Massachusetts College of Liberal Arts (MCLA) is seeking proposals from qualified branding firms to develop a renewed brand strategy, narrative, and multiyear influential campaign. This initiative will build upon recent market research and is scheduled to begin in spring or summer 2026, pending board approval. The project involves brand research discovery, brand strategy development, institutional narrative differentiation, visual identity and brand architecture review, development of recruitment lifecycle materials, digital storytelling integration, implementation planning with budget forecasting, and brand governance sustainability. The selected vendor will provide strategic counsel, brand research analysis, brand strategy development, and brand identity review. Deliverables include audience perception reports, competitive market analysis, longitudinal comparison reports, audience personas, a brand platform toolkit, and an activation roadmap with financial forecasting. The preliminary timeline indicates a July 2026 start, with a brand launch in early December 2026 and project wrap in spring 2027. Bidders must have at least three years of continuous operation and provide references. Proposals are due by April 17, 2026, at 2:00 PM EST. All communication and questions should be directed to William Norcross at ***@***. *. * reserves the right to reject any or all bids.
The bid opening date is April 17, 2026, at 2:00 PM EST. The project is anticipated to launch in early December 2026, with project wrap in spring 2027. The bid notice states, Bids will be accepted until 2:00 pm EST on Friday, April 17, 2026.
The college's payment terms shall be net 45 from the date MCLA receives the invoice, with late penalty interest assessable at rates established by the Commonwealth after 45 days. The bid notice states, The college payment terms shall be net 45 from the date MCLA receives the invoice, with late penalty interest assessable at rates established by the Commonwealth after 45 days, in accordance with mass. gen. laws ch. 29, 29c and with commonwealth regulation 815 c. m. r. 4. 00.
The award will be made to the most advantageous proposal bidder, considering cost, quality of the proposal, experience of staff and firm, and the proposed schedule and timeframe. The bid notice states, Awards shall be to the most advantageous proposal bidder who the college, in its opinion, deems responsive and responsible taking into consideration the reliability of the bidder, thequalities of service and products to be supplied, and their conformity with therequirements and the purposes of which required. While considered, pricing will not be themain factor in selection.
Candidate firms must demonstrate that they have been in continuous operation for a period of at least three years and should provide references from no fewer than three past clients whose brand requirements were similar to those outlined within this scope of work. The bid notice states, Candidate rms must demonstrate that they have been in continuous operation for a period of at least three years and should provide references from no fewer than three past clients whose brand requirements were similar to those outlined within this scope of work.
The bid notice does not mention any requirement for a site visit. The inspection is marked as FALSE.
The bid notice does not require sample submissions. The sample submission is marked as FALSE.
The deadline for submitting questions is April 2, 2026, at 2:00 PM EST. The bid notice states, Any clarifying questions to help bidders prepare their work must be submitted to ***@***. *. * no later than 2:00 pm est April 2, 2026.
