Irving School District Issues Marketing RFP
Irving ISD is seeking qualified vendors to provide Comprehensive marketing services to do work on an ‘as needed’ basis for communications and marketing products and services. The purpose of this Request for Proposals is to accept qualified vendors interested in performing a variety of marketing services, including but not limited to marketing analyses and research, campaign development, event planning services, and various creative services to the Irving ISD Communications Department. Vendors must demonstrate experience and success working to perform proposed marketing services.
Background:
Irving Independent School District (“Irving ISD” or “the “District”), is a school district based in Irving, Texas and has an enrollment of approximately 33,000 students. The District has 3 early childhood schools, 20 elementary schools, 8 middle schools, 5 high schools, and 5 student centers. Irving ISD also employs approximately 4,500 staff, which covers teachers and administrators at all of the schools. Additional details about Irving ISD may be found at www.Irvingisd.net.
General Information
Irving ISD is soliciting proposals from qualified vendors to administer Comprehensive Marketing Campaigns aimed at creating a stronger positive brand for Irving ISD, to provide project-based PR and marketing services, to create compelling marketing collateral, to share information about the programs and opportunities of Irving ISD, and communicate programs, deadlines, requirements and other important information to students, parents, families, staff, and community stakeholders. Marketing efforts will continue to position Irving ISD as a premier urban district focused on preparing college- and career-ready students and will be aligned with district branding. Needed Marketing Services to include Market research/analysis services to guide campaigns with internal and external audiences, and project-based PR/Marketing initiatives.
Services
a. Market research/analyses services
b. Message development and marketing strategy consultation for internal/external audiences. Branding and brand management services.
c. Branding and brand management services
d. Campaign development.
e. Creative and graphic design services and collateral development to produce/design brochures, fliers, print advertisements, outdoor advertisements, logos, graphic elements, etc.
f. Advertising development, rate scheduling, placement and billing for various mediums including social media ad campaigns, outdoor ads, radio ads, movie theater ads, print and online ads. Promotional marketing video production, public service announcements and commercial spots.
g. Promotional marketing video production
h. Photography services.
i. Content creation and editing services to produce and/or edit website content, marketing collateral copy, white papers, news stories, etc.
j. Event concept and design, planning, management and day-of production services to host seminars, conferences or trade shows including staging, event branding, prop rentals, pipe and drape, tables and chairs, signage, sound, lights, video, logistics etc.
k. Online commerce services to establish, launch and host an online Irving ISD apparel and merchandise store.
l. Direct mail services.
m. African-American Marketing Services
n. Hispanic/Spanish Language Marketing Services
o. Creative Post-Production Services
Vendors will provide line item pricing representative to the cost of specified marketing services or in terms of a retainer fee and services covered within a retainer structured agreement. For example: Hourly Design Fee, Hourly Consulting Fee, Hourly Photography Fee, Hourly Content Development Fee, etc.
Vendors shall provide a cost per hour for their specific services for short-term project contracts and a % percentage discount for services on the pricing sheets provided in section 7.0. Irving ISD may award using the cost per hour or provide accepted offerors the opportunity to quote on small projects under the terms and conditions of the RFP. Each purchase order issued against the RFP shall be construed to be a separate project. Vendor may provide pricing sheets and catalog with proposal.
5.4 SPECIFICATIONS
There are no descriptions or specific jobs noted in this document. Irving ISD personnel will provide specific tasks/goals of projects, specific jobs or projects, and/or a defined scope of work, Quotes will be obtained for each job prior to assignment of a job which will be noted on purchase orders issued under this contract.
5.4.1 The District guarantees no minimum amount of work or dollar amount quotes will be obtained for each job prior to assignment of a job. against this contract.
5.4.2 Indicate below the specific services your company intends to provide by checking the appropriate box.
5.4.3 Market research/analyses services: Irving 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 school choice, personalized learning, early learning, general demographics, etc.
5.4.4 Message development and marketing strategy consultation: Irving ISD seeks assistance in developing messaging for various projects that clearly aligns with district messaging and the district seeks assistance with the development of marketing strategies for various projects that support the work of different district departments and schools.
5.4.5 Branding and brand management services: Irving ISD seeks the services of brand management to assist the district with efforts to strengthen the organizations brand locally, regionally and nationally. The district requests proposals that provide consulting services related to marketing, branding, and public relations.
5.4.6 Campaign development services: Irving ISD seeks the services of PR Public Relations, Marketing, and Ad Agency organizations to assist the Irving ISD Communications Department in building various marketing campaigns that are aligned with district initiatives for various projects and various district departments
5.4.7 Creative services and collateral development: Irving ISD seeks the services of graphic artists and multimedia specialist to assist with the production of various creative projects including but not limited to produce brochures, fliers, print advertisements, outdoor advertisements, logos, graphic elements, etc.
5.4.8 Advertising development, rate scheduling, placement and billing: Irving 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, radio advertisement placement, movie theater ad placement, print ad placement, billboard and other outdoor ad placement, unique ad placement opportunities, online ad placement, etc.
5.4.9 Promotional marketing video production: Irving 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 Irving ISD initiatives.
5.4.10 Photography services: Irving ISD seeks to build a comprehensive district stock photography library of images taken within Irving ISD schools, facilities, and the community. Desired library includes images of students, staff and facilities. Vendor will work with the district to produce a content list prior to photo shoots.
5.4.11 Content creation and editing services: Irving 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. The district also seeks proof-reading and editing services.
SERVICES OFFERED
5.4.12 Event management, production and planning services: Irving ISD seeks assistance with event planning, coordination, day of management and execution for various types and sizes of events including but not limited to seminars, conferences, trade shows, community festivals, run/walk events, employee events, etc. Services to include staging, event branding, prop rentals, sound, lights, video, logistics etc.
5.4.13 Online commerce services: Irving ISD seeks assistance to design, host and launch an online Irving ISD apparel and merchandise store that includes support for inventory control, payment services, etc. The district seeks a vendor that can provide turn-key services related to maintaining the online store.
5.4.14 Direct mail services: Irving 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.
5.4.15 African American: Irving ISD seeks assistance in developing marketing and messaging strategies for African American audiences that clearly align with District messaging and supports the work of different district department and schools.
5.4.16 Hispanic/Spanish Language: Irving ISD seeks assistance in developing marketing and messaging strategies for Hispanic/Spanish Language audiences that clearly align with District messaging and supports the work of different district departments and schools.
5.4.17 Creative Post-Production Services: Irving ISD seeks services that provide video post-production services to include contemporary music libraries and graphic templates to enhance video productions.
5.4.18 Irving ISD reserves the right to award multiple vendors to cover the totality of the services mentioned above.
Due Date:
October 15, 2019
Address:
Irving ISD Purchasing Department
P.O. Box 152637
Irving, Texas 75015-2637
Relevant agencies include MWWPR and Makovsky PR.
