This document constitutes a request for sealed proposals from qualified contractors for an
advertising and media buying partner for Ozarks Technical Community College in accordance
with the requirements, terms and conditions of this Request for Proposal.
Date and Time Returnable: September 20, 2024 at 3:00 PM CST.
1. Introduction
Ozarks Technical Community College (Ozarks Tech) is soliciting proposals from
experienced and innovative advertising agencies to serve as our strategic partner for media
planning, buying, and creative development. The selected partner will assist in expanding
Ozarks Tech’s brand awareness, enhance student recruitment efforts, and promote various
academic programs through digital, streaming, and traditional advertising channels.
2. About Ozarks Technical Community College
Ozarks Technical Community College, commonly called “Ozarks Tech,” is a dynamic
educational institution providing various academic and workforce training programs. The
college serves approximately 10,000 students each semester across six locations in
Southwest Missouri: Springfield, Richwood Valley, Table Rock, Republic, Waynesville,
and Lebanon. While most of our students are traditional learners, we also target adult
learners looking to further their education or change careers.
Ozarks Tech’s brand message, “You Have a Dream, We Have a Plan,” has been central to
our marketing efforts. Our goal is to develop this brand further while strategically engaging
key audiences to increase enrollment and community support.
3. Project Overview
Ozarks Tech seeks a comprehensive advertising partner to manage all aspects of our paid
advertising strategy, media planning, and placement. This includes digital and traditional
media across various platforms to effectively reach our diverse audience segments.
The college currently allocates approximately $500,000 annually toward paid advertising,
utilizing a blend of digital and traditional media. We aim to maximize the effectiveness of
this budget through strategic partnerships and innovative advertising solutions.
Section 2: Scope of Work
The selected agency will be responsible for the following:
4.1 Media Strategy and Planning
• Develop a comprehensive, data-driven media strategy that aligns with Ozarks Tech’s
marketing goals.
• Identify key audience segments and recommend the most effective media channels to
reach them, including new and emerging platforms.
• Provide strategic recommendations for media mix, budget allocation, and timing to
optimize campaign performance.
4.2 Media Buying and Placement
• Execute media buys across a range of platforms, including but not limited to:
o Digital Channels: Google Ads, social media platforms (Facebook,
Instagram, LinkedIn, etc.), geofencing, and digital streaming services (e.g.,
Hulu, Spotify).
o Traditional Channels: Billboards, broadcast TV and radio, terrestrial radio,
bus wraps, print media, etc.
• Monitor and adjust placements in real time to maximize reach and impact.
• Negotiate rates and secure placements per the college’s budget and campaign goals.
• Clearly state the percentage fee your agency charges for media buying services. This
fee should be included in the total cost proposal and reflect any additional services
provided.
4.3 Performance Reporting and Optimization
• Provide detailed, bi-monthly performance reports with insights into campaign
effectiveness, including critical metrics such as reach, engagement, conversions, and
ROI.
• Provide the Ozarks Tech Marketing and Communications team with a reporting
dashboard that provides real-time access to campaign data.
• Regularly adjust strategies and tactics based on performance data to improve
campaign outcomes and capitalize on audience behavior trends.
• Present campaign performance and strategic recommendations to Ozarks Tech senior
leadership as needed, potentially several times a year.
4.4 Communication and Collaboration
• Meet with the Ozarks Tech Marketing and Communications team twice monthly to
review campaign progress, discuss strategy, and address any concerns or adjustments
needed.
• Be available for ad-hoc meetings and communications to ensure campaign success.
4.5 Agency Requirements and Preferences
USA-Based Operations
• The agency must be based in the United States, with all personnel managing and
working on Ozarks Tech’s campaigns also located within the USA.
Local Market Knowledge
• Preference will be given to agencies familiar with the Southwest Missouri market,
including understanding local demographics, media landscape, and cultural nuances.
• Agencies that can meet with Ozarks Tech’s team in person are strongly preferred.