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Programmatic Priority:

Conduct primary research to analyze our competitors and determine our best positioning strategy

Brand Clarification and Development

  • Presentation of Campus Engagement and Brand Assessment

findings (including external research); presentation of initial brand promise options and finalized through group selection during meeting.

  • Promise testing via Web with students, faculty and staff

    • o

      Five minute survey

$28,500

  • o

    Sent to up to 10,000 potential respondents

  • o

    Client provides list

  • Follow-up on-site (half-day) presentation to finalize promise

attributes

and

  • Brand portfolio

    • o

      Brand promise

    • o

      Brand rationale

    • o

      Brand attributes and matrix

    • o

      Proof points

Action Assignments: Collaborative team – RU, EU, Faculty , Athletics, Student Development, Admissions and Alumni and Development. Stamats to do the primary data collection. Brand Communication Strategy

$19,100 plus the cost

Programmatic priority

• One-day campus visit by Marcom and Stamats team to develop plan foundation and work with team to identify/prioritize target

of creating, developing, printing,

Develop a brand communications

audiences, complete communication briefs for each target audience, placement, etc.

plan to determine how we

and develop resource allocation matrix overall and for each

communicate our brand image to our audience; also conduct preliminary discussion regarding internal and

target audiences.

external launch strategies

  • Marcom and Stamats writes the first portion of the plan off-site

  • One-day campus visit by Marcom and Stamats to finalize plan

  • Deliverable: A brand communication strategy that outlines internal

and external communication efforts

Action Assignments: Collaborative team – RU, EU, Faculty , Athletics, Student Development, Admissions and Alumni and Development. Stamats to do the primary data collection.

Staff position - Director of Communications: additional position will serve to support branding and business development

$35,000 salary, $17,000 travel, benefits, and equipment. This will be an ongoing position and not a one time cost.

$52,000

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