MARKETING SERVICES – BIOTECHNOLOGY WORKFORCE
DUE DATE: January 17, 2023 @ 2:00pm
PROJECT SCOPE AND DOCUMENTATION
1. Introduction
1.1. Dallas College is pursuing the acquisition of marketing services that will be utilized by the Biotech
Works Program. The marketing service should provide a comprehensive marketing strategy (both
digital and traditional) that would utilize social media (e.g., Facebook, LinkedIn, Instagram, YouTube,
and Twitter) and other media as suggested (e.g., billboards, direct mailings, ads on transit, and other
media outlets) to reach targeted audiences that may include:
- High School students
- Currently enrolled college students
- Adults returning to school
- Parents
- Employers
- Community Members
Scope of Work for Marketing Services:
Marketing & Community Outreach: The Project will secure a contract with marketing specialist(s) via competitive procurement processes to conduct a market needs assessment and design a marketing strategy to reach the underserved target populations through innovative strategies. Funding is requested for the market analysis, development of the marketing strategy, design of materials, and implementation of the marketing plan. The Project will maximize recruitment of participants through the innovative marketing strategies developed, the combined efforts of community partners in a referral network, and direct recruitment activities conducted in the targeted zip codes.
Contract Funding Amount: Maximum of $1,000, 000 to be paid over the course of three years (year two and three are depending on terms of contract agreement)
Year 1 (Contract from March 2023 to August 2023)
- Research, create, and implement a needs assessment plan
- Provide a marketing and communication plan of outreach to reach a minimum of 20,000 in the target
- population per discovery in the research and need assessment plan
- Provide monthly status reports stating the progress on the contracted work
- Develop a community outreach with resources and tools for reaching the target market
- Develop an intensive plan for marketing/communication that provides resources and tools for outreach to the target marketing
Year 2 (Contract from September 2023 to August 2024)
- Oversee the implementation and management of the marketing and communication plan to reach the
- target market
- Provide data and metrics that align with the objectives and goals of the grant
- Provide communication templates for various forms of marketing media
- Provide monthly status reports stating the progress on the contracted work
- Year 3 (Contract from September 2024 to June 2025)
- Review and access the effectiveness of the communication plan and implement updates as needed
- Provide monthly status reports stating the progress on the contracted work
- Provide data and metrics that align with the objectives and goals of the grant
- Review and provide a report on the impact on the marketing services provided
- Submit a final report that details the quantitative and qualitative data/ information used to outline the
- success and challenges of the marketing / communication plan
2. Business Objectives
2.1. Dallas College is seeking a marketing service to reach and develop a robust and sustainable biotech hub in the DFW area, solidifying a biotech ecosystem with strong employer, workforce, educator, and student relationships.
3. Service Objectives
3.1. The marketing service should develop customized digital and traditional marketing strategies provided by supplier or co-supplier selected by the College or in conjunction with Dallas College marketing.
3.2 The marketing service should provide SEO strategy including suggested website content and key words
and metrics to evaluate effectiveness of strategy.
3.3 The marketing services should create and advise on an e-mail and social media strategy (e.g., content, frequency of postings) with appropriate media outlets to maximize outreach and connect with wide audiences across the DFW metroplex.
4. Management & Administrative Objectives
4.1.Development of marketing strategy.
4.2.Research-based outreach.
4.3.Monitoring and reporting services.
4.4.On-going support.
All text, graphics, video, source code, and editorial content used in connection with the campaign will become the sole property of the College and its affiliates and may be used for any purpose including but not limited to posting, disclosure, reproduction, broadcast, and transmission. The College may use any concepts, ideas or techniques contained within the designed products for any reason or purpose whatsoever including but not limited to developing and marketing services or applications using such data. The vendor shall covenant that any material published, or technologies used in the project will not violate or infringe on any copyright, trademark, patent, statutory, common law or proprietary rights of others, or contain anything libelous or harmful.
5. Technical Requirements
5.1. The marketing service should provide the following technical requirements:
- ADA Accessible
- Multi-modal advanced communications
- Comply with all applicable FCC regulations regarding advanced communications
- Resolve any accessibility issues that are discovered or encountered by end users
