AGENDA ITEM: IX D vii
Florida Polytechnic University
Board of Trustees
December 17, 2013
Subject: Florida Polytechnic University Branding
Proposed Board Action
No Action Required – Information Only
Background Information
Florida Polytechnic University issued an Invitation to Negotiate (ITN) on September 24,
2013 to seek a vendor or vendors to assist with market research and creative development
of the University’s main brand.
The scope of the project includes:
Part A: Comprehensive Research
Deliverables may include all or part of the following:
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Survey parameters
Design of research instruments
Survey programming
Sample and field management (incentives, fulfillment, etc.)
Necessary coding
Comprehensive written analysis of the research findings, including implications of
findings for Florida Polytechnic’s brand positioning
On-campus presentations to internal constituents outlining research findings
Recommended strategies for benchmarking and metrics to monitor progress
Part B: Brand/Identity Development
Deliverables may include all or part of the following:
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Development of market strategies and proposed solutions
Testing of proposed strategies
Lead and guidelines in development of marketing strategies
Recommendations for design and message adaptations to new website
Graphic identity logo and standards manual
Agenda Item IX D vii: Florida Polytechnic University Branding
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The expected timeline for completion is 6-8 months with a goal of launching a fresh brand
and style guide, supported by thorough market research, by May 2014 in time for the
opening of our Innovation, Science and Technology Building and the welcoming of our
inaugural class.
The Branding ITN Evaluation Committee received 15 responses. After an initial evaluation
of written proposals, the Committee shortlisted five potential vendors that delivered inperson presentations to the Committee October 16-17, 2013. Following that process, the
Committee requested additional information from two vendors who met with the
Committee again via Skype on November 7, 2013. On November 8, the Committee
reconvened and unanimously selected Boston-based firm FuseIdeas to complete both Parts
A and B of the project.
The Committee considered the following criteria in their evaluation:
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Creativity of approach and quality of service to University
Firm background, experience and references
Cost breakdowns
Schedule
FuseIdeas stood out to the Committee above all other candidates because:
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The presented – by far – the most data driven approach to brand development and
demonstrated the most experience with market research and data analysis
They have significant experience in the higher learning sector with brands such as
William Patterson University, Northeastern, National Geographic Learning and
Pace University as well as experience with industry brands known for innovation
such as Adidas, HBO and National Geographic
They have experience launching a new brand from the ground up, and they
understand Florida Poly’s unique position as a cutting-edge university
The total cost of their proposal comes under our budget by about 10% at $225,000
FuseIdeas is also aware of our timeline, and is committed to working within that
schedule.
Fiscal Impact: $225,000 (The approved budget for branding is $250,000)
Supporting Documentation: None
Prepared by: Crystal L. Lauderdale, Director of Marketing and Communications
Agenda Item IX D vii: Florida Polytechnic University Branding
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