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
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.
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.