The University of Vermont and State Agricultural College

Request for Proposals #23-02-15

Marketing and Branding Analysis

Contact:
Deb Harvey
Deborah.Harvey@uvm.edu

RFP Released

February 24, 2015

Questions Due

March 4, 2015 at 1:00pm ET

Proposals Due

March 18, 2015 at 1:00pm ET

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PART I.

Proposal Instructions

All questions and communications regarding this Request for Proposal (RFP) must be directed to
the designated University of Vermont (UVM) official indicated on the cover page via e-mail
only. Failure to follow the instructions may result in the disqualification of your proposal.
1.01

Receipt Acknowledgement

Upon receipt of this RFP, please send an acknowledgement via e-mail to Deb Harvey at
Deborah.Harvey@uvm.edu. To ensure timely receipt of any and all addenda, provide your
companys contact name and e-mail address.
1.02

Questions

All inquiries received on or before the questions deadline on Page 1 will be answered in the form of
a written addenda and emailed to each Bidders primary contact. Upon receipt of the addenda,
please reply to the email as acknowledgement. All addenda shall become part of the RFP and all
Bidders shall be bound by any such addenda, whether or not receipt has been acknowledged.
No verbal communication made to any Bidder regarding this RFP shall be binding.
1.03

Substitutions

All proposals shall be based exclusively on use of those products that are identified by trade name or
manufacturer in specifications or addenda to specifications issued during the bidding period. No
substitutions are permitted without the prior approval of Procurement Services. Alternate proposals
submitted in conjunction with proposals for the specified product will be considered. Bidder shall
clearly identify and describe such alternates on the proposal or on its letterhead, which must be
signed by a duly authorized representative of the company.
1.04

Subcontracts

If applicable, each Bidder shall submit with its RFP the names of all proposed subcontractors,
(excluding airlines, tour companies, car rental agencies, etc.).
1.05

Submission and Receipt of Proposals

All RFPs must be submitted in PDF format to Deborah.Harvey@uvm.edu and be received no later
than the due date and time indicated on Page 1. The completed response and any other documents
required by this RFP must be attached to an email message with a subject line containing the RFP
number and name. Responses that are larger than 10MB should be sent using UVMs File Transfer
Service https://www.uvm.edu/filetransfer/.
Please plan in advance because unforeseen circumstances in electronic mailing will not be
considered in late proposals. No late proposals will be accepted. The Bidders message-sent
time-stamping shall not be used as a means of establishing receipt by Procurement Services.

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1.06

Withdrawal of Proposal

Proposals may be withdrawn in writing via email prior to the time fixed for opening. Withdrawal
will be accepted up to the due date and time. (See cover page for appropriate UVM contact.)
1.07

Acceptance of Proposals

UVM reserves the right to accept or reject any proposal which does not meet the terms of this RFP.
All proposals received by the deadline will be forwarded by Procurement Services to the originating
department for review.

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Part II.
2.01

General Terms and Conditions

Indemnification and Hold Harmless

Hold Harmless: Bidder shall save and hold harmless UVM from and against all suits for claims that
may be placed upon alleged injury (including death) to any person or property that may occur or that
may be alleged to have occurred, in the course of the performance of this contract, whether such
claim be made by an employee of the contractor, or a third person and whether or not it shall be
claimed that the alleged injury (including death) was caused through a negligent act or omission of
the contractor and, at his own expense, the contractor shall defend any and all costs and other
expenses arising therefrom.
Indemnification: Bidder agrees to indemnify and hold harmless UVM, its Trustees, Officials,
employees and/or Agents from and against any and all loss and expenses (including attorneys fees)
by reason of liability imposed by law or otherwise upon UVM because of injury, death or damages
of any kind sustained by any person and/or to any property arising out of activities of the Bidder
under his Agreement. This indemnification shall not apply, however, to any loss or expense that
arises from the sole negligence of UVM.
2.02

Compliance with Law

Bidders shall comply with all local, state and federal rules, laws and regulations that apply to the
conduct of their business. Consequences of any regulatory citations or violations committed by
Bidder shall be the sole responsibility of Bidder who will indemnify and hold harmless UVM.
2.03

Suspension & Debarment

By submitting a proposal, recipient certifies that neither it nor its principals are presently debarred,
suspended, proposed for debarment, declared ineligible or voluntarily excluded from participation in
this transaction by any Federal department or agency. Any change in the debarred or suspended
status of the recipient, during the life of a contract, must be reported immediately to UVM.
2.04

State of Vermont Contracts

The University of Vermont is an instrumentality of the State of Vermont and may utilize all
contracted pricing offered to the State of Vermont, when it is in the best interest of UVM.
2.05

Insurance

The Bidder shall provide, with their proposal, proof of insurance as stated below. In the event the
Bidder does not carry the maximums requested, they must provide written proof that they will be
able to provide the maximums if awarded the contract. If a product or service, in the opinion of the
UVM Department of Risk Management, represents an unusual or exceptional risk, the Department
of Risk Management may establish additional insurance requirements for that product or service.

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The selected Bidder shall secure, pay for and maintain in effect the following insurance during the
contract period:
Commercial General Liability Insurance: Including Bodily Injury and Property Damage Liability,
Independent Contractors Liability, Contractual Liability, Product Liability and Completed
Operations Liability in an amount not less than $1,000,000 combined single limit, per occurrence,
and $1,000,000 annual aggregate.
Workers Compensation and Employers Liability Insurance: For any Bidder with employees,
standard workers compensation as required by Vermont State statute and employers liability
insurance in an amount not less than $100,000 per accident, $500,000 annual aggregate. In instances
where a sole proprietorship or partnership does not carry workers compensation because they are
not required to do so by Vermont statute, UVM reserves the right to require the employer to elect
such coverage for high risk operations, as determined by the Director of Risk Management.
Automobile Liability: For Bidders who will drive vehicles for purposes of carrying out their work,
Automobile Liability in an amount not less than $1,000,000 per occurrence for bodily injury and
property damage, including owned, hired, and non-owned vehicle coverage.
Professional Liability: in an amount not less than $1,000,000 each claim, when applicable.
Crime Insurance: with a third party endorsement to protect the University of Vermont, for any
Bidders whose employees work on UVMs property.
Liquor Liability: For Bidders catering and serving alcohol at UVM events, Liquor Liability in an
amount not less than $1,000,000 per occurrence for bodily injury or property damage.
Selected Bidders shall name the University of Vermont as additional insured on its liability policies
and should any of the described policies be cancelled before the expiration date thereof, notice will
be delivered in accordance with the policy provisions. The University does not need to be named
additional insured on the selected Bidders workers compensation policy.
Any liability coverages on a claims made basis should be designated as such on the certificate.
Failure of the selected Bidder to take out and/or maintain any required insurance shall not relieve
the Bidder from any liability under the contract, nor shall the insurance requirements be construed
to conflict with or otherwise limit the obligation of the Bidder concerning indemnification. The
Bidders policies shall be considered primary insurance and exclusive of any insurance carried by
UVM.

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2.06

Equal Employment Opportunity

The selected Bidder agrees to comply with all federal, state, and local laws and University policies
governing equal employment opportunity, nondiscrimination in employment, and non-segregation
of facilities, including specifically the requirements set forth at 41 C.F.R. 60-1.4, 60-250.4, and
60-741.4 and 47 C.F.R. 76.71-76.79. Those equal opportunity requirements are hereby
incorporated by reference. Compliance with these laws may require the bidder to annually file
certain reports (e.g. EEO-1 Report or FCC Form 395-A) with the federal government and to
develop written affirmative action programs for women and minorities, covered veterans, or persons
with disabilities.
2.07

Harassment

The selected Bidder agrees to comply with all federal, state, and local laws and University policies
governing harassment, as defined in Vermont Statutes at Title 16, section 11(a)(26).
2.08

UVM Smoking and Drug Policy

UVM, in order to maintain a safe and healthful atmosphere and to remain in compliance with fire
and safety regulations, is a non-smoking institution. No smoking is allowed within University
vehicles and University buildings. Smoking is permitted outdoors on University property, in areas
more than 25 feet away from building entrances, operable windows and air intakes, with the
exception of areas where safety, health, or pedestrian traffic flow are overriding considerations.
The selected bidder agrees to comply with all federal, state, and local laws and University policies
governing controlled substances and to refrain from the unlawful distribution, dispensation,
possession, or use of controlled substances on the UVM campus.
2.09

Licensing

It is the policy of UVM to register, protect, regulate, and promote the use of its name and
identifying marks, including without limitation its seal, logos, insignias, designs, and symbols
(Trademarks). UVM permits use of its registered Trademarks on products and services only
through the licensing approval process described in Policy V. 3.4.11.1
(http://www.uvm.edu/policies/general_html/licensing.pdf).
Any person or organization manufacturing a product or providing a service bearing or containing
Trademarks belonging to UVM must, prior to use of the mark, enter into a Trademark Licensing
Agreement to obtain permission to use such mark, whether or not the person or organization is
UVM-affiliated.
2.10

Payment

The selected bidder must reference a purchase order number on all invoices submitted for payment.
Payment will be made upon submittal of an invoice on a Net 30 basis unless discount terms are
offered. A paper check will be the method of payment for all Net 30 or discount term invoices.

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UVMs other preferred method of payment is through its ePayables credit card program. The
selected bidder shall submit an invoice and will be paid via credit card within 10 days from the
receipt of an approved invoice, incurring standard credit card interchange fees through their
processor.
Please indicate which payment method is preferred in your response to this RFP. Check one of the
following payment methods:
! ePayables credit card payment
! Discount Terms ____% Net ____ Days
! Net 30-45

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Part III. Detailed Specifications

3.00 Introduction
The University of Vermont (UVM) is soliciting proposals from experienced higher education
marketing firms for a marketing and branding analysis. The analysis will assist in determining UVMs
perception in the marketplace, and provide marketing messages to elevate our position, increase our
national reputation, and improve our student profile and retention and graduation rates. The
selected firm should be able to begin work by May 15, 2015 in order to test students who have made
final college choices.
3.01 Scope of Work
The selected research partner, through quantitative and qualitative research will:
Provide an analysis of the Universitys current position in the higher education marketplace
by audience and geographic region (Vermont, Northeast, Other)
Conduct research among key stakeholders and influencers to measure current levels of
awareness, assess perceptions of the University, and measure effectiveness of current
branding efforts
" Prospective students and parents
" Current students
" Alumni
" Faculty and staff
" Influencers (higher education peers and guidance counselors)
Request a mix of qualitative and quantitative research methods to ensure accuracy but keep
costs contained
Use current student and alumni surveys to define what UVM is and what it does well
refine the accuracy of UVMs position and messaging
Use prospective student surveys to test positioning statements and language refine the
effectiveness of UVMs position
Based on results of the research, assess the strengths and weaknesses of the Universitys
current branding position
Develop a positioning platform and outline attributes per audience segment and geographic
region that will enhance the Universitys visibility and distinctiveness
Establish benchmarks and assist with developing a program to track the effectiveness of
efforts
Align any new branding and marketing with on-going initiatives associated with UVMs
upcoming comprehensive fundraising campaign.
3.02 Contract Term
The term of this contract will be no more than one year.

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3.03 Required Information

A statement of interest and qualification

A description of the specific personnel who will be attached to various components of the
project and their relevant backgrounds
An overview of the scope of work conducted with similar clients
Cost estimates and timelines

3.04 References
Please provide at least three references from higher education institutions, including contact name,
institution name, telephone number, and email address that may be contacted to confirm your
qualifications and experience to perform the requirements of this contract.

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Part IV.
4.01

Evaluation Criteria

Proposal Evaluation

A Selection Committee made of UVM officers and staff will perform the evaluation of the
proposals. UVM reserves the right to make an award not based on cost alone, but on the criteria
which best meets the needs of UVM, including, but not limited to the following:
"
"
"
"
"

Pricing/Payment Option
References
Compliance with terms, conditions, and specifications of the RFP
Completeness of proposal
Demonstrated understanding of higher education organizational structure and culture

The decision of UVM will be final and binding.

4.02

Proposal Presentation

UVM may, at its sole option, elect to require on-site presentation(s) or other explanations of the
Bidders proposal prior to award of any contract.
4.03

Award of Contract

The contract will be awarded to the Bidder submitting an acceptable proposal which best complies
with the terms, conditions and specifications of the RFP and/or which best meets the overall needs
of UVM from both a service and financial viewpoint. Price may not be the sole determining factor
in the contract award.
All Bidders will be notified of the award at the earliest practical date.

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Part V.

Items for Inclusion

The intent of this section is to describe a complete proposal. Your proposal may not be considered,
and may be rejected as non-responsive, if the proposal does not include the items listed below.
o All requested information in Part III. Detailed Specifications
o A statement of interest and qualification
o A description of the specific personnel who will be attached to various components of the
project and their relevant backgrounds
o An overview of the scope of work conducted with similar clients
o Cost estimates and timelines
o Fully completed and signed Part VI. Form of Proposal including

6.01 Cost/Payment Option

6.02 Additional Details
6.03 Addenda
6.04 Confidentiality of Proposals/Proprietary Information
6.08 Signature

o Certificate of Insurance showing coverage specified in Section 2.05

o Indicate your ability to accept a Visa credit card and your payment preference (see Section
2.10 for more information).
o Bidders contract (if applicable)

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Part VI.

Form of Proposal

RFP #23-02-15
RFP Name: Marketing and Branding Analysis
Submit to: Deborah.Harvey@uvm.edu
6.01

Pricing

Please provide the following:

Professional Fees:

Travel Expenses (if not included):

Include an estimated amount of travel necessary to perform the requested services and the estimated
expenses.
Estimated total number of trips to be made:

Estimated total travel expenses:

6.02

Additional Details

Submit as separate files any additional details of your proposal and indicate the name and type of
files (PDF, Spreadsheet, etc.) that are being attached in the space following.
File Name__________________________ # of pages ___________ Format_________________
File Name__________________________ # of pages ___________ Format_________________
File Name__________________________ # of pages ___________ Format_________________
File Name__________________________ # of pages ___________ Format_________________

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6.03

Addenda

Bidder acknowledges receipt of the following addenda, which are a part of the Contract Documents:
No.

6.04

Date

No.

Date

Confidentiality of Proposals/Proprietary Information

The University of Vermont is subject to the Vermont Public Records Act, 1 V.S.A. 315 et seq.
Once an award is finalized with a contract, that document is subject to release upon request.
Bidders who wish to preserve the confidentiality of pre-award documentation they have submitted
to the University should so state in their submission. Specific documents or portions that the
Bidder considers confidential or proprietary must be clearly identified below. The University will
protect that information insofar as permissible under Vermont law.
The sections of this proposal listed below represent trade secrets or proprietary information.
NOTE: Monetary sections of this proposal cannot be withheld as proprietary or trade secrets.
Section/Subsection

6.05

Page No.

Additional Information

UVM reserves the right, once all proposals have been opened and reviewed, to request references
from Bidders current and/or past customers, including but not limited to references, background
checks, financial reports, etc.
6.06

Subcontractors

Bidder shall not assign or subcontract any agreement resulting from this RFP, or any portion
thereof, without prior written approval from UVM.
6.07

Modification and Withdrawal

The Bidder agrees that proposals submitted to UVM may not be modified or withdrawn for a period
of one hundred twenty (120) days after the date and time scheduled for the receipt and opening of
the proposals.

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6.08

Proposal Compliance and Signature

The Bidder hereby certifies by signing below that: This proposal is genuine and is not made in the
interest of or on behalf of any undisclosed person, firm or corporation; that the Bidder has not
directly or indirectly induced or solicited any other vendor to put in a false or sham proposal; that
the Bidder has not solicited or induced any person, firm or corporation to refrain from bidding, and,
that the Bidder has not sought by collusion or kickback to obtain any advantage over other vendors
of the University of Vermont.
The Bidder agrees to all terms, conditions, and specifications set forth in the RFP. In addition, the
Bidder agrees to abide by UVM Policies, including, but not limited to its Privacy and Information
Security Policies, in the fulfillment of a resulting contract. These policies can be found at the
following website - http://www.uvm.edu/policies/.
If a Bidder seeks to be exempted from one or more of the terms, conditions, and/or specifications
contained in this RFP, the Bidder must expressly state this below with reason(s) for the exception.
This form cannot be used for substitutions.
Section Number

Comments

______________________________________________________________________________
Bidder/Business Name
______________________________________________________________________________
Authorized Signature
Date
______________________________________________________________________________
Name (printed or typed)
Title

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