MAC Branding RFP

7/27/2019 MAC Branding RFP

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REQUEST FORPROPOSAL (RFP#2):

BRANDING FORBOISE STATES MASTER OF ARTS INCOMMUNICATION

NICOLE REITHER

JOHN GARRETSONCODY FINNEY

BRYCE BERGEVIN

MAY 6,2013


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TABLE OF CONTENTS1. PROPOSAL AUDIENCE ............................................................................................................... 22. PROJECT INTENT AND DESCRIPTION.......................................................................................... 23. PROJECT SCOPEMETHODS AND TOOLS USED ......................................................................... 34. BRANDING AND PROMOTIONAL MATERIALSCONCEPT &THEORY ........................................ 35. BUDGET .................................................................................................................................. 116. OUTCOME ............................................................................................................................... 12


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1. PROPOSAL AUDIENCE

With the current job market in todays economy, an undergraduate degree just isnt enoughfor many employment positions. Many students find themselves contemplating getting their

Masters degree because of the promotional benefits and overall experience. However,according to a July 2011 New York Times article, approximately 30% of American adultshave attained a bachelors degree, and less than 10% hold a Masters degree. With a slimtarget audience its not only important to appeal to those who are seeking a Masters degree,but also to the average viewers as well. The proposal is aimed toward undergraduate studentsto educate them that Boise State University has a Masters of Arts in Communication(MAC).

The intended audience for this proposal would not only be those seeking to get graduatedegrees, but also to any undergrad. The proposed marketing tools are intended to educate theBoise community, Boise State Universitys current and prospective students and also a

national market of Boise States MAC program. Narrowing the market audience to thosewho are seeking a graduate degree makes not only for a slim intended audience but also aslim promotional field. The intent is to market towards the 30% attaining Bachelor degrees.

2. PROJECT INTENT AND DESCRIPTIONProject Intent:

The Department of Communication is soliciting proposals for the update of all branding andpromotional materials for the MAC program, including materials to be used at conferenceand trade shows, website content, brochures, mailers, promotional items and associatedmaterials. The Department of Communication currently doesnt have any effective website

content or promotional material that is being used to promote the MAC program. By creatinga presence on campus through promotional material as well as using current web-baseddesigns and technologies, this will trigger positive results in enrollment and programrecognition on the Boise State campus and on the national level for the MAC program.

Project Description:

With the Department of Communication seeking rebranding of all their promotionalmaterials, it was crucial to add the MAC program to the Department of Communicationswebsite. The following are promotional materials designed to be used for the MAC programpromotional efforts:

Logo Website Flier Postcard Mailer (Envelope) Brochure Tradeshow Materials

o Penso Key chains


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o Other tangible handouts

3. PROJECT SCOPEMETHODS AND TOOLS USEDThe scope of this project includes all design, development, coding, licensing and Boise Statestandard, with the main focus of having a MAC brand that would adhere to the universityscurrent logo. All text and copy will be provided following the selection of the RFP.

The B design for Boise State University emphasizes the speed of Boise State Universityallowing a point to form on the top left side of the B. Boise State University is required toaccompany the logo at all times.

Similarly, Master of Arts in Communication will also accompany the B logo and BoiseState University to manifest its simple elegance. The B logo is easy to attribute to Boise State

University and accompanied with Master of Arts in Communication, it is an immediatebrand.

Take into account the acronyms one sees each day (CNN, NPR, PAC 12, ABC, CBS, MW).These shortened versions allow for swifter identification of brands and programs on agrassroots level to a nationwide standpoint.

The creation of the acronym MAC stands for Master of Arts in Communication. Thisrepresents another clean yet efficient representation of the MAC Program and will standalone with the infamous B to help create a voice for the Masters of Arts inCommunication program.

4. BRANDING AND PROMOTIONAL MATERIALSCONCEPT &THEORYRecommendations on the following rebranding and promotional material for the MA ofCommunication justified:

Logos:

By creating a logo that effectively reflects the current and most recent Boise State University

logo, allows a brand for the MAC program to exist. Four separate logos were created torepresent this brand. Working off of the stand alone B, the Master of Arts inCommunication or MAC was strategically placed underneath. All of these logos will be usedto inform, persuade and promote the program. All logos created follow the strict Boise Statebranding guidelines.


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Website:

Add a MAC tab under the Department of Communication page on the Boise State Universitywebsite (www.boisestate.edu). Under this tab, the new logo chosen will be showcased as arecognizable click for users. On this tab, added visuals, concise text and an updatedphotograph of the department building will be included. It will stay simple with the followinginformation:


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Introduction to Maters Program Degrees Offered How to apply

Links and page breaks can be created to add simplicity to the page.

Flier:

The Keep Calm and Carry On meme is a relatable and recognizable meme consistentlyused and generated by companies and organizations nationwide. Keep Calm and MasterComm plays off of the meme, suggesting to the viewer to remain calm and mastercommunication and by using this recognizable slogan on and off campus, these fliers can aidthe MAC programs relevancy. The back of these fliers will have the new logo as well asinformation on the program. These fliers were created with the idea that they can helpestablish a reputation and capture attention within the Boise State community. Fliers can alsobe used for social media platforms in a sharing format.


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Postcard:

A postcard was designed in hopes of sending out to recent graduates of the Department ofCommunication or past alumni who would be interested in coming back for the MACprogram at Boise State University. Once again the new MAC logo is incorporated on thepostcard to create that repetition that will soon become recognizable if used efficiently and

effectively.


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Mailer (Envelope):

Creating an envelope with the University MAC logo on it furnishes a professionalimpression; these can be used to send out promotional material to future and current studentsor for any professor in the department to use on a regular basis. Once again, the new logowas placed at the top to create repetition and recognition of MAC.


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Tradeshow Materials:

All material listed above can be used for tradeshows and conferences to spread theknowledge about the MAC program and gain more applicants. Potential tradeshow materialsthat can be designed and purchased in the future:

Pens Small footballs Banners Large and small posters Stickers Notebook T-shirts


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Brochure:

These brochures will be used for local conferences, college fairs and campus distribution. Thebrochures will feature updated photos of student life on campus as well as one of the MAC logos

to parallel its branding efforts. Each brochure represents the life and speed of communication.Within the brochure, there will be a depiction of professors and their accomplishments alongwith a mission statement of what the department offers each and every student. Content will beadded and changed if chosen for the department.

Project planning phase must be completed by December 15, 20xx. Project planning

phase will determine the timeline/schedule for the remaining phases of the project.


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5. BUDGET

The following is the proposed costs to complete the tasks described in the project scope.Costs are stated as one-time or non-recurring costs (NRC) or monthly recurring costs (MRC).

Logos NRC MRCWebsite NRC MRCFlier NRC MRCPostcard NRC MRCMailer (Envelope) NRC MRCBrochure NRC MRCPens NRC MRC

Logos:

Purchase of Boise State font Department of Communication already has access to this so it

would not cost them anything.

Website:

Depending who runs the Boise State website and how much it would be to change coding,licensing and formatting.

Flier:

Starting at $22.49 for a pack of 8.50 x 10.98. Total price would be determined on amountof fliers needed.

Postcards:

Starting at $18.79 for a pack of standard postcard (5.47 x 4.21). Total price would bedetermined on amount of postcards needed.

Brochure:

$154.99 for 500 trifold brochures made with color.

Mailer (Envelope):

Starting at $37.49 for a pack of full-color custom envelops. Total price would be determinedon amount of envelopes needed.

Pens:Custom pens starting out at $3.74 per pack. Total price would be determined on amount ofpens needed..


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6. OUTCOMEThe expectation of the proposal is for the Department of Communication to understand the push

for continuity in the new logo to correspond with the universitys logo and font. Rather thanredesigning an entirely new logo with new font for the department, it was clear that in order tokeep the authenticity of Boise States brand, the masters program logo needed to play off of it.The representation of the MAC Program should be its own entity, hence the individual brandingof the program within the department. However, the representation should also highlight theuniversitys icon of the B logo and its respective font layout. A successful outcome for theproposal would be the department picking up the newly brandished logo to use in promotionalmaterials of the masters program.

The message of the logos and all the following promotional material is to portray to incoming,undergraduate, transfer and graduating students the relevance and availability of the MAC

program at Boise State University. The visually pleasing nature of the logos gives thedemographic a sense of value and formality to the department.

The logos will act as a brand that identifies the MAC program as a separate yet congruent entityof the Department of Communication. Giving solidarity and identity to an individual is the focusof the brands. When one feels apart of something that represents greatness, pride quicklyfollows.

This proposal will offer the Department of Communication something it has been lacking sincethe start of the program: a face for the masters program. With major communication-orientedschools such as Washington State and Arizona State having an identity for their Masters ofCommunication program with a corresponding brand, Boise State was lacking in an image fortheir program. The mass culture of Boise State, specifically communication students at BoiseState or ones looking into the department, will no longer have a vague idea of how the mastersprogram is represented.

The proposal will be efficient for one major reason: its geared towards the digital medium, amedium thats growing popularity at an exponential rate. The logo shows zero pixilation and isvisually appealing to the eye, all while keeping the same theme of the universitys B logo andfont size.

MAC Branding RFP

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Transcript of MAC Branding RFP