RFP COORDINATOR: Mike Romeo
USNH Procurement Services
5 Chenell Drive, Suite 301
Concord, NH 03820
E-mail:Michael.romeo@usnh.edu
DUE DATE: Submittals Due March 20, 2024 @ 12pm
1. INTRODUCTION
1.1. Purpose
The University System of New Hampshire (hereafter referred to as USNH or Owner) is requesting proposals from qualified Firms that can provide collaboration with the UNH Extension team to develop an email marketing strategy at the University of New Hampshire (UNH) specific to the UNH Extension.
1.2. About the RFP
UNH Extension is seeking a marketing firm or consultant with expertise in developing and implementing email marketing strategies to help develop and implement an email marketing strategy that will accomplish the following:
Problem Statement:
At UNH Extension, a disconnected, siloed approach to program-led marketing without professional marketing guidance has
resulted in a proliferation of inconsistent email offerings. Currently, there are 98 active email newsletter subscriptions from
UNH Extension, with an additional 15 from other UNH outreach groups. This number of active subscriptions that clients can
engage with is expected to increase significantly in the next few years. The many email marketing channels can potentially confuse the client experience and reduce satisfaction, as well as challenge platform administration and brand compliance.
An overall strategy is needed to best serve the client experience and minimize staff development and maintenance time.
However, UNH Marketing lacks email marketing expertise to fully understand the unique challenges of Extension and its context within the University. A strategy must be architected that will allow for university integration, support university stakeholders and serve the client with an outstanding experience.
Goals and Objectives (Outcome):
- Extension clients will have a highly satisfactory experience with Extension email marketing offerings and develop a stronger brand perception of UNH as a high quality, modern and efficient educational institution.
2) Email marketing architect will understand the needs of program staff and the current client experience.
a) In-depth situational analysis of email marketing activity that includes client interviews and email analytic review.
3) UNH leadership and program staff will understand the role email marketing plays in an outreach strategy that is client centric, with an omnichannel approach, for Extension and the greater university outreach community.
a) An outreach email marketing strategy applicable to Extension and integrated with all university outreach units.
b) Support resources
4) UNH office of Outreach and Engagement will secure necessary resources and will implement selected strategy.
a) Implementation Action Plan
5) University CRM developers will be able to adjust the Salesforce instance to support the client-centric, omnichannel
approach and 360° client experience.
a) Engagement with UNH CRM team and outreach leadership
b) A development roadmap provided to UNH IT
Methodology and Project Timeline:
1. OE, in partnership with UNH Marketing, will hire a marketing consultant (Consultant) with experience in email
marketing for a multi sub-brand organizations to review and enhance the situational analysis, develop outreach email
marketing strategy for Extension, and create support resources. Deadline: March 2024
2. Consultant will deliver an Email Marketing Options Report that examines several courses of actions and associated
impacts. Deadline: June 2024
3. Consultant will develop a supplemental Marketing Automation and Dynamic Content White Paper to explore the viability of utilizing these techniques to reduce the number of emails subscriptions and lowering staff effort. Deadline: July 2024
4. Consultant will also produce a CRM Development Road Map, and training support resources for staff and leadership.
Deadline: August 2024
Project Budget:
The total budget of this project is $72,000. This budget encompasses all work required to review the current email
marketing situation, design a new email marketing strategy in conjunction with the UNH Extension team, and implement
said email marketing strategy. The project must be completed in its entirety and billed completed by September 30, 2024.