DUE DATE: January 11, 2024 – 3:00 PM
DESCRIPTION OF SERVICES
A. The purpose and object of this Best Value Acquisition (BVA) is to solicit the services of a vendor for Marketing and Communication Services for the Virginia Commonwealth University (VCU) Advancement Services Department.
This is a one (1)-year contract, with two (2) one (1)-year renewal options. The actual budget for this project may be less than $10,000, but cannot exceed $200,000 over the life of the contract.
B. VCU will create a Marketing & Communications Plan Development Project during which time a customized and detailed month-by-month plan outlining our various services, marketing strategies, marketing spend recommendations, and timelines of various phases of our marketing efforts for the Contractor.
Our Marketing & Communications Plan process utilizes our proprietary 5A strategy (Attention, Access, Authority, Acclaim and Alliance) to ensure a well-rounded strategy and we will create a balanced inbound and outbound marketing plan customized to reach the collectively determined goals and successes.
C. The process includes:
1. Client consultation – Counsel client on recommendations, marketing & PR expense budget and define the campaign goals. Consult with your dedicated Account Manager, who will be the liaison between VCU Development & Alumni Relations and the Contractor’s team ensuring seamless campaign implementation, optimization, and reporting.
2. Communications consultation – Develop the plan by looking at peak and optimal opportunities (traditional, digital, sponsorships, etc.) to deliver the brand message based on findings from our initial research.
3. Public relations consultation – Research opportunities for public relations partnerships and media coverage. Determine the best opportunities to tell the brand story and make connections to the media on behalf of the brand.
4. Media research and selection – Communicate with media vendors to put together campaign plans and negotiate value opportunities within the allocated budget.
5. Comprehensive Marketing & Communications Plan – Deliver a comprehensive 2024-2025 Marketing & Communications Plan with associated media spend, specific online and offline media selection, goals, costs, tasks, and related expenses.
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