Marketing RFP Issued By Greenville Technical College
Deadline: 12/8/2022 @ 2:00 PM
Date Issued: 11/14/2022
Procurement Officer: Kristal Doherty, CPPO
Phone: (864) 250-8417
E-Mail Address: Kristal.doherty@gvltec.edu
Mailing Address: PO Box 5616 Greenville, SC 29606
College Profile: Greenville Technical College
• Began in 1962
• Serves Greenville County, South Carolina, primarily, but also Upstate South Carolina and beyond through unique programs and online courses
• Five Campuses (Barton serving Greenville, Benson serving Greer and Taylors, Brashier serving Simpsonville and Mauldin, and Northwest serving Berea and Travelers Rest) and the Center for Manufacturing Innovation, plus McKinney Automotive Center, South Carolina Army National Guard Readiness Center at SCTAC and Culinary and Hospitality Innovation Center.
• Offers traditional four-year degree freshman and sophomore studies, plus technical training in Industrial Technologies, Automotive Technologies, Engineering Technologies, Health and Nursing, Computer Technologies, and Business/Public Service Technologies; 100+ programs of study and a Bachelor in Applied Science degree.
• Fall 2020 enrollment of 10,526 in curriculum studies
• Additional 9,671 Continuing Education registrations each year in areas such as Management, Health and Nursing, Industrial, and Personal Interest Market Position
Greenville Technical College is one of the largest institutions of higher learning in the state of South Carolina. Communication Task (All advertising must embrace this strategy.)
Tell the GTC story in ways that make us the preferred institution of higher learning in the Upstate of South Carolina.
Scope:
Selected vendor will meet in-person at least two times during this project and be widely available through virtual means. Selected vendor will travel for video production and photo shoots. All travel costs must be included in proposed pricing and should not be listed separately.
Messaging and Value Proposition Development with Creative Execution and Branding Contractor(s) will provide a broad range of marketing services, including, but not limited to:
Messaging and Value Proposition Development
• Develop updated value propositions for Greenville Technical College, with one overarching message for the college and related, targeted messages for the college’s key stakeholders and constituencies (this includes the Truist Culinary & Hospitality Innovation Center, Center for Manufacturing Innovation, Dual Enrollment Program, skilled trades programs, university transfer program, Economic Development and Corporate Training);
• Test the proposed value propositions and make adjustments as necessary to ensure that the college selects effective messages that resonate with key stakeholders and audiences;
• Provide recommendations on how to transition to the new value propositions and messaging during the brand rollout;
• Provide other marketing goods and services as identified over the course of the contract period.
Creative Execution and Branding After the new messaging is approved, the selected Contractor shall create a new design aesthetic for the college. This will provide a broad range of design services, including, but not limited to:
• Work with the college to design a visual brand that is consistent with the mission, vision and strategic priorities of the college. Contractor should make comprehensive recommendations on the look and feel of the brand and make a recommendation as to whether or not the logo should be updated. Vendor should create a comprehensive logo system that can accommodate the several academic, event, or other initiative driven programs under the umbrella of the college. Contractor should allow for multiple rounds of revisions on any proposed creative;
• Ensure that the new visual brand is consistent with the new messaging;
• Provide a central creative idea that can promote the college (subsets listed in section above) across various platforms and channels (including advertising and print, digital media and in-person marketing);
• Test and evaluate the effectiveness of the proposed brand image with key target audiences;
• Integrate the updated brand across all aspects of marketing the college, both internally and externally;
• Create design templates for commonly used marketing and promotional materials including providing
suggestions for the layout for the college’s social media presence;
• Create a corporate style guide to promote consistent implementation of the new brand including a
comprehensive logo system that can accommodate the several academic, event, or other initiative driven programs under the umbrella of the college;
• Design a consistent “look and feel” for the college’s internet presence and provide suggestions on utilizing the website to promote the new value proposition(s) to key audiences;
• Provide graphics and guidance for the college’s website and CMS provider to implement web changes and updates in a manner consistent with the college brand;
• Interact with other college employees and Contractors as needed to ensure consistent implementation of the brand;
• Provide recommendations on how to transition to the new value propositions and messaging during the brand rollout (this may include interim marketing services before the new corporate identity is developed);
• Provide other marketing goods and services as identified over the course of the contract period.
Creative Production (cost should be included in the proposal. The college will pay a separate vendor for
printing)
• Create a new corporate identity package including, but not limited to stationery, collateral, campus
wayfinding signage, event signage, business cards, PowerPoint templates, billboards, direct mail and
other promotional materials for the college.
• Production of seven video spots each having :05, :15, :30 and :90 versions;
• Corresponding seven radio spots each having :15 and :30 versions
• Five day photo shoot across seven locations
• Two day video shoot for testimonials and b-roll (in addition to video spot production)
• In addition to the new college campaign (mentioned in previous section), create seven sub campaign suites (print ad/digital ad/direct mail/billboard) for college initiatives/programs
• Design templates for brochures/fliers for student services and other business functions that are student facing.
Project Requirements Expected outcomes include:
• Completed research
• Executive Summary
• Detailed summary/analysis of findings
• Raw/working files
• Recommendations based on research to optimize GTC’s brand and market position
• Presentation of findings, summary, and recommendations
• GTC will own the data/collateral/designs upon completion • All collateral/assets presented in the scope
• Adhere to all relevant rules, regulations, best practice pertinent to this
