(1) Vendor needs to provide brand marketing research service. Agency invites proposals from qualified firms specializing in market research, audience insights, and strategic brand positioning. • Uncover Deep Audience Insights – Assess awareness, perception, reputation, and attitudes across audiences – Identify what differentiates agency today—and what could differentiate us in the future – Understand the meaning and resonance of marketing messages • Understand Market Context & Competitors – Conduct competitive and comparative analysis (regional, national, aspirational) – Identify market whitespace and positioning opportunities – Assess how Oakland can position itself within broader higher education sentiment trends, particularly around trust, value, and belonging • Illuminate Internal Identity – Capture narratives, strengths, aspirations, and points of pride from faculty, staff, students, alumni, and leadership – Assess alignment between internal beliefs and external perceptions – Explore how Strategic Vision 2030 themes translate into brand positioning • Develop a Clear, Credible Brand Positioning Framework – Positioning statement – Brand pillars (rooted in research) – Proof points that reflect both outcomes and culture – Narrative opportunities that align with Agency’s values, mission, and vision (2) All the questions must be submitted no later than December 5, 2025