Maryland 529 Issues RFP For Digital Marketing Services

Maryland 529 is issuing this Request for Proposals (RFP) for the purpose of having a short-term digital marketing advertising campaign that will promote the Maryland 529 college savings plans.

Background:

Maryland 529 offers two 529 education savings Plans: the Senator Edward J. Kasemeyer Maryland Prepaid College Trust (MPCT) allows families to purchase one semester up to four years of future college tuition at a current price and is backed by a Maryland Legislative Guarantee; and the Senator Edward J. Kasemeyer Maryland College Investment Plan (MCIP) which currently offers 18 no-load investment options and is managed and distributed under Maryland 529’s current contract by T. Rowe Price Associates, Inc. Account holders and contributors with Maryland taxable income in either or both plans are eligible to receive an income deduction of up to $2,500 per year, per MPCT account or per MCIP beneficiary.

Each plan is based on a different savings strategy and each offers distinct benefits. The staff of Maryland 529 administers all aspects of the MPCT and oversees and administers the Board’s contract with the management firm for the MCIP. The MPCT and the MCIP are marketed jointly as two options under the umbrella of Maryland 529.

Scope of Work:

The Contractor shall:

Develop, execute, and evaluate a three and a half (3.5) month digital marketing campaign.

1. The Contractor shall provide a digital advertising plan that includes banner ads, text ads, search advertising, social media advertising, mobile ads, HTML emails and web videos. Maryland 529 has implemented a geo-targeted search term campaign, Facebook advertising campaign, web banner ad campaign and video ads.
2. The Contractor shall provide ad design, production, and copy associated with the campaign. For search ads, the Contractor shall develop the search term database and maintain the campaign. The Contractor may also be asked for its support with website updates, HTML emails and video or podcast distribution as deemed necessary. Content is to be developed in tandem with the Maryland 529 marketing team. E-mails can be used for both prospects and current customers.
3. The Contractor may be required to assist in the scripting, production, editing and duplication of an educational video presentation about Maryland 529 or modification of the Maryland 529 existing video presentation on the Maryland 529 website. Current videos are located on the Maryland 529 YouTube channel and vary in length based on a Q&A type format.
4. The Contractor shall report on the performance of the digital display and search results to be provided on a monthly and quarterly basis.

Due Date:

August 3rd

Address:

Michelle Winner

217 E. Redwood Street, Suite 1350

Baltimore, Maryland 21202

Agencies to consider include Shift Communications and W2O Group.