Johnson County Community College Issues Digital Advertising RFP

Purpose:

JCCC is seeking a strategic service provider who can work collaboratively with members of the Marketing department to develop and execute digital advertising strategies to complement and support marketing and communications initiatives and campaigns.

Background:

Johnson County Community College (“JCCC” or the “College”) is a comprehensive, public, two-year institution of higher education. It was founded in 1967 and moved to its current 234-acre campus location in Overland Park, Kansas in 1972. The current location can accommodate approximately 20,000 credit students. It is the state’s third largest institution of higher education and the largest of the 19 community colleges in the state of Kansas. Known for excellence in programming and teaching, JCCC offers a full range of undergraduate credit courses and 150 career and certificate programs that prepare students for employment. The Johnson County Community College Marketing department develops comprehensive and integrated marketing and communication campaigns to support the College’s strategic goals and objectives.

Scope of Work:

The selected service provider will be required to provide the following services:

1. Digital Display Advertising Capabilities
2. Work collaboratively with JCCC’s Marketing department to develop and execute a digital strategy that supports fresh and ongoing marketing initiatives, goals and objectives.
3. Research, identify and recommend digital channels that effectively achieve performance goals of driving enrollment and building brand awareness.
4. Develop, manage, and optimize digital advertising executions with considerations for delivery, cost efficiency, geographical targeting, and relevant, appropriate content.
5. Provide strategic recommendations for how banner/display ad creative (to be supplied by JCCC) can be best integrated to drive conversion.
6. Monitor, measure and optimize performance for continuous improvement of the buy across all channels.
7. Provide key performance indicators, success metrics, and pre-and post-click metrics. This includes bi-weekly reports and monthly check-ins.
8. Negotiate prices with media outlets (securing non-profit rates where possible) and secure all placements on behalf of JCCC.
9. Achieve cost efficiencies within the budget identified by JCCC.
10. Process insertion orders and traffic (ex. coordinate the scheduling and delivery of creative files to media outlets).
11. Digital Video Advertising Capabilities
12. Demonstrate expertise and product knowledge in a strategic video advertising proposal as part of the overall digital advertising recommendation.
13. Research, identify and recommend video placement strategies that will effectively achieve performance goals by driving enrollment participation and build brand awareness.
14. Work collaboratively with JCCC’s Marketing department, plus other creative and strategic service providers to develop an optimal approach to integrate digital video advertising as part of the overall marketing plan.
15. Achieve cost efficiencies within the budget identified by JCCC.
16. Provide best practice recommendations for length of video creative assets (provided by JCCC).
17. Provide regular reporting (every two weeks during active flights) with optimization recommendations for ongoing campaign improvement and effectiveness.

Due Date:

December 14th

Address:

Procurement Services

12345 College Blvd., CSB 170

Overland Park, KS 66210-1299

APCO Worldwide and Zeno Group have relevant experience.