Scope: The Arizona Board of Regents (ABOR) is a constitutionally created, statutory body corporate of the State of Arizona, which governs Arizona State University (ASU). Through this Request for Proposals (RFP), ASU requests proposals from qualified firms to provide services for the economic and effective placement of advertising in various media and markets. This includes paid outreach to prospective students, parents, alumni, influencers, donors, etc.
1.1.1 Proposer will review the Specifications/Scope of Work and certify that they have read, understand, acknowledge, and agree that they can meet the requirements in the attached Specifications/Scope of Work document.
1.1.2 Proposer will outline the overall best approach, in their expert opinion, to provide the requirements described herein per the specifications/scope of work. Proposer will explain how they will ensure comprehensive and innovative media planning and buying capabilities, including traditional and digital media. Explain how your firm will reach the Arizona and California markets to establish effective and creative media opportunities designed to reach ASU target audiences such as prospective students, industry professionals and alumni. Include details on how your firm provides a cohesive process and method for accomplishing work.
1.1.3 Proposer will provide an overview of the vendor’s plan to access new markets and audiences as a result of Sun Devil Athletics realigning to the Big 12 Conference, as they relate to the Scope of Work.
1.1.4 Proposer will provide an overview of the vendor’s planning and buying process, methodology, capabilities, research tools, etc. as they relate to the Scope of Work.
1.1.5 Proposer shall demonstrate how they will meet ASU’s requirements under this RFP using contemporary knowledge of what is new and effective in digital media, namely for PPC, digital display and social media. Additional services may include predictive analysis and CRM consulting.
1.1.6 Proposer will provide details on how they plan to export media data into Google Cloud Platform BigQuery data warehouse while meeting the requirements of the Specifications/Scope of Work described in this RFP.
1.1.7 Proposer will provide details on how they plan to leverage Looker, PowerBi and/or Tableau while meeting the requirements of the Specifications/Scope of Work described in this RFP.
1.1.8 Proposer will provide details on how they plan to use Google Analytics GA4 while meeting the requirements of the Specifications/Scope of Work described in this RFP .
1.1.9 Proposer will provide details on how they plan to use Google Tag Manager while meeting the requirements of the Specifications/Scope of Work described in this RFP .
1.1.10 Proposer will provide details on how they plan to use advertising technology and platforms while meeting the requirements of the Specifications/Scope of Work described in this RFP. Including but not limited to: Google Ads, Google Campaign Manager 360, Google Search Ads 360, Google Display and Video 360, Meta Business Suite, LinkedIn Business Manager, and Microsoft Advertising.
1.1.11 Proposer will describe any technology different from those listed in Question 1.1.10 that your firm would like ASU to consider. Provide a detailed description of each and any estimated costs.
1.1.12 Proposer will acknowledge and agree that if there are new technologies utilized on behalf of ASU, ASU will establish initial platform ownership. In the event ASU is not able to establish initial ownership, the Agency will transfer account ownership to ASU in the event the contract is terminated.
1.1.13 Proposer will explain their process for ensuring that the services provided to ASU will be in compliance with GDPR, CCPA and other data privacy regulations.
1.1.14 Proposer will provide information on proposed staffing, to include names and bios for senior staff and team members who will be working on the ASU account. Proposer will provide a primary, senior contact who will serve as go-to for all communications. ASU requires a senior-level account manager/supervisor as the primary contact. This contact would also be expected to attend any discussions or interviews required by ASU during the RFP evaluation process.
1.1.15 Proposer will identify the key issues and potential obstacles with respect to the Specifications/SOW identified herein. Proposer will provide a basic methodology to address and overcome all identified issues and obstacles.
1.1.16 Proposer will acknowledge and agree that the vendor’s media planner/buyer(s) must be impartial and objective in relationships with all media organizations. Personal relationships for business affiliations shall not take precedence over ASU’s interests in any media buying decisions undertaken on the University’s behalf.
1.1.17 Proposer must acknowledge and agree that all planned media buys must be kept confidential. The vendor must not release any information about any campaign at any time without prior approval from ASU.
1.1.18 Proposer must acknowledge and agree that all proposed media schedules (and media buys) and creative artwork must be approved by ASU through ASU-managed processes and platforms prior to being placed.
1.1.19 Proposer will acknowledge and agree that all media plans are to be presented when requested, targeted by the specific unit or campaign. Flowcharts should include cost, impressions, reach and frequency.
1.1.20 Proposer will acknowledge and agree to utilize ASU-owned BI platforms for data visualization and reporting purposes. ASU will own all dashboards with the Agency being an administrator/editor.
1.1.21 Proposer will acknowledge and agree that any subcontracted work shall be subject to ASU’s approval.
1.1.22 Proposer acknowledges and agrees that they are able to provide all labor, supervision, management, administrative and support services, materials, equipment, insurance, tools, machinery, transportation, and other goods and services of any kind or type necessary to fulfill all requirements in accordance with the Specifications/Scope of Work described herein.
Due Date: 4/14/2025 2:00 PM MST
Contact: Isabel Carrillo ilopez@asu.edu
