University of Kentucky Seeks Marketing Agency

The University of Kentucky Office Of Philanthropy ( is seeking a nationally-respected planned giving marketing firm to provide services under the following Scope of Work. Such marketing services are to advance UK Philanthropy’s Gift and Estate Planning program further as it strategically and methodically markets gift opportunities to current donors and prospects and prepares itself for UK’s comprehensive campaign, which launches in Spring 2018.


Since his arrival, President Eli Capilouto has set forth an ambitious agenda to extend and enhance our role as Kentucky’s land-grant and flagship research university. By focusing on infrastructure growth and improvement; creating opportunities for innovative teaching, learning, and academic excellence; fostering a robust research and creative scholarship enterprise; providing life-saving subspecialty care; empowering communities through service and outreach; and encouraging a transparent and shared dialogue about institutional priorities; the University of Kentucky will ensure a new century of promise for the people we impact. Founded in 1865 as a land-grant institution adjacent to downtown Lexington, UK is nestled in the scenic heart of the beautiful Bluegrass Region of Kentucky. From its early beginnings, with only 190 students and 10 professors, UK’s campus now covers more than 918 acres and is home to more than 30,000 students and approximately 14,500 employees, including more than 2,300 full-time faculty.

UK is one of a small number of universities in the United States that has programs in agriculture, engineering, a full complement of health colleges including medicine and pharmacy, law and fine arts on a single campus, leading to groundbreaking discoveries and unique interdisciplinary collaboration. The state’s flagship university consists of 17 academic and professional colleges where students can choose from more than 200 majors and degree programs at the undergraduate and graduate levels. The colleges are Agriculture, Food and Environment; Arts and Sciences; Business and Economics; Communication and Information; Dentistry; Design; Education; Engineering; Fine Arts; Graduate School; Health Sciences; Law; Medicine; Nursing; Pharmacy; Public Health; and Social Work. These colleges are supported by a modern research library system.

Established in 1957, the medical center at UK is one of the nation’s finest academic medical centers and includes the University’s clinical enterprise, UK HealthCare. The 569-bed UK Albert B. Chandler Hospital and Kentucky Children’s Hospital, along with 256 beds at UK Good Samaritan Hospital, are supported by a growing faculty and staff providing the most advanced subspecialty care for the most critically injured and ill patients throughout the Commonwealth and beyond. Over the last several years, the number of patients served by the medical enterprise has increased from roughly 19,000 discharges to more than 36,000 discharges in 2014.

UK’s agenda remains committed to accelerating the University’s movement toward academic excellence in all areas and gain worldwide recognition for its outstanding academic programs, its commitment to students, its investment in pioneering research and discovery, its success in building a diverse community and its engagement with the larger society. It is all part of the University’s fulfillment of our promise to Kentucky to position our state as a leader in American prosperity.

Scope of Work:

A proven and highly-regarded national planned giving marketing firm will assist UK Philanthropy’s Gift and Estate Planning and Philanthropy Communications units with state-of-the-art, integrated planned giving marketing communications services. The successful vendor will demonstrate a comprehensive, research-based marketing approach across multiple channels.

The scope of this work will include customized, UK branded print communications and digital marketing products:

  • Newsletters
  • Postcards
  • Email Marketing
  • Giving Guides
  • Brochures
  • Envelope Enclosures
  • Website
  • Calendars
  • Correspondence with current and perspective planned giving donors

Both editorial and visual content must work in tandem to inspire and engage current donors and prospects, and meet with university graphic design standards as established by UK Public Relations and Marketing. UK Philanthropy will provide the selected vendor with university and donor-related photography and donor profile stories that may be used in determined print and digital communications. All other editorial content should be properly vetted by the vendor’s legal experts and writers.

Due Date:

December 13th






LEXINGTON, KY 40506-0005

Firms with strong education experience include Cohn & Wolfe.

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