Download BRIEF FOR BRANDING, COMMUNICATION AND

BRIEF FOR BRANDING,
COMMUNICATION AND ADVERTISING
30 June 2004
INTRODUCTION
• Merger and incorporation
• Implications for positioning and size
• The New Unisa's contribution and role
PRELIMINARY VISION AND MISSION FOR
THE NEW COMPREHENSIVE UNISA
• Vision
• Mission
• Values
• Strategic priorities
• Key focus areas
INSTITUTIONAL PROFILE
• General
– Affordability
– Accessibility
– Flexibility
– Credibility
INSTITUTIONAL PROFILE cont.
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Study fields and levels
Location
Staff
Facilities and Services
Registrations and Examinations
Entrance Requirements
MARKETING AND COMMUNICATION
STRATEGY
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Four Pillars
Market Environment
Market Trends
Size and conditions
Imperatives in HE
Key Objectives
MARKETING AND COMMUNICATION
STRATEGY cont.
• Key Target Markets
• Key Projects
• Brand Strategy
– Proposition
– Elements
– Issues
THE BRIEF
• Conceptualise and develop a brand positioning (refer
the Interim Brand)
• Integrated strategy (holistic)
• Finalisation and support service for integrated
marketing and communication
• The Challenge
BUDGET
REQUIREMENTS
• Integrated brand and CI strategy
• Key strategic messages
• Concepts for a final brand strategy, plan and
proposed CI
• Creative approach
• Date plan and media analysis
• Timing
PROCESS
• Criteria
• Final decision
SUBMISSIONS AND CLOSING DATE
• Where
• Vendor Form
• When
NOTE
• Reservations
• Adjudication of tenders