The 68,000-student University of Minnesota is reviewing its "Driven to Discover" campaign with an RFP process through early December.
UM's University Relations unit, which leads marketing and communications to promote the school, wants to hear from agencies to guide its successful, nine-year-old marketing push. Its current incarnation is themed "Made in Minnesota."
Minneapolis-based Olson is the incumbent.
The five-campus public research university counts 30K undergrads and 16,600 graduate and professional students. It claims an $8.6B impact on the Minnesota economy each year.
Overall goals of the campaign are to boost positive perceptions of the university among the public and state opinion leaders, explain the value of a public research university, and align its marketing and communications efforts, according to the RFP released Nov. 7.
Proposals are due Dec. 5. View the RFP (PDF).
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