CALL FOR EXPRESSION OF INTEREST (EOI)

Procurement of Comprehensive Brand Management and Public Relations Services as a strategic partner with UAP. (Modular Framework)

Reference No: UAP/PR-EOI/2026/004

Submission Deadline: August 16, 2026

EOI Executive Summary

  • Issuing Institution: University of Asia Pacific (UAP), Dhaka, Bangladesh.
  • Core Objective: Retain top-tier agency expertise to evaluate, design, and execute a multi-phase public relations and strategic communication blueprint to elevate UAP’s national and regional profile.
  • Engagement Model: Modular/A La Carte Selection. Applicants can pitch for the entire integrated suite of services or submit proposals strictly for individual service modules that match their core specialties. UAP reserves the right to select a single agency or divide specific tasks among different specialized firms.

1. Context and Objective
Since its founding in 1996, the University of Asia Pacific (UAP) has established a reputation for academic rigor, quality research, and exceptional student outcomes. As we mark our 30th year of institutional excellence in 2026, UAP is proactively planning for the university's future positioning.
To achieve its long-term goals, we have developed a collaborative, highly targeted strategic vision to address our public outreach, media footprint, and digital presence. UAP is inviting Expressions of Interest (EOI) from reputed advertising, public relations, market research, and media production firms. Recognizing that different may firms excel in different domains, UAP offers a modular contract structure where agencies can apply for the entire package or choose to bid on specific services.

2. Modular Scope of Services
Agencies may submit expressions of interest for the Full Comprehensive Package or select Individual Modules. UAP may pick and choose different services from different companies to form an optimal partner network.

Module 1: Public Perception Audit & PR Situation Research

  • Conduct deep-dive qualitative and quantitative market research on the current public perception of UAP among key demographics (students, parents, alumni, corporate employers, and academia).
  • Analyze UAP's current PR challenges, media presence deficits, and competitive visibility gaps in Dhaka and across the country and internationally
  • Provide a comprehensive, data-backed assessment report outlining the current baseline situation.

Module 2: Strategic Road mapping & Phased Target Setting

  • Formulate a clear, step-by-step communication strategy to systematically address the gaps identified in the perception audit.
  • Propose distinct, actionable interventions with strict, realistic time limits and phase deadlines.
  • Set clear milestones and Key Performance Indicators (KPIs) to measure progress at every stage of execution.

Module 3: Independent Work Monitoring & Results Evaluation

  • Establish a rigorous, continuous monitoring mechanism matrix to track the implementation of all deployed PR and media initiatives to deliver a periodic evaluation report for UAP to monitor 9by UAP)

Module 4: High-Volume Digital Content Creation

  • Conceptualize, script, and produce a high volume of high-quality digital assets reflecting UAP's vibrant campus life, modern infrastructure, and academic success stories.
  • Create multi-platform multimedia content (including short-form video reels, student/alumni video testimonials, documentary pieces, and graphics) optimized for aggressive social media distribution. – Specialized content creation as and when needed for promotion.

Module 5: Creative Ideation & Unique Promotional Concepts

  • Propose fresh, high-impact campaign themes and experiential marketing ideas that distinguish UAP from other institutions and generate natural, positive media coverage.

Module 6: Internal Brand Alignment & Staff Training - Along with HR Dept. and UAP

  • Design and execute comprehensive internal capacity-building programs to turn the university's internal community into active brand ambassadors.
  • Arrange interactive workshops, seminars, and training sessions for faculty members, administrative staff, and management on professional presentation, brand projection, and the execution of coordinated institutional branding activities.
  • Produce high-quality internal training videos, communication guides, and toolkits to train teachers and staff on how to manage and execute coordinated activities related to branding and brand projection across all university departments.

Expected Highlights 7: Historical Benchmarking & Pricing Transparency

  • Provide explicit, real-world case studies demonstrating similar large-scale PR or branding interventions previously executed by your firm for other universities or educational networks.
  • Furnish detailed historical insights and references regarding realistic market costs, agency retention fees, production costs, and media-buying prices to give UAP a clear, transparent idea about campaign pricing.

4. EOI Proposal & Pitch Presentation Process
The selection process will follow a two-tier rigorous evaluation:

  • Dossier Evaluation: Review of the physical EOI submission containing the firm's profile, financial solvency, legal documentation (Trade License, TIN, VAT), a declaration of the specific modules being applied for, and case studies.
  • Mandatory Presentations: Agencies shortlisted from the dossier review phase must give an in-person pitch presentation before a panel of UAP officials. This presentation will require firms to showcase their technical capability, present their proposed approach to the specific modules selected, and pitch preliminary creative concepts for the UAP 30 Years Celebration events.

5. Submission Guidelines

The EOI response must be submitted in a securely sealed envelope containing one (1) original hard copy and one (1) digital copy (on a USB drive) clearly labeled: Submit online and physically at UAP PRD

"Expression of Interest: Modular PR, Brand Management & 30th Anniversary Services – UAP"

Address for Submission:
Public Relations Department
University of Asia Pacific (UAP)
74/A, Green Road, Dhaka - 1215, Bangladesh.
For electronic correspondence or any clarifications, please contact the evaluation committee at
[email protected] no later than August 16, 2026.

Note: UAP reserves the right to accept or reject any or all EOI proposals, or parts thereof, without assigning any reason whatsoever. Upon evaluation of the received, we will require the budget as well. If there is other file to submit, please submit it separately.