CU System Creative Services

21 October 2021 CU System Creative Services The University of Colorado seeks a qualified creative firm that can partner to introduce a new brand that speaks to new objectives and goals. 21 October 2021 Open 10/21/2021 5:35 PM MDT Type Request for Proposal Close 11/22/2021 4:30 PM MST Number PSC-S-1555 Currency US Dollar Sealed Until 11/22/2021 4:30 PM MST 21 October 2021 Contacts Jennifer Casanova Jenny.Casanova@cu.edu Elise Ridgway elise.ridgway@cu.edu 21 October 2021 Commodity Codes Commodity Code Description 01 Advertising, Marketing & Print Services 21 October 202121 October 202121 October 202121 October 202121 October 202121 October 202121 October 202121 October 202121 October 2021 mailto:Jenny.Casanova@cu.edu mailto:elise.ridgway@cu.edu All

responses must be submitted via CU solicitation portal at www.cu.edu/psc/solicitations by date and time noted above. All questions or proposals must be submitted using the solicitation portal. Questions or proposals that are emailed to the Purchasing Agent will not be accepted. TABLE OF CONTENTS SECTION I. Project Overview, Objectives and Goals SECTION II. Scope of Work and Deliverables SECTION III. SLA’s/Requirements/Proposal Submission Format SECTION IV. Evaluation and Award BUYER ATTACHMENTSUniversity of Colorado Sample Contract QUESTIONS Additional Information Agency Must Include with Bid Proposal Agencies intending to submit a response to this Request for Proposal "RFP or Solicitation, hereinafter" must read this document in its entirety when planning to submit a response. SECTION I. OVERVIEW, OBJECTIVES AND GOALS Overview: The University of Colorado System (CU) is issuing two RFP’s simultaneously. This RFP is for the creative strategy which encompasses Phases 2, 3 and 5. All awarded firms are expected to partner. If a firm has the qualifications to complete the whole project they are encouraged to respond to both RFPs. CU is seeking proposals from experienced research firms, strategic communications firms and full-service marketing and branding agencies for the purpose of assisting in the development, communication and implementation of a multi-year, multi-dimension education and persuasion campaign and a brand refresh for the CU System. The scope of work will include an in-depth research phase that seeks to understand perceptions and attitudes among Colorado residents and specific demographic groups about higher education across the state. The findings of this research will be used to develop and advance messaging and increase knowledge through a state-wide education and persuasion campaign that has three main components: 1) the value of a four-year degree; 2) the affordability of a CU degree and its ability to be a game-changer for CU graduates; and 3) how CU is working to be a diverse and inclusive higher education community and that our four campuses each offer something special ensuring there is a place at CU for people from throughout the state. During the campaign, the University System will introduce a new brand that speaks to the value of a four-year degree, the affordability of a CU degree and unique experiences and campus contributions that can be found at CU’s campuses. Objectives: Description https://bids.sciquest.com/apps/Router/PublicEvent?CustomerOrg=Colorado The objectives of this marketing and branding initiative are to: 1. Better understand the attitudes and perceptions among various geographic, demographic, and socio-economic groups toward public institutions of higher education in Colorado, and the value and cost of obtaining a four-year degree. 2. Elevate the research findings to move the needle on public opinion about the value of a four-year degree in Colorado. 3. Enhance the understanding and reputation of CU’s four campuses – for being an affordable option for Coloradans. 4. Bring more attention to the unique experiences and contributions each of our four campuses offer to Colorado and Coloradans. 5. Demonstrate how the University of Colorado’s four campuses graduate students that meet critical workforce needs, grow companies that create jobs and economic growth, act as a source for innovation and new ideas, and serve as partner in communities across Colorado. 6. Communicate that each of our campuses plays an important role in creating a university that serves all Coloradans, showing our commitment to diversity, equity, inclusion, and different opinions. 7. Support recruitment and retention of a diverse group of students, faculty, and staff. 8. Build on the extraordinary sense of pride and loyalty among all stakeholders in our community and provide a strong foundation for increased state support, fundraising and alumni engagement. Statement of Needs: The University of Colorado (CU) is the state’s largest and most influential public research university. CU is a community of approximately 67,000 students and 37,000 employees on four campuses in Aurora, Boulder, Colorado Springs, and Denver. Every year CU graduates thousands of students that fill critical workforce needs across the state. CU is the state’s third largest employer with an operating budget of more than $5 billion, and $1.41 billion in sponsored research awards to conduct research in economic sectors critical to the state and nation, including energy, bioscience, aerospace, and health care. Overall, CU contributes more than $14 billion to the state’s economy. The CU System is embarking on a sustained, multi-year persuasion and brand identity campaign that, as noted above, will have three distinct goals.  Goal 1: seeks to understand attitudes across the state and identify messaging that increases public awareness around the value of a four-year degree.  Goal 2: aims to show the affordability of obtaining a four-year degree from one of the University of Colorado’s four campuses.  Goal 3: seeks to show Coloradans that CU has four unique campuses that offer unique experiences and contributions, and That CU is a place where anyone in the state who wants to earn a degree or work for and with CU can do so and feel a strong sense of belonging. The campaign will also require a refresh of the system’s brand, one that better defines the university today and what it offers Colorado. This means building upon the success of the All Four campaign, which has been the system’s brand identity for several years and turning the focus to developing a brand identity that highlights value of a four-year degree, affordability of a CU degree and the different experiences and contributions found on our campuses. We want to also convey our commitment to ensuring a sense of belonging for all who seek a CU degree or wish to associate with CU. The brand development phase will require significant input and buy-in from stakeholders across the system, followed by a comprehensive education and outreach phase to successfully launch and promote the new brand identity. The university is seeking a strategic communications, public affairs and polling firm or individual firms that can work together for this project, develop a comprehensive research strategy to fit the needs of this project, and conduct apolitical research to support all aspects of the project. The university is also seeking a marketing, branding and creative services agency or agencies that can work collaboratively with the strategic communications, public affairs, and polling firm(s). The agency or agencies must be able to develop fresh and engaging creative concepts and a statewide marketing strategy that can advance the messaging and move the needle on public opinion. The firm will also need to develop a brand strategy for the system – which includes new brand positioning, platform, messaging, creative concepts, and guidelines – that can capture the system’s goal for advancing four unique campuses that provide different experiences and contributions and welcome all Coloradans. This includes an internal and external brand execution. The firms should have experience creating inclusive campaigns that resonate with diverse audiences. This is a multi-year campaign that will go beyond the first year outlined in the scope of work. Firms may be considered for all or parts of the scope of work, and the university will have the option of renewing contracts at the end of the scope of work to begin work on the next part of the campaign. SECTION II. STATEMENT OF WORK FOR FULL BID DOCUMENTS REFER TO THE "BUYER ATTACHMENTS" SECTION. SECTION III. PROPOSAL SUBMISSION FOR FULL BID DOCUMENTS REFER TO THE "BUYER ATTACHMENTS" SECTION. SECTION IV. EVALUATION AND AWARD FOR FULL BID DOCUMENTS REFER TO THE "BUYER ATTACHMENTS" SECTION. A. PROPOSAL EVALUATION All proposals submitted in response to this solicitation will be reviewed for responsiveness by the Purchasing Agent prior to referral for final evaluation. All proposals will be evaluated in accordance with the criteria described below. In preparing responses, agencies should describe in sufficient detail how they propose to develop and implement the solution specified. Specific factors will be applied to proposal information to assist the university in selecting the most qualified candidate for this contract. Evaluation criteria that will be used are as follows, listed in no particular order:  Agency Background and Talent  Experience o with higher-ed and a system o creating inclusive campaigns o partnering with outside firm o developing components of brand platform and meeting with core stakeholders to introduce the brand and create buy-in  Project Reporting, Tracking & Communication  Project Timeline  Pricing (follow Financial Proposal Components) Oral Presentations: Agencies may be requested to make an oral presentation of their proposal to the university. The purpose of such a presentation will be to clarify the agency’s proposal to ensure a thorough understanding of the project and scope of work stated in this solicitation. This will be scheduled only if deemed necessary, and at no cost to the university. The university may, however, award the contract or determine finalists without benefit of an oral presentation. Presentations will be scheduled by the Purchasing Agent from the university’s Procurement Services Center. If oral presentations are deemed necessary, this Presentation Phase will be evaluated independently from written proposals and have separate scoring criterions from the written proposals. Written Proposal and Presentation scores may be of the same cumulative value or differ from the written criterions. The university reserves the right to determine the scoring criterions and modify at any point during the RFP process. Award: The award for this RFP is for phases 2 and 3 with phase 5 being an optional award. The expectation is that the awarded firm will partner with the firm awarded in the other phases detailed in this RFP. Any resulting contract from this solicitation will be awarded to the firm(s) whose overall offer is deemed to be the most advantageous to the university as determined by the evaluation team. The PSC purchasing office, after review and approval of the evaluation team's written recommendation, will notify all agencies via a posting on the university’s Sourcing website of the results of the solicitation evaluation. The posting will be an announcement of award. The Presentation Phase scores will be added to the written proposal scores for a final total score for the short-listed agencies, to determine the agency(s) with the highest evaluative score(s) and who are found to be the most advantageous to the university. Please note that the dates for virtual presentations are scheduled for the week January 4th. If an agency is not able to appear for the presentation, it will not be further considered for the award. If your company is invited to give a presentation to the evaluation team, the dates may not be flexible. Best and Final Offer (BAFO): The university, at its discretion, may utilize a Best and Final Offer (BAFO) stage. If this phase is utilized, the Purchasing Agent shall submit to the agency(s) most likely to receive the award, requests for specific clarification and allow agencies to enhance their pricing while further defining the deliverable dates based on the scope. The Purchasing Agent shall coordinate the agency’s responses for review by the evaluation team. The Purchasing Agent shall be the SOLE point of contact throughout the process for all agencies. If your agency is invited to participate in this stage, the dates may not be flexible. If the university requests Best and Final Offers by short‐listed agencies, evaluation team members may revise their initial scores based upon additional information and clarification received in this phase. In lieu of revising scoring, the university reserves the right to evaluate BAFOs by use of a narrative. B. DETERMINATION OF RESPONSIBILITY OF THE OFFEROR The University of Colorado Procurement Rules state a Purchasing Agent shall make purchases from, and award contracts to, responsible agencies only. The university reserves the right to make its responsibility determination at any time in this solicitation process and may not make a responsibility determination for every agency. Factors to be considered in determining whether the standard of responsibility has been met include whether an agency has: 1. availability of the appropriate financial, material, equipment, facility, and personnel resources and expertise, or the ability to obtain the necessary to indicate the capability to meet all contractual requirements 2. satisfactory record of performance; 3. a satisfactory record of integrity; 4. the legal authority to contract with the university; and 5. supplied all necessary information in connection with the inquiry concerning responsibility. The agency shall provide information requested by the university in the Questions section concerning the agency’s responsibility. The university reserves the right to request further information as it deems necessary to determine the agency’s responsibility. If the agency fails to supply the requested information, the university shall base the determination of responsibility upon any available information or may find the agency non‐responsible if such failure is unreasonable. Required to View Event Prerequisites Required to Enter Bid 21 October 2021 1. Please review and accept. 2. Please review and accept. 3. Please review and accept 4. Please review and accept 5. Please review and accept 6. Please review and accept 21 October 202121 October 202121 October 202121 October 202121 October 202121 October 202121 October 2021 Buyer Attachments 1. RFP - Creative Services Strategy RFP - Final.pdf 2. K - Solicitations - University of Colorado Sample Documented Quote Agreement (January 2021) (For Bids).docx 3. Bidders Legal Team Review and Certification Document V1.pdf 21 October 202121 October 202121 October 202121 October 202121 October 202121 October 2021 https://s3.amazonaws.com/solutions-selectsite-documents/Sourcingevent/1037575-1152395552RFP%20-%20Creative%20Services%20Strategy%20RFP%20-%20Final.pdf?AWSAccessKeyId=AKIAJ5HNJE5DFBZ5ONSA&Expires=1697931364&Signature=4vD%2BXkW8DQCumZxXe0LJeLKnNKo%3D https://s3.amazonaws.com/solutions-selectsite-documents/Sourcingevent/1037575-1093674950K%20-%20Solicitations%20-%20University%20of%20Colorado%20Sample%20Documented%20Quote%20Agreement%20%28January%202021%29%20%28For%20Bids%29.docx?AWSAccessKeyId=AKIAJ5HNJE5DFBZ5ONSA&Expires=1697931364&Signature=9TR80XUiTjslrEqglR6DENBdQS4%3D https://s3.amazonaws.com/solutions-selectsite-documents/Sourcingevent/1037575-1093675925Bidders%2BLegal%2BTeam%2BReview%2Band%2BCertification%2BDocument%2BV1.pdf?AWSAccessKeyId=AKIAJ5HNJE5DFBZ5ONSA&Expires=1697931364&Signature=jf40Bf8BVxLUbUIeA98DjnkV0FU%3D Questions Required Questions Group 1: Instructions: 1.1 General Supplier Information - Provide principal contact information for this solicitation, including address, telephone number, fax number, e-mail, and website (if applicable). 1.2 Confirm you have read the bid and the associated bid description in its entirety, and understand the requirements of the bid 1.3 "Items" - note that the items section within the bid will not include any specific lump sum "items" given the nuances of the financial proposal. As such your bid response will show $0 in the system once submitted. Your financial proposal upload however will be the contracted rates. Please confirm you understand your final submission in the system will show $0 but your financial proposal upload will be the rates that will ultimately be contracted. 1.4 Mandatory Requirements: By answering yes, you certify that your company meets all ofthe mandatory requirements detailed in the prerequisites. 1.5 Insurance - Please review the insurance requirements as listed under the "Prerequisites" and confirm you meet the insurance requirements. Provide a copy of your insurance declaration. 1.6 Contract Variations - Upload any Variations to the SAMPLE CONTRACT found under Buyer Attachments by downloading and redlining the sample contract. Note that significant variations may deem Supplier's proposal non-responsive. If you have none, upload a document that states "none". 1.7 Bidder's Legal Team Certificate - Upload the bidder's legal team certification document signed andcompleted herein. The Certification can be found under Buyer Attachments 1.8 Financial Information. If you are a public company , provide the following information: Form 10K (or Form 10K-SB Small Business); Form 10Q (Form 10Q-SB Small Business); an Annual Report for last fiscal year. If you are a private entity, provide the following information: • Audited or reviewed financial statements for each of the three (3) most recent fiscal years; • If audited or reviewed financial statements are not available, provide, at a minimum, a balance sheet, statement of operations, and statement of cash flows for each of the three (3) most recent fiscal years. • Annual reports or other documents that provide information about the company’s operations; and • Bank references. 1.9 USE OF SUBCONTRACTORS/PARTNERS. There may be areas for use of subcontractors or partners in this project. The University encourages use of small businesses wherever viable. If you are utilizing this approach, provide a list of the subcontractors/partners, their area(s) of expertise, and include all other applicable information herein requested for each subcontractor/partner. Please keep in mind that the University will contract solely with your company, therefore subcontractors/partners remain your sole responsibility. Group 2: Techincal and Financial Proposal Instructions: 2.1 TECHNICAL RESPONSE DOCUMENT - Bidders to upload their response MINUS FINANCIAL PROPOSAL for Phases 2, 3 and 5. By submitting your response, you have read, acknowledged and understood the requirements. **DO NOT INCLUDE YOUR FINANCIAL PROPOSAL IN THIS SECTION** 2.2 FINANCIAL PROPOSAL - Bidder shall submit a detailed cost proposal to include all aspects of providing the statement of work associated with this Request for Proposal. Upload your FINANCIAL PROPOSAL HERE. NOTE: All costs must be identified in your response as the University will not pay for any hidden costs. FINANCIAL PROPOSAL MUST BE SEPARATE FROM TECHNICAL PROPOSAL AS INDICATED IN THE RFP. 21 October 202121 October 202121 October 202121 October 202121 October 2021 Product Line Items Product Line Items There are no Items added to this event. 21 October 202121 October 202121 October 202121 October 2021 Service Line Items Service Line Items There are no Items added to this event. 21 October 202121 October 202121 October 2021