SBR - Strategic Marketing Plan - Cancelled

Towson University, located in Baltimore County, Maryland, is seeking a strategic marketing consultant through a Request for Proposals (RFP) to develop a comprehensive 3-5 year institutional strategic marketing action plan. The selected marketing partner will be responsible for guiding the university through a strategic marketing planning process, with an emphasis on collaboration, knowledge, and engagement. The consultant must help discover, facilitate, draft, and present a strategic marketing plan that supports the university's ongoing branding efforts, which began with a comprehensive rebrand in 2019 and recent brand perception research in 2024. Key deliverables include an actionable plan with specific recommendations, objectives, performance metrics, and implementation strategies, with a focus on student enrollment and athletics revenue generation. The university will host a virtual pre-proposal conference on April 23, 2025, with questions due by April 29, 2025, and proposals due by May 7, 2025. Prospective consultants will be expected to conduct extensive stakeholder engagement and work closely with the university's Marketing and Communications division.

This procurement is designated as a Small Business Reserve Procurement, which means only certified small business vendors are eligible to submit proposals. The total budget for this project will not exceed $100,000, with the university intending to make up to one award. The selected consultant is not expected to be a creative marketing agency, but rather a strategic marketing consulting partner capable of developing a unified, campus-wide marketing approach. The contract is initially for one year, with potential for renewal, and will support Towson University's efforts to refine and enhance its institutional marketing strategy. While no incumbent vendors are specifically mentioned, the university has previously engaged in branding research and seeks to build upon those existing efforts. The successful consultant will need to demonstrate expertise in higher education marketing, strategic planning, and the ability to produce comprehensive, actionable marketing recommendations that align with the university's strategic goals.