Northwood Technical College REQUEST FOR PROPOSAL 25-96300-CW-DIGITAL MARKETING Digital Marketing Buying Services
DUE DATE
Sealed proposals must be received by the Northwood Technical College Purchasing Department by or prior to 2:30 PM CST, on Tuesday, August 13, 2024.
The Vendor shall be responsible for delivery of the proposal to the designated place on or before the date and time specified. Proposals received after time of closing will be rejected and returned to the Vendor. Failure to examine any and all documents will in no way relieve the successful Vendor from the necessity of supplying the required products in accordance with the proposal.
2. PUBLIC OPENING
Proposals will be publicly opened on Tuesday, August 13, 2024 at 2:30 PM CST. The public bid opening will be available via a Microsoft Teams Meeting. Ctrl + Click the link:
1. A webpage will open, where you will see two choices: Download the Windows app and Join on the web instead. If you join on the web, you can use either Microsoft Edge or Google Chrome. Your browser may ask if it is OK for Team to use your mic and camera. You may allow it so you will be seen or heard in the meeting.
2. Enter your name. Choose your audio and video settings, if applicable.
3. When you are ready, Click Join now.
4. This will bring you into the lobby and will notify the Northwood Technical College staff that are you there. You will be admitted to the meeting.
SCOPE OF WORK
Northwood Technical College has a dedicated in-house marketing and public relations team and is seeking a firm to coordinate the digital media services for the college. Northwood Tech may provide creative materials along with the campaign direction. The expectation is that the awarded Vendor and Northwood Tech will meet monthly
via Microsoft Teams to analyze results, evaluate ongoing campaigns, and implement upcoming media campaigns.
All proposed media schedules must be approved by Northwood Tech before they can be implemented.
We have attached our most recent Media Survey Results (Appendix A) and our newly updated Brand/Style Guide (Appendix B) for your reference.
BUDGET
Assume the college has approximately $90,000 per contract year (October-September) to spend on a digital
marketing plan.
TIMING
Northwood Tech’s fiscal year runs July 1 – June 30
PROJECT
Northwood Tech plans to focus marketing on driving enrollment for all programs, any upcoming new programs, as well as increasing awareness on the MN and MI borders that border our region. Other initiatives may include geographic or specific audiences within
Northwood Tech’s prospects including, but not limited to, dual credit high school students, new prospects living near the new Stillwater bridge in MN, promotion of Northwood Technical College Pathways and enhanced promotion of Northwood Tech’s outreach centers and programming offered at outreach centers.
TARGET MARKET
While target markets for specific programs can vary, overall:
Primary: Adults 17-49, Average around 29
Our students come to Northwood Tech for a number of reasons and from many different backgrounds. We have direct from high school who are looking for the technical skills needed to get them into the workforce or using Northwood Tech as a starting point in their education, knowing they are going to transfer on to receive their bachelor’s degree. Most students come to Northwood a few years post high school and are looking to better
their lives through education. Dislocated workers come to the college after lay-offs, looking to improve their skills or switch career fields.
Secondary: Business and industry employers/employees
Within the 25-65 age demographic, there will be a significant emphasis in 2015-17 on capturing business and
industry employers and employees for professional, custom training, development, testing and licensure for
individual employees or whole businesses.
Other audiences include:
Parents of younger students 16-29
Northwood Tech district resident/community
GEOGRAPHIC
The Northwood Tech District and target market extends into neighboring states and is comprised of all or parts of the following counties in WI, MN, and MI:
Superior and Ashland Campuses:
o Ashland, Bayfield, Douglas, and Iron County in WI, southern St. Louis, Lake and Carlton County in MN, and Gogebic County in MI
New Richmond Campus:
o Burnett, Polk, and St. Croix County in WI, Washington County in MN (open to more bordering counties in MN near Stillwater)
Rice Lake Campus:
o Barron, Rusk, Sawyer, and Washburn County in WI
PROPOSAL SUBMISSION DETAILS:
Vendors interested in being considered for this contract should submit the following as part of their proposal:
1. A detailed account of agency expertise in digital media buying, highlighting:
Capabilities and experience in all media, including:
– Online media buys, including paid search, display ads, and retargeting ads
– Mobile phone advertising
– Social media strategy and ad buys
– Opportunities in new or non-traditional media (i.e. Pandora radio, etc.)
Media buying software used
How ratings are obtained (it is expected that the contractor will use the most recent
demographics and ratings data available to determine media purchases)
Documentation of similar buys in the market
Creativity and expertise in campaign strategy and ad design and appropriate landing pages, should that be needed (as of now, the plan is for Northwood Tech to hand over completed campaign ads for branding and programs to be marketed. We will have target demographic information for each program that will be marketed.).
2. Total years in business, with a description of agency services.
3. An outline of the agency’s standard methodology for measuring and evaluating the success of media buys.
4. The number and qualifications of staff available to support the media buying service.
5. Disclosure of relationships with other educational institutions or media firms.
Disclosure of any outsourcing to other organizations (subcontracting will not be allowed without prior approval of Northwood Tech)
6. Three agency references, including name, address, telephone number, and email of the organization’s
contact person.
7. An example of how your company would divide the budget amongst different types of digital media.
8. A description of the agency fee structure and/or rates.
9. All other forms as outlined on Page 15.
Specifications
1. The selected agency must be able to provide analysis showing why the specified media was chosen, to include reach, frequency, and estimated cost.
2. It is expected that the selected agency will use the most recent demographics and ratings data available to determine media purchases.
3. The selected agency must demonstrate a commitment to working with Northwood Tech to develop measurable outcomes for all aspects of the plan, including a focus on ROI.
