Florida A&M University, which has worked to burnish its image after the November 2011 hazing death of a drum major in its vaunted marching band, is calling for agency proposals to guide marketing and communications in a "rebranding" effort.

The Tallahassee-based university, which works with DKC for crisis communications and counsel, released an RFP on March 1 for an agency to complement that firm's media relations work with its office of communications.

"Rebranding in this context means developing strategies to ensure stakeholders have a clear picture of the university's strengths and what it has to offer as an institution," says the RFP. "The university wants its stakeholders to be knowledgeable of key values, academic integrity, future employability and the value of the student experience."

The university wants an agency (or agencies) to evaluate its communications plan, identify barriers and threats, assist with marketing comms., events and social media, and develop a community relations plan, among other tasks.

Meanwhile, the hazing crisis continues to simmer in the news cycle. Prosecutors this week added second-degree manslaughter charges to 10 former band members/students charged in the death of Robert Champion, and added charges against two more former members of the band.

DKC has counseled the university and its board since the crisis and was given a $15K/month, year-long contract last year to provide ongoing PR support.

Proposals for the "rebranding" are due March 25. View the RFP (PDF).