State of Illinois Public Institution of Higher Education Issues Marketing RFP

The State of Illinois Public Institution of Higher Education is looking to hire a marketing firm. The University is seeking oversight and management of traditional media planning and placement for TV, radio, print, digital, outdoor and sponsorship opportunities, as well as media consultation.

The chosen vendor must demonstrate success in brand identity development and multiple media marketing for higher education clients as well as other commercial and non-profit clients. The agency will provide strategic counsel in media planning by analyzing ratings and demographic data for various media and maximizing exposure for the University with desired audiences. The agency must have a proven ability to negotiate competitive media rates and deliver value added opportunities.

The University’s seeks media strategy benefits from partnerships to maintain a strong position despite growing competition and a modest budget. The University is seeking a vendor with extensive connections who can identify emerging opportunities and develop creative and effective plans to differentiate EIU from competitors. Additional markets and areas of focus will vary based on University priorities in response to environmental factors and strategic plans. Target audiences for advertising campaigns are anticipated to be teens and parents.

Scope of Work

The University is seeking a vendor who can identify emerging opportunities and develop creative and effective media plans to differentiate EIU from competitors as well as developing a brand identity for the University. Markets and areas of focus will vary based on University priorities in response to environmental factors and strategic plans. Target audiences for advertising campaigns are anticipated to be teens and parents. The chosen vendor must demonstrate success in multiple media markets for higher education clients.

The agency will provide detailed plans, tracking and reports on the budget throughout the year as media is placed. The agency will provide concise monthly billing statements and help ensure the University stays within the specified budget.

EIU requires vendors that can provide a full range of marketing and marketing communications services as well as vendors that can demonstrate exceptional strength in a key area (e.g. research, digital and social media, branding, creative, development, special markets, subject matter expertise, public relations messaging).

Potential projects may include:

• Development and implementation of a comprehensive advertising/recruitment campaign

• Targeted marketing, communications, and supporting research aimed at specific segments of the prospective student population

• Identification of possible new markets with growth potential

The agency will provide strategic counsel in media planning by analyzing ratings and demographic data for various media and maximizing exposure for the University with desired audiences. The agency must have a proven ability to negotiate competitive media rates and deliver value added opportunities.

Specific areas of focus for the media plan include increasing student enrollment, increasing awareness of the University, and public relations messaging among key market segments.

Proposal due Tuesday, January 24, 2017

Connie Downey, Procurement
Eastern Illinois University
600 Lincoln Ave; 1135 Old Main
Charleston, IL 61920

Major PR firms in Chicago include Walker Sands, Edelman PR & Porter Novelli.