Technical Community College Issues Media RFP

2017-05-26 by Richard D. Pace

Asheville-Buncombe Technical Community College Issues Media RFP

State of North Carolina Asheville-Buncombe Technical Community College has issued an RFP for Media Services.

Purpose:

Tech secures professional media buying services to help design strategic media plans for the purpose of branding the College and increasing enrollment in the College and its programs. The professional media buyer is able to secure strategic advertising placements that reduce advertising costs and are measured for effectiveness.

Background:

Asheville-Buncombe Technical Community College (A-B Tech) is a comprehensive, two-year college located in western North Carolina that prepares students for careers or to continue their education at four-year colleges and universities. The College is consistently rated as exceptional by the North Carolina Community College System based on state-mandated performance measures. A-B Tech awards short-term certificates, one-year diplomas and two-year degrees in more than 65 academic programs. In addition, it offers hundreds of non-credit courses ranging from GED preparation to practical skills, and acts as an economic catalyst for the region by providing such services as customized training for business and industry and small business incubation. About 26,000 students enroll at A-B Tech each year, giving the College the largest headcount of any institution of higher education in western North Carolina. More than 80% percent of the nearly 11,000 curriculum, or credit, students live in the College’s service area of Buncombe and Madison counties. The average age of curriculum students is 28. About 73 percent of its non-credit students live in the service area, and the average age of those continuing education students is 40. Additional demographic information is available at abtech.edu/factbook.

Scope of work:

The media plan may include: billboard, transit, radio, broadcast television, cable television, online advertising and social media. Please provide a rationale for the methods included in the plan as well as data that support the recommendations.

  • Outdoor
    Location recommendations (if available include pictures), traffic numbers, investment amount and terms.
  • Television
    Provide station, program, day/time, index numbers, length of schedule/sample schedule, reach and frequency as related to target audience, investment amount.
  • Radio
    Provide station, day/time, and type of program, length of schedule/sample schedule, reach and frequency as related to target audience, investment amount.
  • Internet/Social Media
    Include SEM, targeted social media advertising; year-round SEM plan, length of schedule, reach, frequency for targeted social media – (Facebook, Twitter, Youtube, LinkedIn, other.

Proposal is due on May 30th to:

Asheville-Buncombe Technical Community College
Attn: Becky Watkins, Purchasing Agent
340 Victoria Road
Asheville, NC 28801

French-West-Vaughn is located in North Carolina.

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