A Michigan-based agency is seeking proposals from experienced firms to provide comprehensive brand marketing research and strategic positioning services. The selected vendor will be responsible for conducting in-depth market research, including the assessment of audience awareness, perception, reputation, and overall attitudes. The goal is to identify current and potential differentiators for the agency, and to evaluate the meaning and impact of existing marketing messages.

The scope of work includes conducting competitive and comparative analyses at regional, national, and aspirational levels, uncovering unique market opportunities, and assessing the agency’s position within broader higher education trends, particularly regarding trust, value, and belonging. The project also requires capturing key narratives and aspirations from internal stakeholders—including faculty, staff, students, alumni, and leadership—and evaluating the alignment between internal culture and external perceptions.

Deliverables will include the development of a data-driven brand positioning framework, featuring a clear positioning statement, brand pillars rooted in research, proof points, and narrative recommendations that reflect the agency’s values, mission, and vision. Interested vendors should note that all questions related to the project must be submitted by December 5, 2025.