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DALLAS INDEPENDENT SCHOOL DISTRICT Request For Proposal 123875 Comprehensive Marketing Services and Products

Dallas Area City Seeks Branding Firm

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.

https://bidocean.com/project_files/12956094/RFP_AH_207415_Comprehensive_Marketing_Services_and_Products_FINAL.pdf
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