BC-21513-C Institutional Brand Strategy, Identity Refresh, and Implementation RFP

The University of Maryland, Baltimore County (UMBC) issued Request for Proposal BC-21513-C on May 5, 2026, seeking comprehensive institutional brand strategy, identity refresh, and implementation services. The procurement encompasses research, strategy development, creative design, and implementation to strengthen UMBC's market position and ensure consistent communication across all audiences. Key deliverables include development of logos, seal, nomenclature, color systems, and integrated marketing capabilities encompassing SEO, SEM, content strategy, social media, email marketing, and analytics. Offerors must demonstrate a minimum of 10 years of higher education experience with proven expertise in rebranding mid-sized public institutions, technology integration with existing platforms, and must provide at least three references from organizations of similar size and scope, along with evidence of financial stability through audited financial statements or Dun & Bradstreet reports. The engagement term spans 18 months from August 2026 through December 2027, with a phased implementation schedule including discovery and research (September-October 2026), brand strategy development (November-December 2026), creative exploration (January-February 2027), identity development and refinement (March-April 2027), brand system build-out (May-June 2027), launch preparation (July-August 2027), public launch (September 2027), and post-delivery support (October-December 2027). Technical proposals are due June 9, 2026 at 11:59 p.m. (ET), with a pre-proposal conference scheduled for May 13, 2026 at 2:00 p.m. (ET) and written questions due by May 19, 2026 at 11:59 p.m. (ET). Oral discussions are anticipated for July 27-28, 2026 with shortlisted offerors, and contract award is expected in August 2026. Technical merit carries greater weight than price in the evaluation, with criteria including response to RFP objectives, capacity and experience, past performance and references, proposed management and key personnel, and exceptions to UMBC standard terms and conditions.

This procurement is structured as a firm fixed price engagement with a 20% Minority Business Enterprise (MBE) subcontracting goal, and offerors must comply with all applicable University System of Maryland (USM) and State of Maryland procurement policies, including commercial nondiscrimination requirements and MBE utilization standards with specified liquidated damages for non-compliance. Offerors must execute the UMBC Sample Consulting Contract substantially as provided and maintain Commercial General Liability insurance of $2,000,000 per occurrence minimum. No pricing information or budget range is specified in the RFP document, as price proposals are requested only after technical evaluation and shortlisting of qualified offerors. The procurement does not identify any incumbent vendors or current contractors, but offerors must demonstrate capability to integrate with UMBC's existing technology platforms and infrastructure. This opportunity is open to all qualified organizations meeting the stated experience and qualification requirements, though UMBC has established the 20% MBE subcontracting goal as a procurement objective.