ISSUE DATE: MAY 1, 2023
Technical Proposal Due Date 2:00 PM ET 05/26/2023
SECTION II. SCOPE OF WORK
1. Purpose / Description.
In April 2022, University of Maryland Global Campus launched a marketing campaign
that leveraged the brand’s unique positioning and promise to prospective adult students. A
collection of UMGC’s commercials, including our 2022 brand spots, can be viewed here
and more information may be found on the university’s website. For those who are brand
aware, metrics indicate a positive consumer response to the brand and the University plans
to grow its portfolio of advertising and marketing assets.
As we further our mission to bring higher education to Marylanders and the nation, the
university seeks creative thinkers and doers to work with our in-house team to help us build
the brand and drive enrollments. Specifically, UMGC is seeking services (“the Services”)
from qualified creative services firms for Print Creative Production.
2. Scope of Work.
Print Advertising Creative and Production (copy and design).
This category is intended to support the creative concepting, development and execution
for all aspects of print advertising including but not limited to print and digital placements
of newspapers, magazine, advertorials, collateral, and digital ad extensions (banner ads),
etc.
a. Provide strategy, oversight and guidance in all creative development; including but
not limited to creative brief strategy and writing, developing campaign concepts,
production management and photoshoots as needed;
b. Copy and design development and refinement;
c. Support print design and development projects to fulfill objectives of the Marketing
Office
d. Support the design and development of digital print pieces to fulfill objectives of
the Marketing Office.
Note: Corporate communications, PR, market research, and media buying and planning are
not in scope of this RFP. Awarded vendors will be briefed and will have access to UMGC
stakeholders, agencies, marketing plans and relevant data, research and insights as needed.