MARKETING RFP ISSUED BY NASSAU COMMUNITY COLLEGE
Nassau Community College, a constituent member of the State University of New York system, is a comprehensive, full-opportunity institution of higher education. All who can benefit from its resources have the opportunity to expand their knowledge and skills and to pursue the goal of lifelong learning. The College is dedicated to high-quality academics and student support services at an affordable tuition to meet the needs and interests of the Counties (primarily Nassau County) communities it serves. It is committed to and equity-minded approach to advancing student access, completion and post completion success. To this end, Nassau Community College offers Associate in Arts, Associate in Science, and Associate in Applied Science degrees, as well as Certificate and continuing education programs. Its curricula span the liberal arts and sciences, as well as pre-professional and professional areas, for the benefit of a diverse population. The College places a high priority on small classes, taught by qualified, experienced faculty, to provide an optimal educational environment. Today, our campus spans 225 acres and includes 50 buildings. We are the top choice for one out of every five college-bound high school graduates in Nassau County. About one million people have attended Nassau throughout our history. Our 135,000 graduates include doctors, attorneys, teachers, and business and political leaders. The College is soliciting proposals for marketing and advertising services. This Request for Proposals (“RFP”) describes the scope of work to be performed; minimum proposer qualifications; required proposal format and content; proposal evaluation criteria; and required terms of any agreement resulting from this RFP. The College expects to enter into an agreement with the agency that submits the proposal most advantageous to the College. Potential agencies with verifiable qualifications and demonstrated ability are invited to submit proposals for the RFP services. Although the College is expected to appropriate $350,000 with includes media buys and agency services as the expenditure during each fiscal year against the Contract awarded from this RFP, the College is not committed to placing any dollar amount of advertising with the award winning agency. The College reserves the right to place its advertisements via other means, i.e., direct placement with media, if the College feels the circumstances mandate such action. The College does not guarantee nor will it be obligated under the ensuing Contract to spend any amount of money. This figure is given only as a reference – the amount will change from year- to-year depending on the needs of the College. The College cannot and does not guarantee a specific total dollar value for the advertising and ancillary services to be placed through the agency and the Contract may not be exclusive. The College may place advertising or ancillary services covered by the Contract with any other agency or without the services of any agency at its discretion. Contracted amounts may be increased via Contract amendment if the needs of the College mandate same. The College does not guarantee the expenditure of any or all of the funds covered under the Contract.
Scope of Work:
The Proposer will be expected to fulfill the following objectives:
1. Increase awareness of Nassau Community College as a high quality, affordable institution of higher education which is a unit of the State University of New York system on Long Island;
2. Elevate the positive profile of Nassau Community College with potential applicants, current students, decision-makers within government, area businesses, families, other influencer, the media, not for profits and potential donors;
3. Increase Long Island reputation of Nassau Community College as a first-choice for high quality undergraduate education.
4. Create institutional marketing campaigns to enhance brand recognition and brand awareness, increase enrollment (i.e., new and continuing students) and showcase priority initiatives in a timely fashion.” It is strongly encouraged by the College for the Proposer to use M/WBE firms for participation as prime consultants, joint-venture partners, and sub-consultants for all NCC contracting opportunities. It is at the sole discretion and judgment of the proposing firm to determine whether its proposed M/WBE firm(s) has/have the necessary qualifications and experience for the type of services and work to potentially be assigned.
The agency shall provide the deliverables, perform the tasks, and meet the following requirements listed below and discussed in detail in the following sections.
a) Develop and produce a comprehensive creative branding concept and creative campaign based on direction from the Office of Marketing and Communications. In conjunction with the Office of Marketing and Communications, the proposer would be responsible for holding focus groups, researching successful Community College marketing and branding strategies, and administering surveys to develop and produce a comprehensive creative branding concept and creative campaign. The College would be the resource to provide the group members.
b) Make recommendations on media buys and tactics designed to reach identified target markets.
c) Create institutional marketing campaigns to enhance brand recognition and brand awareness, increase enrollment (i.e., new and continuing students) and showcase priority initiatives in a timely fashion.
d) Develop a detailed work plan outlining implementation guidelines with a timeline for completion. The plan should also include campaign objectives, duration, target audience, key message, anticipated key performance indicators (KPI) and expected return on investment (ROI).
e) Measure and track effectiveness of programs in real time and refine marketing plan(s) in real time as needed.
f) Prepare weekly progress reports on projects and monthly reports to ensure budget compliance. Reports should include statistics and data on key performance indicators, ROI and creative performance metrics
g) Analyze and study the College’s marketing, promotional and advertising requirements and prepare advertising recommendations and plans to meet them within the College’s advertising budget; said plans shall include media and recommended media strategy. Assist the Director of Marketing and Communications in preparation of the Department’s annual budget request.
h) Plan, create, write and supervise the production on all platforms of advertising, including print, digital and broadcast, , used in all media as designated by the College.
i) Upon express approval of the Director of the Office of Marketing and Communications order/contract for necessary space, time, talent and materials; check the advertising audit and pay bills of media and other suppliers; and submit monthly billing with backup documentation of vendors to the College’s Accounts Payable Section, on County Claim forms, for all recruitment advertisements placed; submit with the billing, publication(s) supplied tear-sheets containing the advertisements placed.
j) Place all College marketing which includes, but not limited to student recruitment advertising in the media designated by the College’s Director of Marketing and Communications. All such advertisements must be placed in accordance with all legal regulations and guidelines.
k) Create, implement and manage remarketing strategies for those individuals who visit our NCC website and landing pages but who do not request information, or apply to NCC. Our goal is to turn these individuals into customers
l) In conjunction with the Office of Marketing and Communications, the proposer would be responsible for holding focus groups and administering surveys to develop and produce a comprehensive creative branding concept and creative campaign.
NASSAU COMMUNITY COLLEGE of the County of Nassau ▪ State of New York Office of Procurement ▪ One Education Drive, Garden City, NY 11530 WWW.NCC.EDU
Relevant agencies include Edelman PR and SS PR.