(1) Vendor needs to provide public affairs, strategic communications and trust–building campaigns, preferably with higher education experience or with specialized expertise on approach, structure, budget, timelines and feasibility for a national campaign across owned, earned, social and paid media, while extending beyond media execution to include strategic narrative development, audience engagement and innovative storytelling. A proposed campaign is intended to function not just as a single–institution public relations effort, but as a modular, multi–institutional public affairs framework, which: • Articulates the distinct public value of land–grant universities as engines of opportunity, applied research and community partnership established over decades. • Supports state–level customization while reinforcing a shared national story about the land–grant mission. • Enables participating institutions to activate trusted stakeholders and community relationships as part of a broader trust–building effort. • Evolves over time as additional institutions opt in and as public and political contexts shift.