Marketing RFP Issued By YES Prep Public Schools
YES Prep Public Schools is seeking qualified vendors to provide market research/analysis and consulting services, a comprehensive annual marketing strategy, and a range of ‘as needed’ marketing services aimed at creating a stronger positive brand for YES Prep Public Schools and increasing the number of student applications for the 21-22 school year. The purpose of this Request for Proposals is to accept qualified vendors interested in performing a variety of marketing services, including but not limited to marketing analyses and research, campaign development, review of organizational capacity and structure related to marketing efforts, collateral development, and various creative services to the YES Prep Public Schools Communications & Marketing Department.
For over twenty years, YES Prep Public Schools has redefined what is possible in public education. With 15,400 college-bound students across 21 campuses, we are a system of high-performing public charter schools in Houston proving that students from underserved communities can achieve at the highest academic levels. YES Prep Public Schools is expanding and has kicked-off a five-year plan to build ten elementary schools, add 10,000 high quality seats, and strengthen its results to serve 23,000 students by 2024. YES Prep Public Schools is soliciting proposals from qualified vendors to provide comprehensive marketing consulting and marketing campaigns aimed at supporting our five-year-plan goals by creating an overall stronger positive brand for YES Prep Public Schools and increasing the number of student applications for the 21-22 school year and beyond. Additionally, YES Prep Public Schools is soliciting proposals from qualified vendors to provide ‘as needed’ project-based marketing services, to create compelling marketing collateral, to share information about the programs and opportunities of YES Prep Public Schools, and communicate programs, deadlines, application process, and other important information to students, parents, families, staff, and community stakeholders. Marketing efforts will continue to position YES Prep Public Schools as a premier urban public charter school network focused on preparing collegeready students and will be aligned with district branding.
Scope of Work:
Vendors are not required to provide all requested services. Vendors may submit proposals for specific services provided by their firm, agency, or organization. Vendors are required to indicate the specific services they specialize in by checking the appropriate box in pricing sheet
A. Main Services Needed
a. Market research/analyses services: YES Prep Public Schools seeks assistance in conducting research that will help the district better understand the community served by the district as well as research for specific projects and marketing initiatives like student recruitment, talent recruitment, school choice, personalized learning, early learning, general demographics, etc. . Message development and marketing strategy consultation for internal/external audiences: YES Prep Public Schools seeks assistance in the development of general messaging and marketing strategies which amplify the district brand as a whole and the development of messaging and marketing strategies primarily for student recruitment efforts that clearly align with district messaging. Student recruitment messaging and marketing strategies should include a focus on the following audiences:
• African American Marketing Services: YES Prep Public Schools seeks assistance in developing marketing and messaging strategies for African American audiences that clearly align with district messaging and supports the work of student recruitment.
• Hispanic/Spanish Language Marketing Services: YES Prep Public Schools seeks assistance in developing marketing and messaging strategies for Hispanic/Spanish Language audiences that clearly align with district messaging and supports the work of student recruitment. c. Branding and brand management services: YES Prep Public Schools seeks the services of brand management to assist the district with efforts to strengthen the organizations brand locally, regionally and nationally. The district requests proposals that provide consulting services related to marketing, branding, and public relations.
d. Campaign development: YES Prep Public Schools seeks the services of building a marketing campaign that aligns with general district initiatives and student recruitment efforts. Includes annual marketing campaign development and creative services for targeted audiences based on current trends, research, and applicable data.
Offeror is responsible for strategic direction, creative strategy, and ongoing brand development and stewardship.
• Campaigns shall address relevant research. Strategies, objectives, tactics and measurement for each major campaign element to be reviewed and updated on a regular basis.
• Campaign completion report to be provided in digital format. Report must include analysis of tactics used, results, and include copy of all creative.
• Offeror is expected to keep abreast of trends and issues facing the education/charter industry and will provide innovative and insightful recommendations.
e. Review of organizational capacity and structure: YES Prep Public schools seeks the review of the current headcount and organizational chart for best practices in optimizing capacity within the communications and marketing functions to yield greater return beyond the engagement period. Proposers should be aware that recommended structures should include input from the Director of Communications & Marketing and the final review and decision regarding the structure will be owned internally by of the Chief of Staff, Chief Financial Officer, and Chief Executive Officer for final decision making rights.
e. Promotional marketing video production: YES Prep Public Schools seeks to produce various marketing and promotional videos, video ads, and special video segments that help tell the stories of the district with the intent to build greater awareness and understanding of YES Prep Public Schools initiatives.
f. Photography services: YES Prep Public Schools seeks to build a comprehensive district stock photography library of images taken within YES Prep schools, facilities, and the community. Desired library includes images of students, staff and facilities. Vendor will work with the district to produce a content list prior to photo shoots.
B. Additional Services Needed
g. Creative and graphic design services and collateral development: YES Prep Public Schools seeks the services of graphic artists and multimedia specialist to assist with the production of various creative projects including but not limited to produce brochures, fliers, print advertisements, outdoor advertisements, logos, graphic elements, etc. Proposers should be aware that All Materials developed or prepared by proposers or its employees or Subcontractors for YES Prep hereunder that are subject to copyright, trademark, patent, or other inventions whether or not patentable, and general non-copyrightable concepts such as Web site design, architecture, layout, navigational and functional elements shall become the property of YES Prep.
h. Advertising development, rate scheduling, placement and billing: YES Prep Public Schools seeks to promote initiatives, student and teacher recruitment efforts, district events, and human interest stories through the strategic use of various mediums including but not limited to social media ad campaigns, radio advertisement placement, print ad placement, billboard and other outdoor ad placement, unique ad placement opportunities, online ad placement, etc. The offeror(s) will act as the media buyer for YES Prep Public Schools, collaborating with the in-house marketing team to drive the overall execution of the marketing strategy. If awarded, the agency will provide a comprehensive research based multi-platform, media rich content marketing strategy inclusive of concepts, research, data, analysis of information, creative design, media plans, evaluations, negotiations, content placement, account management and all supporting documentation for all services.
• Offeror(s) is responsible for media buying and placement for print advertising and multimedia opportunities. Execution includes placement, optimization and cancellations.
• Upon approval by YES Prep Public Schools of all placements and associated deliverables, the offeror(s) will implement and track all efforts for effectiveness, completion and reporting.
i. Content creation and editing services: YES Prep Public Schools seeks assistance in creating compelling content for various projects including but not limited to website content, marketing collateral copy, ad copy, white paper content, email marketing copy, etc. The district also seeks proof-reading and editing services.
j. Event concept and design, planning, management and day-of production services: YES Prep Public Schools seeks assistance with event planning, coordination, day of management and execution for various types and sizes of events including but not limited to seminars, conferences, trade shows, community festivals, run/walk events, employee events, etc. Services to include staging, event branding, prop rentals, sound, lights, video, logistics etc.
k. Direct mail services: YES Prep Public Schools seeks assistance from a full-service mail house to send various types of direct mail pieces to households including letters, fliers, brochures, postcards, etc.
l. Creative Post-Production Services: YES Prep Public Schools seeks services that provide video post-production services to include contemporary music libraries and graphic templates to enhance video productions.
m. Digital Marketing Services: YES Prep Public Schools seeks services of planning, implementing and purchasing of search engine marketing (SEM) and search engine optimization (SEO) strategies. Includes managing paid social media ad, search marketing and display ads to increase website traffic, and ultimately drive conversions. Negotiate media rates, optimize advertisement costs, monitor campaigns and provide analytics and return on investments (ROI).
Kerem KUTUK Purchasing Department YES Prep Public Schools 5515 South Loop East, Suite B Houston, Texas 77033
Relevant agencies to consider include Alison Brod Partners and Zeno Group.