The University is seeking to secure strategic brand management partners to support the USC Brand Collective in the refinement, alignment, and implementation of a comprehensive brand strategy. This initiative is a critical investment in enhancing the university’s visibility, competitiveness, and reputation among internal and external stakeholders, including prospective students, alumni, faculty, donors, and peer institutions. The selected vendors will provide expert consultation and execution in areas such as brand positioning, visual identity refinement, and brand governance. The objective is to deliver a cohesive, research-informed brand platform that reflects the university’s distinct value, strengthens stakeholder engagement, and drives long-term strategic goals. The University reserves the right to add additional Services as may be required during the term of this contract. All such additions will be posted in the form of an amendment to the solicitation. Responsible offerors, who have submitted responsive bids will be added to the list of potential contractors who can be selected by the University to perform these services on any relevant project. The University reserves the right to solicit any future project that it may determine to undertake under a separate solicitation. Offerors experience and qualifications will be evaluated as needed to determine that Contractors meet the experience and skills needed for a specific engagement. All travel expenses are the sole responsibility of the Contractor; the University will not reimburse for travel and cost of living. Travel time on the part of the Contractor is considered part of the cost of doing business. The University will not pay for travel time for any member of the Contractor’s account team, including subcontracted vendors, performing duties within the scope of daily business. Key deliverables will include (but are not limited to): A. Brand Management and Strategy • Ongoing assessment of the existing brand identity and positioning. • Continue development of cohesive brand strategy that aligns with university objectives, including vision, mission, and core values. B. Consulting Services • Provide ongoing brand consulting to refine strategies based on market trends and business performance. • Train internal teams to effectively communicate and advocate for the brand. C. Digital design, development and consultation • Collaborate with web redesign partners to create a user-friendly, visually appealing, and responsive website that aligns with the university’s brand platform D. Brand platform research • Conduct thorough market research to identify trends, customer needs, and competitive landscape. E. Brand perception research and analysis • Utilize insights to inform brand positioning and marketing strategies. • Using constituent research to measure the value and strength of a brand based on four key dimensions: i. Differentiation: How unique and distinct a brand is compared to competitors. ii. Relevance: How well a brand aligns with consumer needs and aspirations. iii. Esteem: How well a brand is respected and admired by consumers (often linked to perceived quality and popularity). iv. Knowledge: The level of consumer awareness and understanding of the brand. F. Brand Campaign Development and management • Develop and implement branding campaigns that resonate with target audiences and enhance brand visibility. • Monitor campaign performance and make data-driven adjustments as needed.
