Marketing Services

The vendor required to provide marketing services for include:
- Desired marketing outcomes
•    School naming, mascot identification and proposed timeline for campaign completion
•    logo and brand identity development
o    Groundbreaking begins in May. 
o    Logo, brand identity and mascot must be developed by May 1.
•    Core messaging and communication goals like:
o    Gaining community support for the school
o    Using specific program language to recruit students and families to apply
o    Articulating how this magnet school will benefit the entire community by preparing students for careers in healthcare
•    Strategies for community engagement and student recruitment
- Marketing needs
•    Proposing agencies shall adhere to the established aps branding standards and requirements, including accessibility requirements.
o    Proposing agency shall be able to demonstrate the ability to conceptualize, plan, design, develop, and produce materials
•    Market and audience evaluation
•    Media strategy development to align with marketing and advertising goals, including:
o    12-month paid advertising blitz
o    Targeting media pitches specifically toward education reporters and corresponding outlets
•    Website content and digital presence
•    Social media strategy and promotional content
•    Event outreach support
•    Print, digital and video materials
•    Enrollment campaign planning
•    Long-term brand guidelines and sustainability
•    Discussion: capacity of internal teams vs. need for external expertise
- Vendor expectations:
1. Strategic planning
•    Participate in a project kickoff meeting
•    Conduct discovery and current state review (brand marketing assets, enrollment data, competitor landscape)
•    Develop a marketing strategy brief outlining goal, target audiences, and key strategies
2. Media planning and buying
•    Build a comprehensive media plan aligned with objectives
•    Recommend media channel (digital-first, with traditional if beneficial)
•    Provide budget allocations, justifications, and timelines
3. Campaign execution and management
•    Launch and actively manage paid campaigns across approved channels
•    Implement advanced targeting and retargeting strategies to reach and recruit prospective students
•    Continuously optimize campaigns to ensure cost efficiency and performance
4. Creative strategy and production
•    Provide recommendations for creative development that align with brand identity and campaign goals
•    Support production of digital ads, display, social, search, video, and other creative as needed
5. Analysis, tracking and reporting
•    Conduct analytics and tracking audits (including google tag manager and reporting)
•    Provide real-time dashboards accessible to aps
•    Deliver bi-weekly performance report with insights and recommendations
•    Report on KPIs: impressions, clicks, conversations, cost per lead, cost per enrollment, etc.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: January 12, 2026