Cleburne Independent School District Request for Proposal Cleburne Independent School District is accepting proposals for: Paid Digital Media Strategy Development, Planning and Execution.
DEADLINE: Proposals will be opened in the Cleburne ISD Board Room, Friday, September 9, 2022 at 10:00 a.m.
Any questions should be directed to Michael Wallace, Executive Director of Technology for Cleburne I. S. D., 817-202-1174,[email protected].
Purpose
This Request for Proposal is for paid digital media strategy development, planning and
execution to support its marketing initiatives. The winning proposal will research the most
effective paid media channels and make media strategy and budget recommendations to
maximize reach and meet KPI goals.
Term: Cleburne ISD is seeking a 3 year term.
Media Markets:
• Detailed search of digital inventory/options for the targeted zip codes across paid social and
paid search channels
• Identification of reach and budget potential across highest performing channels
• Development and analysis of Cleburne ISD paid media strategy and budget recommendation
in support of marketing initiatives.
Media Strategy and Planning- including digital media
• Supply of detailed media plans and any updates or amendments to those plans (as required)
• Identification and selection of channels and setting relevant goals per channel
• Budget setting, analysis and justification
• Providing regular insights, market updates, training and knowledge of sharing relevant topics
to Advertiser's media planning including upcoming trends and developments
• Cooperating fully with Advertiser strategic partners (e.g. Google, Facebook, Twitter, etc.) and
third party technology providers (e.g. Data Management Platforms or Demand Side Platforms)
• Working in full collaboration with other agencies or in house team as instructed by Advertiser
(at Advertiser's request)
Media Buying-including digital media
• General account management of full media buying service
• Negotiation of agreements and placing of orders with Media Owners (including negotiation of
optimized rebates/discounts and payment terms)
• Campaign optimization
• Monitoring of placements and compliance with agreements by Media Owners (e.g. ensuring
that placements reflect the relevant orders and invoices, Advertiser guidelines have been
followed, etc.)
• Pre- and post-campaign analysis and reporting. Media Placement reporting should include at
minimum (where relevant):
• Webpage (URL) placement of all impressions, and instances of non-approved
placements (whitelist/blacklist).
• Performance versus all agreed target metrics (for example audience, CPM, clickthrough
rates).
• Declaration of all audience extension/sourced traffic unless otherwise agreed.
• Reporting of underperformance of trades based on viewable impressions, with
associated compensation methodology.
• Completion rates for all online video.
• Actual net cost of all placements by Media Owner/site and format, in aggregated and
individual form.
• Click-through rates or other agreed metrics by Media Owner/site and format.
• Online audience measurement through third party tools, such as Nielsen OCR
• Cooperating fully with Advertiser strategic partners (e.g. Google, Facebook, Twitter,
etc.) and third party technology providers (e.g. Data Management Platforms or
Demand Side Platforms)
• Working in full collaboration with other agencies instructed by Advertiser (at
Advertiser's request)
