18-153 - Brand Strategy

 Address:
York University
Procurement Services
4700 Keele Street
Toronto, Ontario
Canada, M3J 1P3
 
Description:
Objectives
This RFP is being issued to obtain Proposals for a highly qualified and experienced firm to provide brand strategy services for York. A strong integrated brand will raise York’s profile and reputation within and outside the organization. Consultation for this branding project should touch every aspect of the university (research with key stakeholders is required).
The brand strategy firm shall partner with York to meet key objectives such as:

• Phase 1: To articulate a clear, compelling and differentiated brand that incorporates the new vision of the President into the institutional brand positioning.
• Phase 2: To create an implementation plan that will enable the university to operationalize the brand and determine a process for usage in strategic decision-making.
• To create the above within the timeline proposed project timeline referenced in section 4.4 for Phase 1 and Phase 2.

• Conduct a brand assessment/review (review of current research and positioning);
• Utilize consultation and research to evolve York’s brand strategy that incorporates President’s new vision and pillars and links to the UAP and includes:
  • the organization’s primary audiences;
  • personality;
  • value proposition;
  • brand positioning; and
  • brand promise.
• Ensure York’s brand strategy resonates with audiences;
• Craft messages and messaging matrix for key audiences including a “story” and elevator pitch; and
• Create a strategic implementation plan to operationalize and infuse the brand through all aspects of our work including a way to use in decision making.

• Advertising campaign;
• Visual identity; or
• Design.

1. Qualifications and Experience
2. Approach
3. References
4. Case Studies
5. Objectives and Deliverables
6. Acknowledgement – Section 9.0
7. Pricing Schedule – Section 10.0

1. Mandatory Requirements
2. Qualifications, Experience
3. Approach
4. Objectives and Deliverables
5. Case Studies
6. Financial Evaluation; and
7. Short-Listed Proponent Presentation