Marketing Services

The Vendor is required to provide full-service marketing, branding, communications, and digital strategy to support district in advancing its strategic priorities across a complex, multi-brand ecosystem.
- Requirement:
1. Brand strategy, architecture and identity development
•    Master brand refinement and governance (region 4)
•    Sub-brand development and alignment within a family-of-brands model
•    Naming strategy for new products and services
•    Logo design and full brand identity systems:
o    Visual identity (color, typography, iconography)
o    Brand guidelines and usage standards
•    Messaging frameworks by audience segment:
o    Superintendents
o    District leadership teams
o    Program owners and coordinators
•    Brand voice and tone development
2. Campaign strategy and integrated marketing execution
•    Annual and campaign-level marketing planning aligned to:
o    School-year buying cycles
o    State initiatives
•    Full-funnel campaign development:
o    Awareness → consideration → decision → action
•    Multi-channel campaign execution:
o    Email marketing
o    Paid media
o    Organic social
o    Landing pages
•    Campaign asset development and deployment
•    CTA and conversion strategy
3. Digital marketing and paid media management
•    Paid media strategy and execution:
o    LinkedIn (priority channel for district leaders)
o    Google ads (search and display)
o    Retargeting campaigns
•    Audience segmentation and targeting
•    Budget allocation and optimization
•    Conversion tracking
•    Performance monitoring and optimization
4. Content strategy and development
•    Content strategy aligned to district needs and decision-making cycles
•    Development of:
o    Blog content
o    Case studies
o    Whitepapers and guides
o    Email nurture campaigns
o    Executive-level messaging
•    SEO strategy and implementation
•    Content calendars and distribution planning
5. Creative, design and production
•    Campaign creative development (digital and print-ready assets)
•    Graphic design for:
o    Social media
o    Email
o    Presentations
o    Sales materials
•    Infographics and data visualization
•    Template development for internal scalability
•    Brand-compliant design systems
6. Video and multimedia production
•    Video strategy and production:
•    Product overviews
•    Testimonials (district leaders)
•    Conference and event promotion
•    Short-form video content for social media
•    Motion graphics and animations
•    Editing and post-production
7. Website development, management and optimization
•    Website design and development (WordPress or comparable CMS)
•    Landing page development for campaigns
•    UX/UI improvements to increase conversion
•    Ongoing website maintenance and updates
•    Troubleshooting and issue resolution
•    Accessibility compliance (education standards)
•    SEO optimization
8. CRM, marketing automation and systems integration
•    CRM strategy and implementation (aligned with monday.com or other systems)
•    Lead capture and routing workflows
•    Email automation and nurture sequences
•    Integration across platforms (CRM, email, website, paid media)
•    Data tracking and pipeline visibility
9. Market research and insights
•    Market analysis across state k-12 landscape
•    Audience segmentation and persona development
•    Voice-of-customer research:
o    Surveys
o    Interviews
•    Competitive analysis
•    Pricing and perception research
10. Event and conference marketing support
•    Pre-event marketing campaigns
•    On-site engagement strategy:
o    Booth design
o    Messaging
o    Lead capture
•    Post-event follow-up campaigns
•    Promotion of speakers, sessions, and offerings
11. Sales enablement and business development support
•    Development of:
o    Pitch decks
o    One-pagers
o    ROI calculators
•    Messaging for sales conversations
•    Account-based marketing strategies
•    Proposal and presentation support
12. Strategic advisory and innovation
•    Ongoing strategic guidance for:
o    New product launches
o    Market expansion
o    Brand evolution
•    Recommendations for emerging trends and tools
•    Innovation in marketing approaches and channels
13. Video strategy, production and distribution
•    Video strategy aligned to campaign goals:
o    Awareness (brand + positioning)
o    Consideration (product overviews, use cases)
o    Decision (testimonials, ROI stories)
•    Video production:
o    Product videos (develop works, exchange, print works)
o    Customer testimonials (district leaders)
o    Conference and event promotion
o    Leadership messaging
•    Short-form content:
o    Social media video (LinkedIn priority)
o    Cut downs for paid campaigns
•    Motion graphics and animation:
o    Explaining data systems, processes, funding
o    Editing and post-production:
o    Versioning for different audiences and platforms
14. Media planning, buying and management (traditional + digital + streaming)
A. Media strategy and planning
•    Development of integrated media plans aligned to:
o    Campaign goals
o    School-year cycles (budgeting, summer planning, accountability release)
•    Audience targeting:
o    Superintendents
o    District leadership
o    Educators (when relevant)
•    Channel mix recommendations:
o    Digital
o    Streaming
o    Traditional
•    Budget allocation and flighting strategy
B. Digital media buying (performance-focused)
•    Paid social:
o    LinkedIn (primary)
o    Meta (secondary, targeted)
•    Paid search:
o    Google ads (high-intent queries)
•    Display and retargeting campaigns
•    Programmatic advertising (where applicable)
C. Streaming and digital video advertising
•    Connected TV (CTV)
•    Over-the-top (OTT) platforms
o    Hulu
o    YouTube TV
o    Roku
o    Streaming news platforms.