evaluation & Performance Metrics Define KPIs (e.g., user satisfaction scores, service usage rates, social media engagement) Use analytics tools to track and measure campaign performance Collect and analyze feedback from stakeholders to assess the impact of the branding efforts Adjust strategies based on data-driven insights Deliverables Employee Ambassador Program Development of internal communications materials Internal Message Training Session for employees Content strategy and calendar Engagement strategy: Event planning and partnership development Campaign performance reports KPI dashboard for ongoing monitoring and evaluation Phase 1 & 2 Timeline: Finalize new messaging by May 2025
