Philadelphia Issues Marketing RFP

With this Request for Proposal (RFP), School District of Philadelphia (SDP) seeks to acquire the services of a qualified advertising and marketing firm to support its marketing initiatives around the issues of teacher and non-instructional candidate recruitment and other priorities related to the District’s action plan. SDP invites proposals from interested marketing agencies with experience in brand development and management; marketing; social media strategy, implementation, and management; website design and development; and market research.


The SDP is a separate and independent home rule school district of the first class, established in the Philadelphia Home Rule Charter under the First Class City Public Education  Home  Rule  Act P.L.643. A five-member School Reform Commission (SRC) currently governs the SDP. The SRC exercises all powers and has all duties of the Board of Education.

The SDP provides a full range of education services contemplated by statute. These include general, special and vocational education at the elementary and secondary levels, as well as related supportive services. Preschool services are also provided in response to the needs of the community. The SDP employs approximately 18,000 employees at over 300 locations including 218 schools, 3 administrative sites, 3 bus garages.

Scope of Work:

Preference will be given to agencies providing a broad range of services and an understanding of the unique nature of teacher recruitment in a large urban school district. The School District of Philadelphia every year hires between 800 and 1000 new teachers across all grades and disciplines, and around 1500 non-instructional employees. The School District of Philadelphia is looking for a comprehensive paid media campaign to highlight the unique benefits of teaching in Philadelphia and support teacher and non- instructional recruitment in harder to fill areas. Services should include:

  • Providing strategic campaign support, including planning, development, and execution; multi- channel outreach; and branded material development
  • Supporting internal marketing needs by providing integrated collateral templates
  • On-going strategic planning and consultation
  • Website strategic recommendations
  • Content creation ranging from video production, audio production and graphic design
  • Social media strategy development, content, and execution
  • Metrics and monitoring

The areas the School District is interested in advertising might include:

  • TV/Cable
  • Radio
  • Digital and social media
  • Billboards
  • Video pre-roll
  • Mailers

Areas of high need in teacher recruitment include the following:

  • CTE
  • Bi-lingual elementary
  • Special Education
  • Math
  • Science
  • Middle years (4-8) – all content areas

Areas of high need in non-instructional recruitment include:

  • Nurses
  • Bus drivers
  • Bus attendants
  • Special education classroom assistants
  • General cleaners

Due Date:

January 2nd, 2018



Office Of Procurement Services

440 N. Broad St 3rd Floor


Firms with education experience include Cohn & Wolfe and Finn Partners.

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