Media RFP Issued By Fayetteville Technical Community College

Title:  Media Audit and Advertising Services

Request for Proposal #: 96-2505

Scope: Fayetteville Technical Community College (FTCC) has historically invested in various advertising and marketing channels aimed at diverse student populations, including traditional learners, adult learners, active-duty military, veterans, and military family members, as well as working professionals seeking short-term workforce credentials, continuing education and certification courses. However, the effectiveness, reach, and return on investment of these marketing efforts require comprehensive evaluation and strategic refinement. There is an ongoing need to ensure that media investments are optimized for current market conditions, audience behaviors, and institutional goals.

The purpose of this project is to perform a comprehensive media audit and to develop a data-informed media strategy that enhances FTCC’s enrollment outcomes, brand presence, and marketing efficiency. The selected vendor will provide expert insights and services to evaluate past performance, identify optimization opportunities, design audience-specific media strategies, and implement, monitor, and refine media campaigns in alignment with institutional priorities.Vendors shall also detail the technical tools and platforms to be utilized, including experience with media and analytics platforms such as Google Ads, Facebook Business Manager, LinkedIn Campaign Manager, Google Analytics, and Google Tag Manager. Vendors should describe their capabilities in CRM integration (e.g., Element 451, Salesforce, Ellucian), marketing automation platforms, and mediamonitoring or competitive intelligence tools. Additionally, proposals must address reporting and dashboard capabilities, including customer report development, real-time performance monitoring, automated alerts, data visualization tools, and executive-level reporting.

5.0    SPECIFICATIONS

Comprehensive Media and Advertising Audit

5. Historical Performance Analysis – Conduct a thorough review of FTCC’s advertising investments over the past 24 months.
   • Campaign Performance Review

            Analyze all paid advertising campaigns across all channels

            Evaluate creative performance and message effectiveness

            Review audience targeting accuracy and reach metrics

            Access conversion rates and cost per acquisition by channel

            Identify top-performing campaigns and content types

5. Budget and Spend Analysis

            Review media budget allocation across channels and time periods

            Analyze cost efficiency and return on investment

            Identify budget optimization opportunities

            Evaluate seasonal spending patterns and effectiveness

5. Channel Performance Assessment

            Traditional media (radio, print, outdoor, TV)

            Digital advertising (display, search, social media)

            Direct mail and print material

            Event marketing and sponsorships

            Website and SEO performance

5. Current Media Portfolio Evaluation
   • Vendor and Contract Analysis

            Review existing media vendor relationships and contracts

            Evaluate service levels and performance

            Assess cost competitiveness and value

            Identify contract optimization opportunities

5. Geographic and Market Analysis

            Evaluate coverage areas and market penetration

            Assess reach within primary, secondary, and tertiary markets

            Review military installation targeting and effectiveness

            Analyze coverage gaps and opportunities

5. Digital Presence Assessment

            Website analytics and user experience evaluation

            Search engine optimization (SEO) performance

            Social media presence and engagement analysis

            Online reputation and review management assessment

5. Competitive Market Analysis
   • Regional Presence and Opportunity Analysis

            Identify key competitor institutions and their advertising strategies

            Monitor competitor media placements and budget estimates

            Analyze competitor messaging and creative approaches

            Assess competitor digital presence and engagement

            Identify market opportunities that would be beneficial in the region touched by the college

5. Market Share and Positioning

            Evaluate FTCC’s share of voice in key markets

            Identify messaging gaps and opportunities

            Benchmark performance against peer institutions

            Assess competitive advantages and vulnerabilities

5. Technology and Tools Evaluation
   • Marketing Technology Stack Assessment

            Review current marketing tools and platforms

            Evaluate integration capabilities and data flow

            Assess tracking and attribution accuracy

            Identify technology gaps and improvement opportunities

5. Analytics and Reporting Capabilities

            Review current analytics setup and reporting

            Evaluate data quality and actionability

            Assess attribution modeling and customer journey tracking

            Recommend improvements to measurement and reporting

5. Audit Findings and Strategic Recommendations
   • Performance Summary and Insights

            Executive summary of key findings

            Channel-by-channel performance analysis

            ROI analysis and efficiency metrics

            Audience insights and behavior patterns

5. Optimization Recommendations

            Immediate optimization opportunities

            Budget reallocation recommendations

            Channel strategy improvements

            Creative and messaging enhancements

5. Strategic Recommendations

            Long-term media strategy recommendations

            New channel opportunities and testing plans

            Technology and process improvements

            Performance tracking and measurement enhancements

Media Planning and Strategy Development

Audience-Focused Media Plans – Based on audit findings, develop comprehensive media strategies for:

5. First-Time Learners (Traditional Students)
   • Channel mix optimized for 17-24 age demographic
   • Digital-first approach with social media emphasis
   • Influencer and peer-to-peer marketing opportunities
   • High school partnership and event marketing
6. Adult Learners
   • Multi-channel approach including traditional and digital
   • Professional network and workplace marketing
   • Evening and weekend media placement strategies
   • Childcare and family-friendly messaging timing
7. Military-Connected Students
   • On-base and military-focused media opportunities
   • Military publication and website placements
   • Geofencing around Fort Bragg and housing areas
   • Veteran and military spouse organization partnerships
8. Employer Relations Targets
   • Identify strategies to better connect with potential employers of graduates in key high demand sectors
   • Recommendations for publication or media outlets
9. Integrated Media Strategy Components
   • Channel mix recommendations with budget allocation
   • Geographic targeting and market prioritization
   • Seasonal timing and campaign calendar
   • Creative requirements and production planning
   • Budget scenarios (conservative, moderate, aggressive)
   • Performance projections and success metrics

Campaign Implementation and Management

5. Media Buying and Placement Services
   • Execute media buys across all recommended channels
   • Negotiate optimal rates and added value opportunities
   • Manage campaign launch and optimization
   • Coordinate creative production trafficking
   • Ensure brand compliance and quality control
6. Campaign Monitoring and Optimization
   • Real-time campaign performance monitoring
   • Weekly optimization and adjustment recommendations
   • A/B testing of creative, messaging, and targeting
   • Budget pacing and reallocation as needed
   • Lead quality assessment and optimization
7. Integration and Tracking Setup
   • Implement comprehensive tracking and attribution
   • Set up conversion tracking and goal measurement
   • Integrate with FTCC’s student information system
   • Create automated reporting and alerting systems
   • Establish lead scoring and qualification processes

Performance Analysis and Reporting

5. Regular Reporting and Communication
   • Weekly campaign performance updates
   • Monthly comprehensive performance reports
   • Quarterly business reviews with strategic recommendations
   • Annual planning and budget development
6. Detailed Analytics and Insights
   • Campaign performance metrics by audience and channel
   • Cost per lead and cost per enrollment analysis
   • Audience behavior and engagement insights
   • Geographic and demographic performance analysis
   • Competitive intelligence and market updates

Due Date: August 05, 2025 At 2:00PM ET

Contact:  Ginny Griffith griffitv@faytechcc.edu