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
