KENTUCKY STATE UNIVERSITY MARKETING AND ENROLLMENT MANAGEMENT SERVICES
Closing Date and Time: March 7, 2024 3:00p.m. (See Section 10.7 of this RFP for the Estimated Schedule of RFP Activities)
Web link: https://acrobat.adobe.com/id/urn:aaid:sc:va6c2:761c7f84-c8e2-4e2d-8845-17698c6f8ee3
Pinkston, Purchasing Director
Kentucky State University
Academic Services Building (ASB), Suite 429 400 East Main Street
Frankfort, KY 40601
502-597-6434
Term of Contract and Renewal Options
The initial term of the contract shall begin on the date of execution and expire June 30, 2025. The contract shall include a maximum of three (3) optional one (1) year renewals.
40.2 Scope of Work
Kentucky State University is seeking proposals from a marketing and enrollment management provider to deliver a comprehensive plan and assets for a full suite of Marketing and Enrollment Management Services, including processes that guide and inform students’ experience in the enrollment funnel. The plan and assets will be developed after a thorough point-for-point assessment of the institution’s existing efforts, strategies, and resources in the areas of marketing and enrollment.
The university’s online program enrollment goal is 3,000 students within 4 years. Fiscal year end enrollment goals are as follows:
Fiscal year 2025: 1000
Fiscal year 2026: 1700
Fiscal year 2027: 2400
Fiscal year 2028: 3000
A. Enrollment Audit
Overview and Work Product: The firm will deliver a Go-to-Market Strategy that utilizes results from the Enrollment Audit to provide KSU with specific recommendations for growing enrollments in an online competitive market.
Steps include:
1. Review of advertising strategy.
2. Analysis of the new student recruitment funnel.
3. Review of communication strategies.
4. Examination of the application progression.
5. Evaluation of business processes.
6. Benchmark against competitors.
7. Consultation on and analysis of educational enrollment trends, challenges, and opportunities.
B. Go-to-Market Strategy
1. Overview and Work Product: The firm will deliver a Go-to-Market Strategy that utilizes results from the Enrollment Audit to provide KSU with specific recommendations for growing enrollments in an online competitive market. Steps include:
2. Recommend a set of proven and cost-effective marketing strategies across multiple channels (social media, paid search, media partners, etc.).
3. Suggest optimal audience segmentation, aligned with institutional needs and priorities, including goals, budget, and demographics.
4. Provide a proforma detailing costs and expected ROI.
C. Organic Marketing Audit
Overview and Work Product: Vendor will conduct an Organic Marketing Audit, evaluating KSU digital presence, content strategy, and engagement tactics to identify areas for improvement and opportunities for increasing online enrollment. This should culminate in a detailed audit report assessing and recommending steps to enhance the competitiveness of organic marketing strategies.
Steps include:
1. Website performance (UX, content, SEO, speed).
2. Content strategy (relevance, variety, distribution).
3. Social media and email marketing.
4. Search engine presence.
5. Analytics and measurements.
6. Brand consistency.
7. Regulatory compliance.
D. Microsite/Landing Pages
Overview and Work Product: Vendor will develop customized microsites/landing pages for KSU, incorporating industry-leading data validation services, enhanced tracking tools, and fully integrated data flow to maximize volume, quality, and user experience. This should include developing and disseminating a project plan outlining integration needs, as well as content creation utilizing KSU creative assets and brand guide.
Steps include:
1. Integration of specialized APIs.
2. Establishment of a seamless data flow to the CRM.
3. Use of enhanced tracking tools for analysis.
E. Marketing and Lead Generation Campaigns
Overview and Work Product: Vendor will create an effective marketing strategy utilizing various channels (social media, third-party PPC, CPM, CPL advertising, and other paid media campaigns, etc.), in order to connect KSU to prospective students in ways that minimize costs and maximize conversions. The vendor will deliver customized ad sets, a customized landing page, enhanced tracking tools, fully integrated data flow, and ongoing campaign management as part of this process.
Steps include:
1. Develop customized ad sets for delivery in social media and paid search media campaigns.
2. Develop a landing page for e-traffic, with CRM integration via API.
3. Implement enhanced tracking tools, fully integrated data flow, and strategic custom tools and software integration.
4. Provide ongoing management, including daily assessment of results from third-party PPC/CPM/CPL campaigns.
5. Lead/Application Nurture Process
Overview and Work Product: Vendor will develop a strategic, automated communication strategy for lead/application nurturing over a 45-day period. The campaign should provide a consistent and strategic communication process throughout the enrollment funnel. It includes components such as phone scripts for contact center agents and personalized email and SMS messaging based on students’ degree area/program of interest.
Steps include:
1. Define enrollment goals and audience segmentation.
2. Develop persona-based content strategy based on goals.
3. Create a drip campaign with automated emails for the full funnel.
4. Develop mid/post-paid campaign reports including targeting/retargeting, conversions, bounce rate, etc.
Evaluation Criteria – 100 points possible
Company Profile – 10 points
Describe the offeror including, size, areas of specialization expertise, client base and any other pertinent information in a manner where the evaluation committee may reasonably formulate a determination about the stability and strengths of the offeror.
Company Personnel – 10 points
State the name, the title or position, and telephone number of the individuals who would have primary responsibility for the project resulting from this RFP. Disclose who within the firm will have prime responsibility and final authority for the work under this contract. Attach a current resume for each individual. Describe the proposed process for personnel changes during the term of the agreement.
Experience – 10 points
Indicate the experience the offeror has in consulting as described in the Scope of Work. Describe any additional experience that would substantiate and enhance the qualifications of the offeror in regard to the performance of a contract resulting from this solicitation.
Proposed Plan of Work – 35 points
• Enrollment Audit
o Describe how your company will approach the enrollment audit outlined in the scope of work.
o Describe your approach to each step outlined in the scope of work for the enrollment audit.
o Identify any additional steps or approaches your company would recommend and why.
o Identify any steps or tasks your company would propose altering or eliminating.
• Market Strategy
o Describe how your company will approach the market strategy outlined in the scope of work.
o How does your company create messaging and branding aligned with the strategic marketing plan of the University and program‐specific attributes?
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o What type of marketing services would your company provide for Kentucky State University’s online programs to generate quality leads?
o What experience or areas of strength does your company have in higher education marketing (national and international) that would lead to strong enrollment growth for Kentucky State University?
o Does your company engage in cross selling leads to other partners without consent from Kentucky State University?
o How will you conduct outreach to attract communities of color to the institution?
• Organic Marketing Audit
o Describe your approach to each step outlined in the scope of work for the organic marketing audit.
o Identify any additional steps or approaches your company would recommend and why.
o Identify any steps or tasks your company would propose altering or eliminating.
• Microsite/Landing Pages
o Describe your approach to each step outlined in the scope of work for the Microsites/Landing Pages.
o Identify any additional steps or approaches your company would recommend and why.
o Identify any steps or tasks your company would propose altering or eliminating.
• Marketing and Lead Generation Campaigns
o Describe your approach to each step outlined in the scope of work for the Marketing and Lead Generation Campaigns.
o Identify any additional steps or approaches your company would recommend and why.
o Identify any steps or tasks your company would propose altering or eliminating.
• Lead/Application Nurture Process
o Describe your approach to each step outlined in the scope of work for the Lead/Application Nurture Process.
o Identify any additional steps or approaches your company would recommend and why.
o Identify any steps or tasks your company would propose altering or eliminating.
References – 5 points
Provide a list of at least three (3) contracts of a size and scope similar to the work described herein that offeror has performed during the last three years. Include a brief description of the
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project, the contract period, the name of contact person(s) directly involved in the project along with an e‐mail address and phone and fax numbers.
Timeline – 5 points
Provide a performance timeline based on the information presented in the Scope of Work that includes all segments of your proposed work.
Cost Proposal – 25 points
The offeror will submit a cost proposal on the attached form.
Kentucky State University’s goal is to launch a branded online program with several undergraduate and graduate programs with enrollment growing to 3,000 students within 4 years.
The offeror should propose amounts required to finance the marketing and lead generation efforts necessary to meet the stated enrollment goals.
The offeror should propose a fee for service model. Revenue sharing models will not be considered.
Information about Kentucky State University’s financial profile can be found in the audited financial statements.
