Purpose / Background:
Cumberland County College is a community college operating in the State of New Jersey.
The Awarded Agency must demonstrate an ability to fulfill the College’s expectations in the following areas in a cost-effective and timely manner:
1.The Agency will position Cumberland County College in a distinctive, well-defined way in the minds of its target audiences. The Agency will research advertising strategies and will recommend and implement an annual advertising plan that is consistent with the College’s objectives. The media planning process must begin as early as possible.
2.The Agency must qualify itself on its ability to provide a full range of services on an in-house basis. There will not be any consideration by the College to an RFP submission for cooperative ventures between Agencies. The required services include:
a.Experienced account service or account management personnel who will provide focused an prompt attention to the College’s account.
b.Media buying experience and negotiation skills with all media print, broadcast, out-of-home, electronic media, direct mail and Internet, including social networking and website development.
c.The ability to create and produce superior creative materials for print, broadcast, out-of-home and electronic media, direct mail and Internet, as well as collateral items like brochures, videos, interactive computer, web and other “sales” aids that may be assigned to the agency.
d.Proven ability to develop creative and innovative promotional campaigns and activities.
e.Either a solid working knowledge of market research on the part of the account service team, or availability of a market research function within the agency.
f.Consultative services, which should include creative direction and idea development, as well as trend- based recommendations in project development.
g.Ability to obtain a State of New Jersey’s required documentation in accordance with the law for vendor subcontractors and ability to pay third-party vendor invoices for work performed under the scope of the marketing plan and related activities in accordance with the law.
The Awarded Agency needs to demonstrate its ability to complete the following factors. It is required that an annual Agency contract renewal decisions be conducted based on the availability of funds annually and the Agency’s performance regarding these factors.
1.Ability of Agency’s work to influence enrollment trends: For the past several years, the College’s enrollment is at lower than desired levels. A primary objective of the College’s advertising program is to help drive enrollment upward.
2.Ability of the Agency to set and meet schedules/deadlines.
3.Agency’s responsiveness to College requests. Because there are “retail” characteristics to the College’s marketing efforts, occasional quick turn-around is required of the Agency.
4.Ability of the Agency to provide accurate estimates, confirm media placements, control budgets and generate prompt and accurate billings. Once a final media plan has been agree upon, the agency must provide clear and accurate estimates upon which the plan was based in hard copy documentation. Written confirmation of media placements should follow submission of insertion orders to vendors and tear sheets, where applicable, should be provided with vendor invoices. Changes in plan and/or costs must be pre-approved by the College and confirmed in writing.
5.The ability of the Agency to successfully “mesh” and function as a “team” with the College’s internal communications capabilities, including public and media relations, website design/maintenance, Internet communications including social networking, institutional research and publication design of the College’s materials.
August 30, 2017.
Cumberland County College
3322 College Drive
Vineland, NJ 08360