TEXAS A&M UNIVERSITY-CORPUS CHRISTI PURCHASING DEPARTMENT REQUEST FOR PROPOSAL
RFP Number: RFP24-4558
Marketing and Recruitment of Select Online Undergraduate and Graduate Programs
PROPOSAL MUST BE RECEIVED BEFORE:
12:00 a.m. Central Time on June 6, 2024
MAIL PROPOSAL TO:
Texas A&M University-Corpus Christi
Procurement & Disbursements Department
6300 Ocean Drive Unit 5731
Corpus Christi TX 78412-5731
Rachal Ganson, Senior Buyer
Texas A&M University-Corpus Christi
Procurement & Disbursements Department
361-825-2513
SECTION II
STATEMENT OF WORK
2.1 Background. Texas A&M University-Corpus Christi is an expanding, doctoral-granting
university with a growing research agenda in the Texas A&M University System. The
university is committed to preparing graduates for lifelong learning and responsible citizenship
in the global community. We are dedicated to excellence in teaching, research, creative activity
and service. Our supportive, multicultural learning community provides undergraduate and
graduate students with a challenging educational experience through residential, distance
learning and international programs. The university’s federal designation as a Hispanic Serving
Institution (HSI) provides a foundation for closing educational gaps, while its strategic location
on the Gulf of Mexico and on the cultural border with Latin America provides a basis for
gaining national and international prominence.
2.2 Service Requirements. Services shall include, but are not limited to, the requirements
contained in this RFP. Services set forth that contain the words “must” or “shall” are
mandatory and must be provided as specified with no alteration, modification, or exception.
Services set forth that contain the words “may” or “can” allow Respondents to offer
alternatives to the manner in which the services are provided. The requested services and
corresponding deliverables are as follows:
The goal of this project is to partner with a Contractor to provide marketing and recruitment
services for students for select undergraduate online programs and graduate online and
residential programs. Texas A&M University-Corpus Christi seeks to strategically increase
enrollment at the undergraduate and graduate levels and seeks a partner with a track record of
assisting Universities in accomplishing that goal.
Currently, the University seeks the support of a Contractor to provide marketing and
recruitment to grow enrollment in a select list of programs:
Undergraduate Programs
• Bachelor of Business Administration (online)
• Sports Management (online)
• Psychology (online)
Graduate Programs
• Master of Science in Engineering (anticipating a move to online Fall 2025)
• Master of Science of Nursing (online)
• Family Nurse Practitioner (online)
• Doctor of Nursing Practice (online)
• Master of Public Health (online)
• Masters in Kinesiology (online or hybrid program)
Program Current Yearly Enrollment 3-Year Enrollment Goal
BBA (online) 75 300
FNP (online) 35 80
MPH (online) New Program 100
MSN (online) 15 80
DNP (online – TX only) 5 40
Psychology (online) New Program Delivery 120
Sports Management (online) 25 75
Engineering ** 10 100
Kinesiology (online) 10 50
** Engineering is anticipating moving to an online delivery format in Fall 2025
(a) Marketing
The vendor will be asked to work in partnership with the TAMU-CC Marketing
Department to develop market strategy for each program as well as execute on that
strategy. Market strategy may include print & digital—website, SEO strategies (paid),
Google Ad Words campaign (paid), Meta, LinkedIn, webinars/Facebook Live events, and
key events where having a physical presence is effective. Marketing strategy execution
includes print & digital marketing assets deployed— website, SEO strategies (paid),
Google Ad Words Campaign (paid), Meta, Linked In, web-based events scheduled with
faculty & program staff, and webinars. TAMU-CC values marketing strategies that
efficiently and effectively produce high-quality leads.
The vendor will provide a detailed marketing plan that includes a variety of digital
marketing and employer-based alliances. Vendor will work to ensure that TAMU-CC
complies with any and all special state and local approvals required for digital marketing.
In keeping with TAMU-CC goals, the vendor’s marketing plan will focus on marketing to
highly qualified students from diverse populations.
(b) Recruiting
The vendor will provide all recruitment services necessary to bring in highly qualified new
enrollments each semester on a rolling basis. TAMU-CC will provide standards for “highly
qualified” and will have the final say on the admission status of prospective students.
The successful vendor will provide a fully operational recruiting call center, including all
necessary facilities and technology. Part of the services provided through this recruiting
call center should include a technical help desk, a dedicated 1-800 number and program
landing pages for prospective students to inquire or gain information. The call center will
be in operation at least 12 hours per day during the work week. We are particularly
interested in proposals that include the use of innovative technologies to recruit students,
including the use of artificial intelligence (AI), chatbots, etc.
The vendor will be responsible for maintaining contact with prospective students through
enrollment, guiding the prospective student through the process. Contact may include
email, phone, text, social media, traditional mail, etc. The vendor will collect all pertinent
admissions information required to complete a student admissions file as specified by each
TAMU-CC program. Completed admission packets will be provided to the involved
Colleges for admission decisions. The vendor shall have no involvement in admissions
decisions. The vendor is expected to nurture all leads, including organic leads, and deliver
completed applications. After admission, the vendor will provide yield services to avoid
melt.
The vendor will not engage in cross-selling leads to other partners or other clients. We
strongly prefer dedicated enrollment coaches. We will give strong preference to bids in
which Texas A&M – CC retains ownership over the leads generated through any marketing effort for the University.
