II.2.1) Title

Brand Research

II.2.2) Additional CPV code(s)

79310000

79312000

II.2.3) Place of performance

NUTS code:

UKH3

Main site or place of performance:

Anglia Ruskin University, Bishop Hall Lane, Chelmsford, CM1 1sq.

II.2.4) Description of the procurement

Anglia Ruskin University is an innovative global university with students from 185 countries coming to study with us.

Anglia Ruskin University’s (ARU) Brand research project is required to identify and understand ARU’s “distinctiveness” within the marketplace. Differentiation and brand awareness are key to us to successfully undertake our core business of teaching, learning and research. The value proposition of ARU is essential to competitively acquire students, recruit high achieving staff, draw on research partnerships and funding and engage with strategic brand partners.

We need to define the ARU brand within a global context, with a sense of identity and distinctiveness, in order to communicate a clear focus going forward. We need to understand who ARU is by examining the key drivers and motivations of our customers. Do we have clear points of difference for ARU within the local and international market? What is the awareness of ARU in the global market place, and the perceptions of our role and reputation amongst our customers and stakeholders? What are our market barriers and opportunities? How is our brand currently defined by those experiencing it? We need a thorough understanding of our brand, in order to create and inform proactive customer experiences throughout the ARU journey, and to ultimately inform the ARU story.

ARU has recently undertaken work on brand research, primarily focused on the UK market. It is recognised that this research needs to be extended to an international audience, as well as extending the work already done across the ARU community.

II.2.5) Award criteria

Price

II.2.11) Information about options

Options: No

II.2.13) Information about European Union funds

The procurement is related to a project and/or programme financed by European Union funds: No

II.2.1) Title

Strategic Brand Development

II.2.2) Additional CPV code(s)

79342000

II.2.3) Place of performance

NUTS code:

UKH3

II.2.4) Description of the procurement

Anglia Ruskin is an innovative global university with students from 185 countries coming to study with us.

Building brand equity through distinctiveness and awareness is key to us to successfully undertaking our core business of teaching, learning and research in a highly competitive market place. The value proposition of ARU is essential to acquire and retain students, recruit high achieving staff, engage alumni, draw on research and partnerships and funding, and engage with strategic brand partners and our local community.

The new brand strategy will be embedded in the research currently being undertaken. It is acknowledged that additional market research and/or testing may be required to inform the strategy development.

Both the strategic plan and implementation framework will inspire and engage all stakeholders in ARU. The strategic brand development will identify the proof points and enablers for ARU to realise its brand values and promise to all stakeholders. This could be, but not restricted to product portfolio, customer journeys,accessibility, student and customer service activity, alumni, networking and research.

II.2.5) Award criteria

Price

II.2.11) Information about options

Options: No

II.2.13) Information about European Union funds

The procurement is related to a project and/or programme financed by European Union funds: No

Anglia Ruskin University Higher Education Corporation

Chelmsford

UK