The objective of this RFP is to seek and retain a qualified marketing and advertising agency to develop a comprehensive marketing and outreach strategy and plan for CCD’s Construction Technology program and other CCD academic programs.
Scope of Work:
Create a comprehensive marketing plan and implementation timeline that includes numerous marketing tactics, media buying and placement, tracking analytics and reporting of all marketing efforts to address CCD’s overall enrollment goals.
Marketing will include the following services: creative design, copy, writing, and strategic placement for posters, bulletins, buses, light rail ads, digital content, graphic design, photography, video production, copywriting, and scripting for TV commercials on Spanish and English stations, online/web use, and Spanish and English language radio spots (including advertising and earned media on conventional and streaming and on-demand media); informational placements; Google ads, App ads, paid interactive media (PIM), streaming media, display, mobile, live video, data visualization, digital/social media ads. must be distributed on platforms geared towards our target audience(s) including : Google, Spotify, Pandora, Hulu, Facebook, Instagram, Snapchat, etc. Performance of ads must also be rigorously monitored, edited, analyzed and updated to achieve greatest success. Ads will need to be altered and designed for each specific target audience. Face-to-face marketing through community events, information sessions, and the like, in conjunction with project staff
It is important for vendor(s) to leverage out ad purchases to bring maximum value to CCD. It is a priority to implement analytics to provide results that focus on conversions (application submissions) as well as the overall effectiveness of the communications plan in relation to objectives and standard industry metrics. Please provide examples you have used in the past.
CCD reserves the right to award to more than one contractor, based on ability to effectively market to targeted audiences: 1) first-time, first-year prospective students, 2) parents of prospective students, 3) non-traditional students typically over the age of 30 who want to go back to school for additional training or another degree, 4) business/industry to provide training for their employees. Applicants are encouraged to submit proposals for all or sections of the deliverable list below.
April 23rd, 2018