Morgan State University Issues Digital Marketing RFP

Morgan  State University, founded  in 1867, is  a  doctoral/research  university and has issued an RFP for a Digital Marketing and Branding of Online Degree and Certificate Programs. With  an enrollment of over  7,725  students and  a staff of 2,200,  the  Northeast Baltimore campus is the largest of the State’s four historically black institutions and offers baccalaureate, master and  doctoral programs in the fields of liberal  arts, the sciences, engineering, public  health, nursing, education, and  business, etc.

Morgan  has  taken  the  strategic  decision  to  offer  an  increasing  number   of online  degree programs.   These  online  degree  and  /or  certificate  programs  are  expected  to  be  launched during  the  fall  2016  semester  with  additional   degree   and/or  certificate   programs   being launched  at  regular  intervals  in subsequent semesters.   With the rapidly changing  pace  of education,  attracting prospective  students in a digital world is a strategic imperative  and must be executed  in a very competitive and dynamic environment.

In  order  to successfully  launch, grow, and  maintain  a  pipeline of students, Morgan  plans to invest in a sustained  marketing and branding program to support  the 4 online degree  programs currently  being offered  and the 3 new degree  programs as well as 2 online certificate  programs approved  by the  Maryland Higher Education Commission (MHEC). Additionally, the  marketing and  branding  plan  is expected   to  support   several   proposed   online  degree   and  certificate programs currently in the development pipeline.  The crowded  marketplace  along with both the regional  (and  in some  cases  national)  reach  of  online  programs  necessitates retaining  an experienced   firm with  a  demonstrated track  record  of success  working with  universities  to market and launch their online programs.

In support of all of the approved programs, Morgan is seeking to engage a firm to provide marketing strategy and execution across a variety of digital platforms to assist the University in the following Scope of Services including:

1. assisting online programs in identifying target student audiences,

1. helping in developing plans for recruiting the students,

1. developing detailed  multi-media,   including  electronic  and  as  appropriate   hard  copy messaging to support the marketing and branding of degree and certificate programs,

1. assisting the respective programs in developing value propositions ,and

1. executing the approved multi-media marketing and branding strategies.

The successful offeror will develop an Inbound Marketing strategy to drive prospective applicants to Morgan’s various online degree and certificate programs, web pages, and develop strategies to capture those students and convert them into applicants.

Proposal due by September 19 to:

Procurement Department

Morgan State University

Washington Service Center, Room 107

1700  E. Cold Spring Lane

Baltimore, Maryland 21251-0001

PR firms in Maryland are Weber Shandwick, Stanton Communications and Warschawski.