ADVERTISING RFP ISSUED BY NEWARK BOARD OF EDUCATION

SUBMISSION DATE: FRIDAY, SEPTEMBER 11, 2023 NOON EST

SCOPE OF SERVICES

The Newark Board of Education seeks to contract with vendors to provide various cost effective and efficient advertising and marketing campaigns across a variety of platforms including, radio stations within the Newark, New Jersey and tri state area broadcast range, social media, public transportation, billboards, and television commercials. The proposed advertising services shall aim to build and sustain enrollment growth, student retention, staff recruitment, and various District initiatives.

Proposers shall identify their comprehensive approach to marketing and advertising with clear objectives, measurable analytics and a broad knowledge of the target populations. Proposers shall evaluate campaign effectiveness, monitor, and provide analytic data to ensure the effectiveness of advertising and media expenditures, and produce reports upon request.

All marketing communications must speak effectively to our targeted audiences, which include, but aren’t limited to:

• Prospective students

• Current students

• Parents

• Prospective Employees

• Community

Awarded Contractors with work with various department heads and the Director of Communications to create marketing and advertising campaigns, develop recommendations for marketing communication strategies, and tactics that will more effectively integrate the District’s approach to enrollment growth, student success, and staff vacancies.

All proposing firms shall submit a service plan delineating all services available to the District, the

service plan shall address:

− Advertising mediums offered (e.g. billboard, radio, television commercial, etc.);

− In-house agency skills (e.g. graphic and design services, television commercial production, etc.);

− Mobile impressions;

− Method of requesting advertising services;

− Market base;

− Reporting and tools utilized to optimize campaigns; and

− Campaign specific quotation process