Frequently Asked Questions (FAQ)
RFP for Branding Development and Implementation Project
Updated as of 4:30 p.m. 10/9/09
1. "The College's student profile mirrors the distribution of racial/ethnic distribution in the
seven-county metropolitan but does not with regard to socio-economic status of its
students. As a result, the fastest growing portions of the traditional age potential student
populations in Normandale’s service area are also those that are currently most
underrepresented in the College's student profile."
- Have there been specific efforts to reach this growing population of potential students?
- Is this perceived as a priority? Yes.
2. Can you expand on the brand architecture needs? Is this the departments within the
current structure? If so, approximately how many are there? The brand architecture needs
are for all subordinate units of Normandale Community College (academic departments,
administrative offices, centers, etc.) in relationship to the official word mark for the College. We
are seeking a not more than 3-5 templates and associated standards for presentation which we
can then apply to the many specific units on campus who need them.
3. Are we going to produce a complete image system? We’re not sure how to answer this as
it depends on your firm’s definition of “complete.” We envision basic standards, guidelines and
a limited number of templates upon which various campus needs for images can be rolled out
4. Where are we expecting the refreshed brand to extend? Potential and current customers as
well as across the institution.
5. Brand Promise. Can you describe "Brand Promise" outside what the definition of
Again, this is difficult to answer as definitions vary. We’re primarily looking at assuring that our
brand images and messages convey elements that a consonant with what those who know and
use Normandale’s programs and services actually experience.
6. Ultimately, as its main objective, the vendor is to position Normandale to fulfill the
college's mission and vision? As the RFP states on page 4, there are several additional
objectives as well.
7. Is the deadline for a response October 2 or October 12, 2009?
It is October 12, 2009. We apologize for the typographical error in the RFP.
8. Do you know how many firms this is being sent out to?
We only intentionally sent it to 5 or so firms.
9. Where do I obtain the PUR forms required as attachments to our proposal?
Required PUR forms have now been added as a downloadable document on the Normandale
Marketing Communications RFP website.
10. Is there a budget for this project?
As stated in the RFP on page 7:
“The budget for the Normandale Brand Development and Implementation Project has not yet
been firmly established.”
11. Is funding appropriated and available for this program?
12. What is the estimated time frame for this project?
As stated on page 8 of the RFP:
“The tentative timeline for the selection and implementation of this proposed project is:
Monday, September 28 Publish RFP notice in State Register
Monday, October 12, Noon CST Deadline for RFP proposal submissions
Tuesday, October 13- Friday, October 16 Review RFP proposals
Friday, October 16 Finalists notified
Monday, October 19-Thursday, October 22 Finalist presentations
Friday, October 23 Complete selection process
Friday, October 23 Finalists notified of selection decision
The preferred timeline for completion of the Normandale Brand Development and
Implementation project is open but, in any case, should begin no later than November 16, 2009.
The project should also provide a new Normandale brand, wordmark, logo and associated
graphic elements for implementation beginning no later than May 31, 2010.”
13. Is there an incumbent on this project?
14. Is there a MBE (Minority Business Enterprise), WBE (Women Business Enterprise) or
DBE (Disadvantaged Business Enterprise) component to this?
15. Who will be making the decision on awarding this project?
As state on page 8 of the RFP:
“The selection process will involve the Normandale Institutional Marketing Committee. The
committee consists of the Vice President for Student Affairs, the Dean of Continuing Education
and Customized Training, the Dean of Business, Social Studies and the Library, the Dean of
Enrollment, Marketing and Multicultural Services, the Director of Marketing Communications,
the Director of Admissions and other selected campus faculty and professional staff. This group
will evaluate the proposals and make the final decision on whether or not to hire a vendor.”
16. Will this project be awarded to only one Proposer, or might it be split up into elements
and awarded to different vendors?
As stated on page 3 of the RFP:
“Normandale Community College reserves the right to accept or reject proposals, in whole or in
part, and to negotiate separately as necessary in order to serve the best interests of
Normandale Community College. “
17. Have you done a project/campaign like this in the past? Who was the vendor? What was
the budget? Was it successful?
18. Are local consultants favored over out-of-town firms?
As stated on page 8 of the RFP:
“The following criteria and their identified weight will be used by Normandale Community
College to evaluate the responses:
1. Adequacy and strength of the proposal – 15%
2. Capacity – evidence that the proposer can carry out the project – 10%
3. Awareness and understanding of Normandale Community College, the Minnesota State
Colleges and Universities and the competitive higher education environment in the
metropolitan Twin Cities region– 10%
4. Relevant experience, including prior experience with two-year community colleges or other,
comparable, postsecondary institutions – 10%
5. References – 10%
6. Personnel assigned: bios, qualifications and the number applied to project needs – 10%
7. Cost and value to Normandale Community College – 35%”