Rowan University’s rapid growth from a regional college into the third fastest-growing research institution in the nation has led to increased interest, awareness, and the largest incoming freshmen class in our history. The University is perfectly positioned to highlight this unprecedented growth and success with a revitalized marketing strategy that capitalizes on core competencies in healthcare, engineering, education, and humanities. This strategy will be designed to broaden Rowan’s reach and engage a national audience. The Division of Marketing & Communications at Rowan University seeks an experienced marketing and branding agency for the purpose of developing and implementing a system- wide brand identity and activation strategy. As specified herein, the intent of this Request for Proposal (RFP) and the ensuing process is to provide agencies with the information, requirements, and specifications necessary for the preparation of a professional and comprehensive proposal. Specific terms and conditions are outlined. This initiative aims to: • Establish Rowan University’s cohesive brand identity that integrates Rowan’s full suite of educational offerings and related initiatives into a unified narrative. • Position Rowan University as a comprehensive research university and highlight its strengths and partnerships as a leader in healthcare. • Builds recognition and awareness of Rowan’s extensive industry partnerships and diverse array of initiatives. • Launch Rowan University’s “Rowan Online” sub-brand in the online education market, positioning the university as a leader in digital learning.
