Dalton State College seeks a strategic marketing partner with deep and broad experience in higher education marketing to enter into an agency contract for the purpose of creating an ongoing Integrated Marketing Plan with strategies and timelines to recruit new students and retain current students. The open agency contract will be awarded in spring 2018 and may be renewable annually for four additional years, for a total maximum engagement of up to five years. The work will be a continuation of the Integrated Marketing Plan created by VisionPoint Marketing of Raleigh, NC, and initiated by Dalton State July 1, 2017. The plan will build on brand pillars and attributes adopted by Dalton State to position it as a first choice destination college for students in Northwest Georgia and beyond. The College seeks to attract “just right” students who can thrive and succeed at Dalton State and persist to graduation.
As an access institution of the University System of Georgia, Dalton State welcomes a broad range of students. Historically students have been drawn to Dalton State for its affordability and proximity to home. Nearly two-thirds of our students report that they are first generation college students, and at 27 percent, Dalton State has the largest Hispanic student population of any school in the USG, and is the System’s first Hispanic Serving Institution.
Dalton State’s student population is trending towards younger, more full time students who are enrolled in bachelor’s degree programs. This is a trend we would like to continue. We shed our technical mission several years ago in favor of more four-year degrees. We have added residence halls and athletics. Our students enjoy a robust Student Life culture that includes Greek Life, and a vast array of registered student organizations. Dalton State has historically budgeted approximately $50,000 per year for marketing strategy/advertising per year.
Scope of Work:
Creating an ongoing Integrated Marketing Plan with strategies and timelines to recruit new students and retain current students.