Laramie County Community College (herein after “LCCC” or “the College”) is soliciting proposals from qualified firms or consultant teams to provide comprehensive renaming and rebranding services. The selected firm will guide the institution through a research-driven, inclusive, and creative process to evaluate and recommend a potential new institutional name, define a brand promise, develop a brand identity system, and support rollout and change management. The selected firm will work closely with the Board of Trustees, the College’s leadership, its Marketing & Communications Team, and key stakeholders (internal and external) to: Conduct focus groups, interviews, listening sessions, and surveys within the LCCC service area and northern Colorado and Western Nebraska (alumni, community members, business leaders). Identify the College’s unique differentiators and help define its brand promise. Use unique identifiers to develop a comprehensive brand identity package (brand promise, positioning, messaging, video commercials, and visual elements) with a recommendation for a new name. Marketing positioning Vendor should include what LCCC should lean on as it markets itself. This should include what makes LCCC unique and differentiates it from competitors. This should be tailored to the various audiences in Wyoming, Colorado, Nebraska and South Dakota. Brand guide should include: Visual guidelines (fonts, colors, graphic elements and their usage) Written guidelines (how to frame all written text such as weaving in key messages into everything we do based on audience type and type of communication) Style for photo and video editing (types of shots, color casts, LUTs, etc.) Social media plan and persona Vendor does not need to create individual ads, only the overarching brand guide that the Marketing team will use to create materials. Project Objectives Rename the College. Clarify and strengthen the College’s identity and recognition across Wyoming and the broader region. Develop a compelling brand promise and value proposition aligned with the College’s mission. Build a cohesive and modern brand architecture and identity system. Foster stakeholder engagement and ownership throughout the process. Ensure successful implementation and brand rollout with measurable results.
