TEXAS TECH UNIVERSITY HEALTH SCIENCE CENTER REQUEST FOR PROPOSALS Media Planning & Buying Services
Due Date: November 30, 2023
SCOPE OF WORK
Services Specifications
Overview:
Texas Tech University Health Sciences Center is seeking to select a qualified Contractor(s) to provide Media Planning & Buying Services for TTUHSC’s Marketing and Communications Office. Awarded Contractor(s) must be readily available to perform Services on behalf of any or all TTUHSC campuses.
Required Services:
Market research and media planning and buying services in traditional, digital and emerging media channels. Contractor will provide well-researched media buy proposals for local, stateand nation-wide media buys. Contractor’s focus on cost efficiency as well as effectiveness in reaching target audiences in line with campaign objectives and strategic marketing initiatives will be of the highest priority. Services include, but are not limited to, quantitative and qualitative market research, media research, media buying, continual campaign analysis and optimization preferably from an in-house performance team who can quickly optimize/swap out creative, media invoice reconciliation, securing “make goods” and credits, tracking and reporting with access to media reporting dashboards, post-buy analyses, trafficking of ads to media, added value negotiation, production, and creative and earned media support as requested.
Preferred Services:
Integration with Slate CRM instances in order to attribute KPIs to campaign performance.
Integration should enable attribution reporting, including: leads, application conversions, and matriculation. Contractor should be able to advise on best practice to configure the platform in the most efficient way to acquire accurate data.
A. Account Management.
Requirements:
(a) The Contractor will provide marketing analysis, research and strategic planning as well as project management and successful execution of marketing plans as an extension of the Office of Communications and Marketing as needed.
(b) Contractor will provide competent and experienced staff for TTUHSC account, as needed to develop and maintain a positive, productive relationship and to meet all agreed upon project timelines.
(c) TTUHSC expects that personnel assigned to its account management team will serve diligently throughout the term of the contract. Each member of the account team shall be assigned for at least a twelve-month period, unless TTUHSC should request the replacement of a member or a member leaves the Contractor’s employment. Any changes to the account team must be discussed with and any proposed replacements must be approved in writing by TTUHSC.
(d) If requested, team personnel shall be available to attend planning, informational, progress and reporting meetings. To facilitate transition between contractors, the Contractor shall, at no cost to TTUHSC, attend start-up meetings with appropriate TTUHSC representatives. These meetings will address TTUHSC’s expectations and the transition of current and proposed projects. The Contractor should be able to participate in videoconferencing with TTUHSC representatives throughout the contract term.
(e) The contractor will provide a consistent responsiveness and availability within reasonable timeframes.
(f) Contractor will provide assistance in the development of a TTUHSC service request control mechanism or process in conjunction with the TTUHSC Office of Communications and Marketing. Contractor will also comply with
Communications and Marketing’s review and approval routing processes.
B. Media Research, Planning and Buying.
Requirements:
(a) The Contractor must provide management of the media purchases, including without limitation researching, recommending, planning, placing, tracking, and reconciling all media. The Contractor will acquire various media and related services with third-parties on behalf of TTUHSC. These acquisitions will be reimbursed to the Contractor. A mark-up or commission may or may not be allowed depending on the circumstances.
(b) Note, TTUHSC is a nonprofit educational institution and is eligible for discount pricing and tax exemption. The Contractor must also directly pay all the media and creative invoices and submit these expenses monthly, or in line with campaign timelines, to TTUHSC for reimbursement. TTUHSC, as a non-profit educational institution and an agency of the State of Texas, is exempt from State of Texas Sales Taxes for purchases of goods and services made on its behalf.
TTUHSC will provide Contractor with a copy of its exemption certificate.
C. Campaign Management Requirements:
(a) Contractor will traffic, track and monitor all media placements, providing due diligence, weekly updates, monthly reporting and end of campaign performance reports.
(b) Contractor will work with TTUHSC teams to make timely and continual optimizations when necessary and available.
(c) Contractor will be available to provide informational and performance reporting to TTUHSC leadership.
(d) Contractor will provide a specification sheet in a timely manner with a clear explanation of timelines, file types, variations, etc. The time in which TTUHSC receives the specification sheet should be within a reasonable timeframe of the campaign launch.
D. Performance Reporting and Attribution
Requirements:
(a) Contractor will work with TTUHSC Communications & Marketing to determine campaign KPIs, including but not limited to channel and tactic industry benchmarks. Additional KPIs will be determined during the campaign planning process.
(b) Contractor should assist in providing attribution frameworks and measurement respective to the campaign KPIs and defined conversions. Effort should be made to develop campaign ROI metrics.
E. Slate CRM Integration (if available)
Requirements:
(a) For academic campaigns, contractor should work with TTUHSC teams to support Slate CRM integration to capture and nurture leads.
(b) Slate CRM will be used for attribution reporting, and contractor should be able to provide support for integration, data analyzation and automation.
