REQUEST FOR PROPOSAL (RFP #2):

BRANDING FOR BOISE STATES MASTER OF ARTS IN COMMUNICATION

NICOLE REITHER JOHN GARRETSON CODY FINNEY BRYCE BERGEVIN

MAY 6, 2013

TABLE OF CONTENTS
1. 2. 3. 4. 5. 6.

PROPOSAL AUDIENCE ............................................................................................................... 2 PROJECT INTENT AND DESCRIPTION.......................................................................................... 2 PROJECT SCOPE METHODS AND TOOLS USED ......................................................................... 3 BRANDING AND PROMOTIONAL MATERIALS CONCEPT & THEORY ........................................ 3 BUDGET .................................................................................................................................. 11 OUTCOME ............................................................................................................................... 12

1. PROPOSAL AUDIENCE
With the current job market in todays economy, an undergraduate degree just isnt enough for many employment positions. Many students find themselves contemplating getting their Masters degree because of the promotional benefits and overall experience. However, according to a July 2011 New York Times article, approximately 30% of American adults have attained a bachelors degree, and less than 10% hold a Masters degree. With a slim target audience its not only important to appeal to those who are seeking a Masters degree, but also to the average viewers as well. The proposal is aimed toward undergraduate students to educate them that Boise State University has a Masters of Arts in Communication (MAC). The intended audience for this proposal would not only be those seeking to get graduate degrees, but also to any undergrad. The proposed marketing tools are intended to educate the Boise community, Boise State Universitys current and prospective students and also a national market of Boise States MAC program. Narrowing the market audience to those who are seeking a graduate degree makes not only for a slim intended audience but also a slim promotional field. The intent is to market towards the 30% attaining Bachelor degrees.

2. PROJECT INTENT AND DESCRIPTION

Project Intent: The Department of Communication is soliciting proposals for the update of all branding and promotional materials for the MAC program, including materials to be used at conference and trade shows, website content, brochures, mailers, promotional items and associated materials. The Department of Communication currently doesnt have any effective website content or promotional material that is being used to promote the MAC program. By creating a presence on campus through promotional material as well as using current web-based designs and technologies, this will trigger positive results in enrollment and program recognition on the Boise State campus and on the national level for the MAC program. Project Description: With the Department of Communication seeking rebranding of all their promotional materials, it was crucial to add the MAC program to the Department of Communications website. The following are promotional materials designed to be used for the MAC program promotional efforts: Logo Website Flier Postcard Mailer (Envelope) Brochure Tradeshow Materials o Pens o Key chains
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o Other tangible handouts

3. PROJECT SCOPE METHODS AND TOOLS USED

The scope of this project includes all design, development, coding, licensing and Boise State standard, with the main focus of having a MAC brand that would adhere to the universitys current logo. All text and copy will be provided following the selection of the RFP. The B design for Boise State University emphasizes the speed of Boise State University allowing a point to form on the top left side of the B. Boise State University is required to accompany the logo at all times. Similarly, Master of Arts in Communication will also accompany the B logo and Boise State University to manifest its simple elegance. The B logo is easy to attribute to Boise State University and accompanied with Master of Arts in Communication, it is an immediate brand. Take into account the acronyms one sees each day (CNN, NPR, PAC 12, ABC, CBS, MW). These shortened versions allow for swifter identification of brands and programs on a grassroots level to a nationwide standpoint. The creation of the acronym MAC stands for Master of Arts in Communication. This represents another clean yet efficient representation of the MAC Program and will stand alone with the infamous B to help create a voice for the Masters of Arts in Communication program.

4. BRANDING AND PROMOTIONAL MATERIALS CONCEPT & THEORY

Recommendations on the following rebranding and promotional material for the MA of Communication justified:

Logos: By creating a logo that effectively reflects the current and most recent Boise State University logo, allows a brand for the MAC program to exist. Four separate logos were created to represent this brand. Working off of the stand alone B, the Master of Arts in Communication or MAC was strategically placed underneath. All of these logos will be used to inform, persuade and promote the program. All logos created follow the strict Boise State branding guidelines.

Website: Add a MAC tab under the Department of Communication page on the Boise State University website (www.boisestate.edu). Under this tab, the new logo chosen will be showcased as a recognizable click for users. On this tab, added visuals, concise text and an updated photograph of the department building will be included. It will stay simple with the following information:

 Introduction to Maters Program Degrees Offered How to apply Links and page breaks can be created to add simplicity to the page.

Flier: The Keep Calm and Carry On meme is a relatable and recognizable meme consistently used and generated by companies and organizations nationwide. Keep Calm and Master Comm plays off of the meme, suggesting to the viewer to remain calm and master communication and by using this recognizable slogan on and off campus, these fliers can aid the MAC programs relevancy. The back of these fliers will have the new logo as well as information on the program. These fliers were created with the idea that they can help establish a reputation and capture attention within the Boise State community. Fliers can also be used for social media platforms in a sharing format.

Postcard: A postcard was designed in hopes of sending out to recent graduates of the Department of Communication or past alumni who would be interested in coming back for the MAC program at Boise State University. Once again the new MAC logo is incorporated on the postcard to create that repetition that will soon become recognizable if used efficiently and effectively.

Mailer (Envelope): Creating an envelope with the University MAC logo on it furnishes a professional impression; these can be used to send out promotional material to future and current students or for any professor in the department to use on a regular basis. Once again, the new logo was placed at the top to create repetition and recognition of MAC.

Tradeshow Materials: All material listed above can be used for tradeshows and conferences to spread the knowledge about the MAC program and gain more applicants. Potential tradeshow materials that can be designed and purchased in the future: Pens Small footballs Banners Large and small posters Stickers Notebook T-shirts

Brochure: These brochures will be used for local conferences, college fairs and campus distribution. The brochures will feature updated photos of student life on campus as well as one of the MAC logos to parallel its branding efforts. Each brochure represents the life and speed of communication. Within the brochure, there will be a depiction of professors and their accomplishments along with a mission statement of what the department offers each and every student. Content will be added and changed if chosen for the department.

Project planning phase must be completed by December 15, 20xx. Project planning phase will determine the timeline/schedule for the remaining phases of the project.

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5. BUDGET
The following is the proposed costs to complete the tasks described in the project scope. Costs are stated as one-time or non-recurring costs (NRC) or monthly recurring costs (MRC). Logos Website Flier Postcard Mailer (Envelope) Brochure Pens NRC NRC NRC NRC NRC NRC NRC MRC MRC MRC MRC MRC MRC MRC

Logos: Purchase of Boise State font Department of Communication already has access to this so it would not cost them anything. Website: Depending who runs the Boise State website and how much it would be to change coding, licensing and formatting. Flier: Starting at $22.49 for a pack of 8.50 x 10.98. Total price would be determined on amount of fliers needed. Postcards: Starting at $18.79 for a pack of standard postcard (5.47 x 4.21). Total price would be determined on amount of postcards needed. Brochure: $154.99 for 500 trifold brochures made with color. Mailer (Envelope): Starting at $37.49 for a pack of full-color custom envelops. Total price would be determined on amount of envelopes needed. Pens: Custom pens starting out at $3.74 per pack. Total price would be determined on amount of pens needed. .

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6. OUTCOME
The expectation of the proposal is for the Department of Communication to understand the push for continuity in the new logo to correspond with the universitys logo and font. Rather than redesigning an entirely new logo with new font for the department, it was clear that in order to keep the authenticity of Boise States brand, the masters program logo needed to play off of it. The representation of the MAC Program should be its own entity, hence the individual branding of the program within the department. However, the representation should also highlight the universitys icon of the B logo and its respective font layout. A successful outcome for the proposal would be the department picking up the newly brandished logo to use in promotional materials of the masters program. The message of the logos and all the following promotional material is to portray to incoming, undergraduate, transfer and graduating students the relevance and availability of the MAC program at Boise State University. The visually pleasing nature of the logos gives the demographic a sense of value and formality to the department. The logos will act as a brand that identifies the MAC program as a separate yet congruent entity of the Department of Communication. Giving solidarity and identity to an individual is the focus of the brands. When one feels apart of something that represents greatness, pride quickly follows. This proposal will offer the Department of Communication something it has been lacking since the start of the program: a face for the masters program. With major communication-oriented schools such as Washington State and Arizona State having an identity for their Masters of Communication program with a corresponding brand, Boise State was lacking in an image for their program. The mass culture of Boise State, specifically communication students at Boise State or ones looking into the department, will no longer have a vague idea of how the masters program is represented. The proposal will be efficient for one major reason: its geared towards the digital medium, a medium thats growing popularity at an exponential rate. The logo shows zero pixilation and is visually appealing to the eye, all while keeping the same theme of the universitys B logo and font size.

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