BC-21527-C Institutional Brand Strategy, Identity Refresh, and Implementation RFP

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-C
REQUEST FOR PROPOSAL
FOR
INSTITUTIONAL BRAND STRATEGY, IDENTITY REFRESH,
AND IMPLEMENTATION
RFP NUMBER: BC-21527-C
ISSUED: June 18, 2026
DUE DATE: Thursday, July 23, 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
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-C
Key Information Sheet & Solicitation Schedule
Request for Proposals Title: Institutional Brand Strategy, Identity Refresh, and
Implementation
Solicitation Number: BC-21527-C
RFP Issue Date: June 18, 2026
Procurement Officer: David Clurman, clurman@umbc.edu
Pre-Proposal Conference Tuesday, June 30, 2026 at 11:00 am (EDT) at this link
Questions Due Date & Time: Monday, July 6, 2026 at 4:00 pm (EDT) to
Submitt.76xoqrqywl1ijrzj@u.box.com
Technical Proposal Due Date & Time: Thursday July 23, 2026 at 4:00 pm (EDT)
(Not a Public Bid Opening)
Technical Proposals are to be sent to: Technic.35qucpm6nhsb8ejw@u.box.com
Price Proposals are to be sent to: Instructions will be provided to shortlisted firms
Oral Discussion Placeholder Dates September 10 & September 11, 2026
Minority Business Enterprise (MBE) 20%
Subcontracting Goal:
Contract Type: Firm fixed price
Term of Contract: 16 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.
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-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-21527-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:
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-C
TABLE OF CONTENTS
SECTION I. SPECIFICATIONS/SCOPE OF WORK ................................................................... 7
A. BACKGROUND ................................................................................................................................................ 7
B. SUMMARY STATEMENT ............................................................................................................................... 7
C. MINIMUM QUALIFICATIONS ....................................................................................................................... 8
D. SPECIFICATIONS/SCOPE OF WORK ............................................................................................................ 8
SECTION II. EVALUATION PROCEDURE ..................................................................................................... 12
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 ......................................................................................................... 14
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
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-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................................................................. 23
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
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-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
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-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.
UMBC is a dynamic public research university located in Baltimore County, Maryland, and is recognized for its
strong commitment to academic excellence, innovation, and inclusive excellence. Designated as a minority
serving institution (MSI), UMBC serves a diverse student population across undergraduate, graduate, and
professional programs. It is made up of three colleges: College of Arts, Humanities, and Social Sciences, College
of Engineering and Information Technology, and the College of Natural and Mathematical Sciences as well as
four schools: The Erickson School of Aging Studies, School of Public Policy, School of Education and School of
Social Work. UMBC offers close to 300 degree and certificate programs and has over 100,000 alumni around the
globe.
The university will soon complete its new strategic plan intended to reinvent and set the path for the institution
over the next several years. In alignment with the rollout of the 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. UCM, the central communications and marketing hub for the
university, is composed of teams dedicated to brand strategy and promotion, digital strategy (website, marketing
automation, and digital advertising), creative strategy, enrollment marketing, media relations, and
communications. The selected agency will work closely with UCM and selected stakeholders across the university
on the brand refresh initiative.
B. SUMMARY STATEMENT
The University of Maryland, Baltimore County, a constituent 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 for a comprehensive brand refresh that will strengthen UMBC's position among existing and new
target audiences and stakeholders in alignment with the University's forthcoming strategic plan and ensure
the university brand is relevant, authentic, and distinctive in the higher education space.
Our goal is modernization and refinement of the existing core brand identity, brand positioning and
architecture including messaging, brand personality and voice. Regarding brand identity, the university
will consider subtle tweaks in color palette, type, or streamlining of the logo if necessary to create better
alignment with current market trends, increase the university's competitive edge, and enhance constituent
perception and trust. This engagement will include preliminary research and data analysis, content and
creative development, and implementation support. At the end of this engagement, UMBC should walk
away able to create a comprehensive campaign that will appeal to all identified audiences across all
initiatives, media and channels.
This solicitation shall be conducted in accordance with the University System of Maryland (USM) Board Regents
Procurement Policies and Procedures.
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-C
C. QUALIFICATIONS
1. The ideal agency for this engagement will have extensive experience (focus on number and quality of projects
vs. time in business) working with clients to refresh brand and elevate market positioning. They should possess
expertise in strategic research, messaging architecture, audience development, design and asset deployment.
The agency for this engagement should also possess technical capabilities in web design, UX, and content
creation to ensure transferability of design to digital platforms. In addition, the successful agency will have
experience and expertise in internal change management and the ability to coordinate external rollouts and
handle PR narratives. At least 10 years of experience with a proven track record of servicing the higher
education industry in the aforementioned areas is recommended; experience working with mid-sized public
institutions is preferred. Experience can be held at the agency level or held by the leadership assigned to the
engagement and should include thorough knowledge of environmental factors, the competitive landscape, and
audiences specific to higher education. Prior or current brand refresh engagements with institutions that are
part of a state system is a plus.
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. Preliminary Research and Data Analysis
During this phase of the engagement, the agency will carry out discovery as well as qualitative and quantitative
research in order to provide foundational, data-driven insight that will guide the creative, content, and audience
development processes. This may include in-depth interviews, focus groups, social listening (the university
currently utilizes a tool for social listening that may be leveraged for this engagement), primary and secondary
data analysis and competitive benchmarking. While the scope includes the following quantitative and
qualitative research, UMBC expects that the engagement will include initial consultation to establish a research
agenda that will provide the insight and data necessary to yield the best outcomes.
1.1. Review of Existing Data and Resources
* Evaluate prior university-initiated research results, constituent data, and assessments to establish a
foundation of insights
* Determine existing brand position and evaluate existing communications/content to identify
strengths, gaps and opportunities for better alignment
* Conduct stakeholder interviews, competitive analyses, and market surveys to support suggestions
with data
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-C
* Facilitate the collection and inventory of all official and unofficial marks from an external
perspective. Taglines and representations of the UMBC brand, including usage, recognition,
confusion, licensing, and cost to change, should be included in this step. Use this evidence to classify
each as Keep/Optimize/Test/ Retire
1.2. Deliverables
All deliverables shall be subject to University review and written acceptance.
* Master identity audit and map
* Insights and reports based on synthesized data
* Presentations to key campus stakeholders to share research conclusions and gain input
* A brand refresh strategy
2. Content and Creative Development
Data and insights gathered during the preliminary research and data analysis phase should help to guide
decisions such as the degree of shift that is required from the current brand in addition to refinements in brand
positioning, messaging, brand personality and brand voice. It should also result in a set of creative concepts
that visually express the associations defined within the brand refresh strategy.
2.1. Deliverables
All deliverables shall be subject to University review and written acceptance.
* As the creative development process takes place there shall be presentations of brand rationale at each
phase. The creative development process shall result in 3 to 4 directions before refinement.
* All generated assets shall be provided in final packaged asset files (all formats: INDD, PSD, AI, EPS,
SVG, PNG, JPG, WOFF2, etc.).
* Visual language including 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
* Print collateral templates across publications including 3-6 formats for each of the following:
viewbooks, brochures, fact-sheets, annual reports, and solicitations as well as signage and wayfinding,
intended for all UMBC audiences and stakeholder groups (e.g., prospective students, corporate
partners, alumni, government stakeholders, and peer institutions). Engagement will result in one fully
executed piece (content and design) per publication type not to exceed ten publications; audiences and
initiatives to be determined during engagement.
* Brand expression including tone of voice and messaging framework (taglines, key messages, narrative
pillars), brand personality attributes and audience personas (number to be determined during
engagement), naming conventions for sub-brands, colleges, departments, and programs
* Clear brand guidelines for immediate central marcomm usage and adoption by campus stakeholders
* Templates and assets should also include social media post templates, email templates (for internal
and external communications), digital advertising unit templates, and PowerPoint/Google Slides
master templates.
* Digital Design Concepts - this engagement does not include a full website redesign, but should reflect
refreshed brand elements across key digital properties. Deliver one design concept applied across 5
unique pages as Figma files with organized frames and named layers. All pages at desktop (1440px)
and mobile (390px) unless noted. Prototype connections are welcome but not required. Deliverables:
A. Homepage: umbc.edu.
A full reconception addressing hierarchy, audience, and brand expression as a system.
B. Program Pages: paired set.
One undergraduate and one graduate program page, to be determined during engagement. Desktop
breakpoint required for both. Concepts should demonstrate how the design handles academic
content, conversion goals, and brand voice across two distinct audience contexts.
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Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation
Solicitation Number: BC-21527-C
C. Life on Campus: umbc.edu/life-on-campus.
Experience-driven and aspirational -- concepts should reflect a content strategy, not simply a
visual treatment of existing assets.
D. Giving Homepage: umbc.edu/giving.
Concepts should reflect donor motivation and institutional identity, not a standard fundraising
template.
2.2. Creative Evaluation
Obtaining campus community feedback throughout the creative and content development process will be
vital to successful adoption and utilization of the refreshed brand elements. The agency will need to work
with UCM as well as select campus stakeholders to conduct in person and virtual feedback sessions at
varying phases of development to be determined in consultation between UMBC and the agency at the
beginning of the engagement.
* Presentations to UCM and select campus stakeholders during the development process to share
approach and progress and narrow down concepts
* Conduct focus groups across campus to gain community feedback for selected (3-4) creative concepts
3. Implementation Support
The final phase of the engagement consists of activities meant to ensure successful rollout of the newly
refreshed brand focused on internal campus adoption as well as improved brand strength. Application of
provided templates and assets will be conducted by University Communications and Marketing (UCM).
3.1. Planning and Roll Out Strategy
* Phased implementation roadmap with prioritized milestones
* Stakeholder communication plans (internal and external audiences)
* Change management framework for transitioning to the new refreshed brand including extensive (on-
site or virtual) training for all campus stakeholders.
3.2. Deliverables
All deliverables shall be subject to University review and written acceptance.
* Updated comprehensive brand style/standards guide
* Training documentation and onboarding guide for internal teams
* Internal brand launch presentation including data and rationale for changes to brand elements and
messaging/design choices as well as talking points for leadership (University Cabinet); shared deck
to be used by UCM for other internal audience presentations
* Metrics and KPI's to measure launch success and brand strength (e.g., search volume trends, social
listening)
* Governance model recommendations for brand management and brand stewardship model
4. Exclusions
* This scope of work does not include any services related to public relations or crisis management support,
nor does it include the creation of media lists or external communications planning.
* The selected agency is not expected to conduct or provide earned media outreach, pitching, earned media
strategy, messaging, talking points, or Q&A preparation.
* Media planning and buying are also not within scope.
* UMBC is not seeking CMS configuration, Marketing Cloud setup, UI component library/design system,
or website transition plans.
* This is not a website redesign project.
* UMBC does not expect a content audit, template mapping, redirect/URL guidance, metadata migration,
SEO preservation planning, or website governance recommendations.
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