ESU is issuing this RFP to obtain competitive responses from vendors to provide Marketing and Media Services for ESU, per the attached specifications. Any additional specifications and addenda available online at:https://vrapp.vendorregistry.com/Bids/View/BidsList?BuyerId=cc49dc6a-03ac-4446- b53d-24aed14468a5
Emporia State University is committed to engaging with students (prospective, current, and alumni), faculty/staff, community, and friends; establishing a strong brand in the market; and increasing engagement and enrollment across all constituencies. The selected vendor will work in tandem with Emporia State University’s Marketing and Communication team, as well as, Emporia State University’s Information Technology to support these objectives and will serve as the official Agency (or Agencies) of Record for the University.
Emporia State University will work with the supplier to strategically plan, execute, and measure an effective and efficient marketing, public relations, and advertising plan through June 2026. Scopes one and two detailed below are not subject to being awarded to the same supplier. Multiple and/or separate awards will be considered for the different scopes, however, one individual contractor to provide all services comprehensively is preferred.
Market Research: The selected vendor will monitor and utilize all available research information to formulate any and all strategies, including research available through vendors contracting with ESU. In addition, the selected vendor will research target markets, gauge changes in market conditions, and remain current on industry trends to improve advertising and marketing effectiveness. Specifically, the contractor may need to provide market analysis information; pre-test advertising concepts and slogans; conduct pre- and post-campaign awareness studies; conduct conversion studies and organize and conduct focus group studies, etc. The contractor may be asked to assist in determining the number of inquiries an advertising or marketing program generates, as well as, its overall effectiveness and return on investment.
Strategic Consulting: The selected firm will have a deep understanding of the ESU mission, vision, and objectives; and will provide general council on overarching approach, ad hoc projects/programs, crisis management. The firm will also work closely with consultants currently contracted by Emporia State University to formulate strategy.
Public Relations Consulting, Strategy, Editorial Calendar Development and Tactic Deliverables: The selected firm will increase positive media coverage of ESU particularly in the Kansas markets of Kansas City, Wichita, and Topeka, and the out of state markets in Missouri, Oklahoma, Texas, and Arkansas. In support of increased media coverage objectives, the vendor will work to build relationships with key media contacts on behalf of ESU; identify and promote newsworthy accomplishments/events/milestones for coverage; and establish university faculty as industry experts on various topics.
Paid Media Consulting, Strategy, Plan Development and Implementation: The selected vendor will recommend the optimal paid media plan based on industry research for maximum effectiveness within the ESU budget. The selected vendor will have a deep working knowledge of all mediums (television, terrestrial/streaming radio, outdoor, paid social, YouTube, digital display, print) and will implement the strategy and plan that will increase audience engagement across and between all channels.
Media Purchase/Placement: Collect, analyze and negotiate media opportunities. Purchase advertising time and space in regional and national placement, particularly in the Kansas markets of Kansas City, Wichita and Topeka and the out of state markets in Missouri, Oklahoma, Texas, and Arkansas. Contractor shall provide a schedule of media buys to the Chief Marketing Officer of Emporia State University’s Office of Marketing and Communication for advance approval in writing prior to any media buy. Media buys shall be targeted and ensure proper return on investment.
Search Engine Marketing and Pay Per Click: The selected vendor will create PPC, SEM campaigns and/or serve as a trusted advisor and back up to SEM and PPC campaigns that are created and executed by ESU. Contractor should stay upto-date with current trends in social media, mobile electronic media, understand online behavior, online best practices, online advertising testing methodologies, Search Engine Marketing, Pay Per Click campaigns and return on investment measurement/optimization.
Creative Services: The advertising firm, will be expected to provide creative services in some instances. Generally, the creative will be produced by Emporia State University’s Office of Marketing and Communication
The scope of work and services to be provided indicated above are intended to be a sampling of ESU’s major projects, but ESU is not obligated to use the Contractor for each project or service listed. The Contractor may also be involved in additional types of projects not listed above, which are initiated by ESU at a later date. All project activity shall be approved prior to implementation by Emporia State University’s Office of Marketing and Communication.
Due Date: March 21, 2025, 2:00 p.m. (CST)
Contact: Ashley Brandt purchaseorders@emporia.edu
