BRIEF FOR BRANDING, COMMUNICATION AND ADVERTISING 30 June 2004

INTRODUCTION Merger and incorporation Implications for positioning and size The New Unisa's contribution and role

PRELIMINARY VISION AND MISSION FOR THE NEW COMPREHENSIVE UNISA Vision Mission Values Strategic priorities Key focus areas

INSTITUTIONAL PROFILE General –Affordability –Accessibility –Flexibility –Credibility

INSTITUTIONAL PROFILE cont. Study fields and levels Location Staff Facilities and Services Registrations and Examinations Entrance Requirements

MARKETING AND COMMUNICATION STRATEGY Four Pillars Market Environment Market Trends Size and conditions Imperatives in HE Key Objectives

MARKETING AND COMMUNICATION STRATEGY cont. Key Target Markets Key Projects Brand Strategy –Proposition –Elements –Issues

THE BRIEF Conceptualise and develop a brand positioning (refer the Interim Brand) Integrated strategy (holistic) Finalisation and support service for integrated marketing and communication The Challenge

BUDGET

REQUIREMENTS Integrated brand and CI strategy Key strategic messages Concepts for a final brand strategy, plan and proposed CI Creative approach Date plan and media analysis Timing

PROCESS Criteria Final decision

SUBMISSIONS AND CLOSING DATE Where Vendor Form When

NOTE Reservations Adjudication of tenders