Marketing Research Survey for Institutional Reputation Assessment in North Carolina

Background
The University of North Carolina at Greensboro (UNCG) is seeking proposals from experienced market research firms to conduct a comprehensive perception study of the institution's reputation across North Carolina, focusing on key metropolitan areas: Greensboro, Raleigh, and Charlotte.

UNCG aims to redefine its public research university role as an inclusive and responsive institution, making a significant impact on students and communities. Understanding public perception is essential for shaping future branding and strategic positioning.

Work Details
The selected firm will be responsible for the following tasks:

1. Research Design: Develop a research methodology including surveys, focus groups, and interviews with representative sample sizes for Greensboro, Raleigh, Charlotte, and statewide populations.

2. Data Collection: Conduct surveys and/or interviews with key audiences to capture both quantitative and qualitative data.

3. Analysis and Reporting: Analyze findings by region and demographic groups, providing insights and strategic recommendations.

4. Presentation: Present findings to senior leadership and the communications team; optionally host a stakeholder workshop to explore applications of the findings.

Deliverables include final research methodology, survey instruments for approval, raw and cleaned data sets, a detailed analytical report with an executive summary, recommendations for brand strategy based on findings, a PowerPoint presentation with key findings, and optionally an interactive dashboard or data visualization tool.

Period of Performance
The contract will be fulfilled once all requirements within the scope of work have been satisfactorily completed and approved by the end-user department.

Place of Performance
The contract will be performed in North Carolina, specifically targeting metropolitan areas including Greensboro, Raleigh, and Charlotte.

Bidder Requirements
Vendors must demonstrate experience with public or private sector clients of similar size and complexity to UNCG. They must provide qualifications of personnel assigned to the project along with resumes citing relevant experience. Vendors are also required to complete various attachments including HUB Supplemental Vendor Information to support diversity goals.