Hawaii Department of Education Issues Marketing RFP

Currently, the HIDOE does not have any targeted marketing materials about teaching in Hawaii, and its reach has been limited to social media, advertising through national publications, and word-of-mouth to get potential candidates to apply online through the Department’s website. The purpose of this RFP is to update our marketing materials and approaches to target candidates locally and nationally who would be a great fit for our schools in demand areas.

 The HIDOE employs about 13,000 teachers, librarians, and counselors across the state. We seek talented, skilled, credentialed and enthusiastic employees who will help deliver on the promise of the Department’s Strategic Plan. There are job opportunities on the main populated islands: Oahu, Hawaii, Maui, Molokai, Lanai and Kauai. For teachers, the greatest demand occurs on the neighbor islands and in the more rural areas of Oahu, away from Honolulu.


The Hawaii Department of Education (HIDOE) is experiencing a critical shortage of qualified teachers. To assist in closing this gap, the HIDOE is seeking a marketing and/or communications firm to provide an innovative marketing and communications campaign to support the HIDOE’s teacher recruitment activities locally and nationally.

Scope of Work:

The CONTRACTOR shall, in a proper and satisfactory manner as determined by the HIDOE, provide the following goods and services:

 3.1.1 Development of a branding and marketing plan, which shall include the identification of key markets that have the potential to generate a high volume of qualified teacher applicants. 

 3.1.2 Development of key messages to include background on HIDOE, demographics of the communities it serves, features of schools identified by HIDOE as hard-to-staff, teacher testimonials and reviews, and the HIDOE’s strategic plan. All of which should be presented in a way that positions the Department as a desirable employer and teaching as a rewarding career. 

 3.1.3 Production of branding and marketing collateral. Deliverables may include, but are not limited to: Brochures One-pagers Website development and maintenance Digital and print mailers Fact sheets Banners Posters Digital and print advertisements Press releases Recruitment displays Videos, short and long format Social media content Placement of stories in national and regional media outlets 

 In preparation for developing the marketing collateral, outreach designed by the CONTRACTOR and approved by HIDOE may be conducted with staff and other stakeholders.

Due Date:

February 5, 2020


Hawaii Department of Education, Procurement and Contracts Branch, Waipahu Civic Center, 94-275 Mokuola Street, Room 200, Waipahu, Hawaii 96797

M Booth PR and Coyne PR are agencies worth considering for this assignment.

You may also like...

Leave a Reply

Your email address will not be published. Required fields are marked *