Marketing and Public Relations Services

The Vendor is required to provide marketing, and social media, and public relations services wide in a timely and cost-effective manner.
- Marketing and branding strategy (service item)
•    Provide comprehensive marketing and branding strategy services to support the college’s enrollment, retention, and institutional objectives. 
•    Services shall include the development of integrated marketing strategies, brand positioning, campaign planning, and audience segmentation based on data driven insights. 
•    Shall analyze target audiences, market conditions, and competitive positioning to inform messaging, creative direction, and media strategies. 
•    Strategic services may also include market research, performance measurement, and recommendations to optimize campaign effectiveness and return on investment. 
•    All strategies shall align with the college’s brand standards and overall institutional goals.
- Advertising - traditional and digital marketing (service item)
1. Marketing services
•    Marketing and brand strategy. 
•    Traditional and digital advertising campaign development and placement, including but not limited to print, radio, television, over-the-top (OTT), and digital media. 
•    Media planning and buying. 
•    Campaign and project-based creative services (graphic design, copywriting, production, print). 
•    Videography and production.
•    Performance measurement, analytics, and ROI reporting.
2. Print, radio, television, and over-the-top (OTT) advertising
•    Provide expert media analysis, planning, placement suggestions and administration, including added value opportunities as available, for print, radio, television, and over-the-top (OTT) media. 
•    Negotiate rates and place advertising media on behalf of college to maximize reach and benefit. 
•    Monitor the accurate and successful placement of ads to ensure correct placement, presentation, and billing. 
•    Provide tracking and reporting on ROI and proof of final ads in publications. 
•    Provide advertising and collateral copywriting services in multiple languages to include, but not limited to, English, Spanish, creole. 
•    Implement design for print materials. 
•    Produce final print advertisements. 
•    Create, copy write, and produce television and OTT advertising media. 
•    Provide on-campus and on-location video production and post-production services.
3. Out of home – outdoor media
•    Billboards.
•    Shopping malls and related facilities, including kiosks and movie theaters.
•    Vehicles (i.e., bus wraps, shuttles).
•    Benches/walls capes/bus shelters.
•    Additional services as needed.
4. Digital marketing
•    Develop a targeted digital strategy.
•    Search engine marketing and management with measurable progress in google and Bing rankings.
•    Search engine optimization strategy and placement.
•    Google analytics assistance and analysis with recommendations.
•    Digital radio, streaming and podcasts.
•    Contextual and behavioral media.
•    Lead generation technologies and digital programs.
•    Data capture and re-marketing.
•    Retargeting strategies.
•    Programmatic advertising, interactive, and display advertising.
•    Social media advertising.
•    Video advertising.
•    Email marketing.
•    Content marketing and writing services in multiple languages to include, but not limited to, English, Spanish, creole, and Portuguese, as needed. 
•    Monitor online campaigns and provide analytics on campaign results and effectiveness. 
•    Additional services as needed.
5. Creative services
a. Graphic design:
•    Provide ongoing graphic design support, creating designs that best represent the college brand and image. 
•    Responsible for coordinating the project timeline, ensuring the project stays on track, and meeting required print and mailing deadlines. 
•    Expected to make recommendations to the college based on best practices.
b. Print and digital materials:
•    Brochures.
•    Flyers.
•    Posters.
•    Postcards.
•    Program ads.
•    T-shirt designs.
•    Magazines and annual reports.
•    Related materials and placements.
c. Outdoor and indoor signage:
•    Banners.
•    Flagpole banners.
•    Wall murals and graphics.
d. Other digital graphics:
•    Email newsletter templates.
•    Electronic signage and screensavers.
•    PowerPoint or presentation templates.
•    Related items.
6. Market research (service item)
•    Prospective student and community perception studies.
•    Competitive analysis.
•    Audience segmentation.
•    Campaign effectiveness research.
7. Videography and video production services (service item)
•    Creative assets that adhere to college graphic and branding standards. 
•    Ensure alignment with overall project scope, timeline, and budget.
•    Expected to provide all necessary equipment and software required to produce all elements of the video, which may include but are not limited to: filming, voice over and audio recording, and cinematography (includes camera operation, lighting, sound recording, graphic design, editing and music). 
•    Coordinate all aspects of field production, including hiring necessary crew. 
•    May be required to scout and prepare locations for filming, and coordinate schedules for filming, including but not limited to:
o    Assist in identifying shot lists based on agreed-upon goals and scope 
o    Assist with developing talking points and scripts for film participants or interviews 
o    Provide voiceover recording and editing where applicable 
o    Preparations may include, but are not limited to: scouting the location prior to filming and adapting the filming approach to ensure minimal disruption to students and college faculty or employees; scriptwriting; storyboard creation; casting call organization and talent assessment 
o    Utilize college photo and video waivers and give completed waivers to college’s marketing department staff. 
o    Deliver a high-definition finished product, providing additional separate formats that are sized for the following specific platforms: YouTube, Facebook, Instagram, or others as requested.
- Social media
•    Vendor will assist in developing an annual plan and content strategy that increases the college’s followers, impressions, engagement and other metrics over defined social media platforms, which include but are not limited to: Facebook, twitter/x, Instagram, YouTube, and LinkedIn. 
•    Social media platforms may be added or deleted through the term of the contract. 
•    Goals and benchmarks will be set with strategies developed for each platform to reach and engage defined audiences, such as current and prospective students, alumni, and community members. 
•    A budget for paid posts will be provided to optimize the strategy, such as promoting specific Facebook posts, creating ads, like campaigns, and influencer generated content.
1. Day-to-day execution and support
•    Support day-to-day social media efforts, including on-campus photography and videography, interviews, implementation of content calendars, and influencer marketing coordination. 
•    Provide the college with content propagation (text, graphic and video). 
•    Replies should include social media content samples.
•    Provide customer reputation management (including but not limited to monitoring comments, responding to questions, and providing referrals to resources on a timely basis).
2. Social media reporting
•    Vendor will report analytics on a monthly, term (spring/summer/fall), and annual basis, as directed. 
•    Provide access to social media management software such as sprout social for reporting and content management.