2020002-RFP - Positioning and Creative Development for the Fundraising Campaign Brand

To develop a fundraising campaign positioning, messaging platform and creative look and feel to support the objectives of the University (i.e. to conclude the $400 million fundraising campaign). This Campaign began under the tag-line “Defy the Conventional” in support of the University’s strategic plan toward the year 2020. It is therefore necessary to re-brand and re-fresh the Campaign to align with the University’s new strategic framework toward the year 2030.
This campaign’s  primary audience is the prospective donor capable of making a major gift (of $25,000 or more). This audience is segmented from the greater stakeholder pool of  approximately 238,000 donors, alumni and past graduates within our database. The Campaign brand should  seek to inspire these stakeholders, and in particular the primary audience, to learn more about the University and  to give a financial contribution. 
Important: the purpose of this RFP is to develop a positioning and creative look and feel for the fundraising campaign. It is not a work on the overarching uOttawa brand. Whereas such work would be multi-audience, the purpose of this RFP is to develop work intended primarily for major donors.