The Vendor is required to provide or full-service data-driven marketing and advertising services, including brand strategy & management, market research, advertising, media buying, design services, video production and/or social media management.
- Services may include, but are not limited to, in-depth analysis of core/target audience(s), messaging, visuals, market analysis, business processes, Omni-channel marketing, digital technologies, creative assets, media placement, campaign management and comprehensive reporting.
- Currently utilizes Pardot (for Marketing) and TargetX (recruitment applications), both Salesforce products, as its CRM systems.
- Service requirements include:
• Advertising campaign development
• Integrated marketing recommendations
• Market research and analysis
• Advertising and collateral copywriting – to include, but not limited to English, Spanish, creole, and
Portuguese
• Script writing for broadcast radio and television commercials and/or promotional videos
• Production, coordination, and post-production of radio and commercials
• Creative development and production of print, billboard, video, social and digital advertising or other as detailed in media strategy
• Traffic and supply all materials to media outlets in accordance with media deadlines as directed
• Provide expert media analysis, planning, reporting, and recommendations
• Negotiate and place advertising (media) on behalf of college, securing the most favorable rates possible
• Reconcile media invoices and provide timely reports on media effectiveness (roi)
• Evaluate effectiveness of advertising strategy, messaging, and media flights
• Produce brand-building assets with long-term value as marketing tools
• All other services related to the development and execution of successful advertising campaigns for college
• Other program marketing needs including digital advertising and potential foreign media buys
• Provide detailed account/project management services as needed as an extension of the college marketing department
- Print advertising
• Provide media placement suggestions and administration.
• Implement design for print materials.
• Produce final print advertisements.
• Negotiate rates to maximize effort and reach.
• 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 ad in publications.
- Radio advertising
• Create, copy, and produce radio advertisements.
• Provide media placement suggestions and administration.
• Monitor the accurate and successful placement of ads to ensure correct placement, presentation, and billing.
• Negotiate rates and added value opportunities to maximize benefit of each dollar spent.
• Provide tracking and reporting on roi.
- Television advertising
• Create, copy, and produce television advertising.
• Provide media placement suggestions and administration.
• Negotiate rates to maximize effort and reach.
• Monitor the accurate and successful placement of ads to ensure correct placement, presentation, and billing.
- Provide management assistance of social media channels, which include, but are not limited to: Facebook, Twitter/X, Instagram, YouTube and LinkedIn.
- This will include customer reputation management (including but not limited to, monitoring comments, responding to questions, and providing referrals to resources on a timely basis), daily postings and reporting.
- Social media platforms may be added or deleted through the term of the contract.
- Public relations and communication:
1. Media relations
- Build an all-encompassing media campaign to promote college news.
• College-wide news, including new partnerships, success initiatives, employee highlights and subject matter experts
• Programmatic news, including new programs, pass rates, graduation rates, student and faculty profile stories, and education-to-workforce trends
• Community engagement efforts, including special events, new partnerships, volunteer initiatives panel discussions and debates
• Social media, providing staffing to create content (including video/photos), as well as creation of a content calendar that helps the college identify relevant content for various platforms.
- Create media opportunities which position college on a national platform.
• Build a strategy for securing national and industry press opportunities
• Leverage timely news topics and stories for subject matter expert source opportunities or to connect a national subject to the local market
• Support annual media training for the college’s subject matter experts
• Research and share information on trends, new initiatives, or movements in higher education with the goal of securing think pieces
- Leverage media relationships and contacts to elevate the college’s position in the market.
• Leverage existing resources and opportunities to secure the college’s presence in larger industry or “Big picture” stories
• Create opportunities for college visibility through speaking opportunities at events, lectures, and conferences
• Support for the organization of events that enhance the college’s brand elevation such as press conferences
• assist with response to media inquiries
- Establish benchmarks for reporting and analysis.
• Monitor media coverage, and track clips for monthly reports to the public relations and communication department
• Maintain and archive of media major media clippings
• Contribute to developing annual media-related goals
• Monitor social media engagement metrics for monthly reports to the public relations and communication department
- Required and requested tasks should include:
• Press releases
• Press announcements
• Calendar listings
• Media advisories
• PSAS
• Pre- and post-event press releases or photo items
• Media pitches
• Event support and photo coordination
• Opinion editorials
• Statements
• Talking points and media relations training
• Social media support as needed
• On-site media coordination support as needed
• Developing targeted media outreach lists.
- Contract Period/Term: 3 years
- Virtual Solicitation Conference Date: May 8, 2025
- Questions/Inquires Deadline: May 12, 2025