Social Media RFP Issued in New Mexico

Located in Roswell, New Mexico, the New Mexico Military Institute offers a rich history and tradition of educating tomorrow’s leaders through a program of strong, challenging academics, leadership preparation, and character development. Known as “The West Point of the West,” NMMI remains the only state-supported co-educational college preparatory high school and junior college in the United States. Serving the educational needs of an international student population, the Institute has strict admissions standards that yearly result in an enrollment of approximately 1,000 students who come from 36 states, 2 US territories (Puerto Rico and American Samoa), and 33 foreign nations.

NMMI grants High School diplomas and Associate of Arts and Associate of Science degrees. The Institute’s emphasis on qualities of honor, integrity, and responsibility, contributes to its unique educational philosophy.

Leadership training is provided to all cadets at the college level, through the Reserve Officers Training Corps (ROTC) program, and at the high school level through the Junior ROTC program. The ROTC Program offers college cadets the opportunity to receive a commission in the U.S. Army through the 2-Year Early Commissioning Program. Cadets may pursue commissions in the U.S. Army, Air Force, Navy, Marine Corps, Coast Guard, and Merchant Marines through the Service Academy Preparatory Program.

NMMI graduates prove successful in every field of endeavor, business, industry, public service, education, the professions, or careers in the military. Surveys of graduating classes show consistently that 95 percent of NMMI graduates go on to complete a four-year degree at outstanding schools such as Penn State, Stanford, Rice, Cornell, University of Texas, Arizona State University, University of Colorado, and the nation’s Service Academies.

As an institution of higher and secondary education, the Institute has the mission of enabling individual development through challenging academic preparation in a structured learning environment that affords extensive opportunities for leadership and character development. In support of this mission, the Institute’s treatment of all cadets places key value on trust, student knowledge, integrity, service and responsibility all within the framework of an Honor Code stating that “a cadet will not lie, cheat, or steal or tolerate those who do.”

Interesting item:

In 1889, Isaac Hamilton Rapp traveled west to Trinidad, Colorado to set up his first architectural practice with C.W. Bulger, specializing in public buildings. The firm dissolved after a few years. Rapp’s brother, William Morris, arrived in 1892 when they established the firm I.H. & W.M. Rapp Co. In 1909, A.C. Hendrickson joined the firm, creating the partnership I.H. & W.M. Rapp and A.C. Hendrickson. The three partners secured a firm foothold in Trinidad, resulting in numerous commissions for Trinidad’s major commercial structures, including the Las Animas County Courthouse, and the first National Bank of Trinidad. The commercial success of the firm extended beyond southeastern Colorado to Las Vegas and Santa Fe, New Mexico, and continuing south to the New Mexico Military Institute in Roswell. Later, Rapp’s architectural aesthetic made a dramatic evolution through a personal interest in New Mexico’s southwestern vernacular. In 1913, the impetus for Santa Fe to establish an architectural style directed toward enlivening local culture and generating tourism created recognition for Rapp. Among his prominent Santa Fe buildings are the New Mexico Museum of Fine Art, and the La Fonda Hotel, both exemplifying characteristics of the Spanish Pueblo Revival Style, including warm earthen colors, thick adobe walls, and sculptural, horizontal lines. Rapp’s contributions to Santa Fe architecture precede that of John Gaw Meem, who arrived four years after his retirement, and became Rapp’s major successor.

Scope of Work:

NMMI is looking to continue leveraging Social Media, Digital Marketing and Word of Mouth marketing to impact new student recruitment and retention of current students. NMMI seeks consulting services that support the current Digital Marketing and Social Media Strategy and continued monitoring, training and support of that strategy where new student and retention enrollment goals are concerned. The Consultant is expected to provide the following deliverables based on the current Digital Marketing Admissions Strategic Plan: 

1. Evaluate and provide support in creation, implementation and execution of 12-month marketing plan.

a. Provide support to NMMI departments to coordinate/create successful marketing campaign. (Admissions, Alumni, Commandant, Academics & Athletics.)

b. Provide review and insight with regards to marketing pieces to include: Press releases, magazines, mailers, and other forms of print marketing.

c. Provide detail list marketing material that needs to be generated and target date(s) for disbursal.

2. Evaluate/assess/create content for NMMI Social Media sites

a. Provide ongoing support for all platforms for organic content including Facebook, YouTube, Twitter, Instagram, Snapchat and Blog platforms

b. Review content/graphic/videos provided by the marketing team and make recommendations re: placement to increase engagement

3. Provide ongoing Training to NMMI Social Media Advocates

a. Evaluation and training of current and additional NMMI Social Media Advocates to be provided as needed and ongoing, to include cadets and faculty/staff.

4. Provide ongoing monitoring of NMMI Social Media sites

a. Provide ongoing evaluations of Advocate posted content; repurpose user-generated content as appropriate

b. Provide periodic metrics of various platform activity

5. Provide ongoing support and creation of digital marketing campaigns including search engine marketing and paid social media marketing to support key admissions initiatives

a. Provide campaign creative based on assets provided, set-up and keyword analysis

b. Provide set-up, ongoing optimization, reporting and key metrics and review with admissions team on all campaigns

6. Provide content creation consultation for website landing pages that support paid campaigns

a. Provide consultation re: pages needed for paid campaigns

b. Provide creative and design recommendations to enhance conversions for NMMI online ad-driven landing pages

c. Provide basic metrics re: campaign traffic to landing pages to measure KPI’s

4. TERM 

The initial term of the contract will be for a four-year period beginning 1 July 2020 through 30 June 2024. Thereafter, unless either party notifies the other in writing at least 120 days before expiration of the initial term, or then current renewal term, of its intention not to renew or to modify, this contract shall automatically renew an additional two-year renewal term under the terms and conditions set forth in this contract, not to exceed 30 June 2026.

Due Date:

2:00 p.m., on 24 June 20


Board of Regents New Mexico Military Institute By: /s/ COL Timothy Paul

Agencies to consider include Alison Brod PR and Hunter PR.

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