Digital Marketing RFP Issued By Truman State University


Truman State University is requesting sealed proposals from qualified firms to provide the University with an international digital marketing plan and associated services.


Truman’s vision is to “…demonstrate its public liberal arts and sciences mission by developing educated citizens needed to protect our democracy and offer creative solutions to local, state, national and global problems. It will do so through transformative experiences that fosters critical thought, daring imagination and empathetic understanding of human experiences at home and around the world. Truman graduates will be citizen-leaders committed to service; globally competitive; able to thrive in the complexities of an advanced, technical and multicultural world; and inspired to live healthy and meaningful lives.” The University is one of the most selective 4-year public universities in Missouri.

The institution is designated as the only statewide liberal arts and sciences university. Truman’s statewide mission includes providing high quality undergraduate and graduate programs for approximately 5000 students. Truman’s Carnegie Classification is Master’s Colleges and Universities (medium programs) and the University offers 48 baccalaureate degree programs and 10 master’s degree programs. The University is accredited by North Central Association of Colleges and Schools and The Higher Learning Commission. Truman primarily serves full-time, undergraduate degree seeking students in a residential environment. Over 68% of students are Missouri residents, approximately 7% are international students, and the balance comes from 40 different states. More than 40% of the student population lives on-campus and most of the other students reside in Kirksville. Nearly half of Truman’s undergraduates pursue graduate education. The profile of Truman students reflects academically talented scholars with a 25-30 midrange ACT composite scores or SAT equivalent, a high school grade point average of 3.75 and impressive extracurricular records.

Scope of Work:

The purpose of the RFP is to solicit information for services to develop and implement a market analysis

and digital marketing plan for the 2021-22 recruitment cycle targeting international undergraduate

students who would enroll beginning in the fall of 2022. Your plan should:

• Have a project launch date of September 1, 2021

• Include a detailed inventory of the information that would be collected from Truman as part of

the market analysis and the access to data that would be needed to do so

• Provide a schedule for projected work after the contract is in place

• Include market analysis strategies that will lead to the development of projections and tangible

anticipated results prior to launching the actual marketing campaign

• Identify key performance indicators and how

• Develop an efficient paid advertising plan that is adaptable as new data is obtained and that helps

guide Truman prospects through the enrollment funnel.

Due Date: 2:00 P.M. CT, Tuesday, July 20, 2021


Truman State University

Purchasing Department

McClain Hall 106

100 E. Normal Ave.

Kirksville, MO 63501

Phone: 660-785-4326


Agencies to consider for this assignment include MWWPR and Edelman PR.

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