University Procurement Office

Marketing and Communications Plan

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RFP#CP14-DF-0702 Marketing and Communications Plan

The University of Massachusetts system is seeking to engage the services of a marketing firm that will assist the university in preparing a long-term marketing plan. The successful firm will use the findings of a marketing study completed in 2013 and will consult with key UMass officials in developing a marketing plan for the five-campus University of Massachusetts system.


The marketing plan deliverables should include the following:

  • Recommendations with respect to social media, advertising, media communications and all other forms of external and internal communications relating to the general positioning of the university and telling the story of its attributes and accomplishments.
  • Review of marketing and communications plans that currently exist on each of the university's five campuses with an eye toward ensuring that the system plan is complementary.
  • Providing an overview on how on a university-system brand differs from a campus brand and how system marketing and communications efforts should therefore differ from those advanced at the campus level.
  • Identifying university systems viewed as national leaders with respect to their marketing and communications efforts and analyzing the factors responsible for their success.

Bidders must have extensive experience in the higher education industry and a demonstrated record of accomplishment in the higher education field.

The response deadline is August 29, 2013, 2:00pm EST.

Please refer to the following documents for details:

RFP Document

Appendix A

Answers to Questions

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