A strategic partner is sought to lead a comprehensive branding initiative over a two-year period in New York. The selected vendor will deliver end-to-end branding services, including research, strategy development, creative concepting, campaign execution, and brand measurement. This initiative aims to strengthen the agency’s market position and drive enrollment growth by enhancing its brand, communications, and creative strategies across owned, earned, and paid media channels.

Key responsibilities include conducting market research, shaping brand strategy, developing a brand campaign framework (encompassing promise, pillars, personality, and proof points), and delivering 2–3 creative concept directions. The vendor will refine or redesign visual identity elements, craft a messaging framework, and lead media planning involving the purchase and management of digital and outdoor advertising. The scope also covers creative production across formats such as digital, print, video, and social media, as well as providing internal brand training and support for rollout. Execution of a targeted advertising campaign in designated markets and ongoing campaign performance tracking, including brand health and campaign metrics, will be required throughout the project timeline.

Questions regarding the project should be submitted by February 10, 2026. The awarded contract will span two years.