Comprehensive Institutional Brand Health Study
Virginia Polytechnic Institute and State University
Original Solicitation Links
Contact
Submission Instructions
Description
Virginia Tech Marketing and Brand seeks a qualified research firm to conduct a comprehensive, 360-degree institutional brand health, perception, and brand equity study. The engagement will assess brand awareness, perception, affinity, equity, attributes, and reputation drivers across internal and external audiences, including prospective and current students and families, alumni and donors, faculty and staff, athletics audiences, employers, community members, and higher-education peers. The work will include discovery, interviews or focus groups, scientifically valid research instruments, participant recruitment, data collection, data-quality and security practices, audience-segment analysis, and peer benchmarking against five institutions. Required deliverables include an executive summary presentation, comprehensive research report, comparative analysis, actionable strategic recommendations, and an in-person presentation to university leadership. Proposals must address the methodology, project plan and timeline, relevant higher-education and brand-research experience, proposed team, comparable engagements, pricing, optional audience-segment costs, and SWaM participation or subcontracting. The contract term is one year with four one-year renewal options.
Classification Codes
Smart Codes
Specifications
Timeline
Requirements
- Workers' Compensation
- Employers Liability — $100,000.00
- General Liability — $2,000,000.00
- Automobile Liability — $500,000.00
- Builders Risk
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