Comprehensive Branding Initiative: Research, Strategy, Development, Deployment & Measurement

The University at Albany (UAlbany) seeks a strategic partner to lead a comprehensive branding initiative over an anticipated two-year period. This work will build on our existing strengths while positioning the university more competitively in key regional and national markets to positively impact our enrollment. The selected agency will collaborate with internal stakeholders to research, develop, and activate a compelling brand platform that resonates with prospective students, families, alumni, faculty, staff, and community partners. The agreement to be awarded as a result of this RFP will have an anticipated contract term of two (2) years with optional renewal years. The objective is to begin the Research and Discovery process within 30 days of final execution of the contract. The progression of phases is related to the completion of required services and deliverables rather than adherence to a specific calendar year. Initial Phase One (Research & Discovery) will be followed by Phase Two (Brand Strategy & Development). Bidders suggested project timeline will help guide the time periods and steps to Phase 3 (Brand Activation) and Phase Four (Measurement & Optimization). Optional renewal years will be a continuation of the work done in Phase Four. This procurement is subject to the Procurement Lobbying Act (NYS Finance Law §139 J&K) and vendors are cautioned that the only permissible contact for this procurement is: Elizabeth Tirado, Senior Purchasing Agent, [email protected]. The restricted period for this procurement is defined as: January 27, 2026, until final contract approval by University at Albany and/or the Office of the State Comptroller, if required. PLEASE SIGN UP FOR UPDATES, OR BOOKMARK THIS ADVERTISEMENT AND CHECK BACK REGULARLY, AS ANY UPDATES AND RFP BID ATTACHMENTS WILL BE UPLOADED HERE. This includes the Questions and Answers addendum and any additional addendums. Business enterprises awarded an identical or substantially similar procurement contract within the past five years: None Service-Disabled Veteran-Owned Business (SDVOB) SDVOB Goal: 6.00% Minority / Women Business Enterprise contracting goals (MWBE) MBE Goal: 15.00% WBE Goal: 15.00%