UNIVERSITY OF ARKANSAS Request for Proposal (RFP) Marketing Services for MSOM and MSEM
MANDATORY PRE-PROPOSAL: 11/29/2023 [10:00 AM] CST Via Teleconference
PROPOSAL DUE DATE: 01/10/2024, 2:30 PM CST
General Campus Background for University of Arkansas
Founded in 1871 as a land-grant institution, the University of Arkansas, Fayetteville Arkansas (UofA), is the flagship campus of the University of Arkansas System. Our students represent all 50 states and more than 120 countries. The UofA comprises 10 colleges and schools offering an internationally competitive education for undergraduate and graduate students in more than 240 academic programs. The UofA contributes new knowledge, economic development, basic and applied research, and creative activity while also providing service to academic and professional disciplines. As of Fall 2022, student enrollment totaled approximately 30,936. The faculty count totaled 1,490 and the staff count totaled 3,350.
The UofA is one of the nation’s top public research universities and the state’s foremost partner and resource for education and economic development. Its public service activities reach every county in Arkansas, throughout the nation, and around the world. The Carnegie Foundation classifies the UofA among only 3 percent (3%) of universities in America that have the highest level of research activity.
1. DESCRIPTION AND OVERVIEW OF RFP
The College of Engineering, acting on behalf of the University of Arkansas, located in Fayetteville, Arkansas (UA) is seeking bid proposals from qualified and reputable Respondents to provide marketing services for the MS in Operations Management and MS in Engineering Management programs, six graduate certificates and six micro certificates.
UA is seeking to award a term contract for the fiscal year of 2024-2025 to Respondent that can provide the best overall value to the University. This value will be determined by UA based on the overall competence, compliance, format and presentation of each RFP response and in-person presentation, as necessary. Respondents are required submit a proposal for all the services entailed in this RFP.
A Respondent presentation day may be held following the bid due date. Projected timeframe for when presentations could occur is specified in the “Projected Timetable of Activities” section of this RFP. Please keep these dates open to schedule a presentation if you are selected to present.
Program Description
The Department of Industrial Engineering in the College of Engineering houses two professional graduate degree programs: the Master of Science in Operations Management (MSOM) and the Master of Science in Engineering
Management (MSEM). The MSOM program began in 1974 and is designed for professionals from a broad range of backgrounds including business and government operations. Students learn how to create value for the production of goods and services while working with world-wide suppliers and customers. The MSEM (2017) program prepares engineers to lead and manage teams, projects and organizations with technical workforces to meet strategic objectives.
Both programs have a Comprehensive exam which is a core component for assessing student learning outcomes which encompasses our goal of “Learn It Today. Use It Tomorrow”.
All of our programs are designed for busy professionals from a broad range of backgrounds. Both programs support graduate certificates in project management, lean six sigma, homeland security, engineering management, operations management, and engineering management analytics. In addition, both programs support six micro certificates in analytics for operations managers, decision support for operations managers, leading operational change, systems engineering analytics, systems engineering and engineering management and advanced air mobility autonomous operations.
UA expects to achieve the following goals (at minimum) through the selected Respondent:
1. Higher education-specific digital marketing; media buys (execution and maintenance).
2. Creative content, both design and copy to market the MS in Operations Management, MS in Engineering Management, six graduate certificates and six micro certificates and how the programs are stackable to earn credential(s) on the way to earning a Master of Science degree.
3. Presence on lead generation platform and access to audience specific database.
4. Implementation and management of Slate Optimization to effectively track campaigns and prospective students’ behavior from inquiry to application.
5. Precision targeting for digital and social media advertising.
6. Respondent to provide data to measure campaign performance
Expectations and goals
A campaign/marketing strategy for current and future degree programs as described on msom.uark.edu and msem.uark.edu including two master of science degrees, six graduate certificates and six micro certificates
Describe how you can make our online programs stand out in a competitive marketplace
Describe how you would prioritize media platforms. Explain how and why your company can provide the best media buy strategy to increase enrollments. Describe any proprietary software or specialized teams used to enhance media buy ROI.
Alignment with the university’s mission to enhance the U of A brand.
Goals
Increase enrollments that lead to increased revenue.
Effective tracking reports with current CRM, Slate
Attract qualified student applicants most likely to enroll in online degree programs.
Increase public awareness of U of A educational offerings and enhance the U of A brand.
Provide detailed, sound reporting of ROI information.
2. SCOPE OF WORK
The MS in Operations Management and MS in Engineering Management programs seek proposals for:
1. Higher education-specific digital marketing; media buys (execution and maintenance).
2. Creative content, both design and copy to market the MS in Operations Management, MS in Engineering Management, six graduate certificates and six microcertificates and how the programs are stackable to earn credential(s) on the way to earning a Master of Science degree.
3. Presence on lead generation platform and access to audience specific database.
4. Implementation and management of Slate Optimization to effectively track campaigns and prospective students’ behavior from inquiry to application.
5. Precision targeting for digital and social media advertising.
6. Respondent to provide data to measure campaign performance.
Target Audience for Operations Management
Any person with a bachelor degree from an accredited institution both domestic and internationally
Military members (all branches and all status types)
Target Audience for Engineering Management
Any person with an ABET-Accredited engineering degree (or equivalent) both domestic and internationally.
Military members (all branches and all status types)
Target Audience for Graduate Certificates and Microcertificates
Any person with a bachelor’s degree from an accredited institution, or ABET engineering degree depending on the program requirements
Military members (all branches and all status types)
