Branding Foundation Project

Background
SUNY Oswego is initiating the Branding Foundation Project to enhance its market position, strengthen brand identity, and drive enrollment. This project aims to establish a comprehensive branding foundation through three critical phases: Brand Insights, Brand Positioning, and Creative Concepting. The initiative reflects SUNY Oswego's commitment to effectively position itself within the competitive higher education landscape.

Work Details
The project consists of three main phases:

1. **Brand Insights**: Deliverables include a comprehensive Brand Insights Report summarizing findings from discovery sessions, competitor analysis, and a social media audit. Supporting activities involve project onboarding, review of existing creative materials, qualitative intake sessions with key stakeholders, and secondary research.

2. **Brand Positioning**: Deliverables include a Brand Platform Document that outlines SUNY Oswego's brand promise, positioning statement, tagline, brand pillars, personality traits, and voice guidelines. Supporting activities include developing audience profiles for key target segments and crafting a messaging strategy.

3. **Creative Concepts**: The final deliverable is a creative concept with example tactics for execution across various channels. Supporting activities include creative discovery sessions, development of creative concepts, immersive campus engagement, visual and messaging ecosystem mapping, mood board development, and concept exploration. Each phase includes one round of revisions to incorporate stakeholder feedback.

Period of Performance
The expected timeline for the project is 6-9 months.

Place of Performance
The contract will be performed at SUNY Oswego.