Specifications include, but are not limited to: Objective No. 1 – Market Research ACC is looking to conduct comprehensive market research services to help identify and prioritize target audiences, improve the College’s brand positioning, and perform a strength, weakness, opportunities, and threats (SWOT) analysis to address weaknesses and discover new opportunities. The awarded firm shall make a visit(s) to the ACC campus as needed to conduct research. The awarded firm must be adept at conducting, analyzing, interpreting, and summarizing market research that results in actionable recommendations. Specifically, ACC is seeking a firm to lead: •An Audience Segmentation Study that will clearly identify and prioritize our varying audiences and determine potential student populations the College is not currently reaching. Findings should lead to the creation of five to eight target audience segments to base future targeted marketing campaigns. •A Brand Perception Study utilizing qualitative and quantitative research to assess the awareness, perceptions and attitudes toward the College among key audience segments. The awarded firm will analyze and present findings in a report and presentation. The firm will make recommendations to help the College address complaints, misconceptions, and strengthen its reputation through the development of a new brand strategy. •A SWOT Analysis to help the College differentiate itself from other competing institutions, address weaknesses, highlight strengths, and identify potential marketing opportunities. Objective No. 2 - Branding The awarded firm shall evaluate ACC’s current branding and help develop stronger brand positioning including the following: 1.Unique Selling Proposition – what sets ACC apart from competing institutions and why ACC should be a customer’s preferred choice 2.Pillars & Attributes – what are the unique characteristics that ACC values and embodies 3.Meaning & Direction – how ACC’s brand will be defined in the mindset of potential and current students, staff and the community.