MARKETING RFP ISSUED BY KANSAS CITY PUBLIC SCHOOLS
Kansas City Public Schools has a new, dynamic Marketing and Communications team dedicated to developing a comprehensive Marketing & Communication Plan to cultivate a distinct, compelling and consistent brand presence for the school system, to communicate proactively with internal and external stakeholders, and to maintain a positive image about the district across a variety of media.
Our district’s strategic plan consists of several goals to support this comprehensive marketing and communications plan. Goal: Whole Child: Safe, Challenged, and Supported – Every student will be challenged and supported within a safe learning environment to be a responsible and productive citizen capable of meeting high expectations. Goal: Safe Climate and Strong Relationships with Families & Community – Key Actions: 4.1- Increase capacity of families to be advocates for their child’s education and provide targeted services by expanding promising programs. Goal: Data-Informed, Effective & Efficient Systems – Key Actions 12.5 – Develop a comprehensive Marketing & Communication Plan to cultivate a distinct, consistent brand presence for the school system, to communicate proactively with internal and external stakeholders, and to maintain a positive image about the district across a variety of media (print, web, social media). Our new team has created the comprehensive marketing and communications plan. As part of this plan, we are looking for opportunities to collaborate with a partner to bolster our strategic, targeted marketing efforts in order to help increase enrollment in our schools.
With this, KCPS desires to identify an amazing and equally dynamic pool of qualified Strategic Targeted Marketing and Recruitment/Enrollment Services Vendors. The Vendors that are identified as qualified through this Request for Qualifications (“RFQ”) process will be considered to perform services within their area of demonstrated expertise for various marketing campaigns, education enrollment strategies and services.
Kansas City Public Schools (“KCPS”) is a Pre-K through 12th grade public school district located in Jackson County, Missouri serving a diverse student population. KCPS is comprised of thirtyeight (38) sites, which include twenty-three (23) elementary school sites, three (3) middle school sites, eight (8) secondary and alternative school sites, two (2) early learning community schools, one (1) career and technical center and one (1) administrative site.
Both signature schools and neighborhood schools contribute to our district’s success. KCPS is a valued part of the community, as it provides educational services for a diverse population of students within the Kansas City area. Our mission is to produce global citizens through relevant, dynamic and rigorous curriculum. KCPS is increasing performance and creating exceptional experiences for our students and families. Partner with us in this mission for our community. For additional information about our school district, please visit our website at www.kcpublicschools.org.
Scope of Work:
Project Plan. Qualified Strategic Targeted Marketing and Recruitment/Enrollment Services Vendors may be invited by the District to enter into a service agreement for services provided over a designated period of time or specific project, and/or for a unique set of services. Individual firms will be asked to provide fee and scope of service proposals for specific Strategic Targeted Marketing and Recruitment/Enrollment Services as each project requires. It should be noted that these Vendors will be selected based upon qualifications and other criteria referenced in this RFQ.
Project Objectives and Scope.
This RFQ for Strategic Targeted Marketing and Recruitment/Enrollment Services is being initiated with the objective of providing the following, but not inclusive, list of services on an as-needed or contractual basis.
· Research and contribute to development and implementation of a district-wide marketing strategy for recruitment/enrollment.
· Market Research and Analysis – Identify and prioritize ideal programs, profiling and targeting new enrollments, and enhancing KCPS’ approach to recruiting prospective students.
o Work with KCPS to conduct a comprehensive market research analysis on the competitive landscape and audience segmentation.
o Assess KCPS’ current recruiting program and provide actionable direction based on the findings.
o Assess prior recruitment strategies to gain insight into roles, strategies and tactics within the larger picture of KCPS’ story and the environment of school choice.
o Consolidate research data, along with an evaluation of KCPS’ existing recruitment strategy, into a customizable marketing and recruiting plan that’s ready for execution.
o Measure, benchmark and report to continuously improve the process, minimizing cost per lead and cost per enrollment through data-driven tactics.
· Media Strategy – Collaborate with KCPS on development and execution of an integrated media strategy, including a communications plan, possible creative development and content production as it relates to recruitment and enrollment.
o Create a customized lead-generation strategy that incorporates relevant media channels to cost-effectively boost the number of quality applications KCPS receives.
o Work with KCPS team to identify segmented media approaches for varying audiences.
o Work with KCPS Recruiters to engage prospects through personalized contact that moves families to the next phase of the application process.
· Review enrollment process/materials and identify/implement opportunities for improvement.
June 18, 2021 by 2:00 PM CDT
Kansas City Public Schools 2901 Troost Avenue Kansas City, MO 64109
Relevant agencies to consider include Zeno Group and Prosek Partners.