BC-21513-C Institutional Brand Strategy, Identity Refresh, and Implementation RFP

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
REQUEST FOR PROPOSAL
FOR
INSTITUTIONAL BRAND STRATEGY, IDENTITY REFRESH,
AND IMPLEMENTATION
RFP NUMBER: BC-21513-C
ISSUED: May 5, 2026
DUE DATE: Tuesday, June 9, 2026 at 11:59 pm (ET)
Prospective bidders/offerors are encouraged to regularly visit the University's Department of Procurement & Strategic
Sourcing website, e-Maryland Marketplace Advantage (eMMA) to ensure receipt of any addenda and other updates
related to this solicitation. The links to these resources are provided below:
* UMBC Bid Board - https://procurement.umbc.edu/bid-board/
* eMaryland Marketplace Advantage (eMMA) - https://emma.maryland.gov
ISSUING OFFICE
Department of Procurement & Strategic Sourcing
University of Maryland, Baltimore County
Administration Building, 7th Floor
1000 Hilltop Circle
Baltimore, MD 21250
MINORITY, WOMEN AND SMALL BUSINESSES ARE
ENCOURGAGED TO RESPOND TO THIS SOLICITATION
1

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
Key Information Sheet & Solicitation Schedule
Request for Proposals Title: Institutional Brand Strategy, Identity Refresh, and
Implementation
Solicitation Number: BC-21513-C
RFP Issue Date: May 5, 2026
Procurement Officer: David Clurman, clurman@umbc.edu
Technical Proposal Due Date & Time: Tuesday, June 9, 2026 at 11:59 pm (ET)
(Not a Public Bid Opening)
Technical Proposals are to be sent to: Technic.jrk2k5hp2q0bq96p@u.box.com
Price Proposals are to be sent to: Instructions will be provided to shortlisted firms
Pre-Proposal Conference Wednesday, May 13, 2026 at 2:00 pm (ET) at this link
Questions Due Date & Time: Tuesday, May 19, 2026 at 11:59 pm (ET) to
Submitt.6cty301w7ezf2l10@u.box.com
Oral Discussion Placeholder Dates July 27 & July 28, 2026
Minority Business Enterprise (MBE) 20%
Subcontracting Goal:
Contract Type: Firm fixed price
Term of Contract: 18 months
The University is committed to ensuring that persons with disabilities have equally effective opportunities to participate
in and benefit from the University's programs and services. Persons who may require reasonable ADA accommodations
should email the Issuing Office at clurman@umbc.edu at least five (5) days prior to any meeting scheduled in connection
with this solicitation.
2

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
NOTICE TO BIDDER/OFFERORS
To help improve the quality of bid and proposal solicitations and to make our procurement process more responsive and
"business friendly," we ask that you provide comments and suggestions regarding the enclosed solicitation. Please return
your comments with your bid, proposal or "no bid," response, as the case may be. Thank you for your assistance.
Project No. BC-21513-C
Project Title: Institutional Brand Strategy, Identity Refresh, and Implementation
If you have responded with a "no bid" please indicate the reasons below (check applicable boxes):
Other commitments preclude our participation at this time.
The subject of the solicitation is not something we normally provide.
We are inexperienced in the work/commodities required.
The specifications are either unclear or too restrictive (explain below).
The scope of work is beyond our current capacity.
Doing business with Maryland Government Agencies is simply too complicated (explain below).
We cannot be competitive (explain below).
Time allotted for completion of the bid/proposal response is insufficient.
Start-up time is insufficient.
Bonding/insurance requirements are prohibitive (explain below).
MBE requirements (explain below).
Bid/Proposal requirements (other than specifications or scope) are unreasonable or too risky (explain below)
Prior experience with University contracts were not profitable or otherwise unsatisfactory (explain below).
Payment schedule too slow.
Other:
Explanation:
If you have submitted a bid or proposal, but wish to offer suggestions or express concerns, please use the remarks section below:
Remarks:
Bidder/Offeror Name:
Contact Person:
Signature: Date:
Address:
Email: Phone:
3

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
TABLE OF CONTENTS
SECTION I. SPECIFICATIONS/SCOPE OF WORK ................................................................... 7
A. BACKGROUND ................................................................................................................................................ 7
B. SUMMARY STATEMENT ............................................................................................................................... 7
C. MINIMUM QUALIFICATIONS ....................................................................................................................... 7
D. SPECIFICATIONS/SCOPE OF WORK ............................................................................................................ 8
SECTION II. EVALUATION PROCEDURE ....................................................................................................... 9
A. EVALUATION COMMITTEE ....................................................................................................................... 12
B. QUALIFYING PROPOSALS .......................................................................................................................... 12
C. TECHNICAL EVALUATION ......................................................................................................................... 12
D. FINANCIAL EVALUATION .......................................................................................................................... 12
E. DISCUSSIONS - BEST AND FINAL OFFERS .............................................................................................. 12
F. EVALUATION CRITERIA ............................................................................................................................. 12
G. FINAL RANKING AND SELECTION ........................................................................................................... 12
H. DEBRIEFING ................................................................................................................................................... 13
SECTION III. INFORMATION REQUIRED IN ALL PROPOSALS ............................................................. 14
A. ORGANIZATION OF TECHNICAL PROPOSAL SUBMISSION ................................................................ 14
B. TRANSMITTAL LETTER ............................................................................................................................... 14
C. TECHNICAL PROPOSAL ............................................................................................................................... 14
D. TECHNICAL PROPOSAL CONTENTS ......................................................................................................... 15
E. BID/PROPOSAL AFFIDAVIT ........................................................................................................................ 15
F. MBE UTILIZATION AFFIDAVIT .................................................................................................................. 15
G. ADDENDA ACKNOWLEDGMENT FORM .................................................................................................. 15
H. CONFLICT OF INTEREST AFFIDAVIT & DISCLOSURE ........................................................................ 16
I. PRIME CONTRACTOR LIST OF CONTRACTORS .................................................................................... 16
SECTION IV. INFORMATION FOR OFFERORS .......................................................................................... 17
A. ISSUING OFFICE AND PROCUREMENT OFFICER................................................................................... 17
B. PRE-PROPOSAL CONFERENCE AND SITE VISIT ..................................................................................... 17
C. QUESTIONS AND INQUIRIES ...................................................................................................................... 17
D. INSURANCE .................................................................................................................................................... 17
E. PROPOSAL DUE DATE .................................................................................................................................. 18
F. DURATION OF PROPOSAL OFFER ............................................................................................................. 18
G. PROCUREMENT METHOD ........................................................................................................................... 18
H. BASIS FOR AWARD....................................................................................................................................... 18
4

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
I. ALTERNATE PROPOSALS ............................................................................................................................ 19
J. MINORITY BUSINESS ENTERPRISE UTILIZATION ................................................................................ 19
K. LIQUIDATED DAMAGES PROVISION RELATED TO MBE GOAL ........................................................ 20
SECTION V. GENERAL INFORMATION FOR OFFERORS ....................................................................... 21
A. PURPOSE ......................................................................................................................................................... 21
B. ADDENDA TO THE RFP ................................................................................................................................ 21
C. PRE-PROPOSAL MODIFICATION OR WITHDRAWAL OF OFFERS ...................................................... 21
D. CANCELLATION OF SOLICITATION/REJECTION OF ALL PROPOSALS............................................. 21
E. DISCUSSIONS ................................................................................................................................................. 21
F. ORAL DISCUSSIONS ..................................................................................................................................... 21
G. INCURRED EXPENSES.................................................................................................................................. 22
H. ARREARAGES ................................................................................................................................................ 22
I. VERIFICATION OF REGISTRATION AND TAX PAYMENT .................................................................... 22
J. ECONOMY OF PREPARATION .................................................................................................................... 22
K. PUBLIC INFORMATION ACT NOTICE ....................................................................................................... 22
L. EXECUTION OF PROPOSALS ...................................................................................................................... 22
M. DISCREPANCIES, EXPLANATIONS AND CLARIFICATIONS................................................................. 22
N. ORDER OF PRECEDENCE ............................................................................................................................ 23
O. REQUIRED CONTRACT PROVISIONS ........................................................................................................ 23
P. OFFEROR RESPONSIBILITIES ..................................................................................................................... 23
Q. FALSE STATEMENTS.................................................................................................................................... 23
R. PAYMENT TO THE CONTRACTOR; TAXES.............................................................................................. 23
S. PRESS RELEASES .......................................................................................................................................... 23
T. RECIPROCAL PREFERENCE ....................................................................................................................... .23
U. NON-VISUAL ACCESS .................................................................................................................................. 24
V. INTERGOVERNMENTAL COOPERATIVE PURCHASING ....................................................................... 24
W. PARKING ......................................................................................................................................................... 24
X. SMOKING ........................................................................................................................................................ 24
EXHIBITS
Exhibit A PreBid/-Proposal Conference Response Form .........................................................25
Exhibit B Offeror Information Sheet ................................................................................26
Exhibit C Proposal Price Instructions & Sample Form ...........................................................27
Exhibit D MBE Affidavits and Forms ..............................................................................29
* D-1A MBE Utilization and Fair Solicitation Affidavit & MBE Participation Schedule
5

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
(must be submitted with Bid/Proposal)
* D-1B Waiver Guidance
* D-1C Good Faith Efforts Documentation to Support Waiver Request
* D-1D MBE Subcontractor Unavailability Certificate
* D-2 Outreach Efforts Compliance Statement
* D-3A MBE Subcontractor Project Participation Certification
* D-3B MBE Prime Project Participation Certification
* D-4A Prime Contractor Paid/Unpaid MBE Invoice Report
* D-4B MBE Prime Contractor Report
* D-5 Subcontractor Paid/Unpaid MBE Invoice Report
Exhibit E Proposal Affidavit .......................................................................................53
Exhibit F Firm Profile & Experience .............................................................................58
Exhibit G Reference Checks ....................................................................................... 59
Exhibit H Key Personnel ...........................................................................................61
Exhibit I Financial Stability of Bidder/Offeror....................................................................62
Exhibit J Acknowledgement of Receipt of Addenda...........................................................63
Exhibit K Conflict of Interest Affidavit & Disclosure Form....................................................64
Exhibit L UMBC Sample Consulting Contract ..................................................................65
Exhibit M Prime Contractor List of all Subcontractors ..........................................................71
Exhibit N Non-Disclosure Agreement ............................................................................72
6

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
SECTION I. SPECIFICATIONS/SCOPE OF WORK
A. BACKGROUND
Established in 1966, the University of Maryland, Baltimore County (UMBC) is one of twelve institutions that,
along with two regional centers, constitute the University System of Maryland. UMBC is located on 482 acres
with 4.2 million gross square feet and only 15 minutes from Baltimore's Inner Harbor and 30 minutes from
Washington, D.C. and five minutes from BWI Airport.
The University of Maryland, Baltimore County (UMBC) is a dynamic public research university located in
Baltimore County, Maryland, and is a member institution of the University System of Maryland. UMBC is
recognized for its strong commitment to academic excellence, innovation, and inclusive excellence, serving a
diverse student population across undergraduate, graduate, and professional programs.
UMBC will soon complete its new strategic plan intended to reinvent and set the path for the institution for the
next several years. In alignment with the rollout of this new strategic direction, the newly created Division of
University Communications and Marketing (UCM) seeks to refresh the UMBC brand to reflect the new direction
and strategic priorities of the institution.
B. SUMMARY STATEMENT
The University of Maryland, Baltimore County, a constituent institution of the University System of Maryland
and an agency of the State of Maryland (herein referred to as the "University" or "UMBC"), is seeking proposals
from qualified Offerors to submit proposals for a comprehensive, phased brand refresh initiative and identify
refresh that aligns with the University's forthcoming strategic plan. This engagement will include research,
strategy development, creative design, and implementation to strengthen UMBC's market position and
ensure consistent, compelling communication across all audiences.
While this is not a wholesale rebrand, specific identity elements (e.g., logos, seal, nomenclature, and color
system) are in scope for evaluation. Our intent is to walk away from this engagement with a clear refresh of
the brand that includes a comprehensive campaign that will appeal to all identified target audiences and
incorporate tagline(s), audience development, content development across various channels (traditional
media, digital media, email, print/publications and web) as well as the ability to weave UMBC's unique
story and institutional values into a compelling narrative.
This solicitation shall be conducted in accordance with the University System of Maryland (USM) Board Regents
Procurement Policies and Procedures.
C. QUALIFICATIONS
1. The ideal agency for this engagement will possess the following:
1.1. Experience rebranding mid-sized public institutions
* Strategic and full-service capabilities (digital, content, tech integration)
* Integrated marketing: SEO, SEM, content, social, email, and analytics
* Tech savvy - can integrate with our existing CMS and tech stack (Marketing Cloud)
* Data-driven - uses research and analytics to build brand and content strategy
1.2. Deep higher education experience (at least 10 years recommended)
* Enrollment funnel mastery
7

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
* Industry knowledge - specifically, experience in differentiating public institutions that are part of a
larger state system from similarly named and branded universities
* Audience fluency - understands different higher education segments and best channels to reach them
1.3. Strong process and partnership
* Governance expertise - managing diverse stakeholders
* Capacity building - creates bandwidth for under-resourced departments
* Clear communication - regular reporting and clear direction
1.4. Differentiated brand approach
* Brand storytelling - able to weave our unique origin story and institutional values into a compelling
narrative
* Simplicity and focus - distill complex messages into clear and memorable points
* Program/Major-specific branding - creates effective micro-brands for initiatives while staying true to
the main university brand
1.5. Proven track record and culture
* Social proof - strong reputation, case studies, and references within higher ed
* Thought leadership - contributes to the higher ed community through research and industry
participation
2. The Offeror shall provide at least three (3) references from organizations of similar size and scope to UMBC.
These references should demonstrate the Offeror's experience and successful performance in providing
comparable services.
3. The Offeror shall provide evidence of financial stability (e.g., audited financial statements or Dun & Bradstreet
report) to ensure long-term viability.
4. The Offeror shall agree to comply with all applicable University System of Maryland and State of Maryland
procurement policies, terms, and conditions.
5. UMBC reserves the right to verify all information provided, as well as to consult any other sources available
including any person or persons associated with the references provided or the project cited as a reference.
UMBC also reserves the right to request additional references or contact any known firm associated with the
Offeror, as well as itself even if not provided as a reference by the Offeror. References will be held in the
strictest of confidence.
D. SCOPE OF WORK/SPECIFICATIONS
1. Brand Discovery and Research
During this phase of the engagement, the agency will carry out discovery and research in order to provide
foundational, data-driven insight that will guide the creative development and strategic planning process.
1.1. Review of Existing Resources
* Evaluate prior research, enrollment data, and marketing assessments to establish a foundation of
insights
* Analyze the new UMBC strategic plan (to be released in September 2026), existing brand
positioning, and communications to identify strengths, gaps, and alignment opportunities
* Competitive landscape analysis
1.2. Master Identity Audit and Map
8

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
* Inventory all official and unofficial marks, taglines, and representations of the UMBC brand
* Classify each as Keep/Optimize/Test/Retire with evidence (usage, recognition, confusion, licensing,
cost to change)
* Conduct focus groups across campus for qualitative feedback regarding the current university brand
positioning and creative
* Review, update, and optimize style guide to ensure consistency, that it reflects all areas that impact
brand, and includes comprehensive governance and guidance
2. Creative Development
As the creative development process takes place there shall be presentations of brand rationale at each phase.
The creative development process shall result in 2 - 3 directions before refinement. These directions will be
shared with the University Cabinet and campus community for feedback. All generated assets shall be provided
in final packaged asset files (all formats: AI, EPS, SVG, PNG, WOFF2, etc.).
2.1. Visual Language
* Illustration style or iconography system
* Photography art direction guidelines (style, tone, subject matter, composition)
* Graphic/pattern elements or textures unique to the brand
* Data visualization and infographic templates
2.2. Brand Expression
* Tone of voice and messaging framework (taglines, key messages, narrative pillars)
* Brand personality attributes and audience personas
* Naming conventions for sub-brands, colleges, departments, and programs
2.3. Print Collateral Templates
* Viewbook/recruitment brochures for domestic undergraduate and graduate recruitment as well as
international undergraduate and graduate recruitment
* Letterhead, envelope, and business card systems
* Poster and event flyer templates
* Academic publication and report cover templates
* Signage and wayfinding concepts
* Report and solicitation templates (alumni and government relations, for example)
2.4. Digital & Web
* Web UI component library or design systems (e.g., buttons, cards, nav, forms)
* Social media profile and post templates (across major platforms)
* Email marketing templates
* Digital advertising unit templates
* PowerPoint and Google Slides master template
2.5. Environmental & Merchandise
* Campus signage and wayfinding concepts
* Branded merchandise examples (apparel, swag)
* Vehicle and building exterior concepts
* Stadium/arena and athletics branding considerations
3. Creative Evaluation & Refresh Launch
3.1. Community Feedback
9

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21513-C
* Conduct focus groups across campus to share research conclusions and gain ideas, insights and
feedback to assist in development of initial set of brand concepts
* Conduct focus groups across campus to gain community feedback for (2-3) creative concepts
* Synthesize the data and provide insights and reports to UCM/Brand Refresh team
3.2. Rollout Strategy & Planning
* Phased implementation roadmap with prioritized milestones
* Stakeholder communication plans (internal & external audiences)
* Change management framework for transitioning to the new refreshed brand including extensive
training for all campus stakeholders
* Risk assessment and mitigation plan for brand transition
* Budget guidance for implementation
3.3. Internal Launch (Campus Community)
* Internal brand launch presentation and talking points for leadership
* Brand ambassador program framework (faculty, staff, and student champions)
* Facilitate town hall or kick-off event and provide materials (slides, handouts, video)
* Internal brand training curriculum and workshop facilitation guide
* FAQ document addressing common concerns about the refresh
* Department-by-department transition checklist
3.4. External Launch (Public-Facing)
* External launch campaign concept and creative (advertising)
* Social media launch content calendar and asset library
* Paid media strategy and launch ad creative
* Launch microsite or landing page concept
3.5. Digital Transition
* Website transition plan and timeline
* SEO continuity recommendations during the refresh
* Social media profile update guide across all platforms
* Email signature rollout instructions
* Digital asset sunset schedule (retiring old brand assets)
3.6. Story Support
* Brand story narrative for earned media
* Spokesperson talking points and Q&A prep
* Brand rationale video or mini-documentary concept
3.7. Physical/Campus Transition
* Signage audit and prioritized replacement schedule
* Interim co-branding guidelines for the transition period
* Facilities and athletics transition checklist
3.8. Post-Launch
* 30/60/90-day post-launch audit plan
* Brand sentiment monitoring framework
* Metrics and KPI's to measure launch success
* Feedback collection mechanism from internal stakeholders
10