Lamar Institute of Technology Issues Marketing RFP

LIT is soliciting Request for Proposals for advertising and marketing communications firm(s) to develop and implement effective advertising and marketing communication programs to build and sustain enrollment growth through a diverse range of student recruitment, student retention, and community outreach initiatives.  Each Respondent shall provide LIT with a comprehensive approach to marketing and advertising with clear objectives, measurable analytics and a broad knowledge of the target populations.

Background:

Lamar Institute of Technology traces its roots back to March 8, 1923, when the South Park School District in Beaumont authorized its superintendent to proceed with plans to open a “junior college of the first class.” On September 17, 1923, South Park Junior College opened with 125 students and a faculty of 14. In 1932, separate facilities were provided, and the name of the institution was changed to Lamar College, to honor Mirabeau B. Lamar, second president of the Republic of Texas and the “Father of Education” in Texas.

On September 1, 1995, the Institute of Technology was established as an educational center of Lamar University and a Member of The Texas State University System. The Texas Legislature changed the name of the institution to Lamar Institute of Technology in 1999.

Lamar Institute of Technology is a great center of learning for everyone in Texas. We focus on teaching excellence, student success and community engagement. We are an open-door postsecondary institution ready to serve all students. LIT provides a curriculum consisting of more than 50 degree and certificate programs covering a wide range of career and technical educational opportunities. We are a Member of The Texas State University System and accredited by the Southern Association of Colleges and Schools Commission on Colleges. The LIT campus in Beaumont is about 90 miles east of Houston and about 25 miles west of Louisiana.

Scope of Work:

LIT is soliciting Request for Proposals for advertising and marketing communications firm(s) to develop and implement effective advertising and marketing communication programs to build and sustain enrollment growth through a diverse range of student recruitment, student retention, and community outreach initiatives. 

Each Respondent shall provide LIT with a comprehensive approach to marketing and advertising with clear objectives, measurable analytics and a broad knowledge of the target populations.

SERVICES TO BE PERFORMED: Respondents will work closely with the Owner’s marketing staff to create marketing and advertising campaigns throughout the year. Build on established brand promise and guidelines to develop recommendations for marketing communication strategies and tactics that will more effectively integrate LIT’s approach to enrollment growth, student success and community support and awareness.

Assist with development of a comprehensive marketing plan that includes supporting LIT’s positioning strategy and to reach various target markets effectively. Create and produce advertising for the various recommended media and purchase media to execute this plan, which should include the use of electronic media and internet search marketing.

Revise and update advertising and media plan to effectively deliver key messages to potential students, including high school students. Help meet enrollment goals in a highly competitive higher education marketplace.

Evaluate campaign effectiveness. Monitor and provide analytic data to ensure the effectiveness of advertising and media expenditures. Produce monthly reports, monitoring, tracking and measuring campaign success. This should point to the effectiveness and efficiency in meeting campaign goals.

All marketing communications must speak effectively, to targeted audiences, which include the following:

·         Prospective students Adult learners 25+ in age 

·         Current students 

·         LIT internal audiences 

·         Parents 

·         High School counselors and college advisers 

·         Employers 

·         Community 

·         Local Industry

Produce television and radio ads to promote a curriculum consisting of more than 50 degree and certificate programs covering a wide range of career and technical educational opportunities. Creative concepts and messaging will need to build on the established brand.

Respondents should have working knowledge, or experience with, but not limited to, the following traditional and non-traditional media platforms: television, radio, outdoor advertising, Google AdWords, Bing / MSN advertising, Pandora radio, print publications, YouTube video advertising and social media advertising.

Respondents must have a working knowledge of the local market and must be able to place media buys based on industry standard ratings surveys and software in the Southeast Texas Market Area.

Photography is not a requirement for the deliverables. LIT has access to photographic talent and is prepared to arrange any necessary photo shoots. However, LIT would like to know if the Respondent has photographic talent at its disposal. Respondent should provide an estimate cost for providing photography services as part of the Contract including the cost of managing the photoshoot and LIT’s copyrights to the photos taken. In addition, Respondent should indicate the cost associated with the purchase of photography through the agency.

Respondent must be able to meet on a regular basis with the marketing staff at Lamar Institute of Technology to ensure creative concepts, strategic placement, brand continuity and consistency, and all other marketing, public relations and advertising strategies.

Ownership of art files, templates and other materials will reside with LIT. Complete art files are to be delivered to LIT within five business days after conclusion of the project.

Due Date:

June 27, 2019 

Address:

Lamar Institute of Technology Attn: Sheryll Snider 

Cecil Beeson Building, Room 215 

855 E Lavaca, Beaumont, Texas 77705

Agencies with relevant experience includes W2O group and Edelman PR.

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