Texas College Issues Advertising RFP

Lamar Institute of Technology is issuing an advertising RFP. An education center, Lamar Institute of Technology traces its roots back to March 8, 1923, when the South Park School District in Beaumont authorized its superintendent to proceed with plans to open a “junior college of the first class.”

On Sept. 17, 1923, South Park Junior College opened with 125 students and a faculty of 14. In 1932, separate facilities were provided, and the name of the institution was changed to Lamar College, to honor Mirabeau B. Lamar, second president of the Republic of Texas and the “Father of Education” in Texas. On September 1, 1995, the Institute of Technology was established as an educational center of Lamar University and a member of The Texas State University System. The Texas Legislature changed the name of the institution to Lamar Institute of Technology in 1999.

Lamar Institute of Technology is a great center of learning for everyone in Texas. We focus on teaching excellence, student success and community engagement. LIT provides a curriculum consisting of more than 50 degree and certificate programs covering a wide range of career and technical educational opportunities.

SCOPE OF WORK

Lamar Institute of Technology is soliciting Request for Proposals for an advertising and marketing communications firm to develop and implement effective advertising and marketing communication programs to build and sustain enrollment growth through a diverse range of student recruitment, student retention and community outreach initiatives. Each respondent shall provide LIT with a comprehensive approach to marketing and advertising with clear objectives, measurable analytics and a broad knowledge of the target populations.

SERVICES TO BE PERFORMED

Respondents will work closely with the marketing staff to create marketing and advertising campaigns throughout the year. Build on established brand promise and guidelines to develop recommendations for marketing communication strategies and tactics that will more effectively integrate LIT’s approach to enrollment growth, student success and community support and awareness.

Develop a plan to allocate advertising/media budget effectively to support LIT’s positioning strategy and to reach various target markets effectively. Create and produce advertising for the various recommended media and purchase media to execute this plan, which should include the use of electronic media and internet search marketing. Monitor and provide analytic data to ensure the effectiveness of advertising and media expenditures.

Revise and update advertising and media plan to effectively deliver key messages to potential students, including high school students. Help meet enrollment goals in a highly competitive higher education marketplace.

All marketing communications must speak effectively, to targeted audiences, which include the following:

• Prospective students
• Current students
• LIT internal audiences
• Parents
• High School counselors and college advisers
• Employers
• Community
• Local Industry

Produce television and radio ads to promote a curriculum consisting of more than 50 degree and certificate programs covering a wide range of career and technical educational opportunities. Creative concepts and messaging will need to build on the established brand.

Respondent must be able to meet on a regular basis with the marketing staff at Lamar Institute of Technology to ensure effective use of budget, creative concepts, strategic placement, brand continuity and consistency, and all other marketing, public relations and advertising strategies.

Proposal due by March 21, 2017 to:

Sheryll Plaia,
CTPM Purchaser Lamar Institute of Technology Cecil
Beeson Building Room 215
855 E Lavaca
Beaumont, Texas 77705

Texas PR firms include Weber Shandwick & Burson Marsteller.