Massachusetts College of Liberal Arts

Buyer seeks a qualified market research firm to conduct a comprehensive study during the 2025-26 academic year. The project will measure current perceptions of the college with key audiences and analyze their unique position in the regional higher education marketplace. Buyer wants to understand shifts from their 2019 market study, identify new enrollment opportunities, and strengthen their brand positioning. The research will include multiple audience segments such as prospective students, current students, alumni, and guidance counselors.

• 6/9/2025 - RFP Issued
• 6/20/2025 - Questions Due
• 6/25/2025 - Responses to Questions
• 6/30/2025 - Proposal Due Date
• 7/2/2025 - Bid Opening
• 9/1/2025 - Data Collection Phase
• 12/1/2025 - Data Analysis Phase
• 3/15/2026 - Presentation of Results

• Minimum of five years of experience providing market research services
• Completed at least three contracts at schools with 1,000-2,000 students
• Significant experience in higher education space and branding
• Continuous operation for at least three years
• Provide at least three references from similar past clients

• Conduct comprehensive market research with multiple audience segments
• Deliver audience perception reports for prospective and current students
• Perform competitive audit of peer/competitor institutions
• Create data-backed personas for the undergraduate prospect pool
• Conduct brand health audit with actionable recommendations
• Analyze perceptions of MCLA compared to 2019 market research
• Evaluate impact of free community college on transfer population
• Research audience communication preferences and digital platforms
• Analyze perceptions of North Adams affecting college choice
• Identify new enrollment opportunities based on market shifts