RFP BC-21527-C - Institutional Brand Strategy.pdf

Solicitation Name: Institutional Brand Strategy, Identity Refresh, and Implementation

Solicitation Number: BC-21527-C

REQUEST FOR PROPOSAL

FOR

INSTITUTIONAL BRAND STRATEGY, IDENTITY REFRESH,

AND IMPLEMENTATION

RFP NUMBER: BC-21527-C

ISSUED: June 18, 2026

DUE DATE: Thursday, July 23, 2026 at 11:59 pm (ET)

Prospective bidders/offerors are encouraged to regularly visit the University’s Department of Procurement & Strategic

Sourcing website, e-Maryland Marketplace Advantage (eMMA) to ensure receipt of any addenda and other updates related to this solicitation. The links to these resources are provided below:

• UMBC Bid Board - https://procurement.umbc.edu/bid-board/

• eMaryland Marketplace Advantage (eMMA) - https://emma.maryland.gov

ISSUING OFFICE

Department of Procurement & Strategic Sourcing

University of Maryland, Baltimore County

Administration Building, 7th Floor

1000 Hilltop Circle

Baltimore, MD 21250

MINORITY, WOMEN AND SMALL BUSINESSES ARE

ENCOURGAGED TO RESPOND TO THIS SOLICITATION

https://procurement.umbc.edu/bid-board/ https://emma.maryland.gov/

Key Information Sheet & Solicitation Schedule

Request for Proposals Title: Institutional Brand Strategy, Identity Refresh, and

Implementation

Solicitation Number: BC-21527-C

RFP Issue Date: June 18, 2026

Procurement Officer: David Clurman, clurman@umbc.edu

Pre-Proposal Conference Tuesday, June 30, 2026 at 11:00 am (EDT) at this link

Questions Due Date & Time: Monday, July 6, 2026 at 4:00 pm (EDT) to

Submitt.76xoqrqywl1ijrzj@u.box.com

Technical Proposal Due Date & Time:

(Not a Public Bid Opening)

Thursday July 23, 2026 at 4:00 pm (EDT)

Technical Proposals are to be sent to: Technic.35qucpm6nhsb8ejw@u.box.com

Price Proposals are to be sent to: Instructions will be provided to shortlisted firms

Oral Discussion Placeholder Dates September 10 & September 11, 2026

Minority Business Enterprise (MBE)

Subcontracting Goal:

20%

Contract Type: Firm fixed price

Term of Contract: 16 months

The University is committed to ensuring that persons with disabilities have equally effective opportunities to participate in and benefit from the University's programs and services. Persons who may require reasonable ADA accommodations should email the Issuing Office at clurman@umbc.edu at least five (5) days prior to any meeting scheduled in connection with this solicitation.

mailto:clurman@umbc.edu https://www.google.com/url?q=https://umbc.webex.com/umbc/j.php?MTID%3Dmc61b9b0ce14f5a899be40265728f917d&sa=D&source=calendar&usg=AOvVaw1TEpOn-HFmvCT41x5gz3fW mailto:Submitt.76xoqrqywl1ijrzj@u.box.com mailto:Technic.35qucpm6nhsb8ejw@u.box.com

NOTICE TO BIDDER/OFFERORS

To help improve the quality of bid and proposal solicitations and to make our procurement process more responsive and "business friendly," we ask that you provide comments and suggestions regarding the enclosed solicitation. Please return your comments with your bid, proposal or "no bid," response, as the case may be. Thank you for your assistance.

Project No. BC-21527-C

Project Title: Institutional Brand Strategy, Identity Refresh, and Implementation

If you have responded with a “no bid” please indicate the reasons below (check applicable boxes):

Other commitments preclude our participation at this time.

The subject of the solicitation is not something we normally provide.

We are inexperienced in the work/commodities required.

The specifications are either unclear or too restrictive (explain below).

The scope of work is beyond our current capacity.

Doing business with Maryland Government Agencies is simply too complicated (explain below).

We cannot be competitive (explain below).

Time allotted for completion of the bid/proposal response is insufficient.

Start-up time is insufficient.

Bonding/insurance requirements are prohibitive (explain below).

MBE requirements (explain below).

Bid/Proposal requirements (other than specifications or scope) are unreasonable or too risky (explain below)

Prior experience with University contracts were not profitable or otherwise unsatisfactory (explain below).

Payment schedule too slow.

Other:

Explanation:

If you have submitted a bid or proposal, but wish to offer suggestions or express concerns, please use the remarks section below:

Remarks:

Bidder/Offeror Name:

Contact Person:

Signature: Date:

Address:

Email: Phone:

TABLE OF CONTENTS

SECTION I. SPECIFICATIONS/SCOPE OF WORK .....………………...………………………………….. 7

A. BACKGROUND

B. SUMMARY STATEMENT

C. MINIMUM QUALIFICATIONS

D. SPECIFICATIONS/SCOPE OF WORK

SECTION II. EVALUATION PROCEDURE

A. EVALUATION COMMITTEE

B. QUALIFYING PROPOSALS

C. TECHNICAL EVALUATION

D. FINANCIAL EVALUATION

E. DISCUSSIONS - BEST AND FINAL OFFERS

F. EVALUATION CRITERIA

G. FINAL RANKING AND SELECTION

H. DEBRIEFING

SECTION III. INFORMATION REQUIRED IN ALL PROPOSALS

A. ORGANIZATION OF TECHNICAL PROPOSAL SUBMISSION

B. TRANSMITTAL LETTER

C. TECHNICAL PROPOSAL

D. TECHNICAL PROPOSAL CONTENTS

E. BID/PROPOSAL AFFIDAVIT

F. MBE UTILIZATION AFFIDAVIT

G. ADDENDA ACKNOWLEDGMENT FORM

H. CONFLICT OF INTEREST AFFIDAVIT & DISCLOSURE

I. PRIME CONTRACTOR LIST OF CONTRACTORS

SECTION IV. INFORMATION FOR OFFERORS

A. ISSUING OFFICE AND PROCUREMENT OFFICER

B. PRE-PROPOSAL CONFERENCE AND SITE VISIT

C. QUESTIONS AND INQUIRIES

D. INSURANCE

E. PROPOSAL DUE DATE

F. DURATION OF PROPOSAL OFFER

G. PROCUREMENT METHOD

H. BASIS FOR AWARD

I. ALTERNATE PROPOSALS

J. MINORITY BUSINESS ENTERPRISE UTILIZATION

K. LIQUIDATED DAMAGES PROVISION RELATED TO MBE GOAL

SECTION V. GENERAL INFORMATION FOR OFFERORS

A. PURPOSE

B. ADDENDA TO THE RFP

C. PRE-PROPOSAL MODIFICATION OR WITHDRAWAL OF OFFERS

D. CANCELLATION OF SOLICITATION/REJECTION OF ALL PROPOSALS

E. DISCUSSIONS

F. ORAL DISCUSSIONS

G. INCURRED EXPENSES

H. ARREARAGES

I. VERIFICATION OF REGISTRATION AND TAX PAYMENT

J. ECONOMY OF PREPARATION

K. PUBLIC INFORMATION ACT NOTICE

L. EXECUTION OF PROPOSALS

M. DISCREPANCIES, EXPLANATIONS AND CLARIFICATIONS

N. ORDER OF PRECEDENCE

O. REQUIRED CONTRACT PROVISIONS

P. OFFEROR RESPONSIBILITIES

Q. FALSE STATEMENTS

R. PAYMENT TO THE CONTRACTOR; TAXES

S. PRESS RELEASES

T. RECIPROCAL PREFERENCE

U. NON-VISUAL ACCESS

V. INTERGOVERNMENTAL COOPERATIVE PURCHASING

W. PARKING

X. SMOKING

EXHIBITS

Exhibit A PreBid/-Proposal Conference Response Form …….………………………...…………..……25

Exhibit B Offeror Information Sheet ……………………………………………….………….………...26

Exhibit C Proposal Price Instructions & Sample Form …………………………….…….……………...27

Exhibit D MBE Affidavits and Forms …………………………………………….….………………….29

• D-1A MBE Utilization and Fair Solicitation Affidavit & MBE Participation Schedule

(must be submitted with Bid/Proposal)

• D-1B Waiver Guidance

• D-1C Good Faith Efforts Documentation to Support Waiver Request

• D-1D MBE Subcontractor Unavailability Certificate

• D-2 Outreach Efforts Compliance Statement

• D-3A MBE Subcontractor Project Participation Certification

• D-3B MBE Prime Project Participation Certification

• D-4A Prime Contractor Paid/Unpaid MBE Invoice Report

• D-4B MBE Prime Contractor Report

• D-5 Subcontractor Paid/Unpaid MBE Invoice Report

Exhibit E Proposal Affidavit ……………………………………………………………………….…..53

Exhibit F Firm Profile & Experience …………………………………………………………………..58

Exhibit G Reference Checks …………………………………………………………………………... 59

Exhibit H Key Personnel ……………………………………………………………………………….61

Exhibit I Financial Stability of Bidder/Offeror.…………………………………………………

Exhibit J Acknowledgement of Receipt of Addenda..…………………………………………………63

Exhibit K Conflict of Interest Affidavit & Disclosure Form..…………………………………….…….64

Exhibit L UMBC Sample Consulting Contract ………………………..……………………………….65

Exhibit M Prime Contractor List of all Subcontractors ………………………………………………

Exhibit N Non-Disclosure Agreement ………………………………………………………………….72

SECTION I. SPECIFICATIONS/SCOPE OF WORK

A. BACKGROUND

Established in 1966, the University of Maryland, Baltimore County (UMBC) is one of twelve institutions that, along with two regional centers, constitute the University System of Maryland. UMBC is located on 482 acres with 4.2 million gross square feet and only 15 minutes from Baltimore’s Inner Harbor and 30 minutes from

Washington, D.C. and five minutes from BWI Airport.

UMBC is a dynamic public research university located in Baltimore County, Maryland, and is recognized for its strong commitment to academic excellence, innovation, and inclusive excellence. Designated as a minority serving institution (MSI), UMBC serves a diverse student population across undergraduate, graduate, and professional programs. It is made up of three colleges: College of Arts, Humanities, and Social Sciences, College of Engineering and Information Technology, and the College of Natural and Mathematical Sciences as well as four schools: The Erickson School of Aging Studies, School of Public Policy, School of Education and School of

Social Work. UMBC offers close to 300 degree and certificate programs and has over 100,000 alumni around the globe.

The university will soon complete its new strategic plan intended to reinvent and set the path for the institution over the next several years. In alignment with the rollout of the new strategic direction, the newly created Division of University Communications and Marketing (UCM) seeks to refresh the UMBC brand to reflect the new direction and strategic priorities of the institution. UCM, the central communications and marketing hub for the university, is composed of teams dedicated to brand strategy and promotion, digital strategy (website, marketing automation, and digital advertising), creative strategy, enrollment marketing, media relations, and communications. The selected agency will work closely with UCM and selected stakeholders across the university on the brand refresh initiative.

B. SUMMARY STATEMENT

The University of Maryland, Baltimore County, a constituent of the University System of Maryland and an agency of the State of Maryland (herein referred to as the “University” or UMBC”), is seeking proposals from qualified

Offerors for a comprehensive brand refresh that will strengthen UMBC’s position among existing and new target audiences and stakeholders in alignment with the University’s forthcoming strategic plan and ensure the university brand is relevant, authentic, and distinctive in the higher education space.

Our goal is modernization and refinement of the existing core brand identity, brand positioning and architecture including messaging, brand personality and voice. Regarding brand identity, the university will consider subtle tweaks in color palette, type, or streamlining of the logo if necessary to create better alignment with current market trends, increase the university’s competitive edge, and enhance constituent perception and trust. This engagement will include preliminary research and data analysis, content and creative development, and implementation support. At the end of this engagement, UMBC should walk away able to create a comprehensive campaign that will appeal to all identified audiences across all initiatives, media and channels.

This solicitation shall be conducted in accordance with the University System of Maryland (USM) Board Regents

Procurement Policies and Procedures.

C. QUALIFICATIONS

1. The ideal agency for this engagement will have extensive experience (focus on number and quality of projects

vs. time in business) working with clients to refresh brand and elevate market positioning. They should possess expertise in strategic research, messaging architecture, audience development, design and asset deployment.

The agency for this engagement should also possess technical capabilities in web design, UX, and content creation to ensure transferability of design to digital platforms. In addition, the successful agency will have experience and expertise in internal change management and the ability to coordinate external rollouts and handle PR narratives. At least 10 years of experience with a proven track record of servicing the higher education industry in the aforementioned areas is recommended; experience working with mid-sized public institutions is preferred. Experience can be held at the agency level or held by the leadership assigned to the engagement and should include thorough knowledge of environmental factors, the competitive landscape, and audiences specific to higher education. Prior or current brand refresh engagements with institutions that are part of a state system is a plus.

2. The Offeror shall provide at least three (3) references from organizations of similar size and scope to UMBC.

These references should demonstrate the Offeror’s experience and successful performance in providing comparable services.

3. The Offeror shall provide evidence of financial stability (e.g., audited financial statements or Dun & Bradstreet report) to ensure long-term viability.

4. The Offeror shall agree to comply with all applicable University System of Maryland and State of Maryland procurement policies, terms, and conditions.

5. UMBC reserves the right to verify all information provided, as well as to consult any other sources available including any person or persons associated with the references provided or the project cited as a reference.

UMBC also reserves the right to request additional references or contact any known firm associated with the

Offeror, as well as itself even if not provided as a reference by the Offeror. References will be held in the strictest of confidence.

D. SCOPE OF WORK/SPECIFICATIONS

1. Preliminary Research and Data Analysis

During this phase of the engagement, the agency will carry out discovery as well as qualitative and quantitative research in order to provide foundational, data-driven insight that will guide the creative, content, and audience development processes. This may include in-depth interviews, focus groups, social listening (the university currently utilizes a tool for social listening that may be leveraged for this engagement), primary and secondary data analysis and competitive benchmarking. While the scope includes the following quantitative and qualitative research, UMBC expects that the engagement will include initial consultation to establish a research agenda that will provide the insight and data necessary to yield the best outcomes.

1.1. Review of Existing Data and Resources

• Evaluate prior university-initiated research results, constituent data, and assessments to establish a foundation of insights

• Determine existing brand position and evaluate existing communications/content to identify strengths, gaps and opportunities for better alignment

• Conduct stakeholder interviews, competitive analyses, and market surveys to support suggestions with data

• Facilitate the collection and inventory of all official and unofficial marks from an external perspective. Taglines and representations of the UMBC brand, including usage, recognition, confusion, licensing, and cost to change, should be included in this step. Use this evidence to classify each as Keep/Optimize/Test/ Retire

1.2. Deliverables

All deliverables shall be subject to University review and written acceptance.

• Master identity audit and map

• Insights and reports based on synthesized data

• Presentations to key campus stakeholders to share research conclusions and gain input

• A brand refresh strategy

2. Content and Creative Development

Data and insights gathered during the preliminary research and data analysis phase should help to guide decisions such as the degree of shift that is required from the current brand in addition to refinements in brand positioning, messaging, brand personality and brand voice. It should also result in a set of creative concepts that visually express the associations defined within the brand refresh strategy.

2.1. Deliverables

• As the creative development process takes place there shall be presentations of brand rationale at each phase. The creative development process shall result in 3 to 4 directions before refinement.

• All generated assets shall be provided in final packaged asset files (all formats: INDD, PSD, AI, EPS, SVG, PNG, JPG, WOFF2, etc.).

• Visual language including illustration style or iconography system, photography art direction guidelines (style, tone, subject matter, composition), graphic/pattern elements or textures unique to the brand, data visualization and infographic templates

• Print collateral templates across publications including 3-6 formats for each of the following:

viewbooks, brochures, fact-sheets, annual reports, and solicitations as well as signage and wayfinding, intended for all UMBC audiences and stakeholder groups (e.g., prospective students, corporate partners, alumni, government stakeholders, and peer institutions). Engagement will result in one fully executed piece (content and design) per publication type not to exceed ten publications; audiences and initiatives to be determined during engagement.

• Brand expression including tone of voice and messaging framework (taglines, key messages, narrative pillars), brand personality attributes and audience personas (number to be determined during engagement), naming conventions for sub-brands, colleges, departments, and programs

• Clear brand guidelines for immediate central marcomm usage and adoption by campus stakeholders

• Templates and assets should also include social media post templates, email templates (for internal and external communications), digital advertising unit templates, and PowerPoint/Google Slides master templates.

• Digital Design Concepts - this engagement does not include a full website redesign, but should reflect refreshed brand elements across key digital properties. Deliver one design concept applied across 5 unique pages as Figma files with organized frames and named layers. All pages at desktop (1440px) and mobile (390px) unless noted. Prototype connections are welcome but not required. Deliverables:

A. Homepage: umbc.edu.

A full reconception addressing hierarchy, audience, and brand expression as a system.

B. Program Pages: paired set.

One undergraduate and one graduate program page, to be determined during engagement. Desktop breakpoint required for both. Concepts should demonstrate how the design handles academic content, conversion goals, and brand voice across two distinct audience contexts.

http://umbc.edu/

C. Life on Campus: umbc.edu/life-on-campus.

Experience-driven and aspirational -- concepts should reflect a content strategy, not simply a visual treatment of existing assets.

D. Giving Homepage: umbc.edu/giving.

Concepts should reflect donor motivation and institutional identity, not a standard fundraising template.

2.2. Creative Evaluation

Obtaining campus community feedback throughout the creative and content development process will be vital to successful adoption and utilization of the refreshed brand elements. The agency will need to work with UCM as well as select campus stakeholders to conduct in person and virtual feedback sessions at varying phases of development to be determined in consultation between UMBC and the agency at the beginning of the engagement.

• Presentations to UCM and select campus stakeholders during the development process to share approach and progress and narrow down concepts

• Conduct focus groups across campus to gain community feedback for selected (3-4) creative concepts

3. Implementation Support

The final phase of the engagement consists of activities meant to ensure successful rollout of the newly refreshed brand focused on internal campus adoption as well as improved brand strength. Application of provided templates and assets will be conducted by University Communications and Marketing (UCM).

3.1. Planning and Roll Out Strategy

• Phased implementation roadmap with prioritized milestones

• Stakeholder communication plans (internal and external audiences)

• Change management framework for transitioning to the new refreshed brand including extensive (on-site or virtual) training for all campus stakeholders.

3.2. Deliverables

• Updated comprehensive brand style/standards guide

• Training documentation and onboarding guide for internal teams

• Internal brand launch presentation including data and rationale for changes to brand elements and messaging/design choices as well as talking points for leadership (University Cabinet); shared deck to be used by UCM for other internal audience presentations

• Metrics and KPI’s to measure launch success and brand strength (e.g., search volume trends, social listening)

• Governance model recommendations for brand management and brand stewardship model

4. Exclusions

• This scope of work does not include any services related to public relations or crisis management support, nor does it include the creation of media lists or external communications planning.

• The selected agency is not expected to conduct or provide earned media outreach, pitching, earned media strategy, messaging, talking points, or Q&A preparation.

• Media planning and buying are also not within scope.

• UMBC is not seeking CMS configuration, Marketing Cloud setup, UI component library/design system, or website transition plans.

• This is not a website redesign project.

• UMBC does not expect a content audit, template mapping, redirect/URL guidance, metadata migration, SEO preservation planning, or website governance recommendations.

http://umbc.edu/life-on-campus http://umbc.edu/giving

• Development of a brand portal or asset management system setup is also not within scope.

• UMBC is not seeking vendor management and physical implementation oversight as it pertains to print or environmental branding.

• There is no expectation within the scope of work that the selected partner will perform any of the following in relation to social media: publishing, scheduling, monitoring, responding, or moderating.

5. Anticipated Schedule

The anticipated schedule for this engagement is as follows:

Action Key Milestone Date(s)

Contract Award September 2026

Discovery &

Research

Presentation(s) of research findings to campus stakeholders by mid-December October - December 2026 - 10 weeks

Brand Refresh

Strategy

Development

Strategy sign-off by mid-January December - January 2027 - 4 weeks

Creative Exploration Creative direction selected by end of

February January - February 2027 - 6 weeks

Creative and Content

Development

Core creative and content concepts approved by end of April 2027 March - April 2027 - 8 weeks

Brand Build Out All assets and style guide delivered by end of June 2027 May - June 2027 - 8 weeks

Launch Preparation

Internal launch and roll out complete by

September 2027 July - September 2027 - 12 weeks

Post-delivery Support

Window

Period of support post launch covering questions, minor fixes, and clarifications after the engagement officially closes

October - November 2027 - 8 weeks

Timelines are estimates and have some flexibility to be determined in consultation with the selected agency.

However, the asset delivery date of June 2027 must be met in order to meet production deadlines in time for the start of the recruitment cycle. The University reserves the right to adjust the schedule.

SECTION II. EVALUATION PROCEDURE

A. EVALUATION COMMITTEE

All technical proposals received by the closing deadline will be evaluated by a committee appointed by the

Procurement Officer. The committee may request additional technical assistance from any source within the

University System of Maryland, state government, or other sources deemed appropriate. Technical and price proposals will be evaluated independently.

B. QUALIFYING PROPOSALS

Proposals shall be initially reviewed for compliance with the solicitation requirements. Failure to comply with solicitation requirements may result in a proposal being classified as not reasonably susceptible of being selected for award. Minor irregularities in proposals that are immaterial or inconsequential in nature may be cured or waived whenever it is determined to be in the University's best interest.

C. TECHNICAL EVALUATION

1. After determining compliance with the RFP’s minimum requirements, the evaluation committee will assess and rank technical merit of each proposal in accordance with the criteria below.

2. At the discretion of the Procurement Officer following recommendations by the evaluation committee, a shortlist of qualified proposals may be established during the technical evaluation. Only shortlisted offerors would continue in the evaluation process; offerors not short-listed shall be so advised.

D. FINANCIAL EVALUATION

Price proposals will be evaluated separately from Technical Proposals. Do not submit price information in the technical proposal. Price Proposals will be requested after a shortlist has been established.

E. DISCUSSIONS - BEST AND FINAL OFFERS

1. The Procurement Officer may invite one or more qualified offerors for oral presentations of their proposals. Discussions or negotiations may be conducted with qualified offerors. With or without discussions, UMBC may determine whether the Offeror to be not responsible or the Offeror’s

Proposal to be not reasonably susceptible of being selected for award at any time after the initial closing date for receipt of Proposals and prior to Contract award.

2. When in the best interest of the University, the Procurement Officer may request that qualified offerors revise their initial proposals by submitting best and final offers.

F. EVALUATION CRITERIA

1. Technical merit will have greater weight that price.

2. The technical evaluation criteria are listed below in descending order of importance:

a. Offeror’s Response to RFP Objectives and Requirements

b. Offeror’s Capacity and Experience

c. Past Performance and References

d. Proposed Management and Project Personnel

e. Exceptions to UMBC Standard Terms and Conditions (Exhibit L)

G. FINAL RANKING AND SELECTION

Following evaluation of the Technical and Price Proposals, the evaluation committee will recommend to the Procurement Officer award to the responsible offeror whose proposal is determined to be the most advantageous to the University.

H. DEBRIEFING

Unsuccessful offerors may request a debriefing. If the offeror chooses to do so, the request shall be submitted in writing to the Procurement Officer within ten days after the offeror knows or should have known its proposal was unsuccessful. Debriefings shall be limited to discussion of the specific offeror's proposal only and shall not include a discussion of a competing offeror's proposal. Debriefings shall be conducted at the earliest feasible time.

SECTION III. INFORMATION REQUIRED IN ALL PROPOSALS

A. ORGANIZATION OF TECHNICAL PROPOSAL SUBMISSION

1. The technical proposal shall be submitted electronically not later than the date and time indicated on the Key Information Summary Sheet.

2. All other correspondence shall be directed to the appropriate procurement representative per the instructions contained in this document. The solicitation name and number shall appear in subject line of email along with your company name.

3. Any attachment, or cumulative attachments, at or exceeding 150MB in size will not be accepted by the University email system. Zip files will also not be accepted by the University. Bidders are permitted to separate attachments into multiple, but shall be clearly labeled.

4. If product literature and other publications are needed to supplement offeror’s response, include a reference to the document name and page in text, and insert the product literature, etc. following the last section of the response.

B. EXECUTIVE SUMMARY/TRANSMITTAL LETTER

Each technical proposal shall be covered by an executive summary/transmittal letter, prepared on the offeror’s business stationery, signed by an individual who is authorized to bind the firm to all statements, proposed services, and prices offered. Do not include price information in the transmittal letter.

C. TECHNICAL PROPOSAL

1. Ensure that it is page-numbered and prepared in a clear and concise manner that addresses each part of the

RFP. Do not include price information in the technical proposal.

2. Organize the technical proposal in the same sequence as Section I of this RFP, and address each separate item herein, confirming compliance and describing in detail how offeror proposes to meet or exceed each requirement.

D. TECHNICAL PROPOSAL CONTENTS

1. Executive Summary/Transmittal Letter. A brief synopsis that demonstrates offeror’s understanding of the University’s requirements and highlighting offeror’s proposed solution/approach to the project, tax identification number and a statement attesting to all terms and conditions or contract terms that

Offeror is taking exception to.

Executive Summary shall also include a statement identifying those portions of the technical proposal considered confidential, or containing proprietary information or trade secrets as detailed in Section V.K.

2. Technical Proposal. Narrative discussing all objectives and requirements as outlined in Section I of this

RFP. Organize the technical response in the same sequence as Section I of this RFP, and address each separate item herein, confirming compliance and describing in detail how offeror proposes to meet or exceed each requirement.

3. Key Personnel. Using Exhibit H, provide the names of key offeror personnel proposed for the

University’s project, if awarded, emphasizing specific experience on contracts similar in scope and volume to the requirements of this RFP. Note: offeror shall submit forms only for personnel reasonably expected to be committed to the University for the duration of the project.

Include, a minimum, information on the Key Personnel assigned to the University’s contract.

Provide a list of names and titles of team members who will be assigned to this Project including assigned project roles and tasks.

In addition to Key Personnel Forms, resumes shall also be submitted for all individuals identified in list.

Clearly define the division of responsibility among members of Offeror’s team.

4. Firm Profile. Complete the Firm Profile form included with this RFP (Exhibit F), noting the website to be consulted for additional company information.

5. Subcontractors. List each subcontractor proposed for the University’s contract, with a complete description of its role and involvement. Duplicate the "Company Profile" form as necessary for this response.

6. Offeror Experience on Similar or Relevant Projects. Complete the Firm Experience Form (Exhibit G), providing not less than three comparable projects previously undertaken by offeror. Identify the similarities and differences between projects recently completed and the proposed project. Documented success with strategic planning, higher education, research enterprise planning, and organizational and programmatic restricting to advance work culture including diversity, equity and inclusion is preferred.

The University reserves the right to make such investigations, as it deems necessary to confirm the responsibility of offeror. In the absence of information clearly indicating that the offeror is responsible, the Procurement Officer shall decide of non-responsibility.

7. Additional Documentation. Furnish any additional documents that may become part of the final agreement (e.g., Software License Agreements, General Terms & Conditions, etc.).

8. References. Furnish reference data for not less than three (3) comparable projects currently underway or completed, including the name and telephone number of the project manager and/or procurement officer for each. The University reserves the right to make such investigations as it deems necessary to confirm the responsibility of offeror.

9. The University reserves the right to request offeror to furnish its most recent annual financial statements or other financial report to confirm financial capacity and stability.

E. BID/PROPOSAL AFFIDAVIT

Complete the Bid/Proposal Affidavit (Exhibit E) and submit with the technical proposal.

F. MBE UTILIZATION AFFIDAVIT

The MBE Utilization Affidavit is included in this solicitation as Exhibit D. In addition to completing the

MBE Utilization Affidavit, offerors are encouraged to: 1) Identify potential MBE(s), the scope of services to be performed by the MBE(s), and the percentage(s) of the total contract price to be paid for said scope of work; and 2) Include evidence of MBE certification for each MBE prime or MBE subcontractor are required of the successful offeror.

G. ADDENDA ACKNOWLEDGMENT FORM

Should one or more addenda be issued to this RFP, offerors shall acknowledge receipt of each on the Addenda

Acknowledgment Form (Exhibit J). Identify each addendum by number and date, sign the form.

H. CONFLICT OF INTEREST AFFIDAVIT AND DISCLOSURE

Complete the Conflict of Interest Affidavit and Disclosure (Exhibit K) and enclose with the technical proposal

I. PRIME CONTRACTOR LIST OF CONTRACTORS

Complete Exhibit M and enclose with the technical proposal.

SECTION IV. INFORMATION FOR OFFERORS

A. ISSUING OFFICE AND PROCUREMENT OFFICER

The sole point of contact for purposes of this RFP is the Procurement Officer or his/her representative (hereinafter referred to as Procurement Officer) noted on the Key Information Summary Sheet. Only the information communicated by the Procurement Officer shall be deemed the official position of the University; no other State or University employee, official, or representative has authority to change the requirements of this solicitation.

Attempts by offeror to contact members of the evaluation committee or otherwise circumvent this procedure in any manner may be grounds for disqualification.

B. PRE-PROPOSAL CONFERENCE

A pre-proposal conference will be held as noted on the Key Information Summary Sheet. Offerors shall submit questions in writing to the Procurement Officer prior to the pre-proposal conference.

To ensure adequate seating, all potential offerors should confirm attendance by returning the Pre-Proposal

Conference Response and Site Visit Response Form (Exhibit A), not less than 48 hours in advance of the conference.

The University is committed to ensuring that persons with disabilities have equally effective opportunities to participate in and benefit from the University's programs and services. Persons who may require reasonable ADA accommodations should contact the Issuing Office at rbutler2@umbc.edu five (5) days prior to any meeting scheduled in connection with this solicitation.

C. QUESTIONS AND INQUIRIES

Offerors shall direct all communications regarding this solicitation to the Procurement Officer. Submit questions to the Procurement Officer, in writing (email preferred) not later than the date indicated on the Key Information

Summary Sheet. Addenda, if required, will be furnished to all potential offerors known to have received the RFP.

D. INSURANCE

1. The Offeror shall secure, pay the premiums for, and keep in force until the expirations of the contract, and any renewal thereof, adequate insurance as provided below, such insurance to specifically include liability assumed by the Bidder under the contract. Upon award, the successful Bidder shall furnish certificates of insurance.

a. Commercial General Liability Insurance including all extensions; $2,000,000 each occurrence;

$2,000,000 personal injury; $2,000,000 products/completed operations; and $2,000,000 general aggregate.

b. Workmen’s Compensation Insurance and Unemployment Insurance as required by the laws of the State of Maryland.

c. If automotive equipment is used in the operation, automobile liability insurance of

$1,000,000 combined single limit, each accident.

d. If food products are used in the operation, food products liability insurance, if not included in the Comprehensive, with limits of not less than $1,000,000 for each person and $2,000,000 for each accident.

2. Each policy for liability protection, bodily injury or property damage shall specifically name, on its face, University of Maryland, Baltimore County, as an additional named insured as respects operations under the contract and premises occupied by the Contractor provided, however, with respect to the Contractor’s liability for bodily injury or property damage under items 1.a.-1.e. above, such insurance shall cover and not exclude

Contractor’s liability for injury to the property of the University and to the persons or property of employees, students, faculty members, agents, officers, regents, invitees or guests of the University.

3. Each insurance policy shall contain the following endorsements: “It is understood and agreed that the

Insurance Company shall notify in writing procurement officer forty-five (45) days in advance of the effective date of any reduction in or cancellation of this policy.” A certificate of each policy of insurance shall be furnished to the procurement officer. With the exception of Workmen’s Compensation, upon the request of the procurement officer, a certified true copy of each policy of insurance, including the above endorsement, manually countersigned by an authorized representative of the insurance company, shall be furnished to the procurement officer. A certificate of insurance for Workmen’s Compensation together with a properly executed endorsement for cancellation notice shall also be furnished. Following the notice of contract award, the requested certificates and policies shall be delivered as directed by the procurement officer. Notices of policy changes shall be furnished to the procurement officer.

4. All required insurance coverages shall be acquired from insurers authorized to do business in the State of

Maryland and acceptable to the University. The insurers shall have a policyholders’ rating of “A-” or better, and a financial size of “Class VII” or better in the latest edition of Best’s Insurance Reports.

E. PROPOSAL DUE DATE

Proposals shall be received at the Issuing Office by the date and time indicated in the Key Information Summary

Sheet. Requests for extensions will not be granted, nor will late proposals, late requests for modification, or late requests for withdrawal be considered.

Unless specifically requested, proposals submitted by fax will not be accepted.

F. DURATION OF PROPOSAL OFFER

Proposals submitted in response to this RFP are irrevocable for 120 days following the closing date for proposals or, if requested, the due date for best and final offers (BAFO). This period may be extended by mutual written agreement between the offeror and the University.

G. PROCUREMENT METHOD

This solicitation shall be conducted in accordance with the University System of Maryland (USM) Board of

Regents Procurement Policies and Procedures. The procurement method is Competitive Sealed Proposals.

H. BASIS FOR AWARD

1. The University may classify a proposal as "not reasonably susceptible of being selected for award" if it is incomplete or does not meet minimum requirements. The University may also determine that an offeror is non-responsible, i.e., does not have the capacity in all respects to perform the work required. Should a proposal be judged not reasonably susceptible of being selected for award, or an offeror found not responsible, the proposal will not be considered further; offeror will be notified accordingly.

2. Proposals will be evaluated by an evaluation committee. The committee will recommend award to the responsible offeror whose proposal is determined to be the most advantageous to the University, considering both technical factors and price.

3. Award pursuant to this solicitation is final only upon approval by the appropriate office of the University and/or the State of Maryland, and contract execution on behalf of the University.

I. ALTERNATE PROPOSALS

Neither multiple nor alternate proposals will be accepted.

J. MINORITY BUSINESS ENTERPRISE UTILIZATION

1. An MBE subcontract participation goal of 2 0 % percent of the total contract dollar amount has been established for this procurement. By submitting a response to this solicitation, the bidder or offeror agrees that this percentage of the total dollar amount of the contract will be performed by certified minority business enterprises.

2. By submitting a response to this solicitation, the bidder or offeror agrees that these percentages of the total dollar amounts of the contract will be performed by certified minority business enterprises as specified.

• A prime contractor — including an MBE prime contractor — shall accomplish an amount of work not less than the MBE subcontract goal with certified MBE subcontractors.

• A prime contractor comprising a joint venture that includes MBE partner(s) shall accomplish the MBE subcontract goal with certified MBE subcontractors.

3. If this solicitation includes an MBE Goal, the Contractor shall:

• Submit a report to the MBE Liaison officer once per quarter identifying all non-MBE subcontractor payments, MBE subcontractor payments, and all outstanding invoices for subcontractors. This shall include Contractor’s self-performing work if such work can be counted towards MBE participation goals.

• Maintain such records as are necessary to confirm compliance with its MBE participation obligations. These records must indicate the identity of certified minority and non-minority subcontractors employed on the Contract, type of work performed by each, and actual dollar value of work performed. Subcontract agreements documenting the work performed by all MBE participants must be retained by the Contractor and furnished to the Procurement Officer on request.

4. A current directory of certified MBEs is available through the Maryland State Department of

Transportation (MDOT), Office of Minority Business Enterprise. The directory is also available on the

MDOT website at http://mbe.mdot.maryland.gov/directory/. Only MDOT-Certified MBEs may be used to meet the MBE subcontracting goals.

5. All documents completed and submitted by the Offeror in connection with its certified MBE participation commitment shall be considered a part of the Contract and are hereby expressly incorporated into the

Contract by reference thereto.

6. When a certified MBE firm participates as a prime contractor on a Contract, a procurement agency may count the distinct, clearly-defined portion of the work of the Contract that the certified MBE firm performs with its own workforce toward fulfilling up to, but no more than, fifty-percent (50%) of the overall MBE participation goal.

K. LIQUIDATED DAMAGES PROVISION RELATED TO MBE GOAL

This contract requires the Contractor to make good faith efforts to comply with the Minority Business Enterprise

(“MBE”) Program and contract provisions. The University and the Contractor acknowledge and agree that the

University will incur damages, including but not limited to, loss of goodwill, detrimental impact on economic development and diversion of internal staff resources if the Contractor does not make good faith efforts to comply with the requirements of the MBE Program and MBE contract provisions. The parties further acknowledge and agree that the damages the University might reasonably anticipate to accrue as a result of such lack of compliance are difficult to ascertain with precision.

Therefore, upon a determination by the University that the Contractor failed to make good faith efforts to comply with one or more of the specified MBE Program requirements or contract provisions, the Contractor agrees to pay liquidated damages to the University at the rates set forth below. The Contractor expressly agrees that the

University may withhold payment on any invoices as a set-off against liquidated damages owed. The Contractor further agrees that for each specified violation, the agreed upon liquidated damages are reasonably proximate to the loss the University is anticipated to incur as a result of such violation.

1. Failure to submit each monthly payment report in full compliance with COMAR 21.11.03.13B (3):

$24.93 per day until the monthly report is submitted as required.

2. Failure to include in its agreements with MBE subcontractors a provision requiring submission of payment reports in full compliance with COMAR 21.11.03.13B (4): $ 87.24 per MBE subcontractor.

3. Failure to comply with COMAR 21.11.03.12 in terminating, canceling, or changing the scope of work/value of a contract with an MBE subcontractor and/or amendment of the MBE participation schedule: the difference between the dollar value of the MBE participation commitment on the MBE participation schedule for that specific MBE firm and the dollar value of the work performed by that

MBE firm for the contract.

4. Failure to meet the Contractor’s total MBE participation goal and sub-goal commitments: the difference between the dollar value of the total MBE participation commitment on the MBE participation schedule and the MBE participation actually achieved.

Notwithstanding the use of liquidated damages, the University reserves the right to terminate the contract and exercise all other rights and remedies provided in the contract or by law.

SECTION V. GENERAL INFORMATION FOR OFFERORS

A. PURPOSE

The purpose of this solicitation is to provide information to offerors interested in preparing and submitting proposals to meet the requirements contained herein. Offerors shall familiarize themselves with each section and subsection of this document.

B. ADDENDA TO THE RFP

The University reserves the right to amend this solicitation at any time prior to the proposal due date. If it becomes necessary to amend any part of this solicitation, the Procurement Officer will furnish addenda to all prospective offerors known to the University to have received a copy of the RFP.

Each Offeror shall acknowledge the receipt of all addenda issued by completing Exhibit J, Acknowledgement of Receipt of Addenda, and enclosing it with the technical proposal.

C. PRE-PROPOSAL MODIFICATION OR WITHDRAWAL OF OFFERS

Proposals may be modified or withdrawn by written notice received at the Issuing Office at any time before the proposal due date and time.

D. CANCELLATION OF SOLICITATION/REJECTION OF ALL PROPOSALS

The University reserves the right to cancel this solicitation, to accept or reject any or all proposals, in whole or in part, received in response to this solicitation, and to waive or permit cure of minor irregularities as its best interests may require.

E. DISCUSSIONS

The University reserves the right to conduct discussions with all qualified or potentially qualified offerors, in any matter necessary to serve its best interests. The University also reserves the right to award a contract based upon written proposals received, without discussions or negotiations.

F. ORAL DISCUSSIONS

1. Only those Offerors who are shortlisted based upon the initial proposal evaluation will be requested to attend an Oral Discussion at the University. Oral discussions are considered part of the Technical

Proposal. Offerors must confirm in writing any substantive oral clarification of, or change in, their proposals made in the course of discussions. Any such written clarifications or changes then become part of the Offeror’s proposal. The Procurement Officer will notify Offerors of the time and place of the Oral

Discussion, though they are anticipated to occur virtually on either Thursday, September 10, 2026 or

Friday, September 11, 2026. Offerors are advised to set these dates aside in their entirety so as to avoid any conflicts.

2. The proposed Key Personnel identified in the Technical Proposal for this contract must attend the Oral Discussion.

3. At the time these Sessions are scheduled, the University will confirm in writing with each Offeror the specifics of these sessions inclusive of the topics, time periods, and location.

4. The Oral Discussion forum will be informal as the University is not interested in a marketing presentation;

rather, the University is requesting an opportunity to meet the Offeror’s key people as well as discuss solution options.

G. INCURRED EXPENSES

The University assumes no responsibility for expenses incurred by offeror in preparing and submitting a proposal, making an oral presentation, or participating in discussions or any other activity in response to this

RFP.

H. ARREARAGES

By submitting a response to this RFP, offeror represents that it is not in arrears in the payment of any obligation due and owing the State of Maryland, including the payment of taxes and employee benefits, and that it shall not become so in arrears during the term of the contract if selected for award.

I. VERIFICATION OF REGISTRATION AND TAX PAYMENT

Each prospective offeror is encouraged to ensure that it is appropriately registered to do business in the State of Maryland, and in good standing with respect to taxes, personal property returns, unemployment insurance, etc., before the closing date.

Failure to complete registration with the State Department of Assessments and Taxation (SDAT) may disqualify an otherwise successful offeror from recommendation for contract award.

J. ECONOMY OF PREPARATION

Proposals should be prepared simply and economically, providing a straight-forward, concise description of the offeror's ability to fulfill the requirements of this solicitation.

K. PUBLIC INFORMATION ACT NOTICE

Offeror shall give specific attention to identification of those portions of its proposal considered confidential, or containing proprietary information or trade secrets. Upon request, offeror shall provide justification why such material should not be disclosed by the University under the Public Information Act, Title 4, Subtitle 3 of the

General Provisions Article, Annotated Code of Maryland.

L. EXECUTION OF PROPOSALS

Proposals shall be typewritten or written legibly in ink, and signed in ink or electronically as follows, depending on the offeror's form of business organization:

1. Sole Proprietorship. Proprietor shall sign full name, with address.

2. Partnership and Joint Venture. Submit the proposal in the name of the partnership or joint venture.

Clearly state the partnership name and the identity of each general partner, and execute all affidavits and certificates on behalf of the partnership, or on behalf of each general partner. No provision of any agreement among partners will be binding on the University unless it is disclosed in the offeror’s proposal. Reasonable evidence satisfactory to the University of the authority of one partner to bind other purported partners is required.