ARKANSAS TECH UNIVERSITY Business Services – Procurement REQUEST FOR PROPOSAL Marketing and Advertising Services
DUE DATE: Request for Proposal must be received by 4:00 p.m., August 31, 2023
Project Scope:
Arkansas Tech University’s Marketing & Communication department is seeking a media buying firm to
provide marketing and advertising services focused on student recruitment and brand awareness. The
agency must be highly collaborative, be able to provide design/copy-writing services and
recommendations, and share valuable insights regarding performance and audience data.
This Request for Proposals (RFP) outlines basic requirements for services to be provided. Arkansas Tech University is the client and makes no guarantee as to the number and size of projects, which may be awarded under this proposal. Arkansas Tech University’s Office of University Marketing and Communication will be the firm’s point of contact throughout the contract and will coordinate the professional services required of the firm. The term for the agreement will be one (1) year with an option to renew for three (3) additional one-year terms if mutually agreed upon by Arkansas Tech University and the firm.
The capabilities and attributes being sought include:
• Media-buying expertise, including traditional and digital mediums.
• Experience utilizing paid search & SEO to impact awareness.
• Clear, easy-to-understand reports regarding campaign performances, as well as
recommendations on how to improve performance.
• A proven track record in developing and executing multi-media marketing campaigns, preferably
including experience at the higher-education level.
Background:
Arkansas Tech University is a public, comprehensive, regional university that was
established by Act 100 of the 37th Arkansas General Assembly in 1909. ATU offers
credentials and degrees at the technical certification, associate, baccalaureate, graduate
and doctoral levels. The university operates campuses in Russellville and Ozark as well
as Arkansas Tech Career Center (ATCC).
Home to almost 11,000 students, ATU is one of the three largest universities in the State
of Arkansas. Stackable credentials and multiple entry points to higher education are
among the university’s distinguishing characteristics.
In all, Arkansas Tech offers more than 100 programs of study, including many of the
most sought after four-year baccalaureate programs among college freshmen — business,
engineering, physical and biological sciences, the social sciences and teacher education.
Pre-professional programs prepare ATU students to become doctors, dentists, lawyers,
pharmacists, physical therapists and veterinarians.
ATU-Ozark Campus focuses on career and technical education as a pathway to career
readiness and further study. Categories of study at ATU-Ozark include business, logistics
and community outreach, health sciences, trades and technology and general studies.
Partnerships with more than 300 industry partners in the region ensure the relevance of
ATU-Ozark programs and provide graduates with insight on career opportunities.
ATCC serves almost 1,000 high school students from 18 school districts at regional
locations in Russellville, Clarksville, Danville, Ozark and Paris. ATCC provides
concurrent credit through programs in automation systems technologies, automotive
service technology, computer engineering/computer information systems, construction
technology, criminal justice/law enforcement, culinary arts, cosmetology, health science
technology and metal fabrication.
Arkansas Tech University is grouped into the 56th market in terms of media market size across the
United States.
Additional information about Arkansas Tech University may be accessed at:
● http://www.atu.edu/hr/by-the-numbers.php
● http://www.arkansastechnews.com
Goals:
The university has set marketing and recruitment goals, which have been focused specifically on
recruiting high-quality students through increasing enrollment in the following segments:
● Traditional students (undergraduate – Russellville and Ozark Campus)
● Transfer students
● Graduate students
● International students
● Online/hybrid students
Other relevant information:
Arkansas Tech University will provide all design collateral that is supplied for media purposes, unless
otherwise requested. Any vendor-designed collateral must be approved by ATU before placement.
Arkansas Tech University will retain ownership rights of all materials developed during the relationship.
Additionally, the university has the right to utilize any creative developed as templates for additional
collateral.
The selected vendor will accept Arkansas Tech University’s logo, style-guide, and Arkansas Tech
provided theme lines and use as directed, solely for Arkansas Tech University materials.
