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.


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:






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


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.

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