Marketing RFP Issued By Texas A&M University-San Antonio
A&M San Antonio is seeking an innovative marketing agency to help develop and launch a new enrollment marketing campaign and will execute and oversee an integrated, multi-year digital advertising placement. Working with University Marketing & Enrollment Management leaders, the agency will create an entirely new enrollment campaign to be integrated with current marketing and branding initiatives. The new campaign must be ready to go live by September 1, 2022. In addition to creating assets for the enrollment marketing campaign, the selected vendor will provide strategic counsel and will secure digital advertising placements to generate cost-effective, quality leads and inquiries, which will align with the University’s strategic enrollment goals.
Background
In May 2009, the Texas Legislature signed Senate Bill 629, which established A&M-SA as a standalone institution. Since 2009, the University has evolved from an upper-division institution to a comprehensive four-year public university. A&M-San Antonio is the first-ever four-year university on the southside of San Antonio and has already had a major impact on the city’s southside–and within San Antonio and its surrounding communities, providing access to quality education while becoming a catalyst for regional growth – with countless stories of the students, graduates, faculty and staff who are on a mission to discover, inspire, lead and create. As a relatively young and still growing institution, there is excitement about the next phase of A&M-SA’s evolution. Between May 2009 and Fall 2018, the University’s enrollment grew more than 180 percent. As of Fall 2021, the University reached its highest overall enrollment ever with about 7,000 total enrollment (including undergraduate and graduate students.) Additionally, A&M-San Antonio has graduated more than 14,000 alumni throughout its history. As a federally designated Hispanic Serving Institution, A&M-San Antonio is committed to creating a diverse and inclusive community of higher learning. The student body is 65 percent female, 77 percent Hispanic, and nearly 3 out of 4 students are the first in their families to attend college. Through the University’s 33 undergraduate degrees and 16 graduate degrees, students can pursue a wide variety of in-demand fields, such as education, business, information technology and cyber security, criminology and biology.
SCOPE OF WORK
Texas A&M University-San Antonio is seeking an experienced contractor that will develop an innovative strategy and creative assets to support the launch of a new enrollment marketing campaign. The campaign must align with current University branding standards while also being distinctive and innovative to stand out among a crowded higher education marketplace. With a new enrollment campaign, the University aims to continue to elevate the reputation of A&M-San Antonio among its target audiences– in the San Antonio designated market area (DMA) and key geographic areas including South Texas, DFW, Austin, El Paso and Houston. In addition to providing the new creative direction and assets needed to launch this campaign, the contractor will also provide a comprehensive advertising strategy (focused on digital channels) and will execute the plan from start to finish including ongoing evaluation of strategy and tactics. As outlined in the strategy, the vendor will handle media buys and placements on behalf of the University.
MAIL OR HAND-DELIVER PROPOSAL TO:
Attention: Christopher L. Scott Director of Procurement & HUB Services TheTexas A&M University–San Antonio One University Way, Modular Building 111San Antonio, Texas 78224
PROPOSAL MUST BE RECEIVED BEFORE:
2:00 p.m. Central Time on March 04 2022
All questions must be sent my email to:
Christopher L. Scott, Director of Procurement & HUBServices
Christopher.Scott@tamusa.edu
Relevant agencies to consider include Ruder Finn.
