University of New Mexico Foundation

Buyer seeks a marketing consultant to develop brand strategy for a university-wide fundraising campaign. Buyer aims to raise over $1 billion to advance higher education, research, healthcare, and student opportunities. The selected vendor will create compelling branding that resonates with diverse audiences including alumni, donors, students, and the New Mexican community. The campaign will launch publicly in fall 2026 and continue through 2031.

• 3/1/2025 - RFP Issue Date
• 4/30/2025 - Proposal Due Date
• 9/1/2026 - Campaign Public Launch
• 12/31/2031 - Campaign End

• Conduct brand positioning analysis among key stakeholders
• Develop unified brand strategy aligned with campaign goals
• Create key messages and taglines articulating campaign vision
• Design visual identity system including logo and color schemes
• Develop comprehensive brand guidelines for consistency
• Create stakeholder engagement strategies for diverse audiences
• Design detailed brand implementation plan with timelines
• Develop metrics to evaluate brand strategy success
• Support UNM staff in brand implementation and management
• Create Hispanic Serving Institution (HSI) appropriate branding