Normandale is requesting proposal for Marketing Campaign Development
Close 10/7/2024 2:00 PM CDT
Contacts
Janet Kitui
janet.kitui@normandale.edu
12 September 2024
Commodity Code Description
80140000 Marketing and distribution
82100000 Advertising
12 September 2024
Project Overview
Minnesota State is requesting proposals to assist in developing, implementing, and managing an integrated marketing plan in collaboration with Normandale’s Marketing Department and Student Affairs Division. The plan should include tactics across all recommended and appropriate channels required to reach Normandale’s target audiences including advertising, community engagement, and owned and earned media.
Normandale is the client and makes no guarantee as to the number and size of marketing campaigns or related projects that may be awarded to any successful proposer under this RFP. Normandale may elect to use in-house services and resources, including staff and
students, for all or part of any project. Normandale’s Marketing Department will be the vendor’s point of contact throughout the contract and will partner with Normandale’s Student Affairs Division to coordinate the professional services required of the vendor.
The term for the agreement will be one (1) year with an option to renew for four (4) additional one-year terms if mutually agreed upon by Normandale and the vendor.
Goals
The primary goal of the marketing plan is to increase the number of applications and enrollment from the following with a focus on BIPOC members of the following audiences:
• Prospective students (18 – 24 years old) who have earned a high school diploma or GED but have not yet completed a two year or four-year college degree
• Influencers of prospective students’ post-secondary choices
• Prospective students (25 years old and above) returning to higher education.
• Additional goals are to increase awareness of Normandale’s brand and value proposition, and enhance Normandale’s reputation among the following audiences:
o Prospective students and influencers listed above
o Elected officials
o Public sector and corporate leaders
o General public
Technical/Functional Requirements
Minnesota State seeks a vendor who will serve as Normandale’s long-term partner to develop, create, manage, and evaluate a strategic, year-round marketing plan with campaigns to increase student enrollment, build awareness, and enhance the college’s reputation among its target audiences.
Services to be provided by the vendor include but are not limited to: Strategy and Plan Development:
Develop an annual marketing plan that incorporates Normandale’s brand refresh as well as
specified recruiting and brand awareness campaigns in support of the goals outlined in this RFP.
This plan should include:
• Recommendations for key messages, platforms and budget allocations
• Positioning of the college to support its mission, vision and values
• Branding strategy
• Program-specific marketing (transfer, workforce, and continuing education
Marketing Research and Analysis: Engage in the use of various primary and secondary marketing research efforts in support of the execution of the marketing plan and/or related campaigns. These efforts should include:
• Analysis of best industry practices
• Analysis of competitors
• Economic and labor market analysis in support of colleges and programs
• Primary research – surveys and focus groups
• Market segmentation analysis
The primary focus of this RFP is for marketing support. Research should inform the tactics to achieve effective campaigns, but it is not the primary focus of the RFP
Description
Creative Development: Layout and design a broad range of collateral materials in support of the marketing strategy that comply with accessibility standards and are translated in different languages, as needed. These efforts should include graphics and messaging for the following and other relevant collateral:
• Brochures and booklets
• Postcards and other mailers
• Website and social media
• Digital advertising (search engines, social media, streaming services, etc.)
• Out of home advertising (billboards, transit stations, buses, etc.)
• Advertising for broadcast platforms
All native files created by vendor for the marketing plan and related campaigns are the property of Normandale and must be provided to the client in a timely manner.
Media Planning, Buying and Placement: Conduct media buys in execution of the marketing plan and related campaigns.
These efforts should include:
• Digital ad placement:
o Demonstrate expertise and product knowledge for each of the channels as part of the overall digital advertising recommendation.
o Manage the placement of digital ads including but not limited to the following channels:
• Placement of out-of-home ads (billboards, transit stations, buses, etc.)
• Placement of print ads which includes not only English press, but other languages, when appropriate.
• Placement of television and radio ads which includes not only English press, but other languages, when appropriate.
• Design and focus of direct mail.
The Respondent should create a proposal that includes any commission cost percentage for their role in purchasing advertising, with no more than 25% of the total contract cost being comprised of fees, including commissions.
Reporting (Monitoring, Evaluation and Reporting): The vendor shall monitor the performance of the marketing plan and related campaigns and provide the following information in monthly meetings with Normandale’s Marketing Department and Student Affairs Division:
• Key performance indicators (KPIs) that are defined and measured.
• Dashboards that compare KPIs to past results, demonstrating progress toward goals.
• Analysis of the data to ensure understanding of the plan and campaigns’ impact.
• Recommendations for adjustments in strategy based on the results.
Agent Management (Project and Account Management): The vendor will use a project management tool and will be responsible for managing the timeline in the marketing plan and related campaigns, ensuring their deliverables are delivered on time, according to mutually agreed upon specifications and within budget. Normandale’s Marketing Department and Student Affairs Division will have
access to the project management tool and the vendor will work collaboratively with them on any adjustments to the timeline.