UNIVERSITY OF ARKANSAS ISSUES MARKETING RFP
The University of Arkansas at Fort Smith has a dedicated in-house marketing and communications team and is seeking the services of a firm to collaborate with the university in marketing strategy and placement of advertising. UAFS will meet with firm representatives monthly to review KPI’s of current initiatives and plan future strategies.
Firms should have a successful track record in areas including (but not limited to):
• Digital Media
• Social Media Strategy
• Web Marketing
• Lead Generation
• Traditional Media
• Data Analysis
• Strategic Planning
• Market Research
• Graphic Design
The successful firm must demonstrate:
• An understanding of the market position of UAFS in public higher education within Arkansas and the surrounding region
• The ability and willingness to work seamlessly with UAFS’ branding agency and internal marketing/communications team in the creation and implementation of marketing strategies and tactics • A strong track record of success in campaign management and data analysis
The University has set marketing and recruitment goals which have been focused specifically on recruiting highquality students through increasing enrollment in the following segments:
• Traditional students
• Transfer students
• International students
• Online students
• Adult learners
The University of Arkansas at Fort Smith was established in 1928 as a junior college extension of the public school system. Most of its history is that of a two-year institution that has operated under several names including Fort Smith Junior College, Westark Junior College, Westark Community College, and Westark College. On December 15, 2000, the respective governing boards of Westark College and the University of Arkansas System entered into an agreement to merge Westark with the System as a four-year, baccalaureate institution. UAFS became a four-year university and joined the UA System on January 1, 2002. In the fall of 2015, UAFS offered its first graduate degree, a Master of Science in healthcare administration. In 2019, it launched its second graduate degree, a Master of Education with emphasis areas of English and curriculum and instruction. UAFS is one campus with 922 total employees (575 full-time, 347 part-time). Today, UAFS is the third largest of the five universities in the University of Arkansas System and the sixth largest of the state’s four-year institutions. The University of Arkansas at Fort Smith is grouped into the 101st market in terms of market size across the United States. Mission: UAFS prepares students to succeed in an ever-changing global world while advancing economic development and quality of place
Vision: UAFS will be a national model for preparing students for workforce mobility through education and professional development while serving as the thought leader in the region for workforce training.
Scope of Work:
The Board of Trustees of the University of Arkansas System, for and on behalf of, the University of Arkansas at Fort Smith (UAFS) is seeking proposals from qualified firms to provide marketing and advertising services focused on student recruitment and brand awareness. UAFS seeks to engage an agency who will collaborate with the University’s Marketing & Communication Office to assist in raising the stature and reputation of the University through media buying. This Request for Proposals (RFP) outlines basic requirements for services to be provided. The University of Arkansas at Fort Smith is the client and makes no guarantee as to the number and size of projects which may be awarded under this proposal. The University’s Marketing and Communication Office will be the firm’s point of contact throughout the resulting contract and will coordinate the professional services required of the firm. Media placement, including outdoor advertising, digital, TV, and social media advertising are all part of this project scope. In addition to the Marketing and Communication Office, other departments who will be utilizing the resulting contract are, but not limited to, the Admissions Office, Adult Degree Completion Program, University Box Office and Season of Entertainment. The capabilities and attributes being sought include:
• Media-buying expertise, including traditional and digital mediums.
• Experience utilizing paid search and SEO to impact awareness of client.
• A proven track record in developing and executing multi-media marketing campaigns, preferably including experience at the higher education level. Annual advertising expenditures may range between $150k – $300k.
OTHER UAFS will provide all design collateral that is supplied for media purposes. Any vendor-designed collateral must be approved by UAFS before placement. The University of Arkansas at Fort Smith will retain ownership rights of all materials developed during the relationship. Additionally, the University has the right to utilize any creations developed as templates for additional collateral. The selected vendor will accept the UAFS logo, style-guide, and University-provided theme lines, and use as directed.
UNIVERSITY OF ARKANSAS AT FORT SMITH Procurement Services 5210 Grand Avenue Fort Smith, AR 72904
Relevant agencies to consider include Magrino PR and Hunter PR.