Asheville-Buncombe Technical Community College Issues Advertising RFP

Asheville-Buncombe Technical Community College (A-B Tech) is seeking the services of a media-buying company to place advertising packages, to recommend types of placement and to provide analysis of its effectiveness for 2017/2018 Academic Year and on an annual basis, pending funding, for the next three (3) fiscal years.  Asheville-Buncombe Technical Community College (A-B Tech) is a comprehensive, two-year college located in western North Carolina that prepares students for careers or to continue their education at four-year colleges and universities. The College is consistently rated as exceptional by the North Carolina Community College System based on state-mandated performance measures.

A-B Tech awards short-term certificates, one-year diplomas and two-year degrees in more than 65 academic programs. In addition, it offers hundreds of non-credit courses ranging from GED preparation to practical skills, and acts as an economic catalyst for the region by providing such services as customized training for business and industry and small business incubation.

About 26,000 students enroll at A-B Tech each year, giving the College the largest headcount of any institution of higher education in western North Carolina. More than 80% percent of the nearly 11,000 curriculum, or credit, students live in the College’s service area of Buncombe and Madison counties. The average age of curriculum students is 28. About 73 percent of its non-credit students live in the service area, and the average age of those continuing education students is 40.

Scope of Work:

The media plan may include: billboard, transit, radio, broadcast television, cable television, online advertising and social media. Please provide a rationale for the methods included in the plan as well  as data that support the recommendations. The list below describes information that should be included as part of your proposal.

• Outdoor – Location recommendations (if available include pictures), traffic numbers, investment amount and terms.
• Television – Provide station, program, day/time, index numbers, length of schedule/sample schedule, reach and frequency as related to target audience, investment amount.
• Radio – Provide station, day/time, and type of program, length of schedule/sample schedule, reach and frequency as related to target audience, investment amount.
• Internet/Social Media – Include SEM, targeted social media advertising; year-round SEM plan, length of schedule, reach, frequency for targeted social media – (Facebook, Twitter, Youtube, LinkedIn, other.

Proposal due on May 30 to:

Asheville-Buncombe Technical Community College

Attn: Becky Watkins, Purchasing Agent

340 Victoria Road

Asheville, NC 28801

French-West-Vaughan is a leading North Carolina PR firm.