Marketing RFP Issued By Truman State University

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Truman State University (“Truman or University”) is soliciting proposals from independent firms to develop a Graduate Program marketing plan and to assist the University in executing that plan. Proposed strategies and tactics should include those that will generate significant graduate student enrollment while working within a finite marketing budget. The plan should reflect a contemporary, engaging, and comprehensive approach that considers the ten different academic programs, varying consumer population groups, and both in-person and on-line delivery methods. This request for proposals contains background information on the University and specific information that must be included in the proposal. Proposals must be submitted by 2:00PM, February 11, 2021 to the Purchasing Department to receive consideration.

Truman’s vision is to “…demonstrate its public liberal arts and sciences mission by developing educated citizens needed to protect our democracy and offer creative solutions to local, state, national and global problems. It will do so through transformative experiences that fosters critical thought, daring imagination and empathetic understanding of human experiences at home and around the world. Truman graduates will be citizen-leaders committed to service; globally competitive; able to thrive in the complexities of an advanced, technical and multicultural world; and inspired to live healthy and meaningful lives.” The University is one of the two most selective 4-year public universities in Missouri.

Scope of Work:

The purpose of the RFP is to solicit information for services to develop and implement a comprehensive marketing plan for Graduate Programs resulting in increased graduate student enrollment. This marketing plan should include engagement segmentation to drive program awareness and lead generation for prospective students. It is expected that digital marketing will be a significant portion of the proposal. It is also expected that the company is familiar with interstate higher education regulations and disclosure requirements for certain programs offered online. With that expectation, the selected company will need the necessary metrics to measure the short and long term success of the marketing plan for diverse program offerings.

Due Date:

February 11


Truman State University Purchasing Department McClain Hall 106 100 E. Normal Ave. Kirksville, MO 63501 Phone: 660-785-4326 Fax: 660-785-7337 Email: Website:

Agencies to consider for this assignment include Zeno Group and Lippe taylor.

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