Media Buying RFP Issued By Oregon State University

Scope: The selected contractor will provide services supporting, but not limited to:

1. The university’s ongoing brand campaign
2. Individual campaigns associated with areas of distinction, such as Robotics andAI
3. Signature events
4. Patricia Valian Reser Center for the Creative Arts (PRAx) campaigns
5. College, unit and enterprise-wide initiatives, such as OSU’s Economic Impactand the Huang Collaborative Innovation Complex.

The selected contractor will be expected to provide the following services:

1. Media Strategy and Planning

i.                Develop tailored media plans and strategies to meet university goals with maximum efficiency and effectiveness.

ii.             Provide audience targeting strategies based on campaign goals and audience insights.

iii.           Recommend channels, platforms, tactics and appropriate budget allocations.

iv.           Recommend strategies to cost-effectively maximize paid share of voice, 3+ reach and average frequency.

v.             Present options for base, recommended and optimal media budgets based on the addressable market.

2. Media Buying and Execution

i.                Negotiate and purchase media placements across all channels, including: digital (e.g., display, digital audio streaming, social, search), print, radio, linear and nonlinear TV, and out-of-home.

ii.             Secure additional value-added opportunities and bonus placements.

iii.           Provide monthly payment reconciliation and credits.

iv.           Evaluate and test new opportunities.

3. Campaign Management and Optimization

i.                Monitor campaign performance and adjust tactics as needed to optimize the return on media spend.

ii.             Coordinate with university teams for creative refreshes and asset delivery.

4. Measurement and Reporting

i.                Assist OSU with setting up conversion tracking (across multiple domains when necessary).

ii.             Deliver regular performance reports (based on creative, campaign and targeting approaches) with actionable insights and key metrics, customized to meet OSU’s needs.

iii.           Adjust strategy based on performance reports and budgets as needed.

iv.           Provide quarterly business reviews.

v.             Provide post-campaign analysis and strategic recommendations.

vi.           Evaluate creative strategies against best practices and trends.

5. Account Management

i.                Attend regular planning and status meetings.

ii.             Provide a dedicated account manager.

iii.           Collaborate with internal stakeholders and other university vendors, as needed.

Proposals must demonstrate the proposer’s ability to:

5. Develop strategy informed by market research, media consumption insights, and audience research.
6. Work as a strategic thought partner with a track record of successful collaboration with other agencies and with the client’s multichannel integrated marketing and communications teams.
7. Create multichannel campaigns that build brand awareness, shape public perception, and increase OSU’s reputation among targeted audiences.

Due Date: September 11, 2025 (2:00 pm, PT)

Contact: bids@oregonstate.edu Scott Lommers Scott.Lommers@oregonstate.edu