RFP 218672705 Comprehensive Institutional Brand Health, Perception, and Brand Equity Study

Virginia Polytechnic Institute and State University is seeking a qualified research firm under solicitation 218672705 to conduct a comprehensive, 360-degree institutional brand health, perception, and brand equity study. The project aims to generate actionable insights into the awareness, perception, affinity, and attributes of the Virginia Tech brand among internal and external audiences, building upon previous baseline research and student surveys. The scope of work includes a discovery and assessment phase involving stakeholder interviews and focus groups, the development of scientifically valid research instruments and sampling methodologies, and a comparative benchmarking analysis against five peer institutions. Proposals must be submitted electronically in WORD or searchable PDF format by November 6, 2026, at 3:00 PM, with a total file size limit of 50MB for attachments. Award selection will be based on the best overall proposal, where price is a consideration but not the sole determining factor; Virginia Tech reserves the right to award multiple contracts or require oral presentations. The selected vendor must provide detailed biographies for key personnel, maintain insurance authorized in Virginia, and comply with accessibility standards including Sections 504 and 508 of the Rehabilitation Act. Additionally, the university strongly encourages the participation of Small, Women-owned, and Minority-owned (SWaM) businesses, requiring non-certified firms to outline their plans for utilizing SWaM subcontractors.