Communications RFP Issued By State of Minnesota

The Minnesota Office of Higher Education requests proposals to develop and implement a communications campaign raising awareness of the new MN Future Together Grants. MN Future Together Grants is a new program providing tuition-free pathways for Minnesota residents. Made possible through an investment from Governor Tim Walz, with support from federal American Recovery Plan funds, these grants will benefit students pursuing a degree in the following high-need career areas: healthcare, STEM, business, industry and technology, education, and public safety. 

How it works: The program will begin on all public campuses in Minnesota (Minnesota State and UMN) starting the 2022 spring semester. Each college will determine what programs qualify in those six areas on their campus. Students must be enrolled in one of the approved programs, meet income requirements, meet standard eligibility requirements, and be starting their program in the 2021-22 academic year or later. They can also qualify if they are returning to college and have not been enrolled at any college in the last three semesters. The program will be available until 2024 or when all funds have been dispersed, whichever happens first. There is no additional application, student simply need to fill out the FAFSA. Their eligibility will be assessed each semester.

The program will expand to all Tribal Colleges in Minnesota by the 2022 summer or fall semester.

This is the first communications campaign for MN Future Together Grants. We see this is a great recruitment tool for campuses and as a way for those contemplating college, but for whom cost is a barrier, to be able to attend. The primary focus of this campaign will be to raise awareness so people who qualify can take advantage of the program. We are looking to connect with those contemplating college after high school, adult learners, and those who have stopped their program but are interested in going back to finish.

Project Goals:

• Generate awareness of the program, eligibility requirements, and to urge prospective students to connect with their college to see if their program is included.
• Strengthen brand recognition and identity.
• Enroll a large number of targeted students to participating colleges, especially during the first year of the campaign.

Scope of Work

Tasks:

• Develop a communications plan with timeline of production that includes: strategic messaging, market strategy that identifies audiences and how to target them, outreach strategy, email marketing, paid media strategy (digital, print, and radio/podcast), and budget distribution.
• Develop marketing copy for all elements of the campaign, including strategic messaging for prospective first-time students and adult learners enrolling for the first time, or returning to a degree program they previous stopped.
• Provide marketing collateral and communications campaign elements translated in the following languages: Spanish, Somali, and Hmong.
• Visual communications: Design the look and feel of the campaign and all elements of the media strategy implementation, including (but not limited to): logo, email marketing banner, and web banner, print and digital ads, promotional toolkit for institutional partners, social media graphics (including static image posts and a gif/animated post), messaging for posts, and short video production that can be used for future social posts and other promotional purposes.
• Implement the media plan strategy and provide ongoing metrics on performance.
• Manage the communications campaign in close collaboration with OHE communications team and other department personnel.

Deliverables:

• Comprehensive communications plan with timeline of production and budget.
• Media plan with timeline of execution and specific budget.
• Production of marketing collateral: According the communications plan and timeline approved.
• Copywriting and communications design or the entire campaign in accordance to
• Implement media plan strategy and provide ongoing metrics on performance.
• All communications and marketing products must be accessible.
• Meet all deadlines indicated in the communications and media plans.

Closing Date

Responses must be received not later December 27, 2021

Address

Fiorella Gallia, Marketing and Communications Manager
Minnesota Office of Higher Education
Fiorella.gallia@state.mn.us

Agencies to consider for this assignment include Hunter PR and Prosek Partners.