Solicitation Due 09-NOV-2023 14:00:00
PURPOSE OF REQUEST FOR PROPOSAL (RFP)
Dallas ISD is soliciting proposals from diverse and qualified firms and media outlets to administer
comprehensive and diverse marketing campaigns and ad placements aimed at creating a stronger positive brand for to:
• provide project-based PR and marketing services
• create compelling marketing collateral
• share information about the programs and opportunities of Dallas ISD, and communicate
programs, deadlines, requirements, and other important information
• all ethnically diverse students, parents, families, staff, and community stakeholders, in various
languages including but not limited to English and Spanish.
Marketing efforts will continue positioning Dallas ISD as a premier urban district focused on preparing college and career-ready students and will be aligned with district branding.
The district intends to award multiple contracts for the purpose of flexibility to the district. Full agency specialized and news outlet vendors are encouraged to provide proposals. Proposals shall only include services the vendor directly provides and shall not include services that would be provided via third-party agreements. Respondents to this RFP will be required to demonstrate the ability to perform marketing strategy, analyses, campaign development, and creative services.
PROPOSAL SPECIFICATIONS
Proposal Information:
• Vendors are not required to provide all requested services. Vendors may submit proposals for
specific services that their firm, agency, or organization offers.
• Market research/analysis services to guide campaigns with internal and external audiences and
project-based Public Relations (PR)/Marketing initiatives.
• Expected services secured under any resulting agreement shall be performed under the
operational control of the Dallas ISD Communications Department and clearly identify any
and/or all of the items contained that the proposal includes. Offeror may be assigned a day-today contact person/representative at the District as the point of contact for this Agreement/Contract.
AREAS OF WORK
The following are examples of marketing services that may be requested but are not limited to:
MEDIA BUYS (Billboard, TV, Radio, Social Media)
• Advertising Development, Rate Scheduling, Placement, and Billing: Dallas ISD seeks to
promote district events, initiatives, teacher recruitment efforts, and human interest stories
through the strategic use of various mediums, including but not limited to social media ad
campaigns, digital ads, television and radio advertisement placement, movie theater ad
placement, print ad placement, billboard and other outdoor ad placement, unique ad placement
opportunities, online ad placement, etc.
• Branding and Brand Management Services: Dallas ISD seeks brand management services
to assist the district with efforts to strengthen the organization’s brand locally, regionally, and
nationally. The district requests proposals that provide consulting services related to marketing,
branding, and public relations.
• Campaign Development Services: Dallas ISD seeks the services of Public Relations (PR),
Marketing, and Ad Agency organizations to assist the Dallas ISD Communications Department
in building various marketing campaigns aligned with district initiatives for various projects and
various district departments.
• Content Creation and Editing Services: Dallas ISD seeks assistance in creating compelling
content for various projects, including but not limited to website content, marketing collateral
copy, ad copy, white paper content, news stories, etc., in English and Spanish. The district also
seeks proofreading and editing services.
• Creative Post-Production Services: Dallas ISD seeks services that provide video postproduction services to include contemporary music libraries and graphic templates to enhance
video productions.
• Creative Services and Collateral Development: Dallas ISD seeks the services of graphic
artists and multimedia specialists to assist with the production of various creative projects
including, but not limited to producing brochures, fliers, print advertisements, outdoor
advertisements, logos, graphic elements, etc.
• Market Research/Analyses Services: Dallas ISD seeks assistance in conducting research
that will help the district better understand the community served by the district, as well as
research for specific projects and marketing initiatives like neighborhood schools, school
choice, personalized learning, early learning, general demographics, etc.
• Message Development and Marketing Strategy Consultation: Dallas ISD seeks assistance
in developing messaging for various projects that clearly align with district messaging. The
district seeks assistance in developing marketing strategies for various projects supporting the
work of different district departments and schools.
• Promotional Marketing Video Production: Dallas ISD seeks to produce various marketing
and promotional videos, video ads, and special video segments that help tell the stories of the
district with the intent to build greater awareness and understanding of Dallas ISD initiatives.
MAILERS
• Content Creation and Editing Services: Dallas ISD seeks assistance in creating compelling
content for various projects, including but not limited to website content, marketing collateral
copy, ad copy, white paper content, news stories, etc., in English and Spanish. The district alsoseeks proofreading and editing services.
• Direct Mail Services: Dallas ISD seeks assistance from a full-service mail house to send
various types of direct mail pieces to households including letters, fliers, brochures, postcards,
etc.
• Multicultural Marketing: Dallas ISD seeks assistance in advertisement placement and
developing marketing and messaging strategies for general market and multicultural markets,
including but not limited to African American and Hispanic markets to communicate District’s
messaging and initiatives equitably and in a culturally relevant way, in various languages
including but not limited to English and Spanish.
BUS AND VEHICLE WRAPS AND BANNERS
• Bus and Vehicle Wraps and Banners: Bus and Vehicle Wraps and banners for District
Vehicles – The District intends to award a “turn key” contract to provide design services,
magnetic signs, and install vinyl bus wraps and banners. Proposer must provide graphic design
work for vehicle wraps. This design should easily be used on other applications such as: ads,
brochures, posters, logo, and/or merchandise design. Proposer will work with District personnel
on design and content specifications.