MARKETING RFP ISSUED BY UNIVERSITY OF KANSAS CITY
The University of Missouri-Kansas City is one of four campuses within the University ofMissouri System. UMKC is a comprehensive research institution in the heart of an urban metropolitan area and strives to be the educator and workplace of choice.
Scope of Work:
The University of Missouri-Kansas City was founded in 1933 and serves as the city’s only public research university. With more than 125 academic programs UMKC offers a very comprehensive curriculum. From STEM programs to the humanities, from health professions to law, UMKC has something for everyone. It is the only public university in Missouri with schools of Dentistry, Pharmacy, and a Conservatory of Music and Dance. UMKC also maintains undergraduate and graduate-level programs with comprehensive curricula and research in all traditional academic disciplines – including Arts and Sciences, Biological Sciences, Education, Engineering, Law, Management, Medicine and Nursing. UMKC desires the highest quality professional marketing services available. The following specifications outline the minimum requirements for the proposed service. They are provided to assist participants in understanding the objectives of UMKC and submitting a thorough response. Highly desire firms with significant, proven success in higher education marketing and growing enrollment.
The purpose of this solicitation is to receive responses from highly qualified agencies to assist UMKC in supporting our current marketing campaign through media planning and buying, as well as support future campaigns. UMKC’s current campaign, UMKC Grads are Everywhere, launched in February 2019 and is designed to reach and interest undergraduate prospects. Plans are to continue with this campaign for the next 3-4 years. In addition, there is a need for a brand image campaign to raise the profile of the University in the city and the region. We seek to hire a professional marketing agency that can provide a full range of marketing services.
Project Deliverables
1.Support the current undergraduate recruitment campaign, with continued media planning and buying for the winter session which begins in January 2020. Following that we will look for recommendations and enhancements to the campaign for the future. These will all be designed to reach undergraduate prospects at both the high school level and the community college level. Growth in a number of applications directly from this campaign and, ultimately, increased enrollment will be the measures of success.
2. Development of a UMKC brand image campaign. This should include market research, interviews with community influencers, UMKC administration, alumni and current students. Recommending and creating a brand image campaign that integrates with the undergraduate campaign will be imperative. Ultimately a dramatically heightened awareness of UMKC will be the measure of success.
3. Other marketing campaigns and targeted efforts as needed. For instance, marketing to under-represented minorities such as the Latinx audience.
The University of Missouri- Kansas City reserves the right to make multiple awards and/or to reject any and all respondents. Proposals shall be submitted in accordance with the terms and conditions of this RFP and any addenda issued hereto. At the discretion of The University of Missouri System, this contract may be utilized for additional services based on scope of work with other affiliates on an as needed basis.
Due Date:
October 17, 2019
Address:
Kyla Rogers
University of Missouri System Supply Chain
2910 LeMone Industrial Blvd
Columbia, Missouri 65201
573-882-8212
Relevant agencies include Finn Partners and Ruder Finn.
