Comprehensive Institutional Brand Health, Perception, and Brand Equity Study Services
- Client
- Virginia
- RFP Number
- MRB-57840
- Posted
- 10/8/2026
- Category
- Marketing and Branding
- Budget
- Looking for Proposals
- NAICS
- —
- Set-aside
- —
- Contact
- —
Description
AI GeneratedThe buyer requires a vendor to provide comprehensive institutional brand health, perception, and brand equity study services. The selected vendor must conduct a discovery phase, design a research methodology, evaluate brand equity and attributes across key internal and external audiences, and execute peer institution benchmarking. The work will be performed offsite over a one-year contract term. Only USA-based onshore organizations are eligible to bid. Interested vendors must submit their proposals digitally through email or online, and the buyer is looking for proposals to establish the budget. All questions regarding this opportunity must be submitted no later than October 13, 2026.
Key solicitation details
AI-extracted from 1456422-2110423713RFP 218672705 Comprehensive Institutional Brand Health Perception and Brand Equity Study.pdf. Confirm against the original documents before bidding.
Virginia Tech seeks a qualified research firm to conduct a comprehensive, 360-degree institutional brand health study. The study will assess brand equity, awareness, perception, and affinity across key internal and external audiences. Qualified research firms are eligible to submit proposals.
- Issued by
- Virginia Polytechnic Institute and State University
- Inquiries due
- 12:00PM on Tuesday, October 13th, 2026
- Proposals due
- Friday, November 6th, 2026 at 3:00 PM
- How to submit
- Electronic via Virginia Tech procurement portal (Jaggaer)
- Submission details
- Submitted online at https://bids.sciquest.com/apps/Router/PublicEvent?CustomerOrg=VATech. Must include one electronic document in WORD format or searchable PDF. Attachments must be smaller than 50MB. Hard copy or email proposals will not be accepted.
- Contract term
- One (1) year(s), or as negotiated, with an option for four (4) X One (1) year renewals, or as negotiated.
- Insurance and bonding
- Workers Compensation - Statutory requirements; Commercial General Liability; All Risk - Builders Risk Insurance (for specific construction/renovation thresholds). Virginia Tech and Commonwealth of Virginia named as additional insured on General Liability.
- Funding
- 2 CFR 200
How proposals are evaluated
| Quality of the proposal and methodology | 25 |
| Cost (or Price) | 15 |
Scope of work
- Conduct a discovery phase including stakeholder interviews or focus groups
- Review and assess relevant existing data and baseline research
- Develop and recommend an overall research design and methodology
- Assess brand equity, awareness, perception, and affinity
- Identify brand attributes associated with the university across audience segments
- Benchmark brand health against five peer institutions
- Provide actionable recommendations and reporting
Minimum qualifications
- Experience conducting institutional brand health studies
- Experience conducting research involving multiple audience segments
- Experience in higher education brand strategy or research
Documents to include with the bid
- Signed Submission Instruction page (Page 2)
- Signed addenda (if any)
- Detailed response to Statement of Needs/Scope of Work
- Detailed project plan and proposed timeline
- Description of Offeror's qualifications and experience
- List of higher education institutions served
- Project team biographies or resumes
- Examples of similar brand health or perception engagements
- Detailed pricing proposal
- Redacted copy of proposal (if containing proprietary information)
Verify important details
Document checkConfirm submission instructions and amendments with the issuing agency before responding.
Personalized fit score
Sign up free to see how well this opportunity fits your company — based on your saved profile.
Sign up to see your fit score