Texas A&M University, subsequently referred to as Texas A&M, Master of Business Administration (MBA) in Mays Business School is accepting proposals and intends to enter into an agreement with a qualified firm to support its marketing initiatives. MBA invites proposals from interested marketing agencies with experience in brand development and management; marketing; social media strategy, implementation management, and website design and development. Preference will be given to agencies providing a broad range of services; subcontracts with local providers are acceptable.
Established in 1876, Texas A&M has since grown to become
a world leader in teaching, research, and service, with an international
reputation for excellence in both academics and athletics. With an enrollment
of more than 65,000 students at the main campus in College Station, Texas
A&M is the fourth largest among U.S. universities and graduates more than
17,000 students each year. More than half of the university’s 400,000 alumni,
known as “former students,” have graduated since 1999, reflecting
Texas A&M’s mercurial growth. Located in the heart of Texas within just
three hours from five of the nation’s 20 largest cities (Houston, San Antonio,
Dallas, Fort Worth and Austin) and home to the George Bush Presidential Library
and Museum, Texas A&M is a popular and convenient destination for visitors
from throughout the state and around the country. Additionally, the “Aggie
Spirit” and its many proud traditions, from the friendly “Howdy”
that serves as the official campus greeting, to the majesty of the Fightin’
Texas Aggie Band and the solemnity of Silver Taps and Aggie Muster, make Texas
A&M a unique academic and cultural experience.
The Master of Business serves organizations and individuals
in multiple capacities, including custom programs for organizations and open
enrollment programs for individuals. The MBA is committed to developing leaders
that serve with excellence, not simply educating executives. Through immediate
takeaways and award-winning faculty, the MBA experience promotes improved
business results, realization of individual potential, continuous improvement
and innovation, and deeper relationships among employees.
Scope of Work:
Texas A&M, MBA and MSA programs in Mays Business School
is accepting proposals and intends to enter into an agreement with a qualified
firm to support its marketing initiatives. The programs invite proposals from
interested marketing agencies with experience in brand development and
management; marketing; social medial strategy, implementation management and
website design and development. Preference will be given to agencies providing
a broad range of services; subcontracts with local providers are acceptable.
Services shall include, but not limited to, the following:
Comprehensive Marketing Strategy
Based on the review of content previously
released by the programs, interviews with program directors and competitor
intelligence, prepare a comprehensive marketing strategy for three Master of
Business Administration (MBA) programs – resident, professional and executive –
and MS Analytics.
Include a positioning strategy based on
optimization of the traditional marketing mix – product, placement, promotion
Develop the positioning strategy in
consideration of market segments and buyer personas, as validated by the MBA
program leadership team and market engagement professionals.
Develop a brand strategy that differentiates
Texas A&M in the marketplace while complying with the Texas A&M
University and Mays Business School brand standards
Apply the branding to marketing collateral
multiple marketing channels (digital, print, outdoor, radio, social, etc.)
Provide guidance for the programs to align advertising
specialty items and branded logo wear with the brand strategy.
Develop internet (website) concept(s) that
optimize digital media marketing with an initial emphasis on the development of
a micro site that can later be incorporated into a new Mays Business School
digital media platform
Develop concepts for incorporating podcasts
(specifically the Mays MasterCast) into the branding strategy
Develop concepts for audio/visual presentations
in a variety of digital media, including video
Develop concepts for display and outdoor
advertising, ranging from building signage/wayfinding to large scale
Develop and execute marketing strategies that
increase quality lead generations, conversions, maximize event participation
(i.e. information sessions and networking events).
Develop a market segmentation matrix, indicating
market penetration strategies for each product line (resident, professional,
Develop target audiences with buyer personas
Develop target messaging for each audience,
including marketing content style guide to achieve optimum message resonance
Develop creative campaigns to translate the
comprehensive marketing strategy into communications materials with suggested
promotion and media mix.
Develop standard advertisements (print and
digital) in support of the creative campaigns.
Develop strategies, creative, and collateral
materials for direct marketing and sales, as well as rebranding efforts.
Develop automated email campaigns based on lead
segmentation to nurture leads.
Understand and provide suggestions on our
efforts to move leads to action lower in the sales funnel
Incorporate program specific photos (each
programs students and buildings, rather than stock photos). This also includes
guiding the program on the types of photos we should be capturing.
Develop social media campaigns which highlight
the themes from standard advertisements and also personalize the message via
current/former students, faculty, and staff
Guide our efforts in organic social media to
ensure it aligns with the brand strategy
Drive event attendance through social media
campaigns, which can be adjusted based on response
Develop a public relations and earned media
campaign as a complement to the creative campaigns, including article
placement, special events and speaking engagements
Develop a list of key partners in the Houston
area who have our target audience as a part of their membership (ex: Greater
Houston Partnership, Pink Petro, Women in Engineering, etc.).
Develop a concerted plan for messaging,
creative, and sponsorship for conferences, trade shows, recruiting fairs, etc.
with the requisite display and distribution (advertising specialty and
Develop key performance indicators (KPI) and an
executive dashboard for regular status reporting and on-course modification
Integrate marketing efforts, including KPis with
Develop return on investment (ROI) analyses
Propose data analysis metrics and assessment