Planned Giving Marketing and Communications Services

Vendors to provide comprehensive planned giving marketing, communications, and related support services for the Office of Gift Planning within the Division of Advancement.
A. Strategic Planning and Program Support
1. The contractor shall collaborate with Virginia Tech Advancement to develop, refine, and support planned giving marketing strategies that accurately reflect the voice and tone of the university
2. The contractor shall provide strategic consultative guidance on marketing campaigns, communication segmentation, and lead generation follow-up
3. The contractor shall recommend best practices and emerging trends in planned giving marketing, particularly within higher education and nonprofit sectors
4. The contractor shall align marketing initiatives with institutional fundraising goals and stewardship priorities
B. Creative Development and Content Production
1. The contractor shall collaborate with Virginia Tech Advancement to develop, refine, and support planned giving marketing strategies
a. Direct mail campaigns
b. Print and digital newsletters
c. Brochures, guides, and informational materials
d. Email campaigns and digital communications
e. Web and landing page content
2. The contractor shall provide copywriting, editing, graphic design, and layout services
3. The contractor shall ensure all materials align with Virginia Tech branding and messaging standards
4. The contractor shall incorporate personalization and targeted messaging strategies where appropriate
C. Campaign Execution and Management
1. The contractor may be requested to manage marketing campaigns from concept through execution and delivery
2. The contractor shall coordinate project timelines, production schedules, and approval workflows
3. The contractor may support audience segmentation and campaign targeting using University-provided data
4. The contractor shall ensure timely deployment and delivery of campaign materials
D. Data Analytics and Reporting
1. The contractor shall provide campaign performance reporting and web analytics, including metrics such as engagement, response rates, and conversions
2. The contractor shall deliver actionable insights and recommendations to improve future campaign performance
3. The contractor shall participate in regular review meetings with Virginia Tech staff
4. The contractor shall support data-informed decision-making and continuous improvement
E. Account Management and Customer Support
1. The contractor shall assign a dedicated account manager to serve as the primary point of contact
2. The contractor shall maintain regular communication with Virginia Tech staff regarding ongoing and upcoming work
3. The contractor shall provide timely and responsive support for all project requests and revisions
4. The contractor shall support both planned initiatives and ad hoc requests