A national public relations campaign is sought to elevate the impact and public value of land-grant universities. The campaign must be scalable and customizable, enabling various land-grant institutions to adapt and implement the strategy effectively in their respective states.

The selected vendor will design and execute a campaign that operates successfully across diverse political and demographic environments. Emphasis will be placed on credibility, relevance, and nonpartisan communication. Trusted community advocates—such as alumni, employers, and industry partners—should be leveraged as campaign messengers to enhance resonance and trust.

Interested agencies should have proven experience in public affairs, strategic communications, and trust-building initiatives, ideally with a background in higher education. Proposals should outline recommendations for approach, structure, budget, timelines, and implementation feasibility. The campaign scope encompasses all facets of modern communication—owned, earned, social, and paid media—as well as strategic narrative development, targeted audience engagement, and innovative storytelling techniques.