UNIVERSITY OF SOUTH CAROLINA REQUEST FOR PROPOSAL Integrated Marketing and Public Relations
Deadline: 01/30/2024 at 4:00PM
III. SCOPE OF WORK
The University of South Carolina is committed to the implementation of integrated marketing communications and consistent brand strategies for the Columbia campus as well as the seven regional and comprehensive campuses in the USC system.
The University is seeking qualified consultants with extensive experience in branding to assist the Office of Communications and Marketing and individual campuses, colleges, schools, and administrative units with the implementation of university marketing and branding strategies.
While some of the creative execution can be performed by the staff of the Office of Communications and Marketing, there will be situations where there is a need for outside creative support. Should this be necessary, university clients will be required to use one of the approved contractors providing services in the following areas:
- Marketing Strategy Services
- Media Buying
- Freelance Writing
- Graphic Design
- Videography
- Photography
- Web and Digital Services
- Public Relations
General specifications are as follows:
1. Contractors should be fully qualified and competent with the proper knowledge, experience, and personnel to perform the required services. Contractors’ experience and qualifications will be evaluated to determine that they meet the experience and other required specifications. Offerors who are determined to be qualified will be added to the list of potential contractors who can be selected by the university to perform these services on any relevant project.
2. The maximum hourly rate that qualified contractors will be paid for providing services is listed by service category in the Bid Schedule. Each task or project that a contractor is engaged to work on will be defined in advance with a price that is determined based upon these maximum hourly rates.
3. All original materials provided by the university client, including but not limited to, original copy, artwork, photographs, transparencies, prints and digital media must be returned to the university client in same order and condition as received by contractors(s). The university reserves the right to withhold payment until said materials are returned.
4. Contractors must participate in an initial in-person meeting with the University client to discuss
the scope of the work, budget and timeline. Project details should be summarized in writing and returned to university client and the Office of Communications and Marketing for review and approval.
The summary should include:
a. A description of contractor’s understanding of the university and its unique position in the marketplace and how the firm would envision executing the university and the system’s value propositions and brand essence within individual units.
b. A complete narrative of the contractor’s assessment of the work to be performed, the contractor’s ability and approach and the resources necessary to fulfill the project requirements, including a clear indication of any options or alternatives proposed.
c. A written budget, listing of deliverables and detailed timeline.
5. All contractors are required to attend University Brand Training. All activity performed with USC clients under this contract must be with the direct supervision of a designee of the Office of Communications and Marketing, including review of project proposal and all work submitted for review.
Specifications related to the different areas are as follows:
1. Marketing Strategy Services:
Marketing Strategy Services contractors will provide marketing and branding services for the Office of Communications and Marketing and for campuses, colleges, schools, and administrative units that require support in articulating the university brand and aligning their objectives and offers with the brand. Marketing Strategy services include but are not limited to:
a. Marketing strategy
b. Brand strategy
c. Brand positioning
d. Messaging strategy and tactics
e. Marketing research and intelligence
f. Marketing planning
g. Content strategy
h. Marketing consulting
i. Audience engagement strategy
2. Media Buying Services:
Media Buying Services contractors shall work in partnership with advertising staff within the
Office of Communications and Marketing. Contractors shall identify effective and efficient ways to manage media buying at a regional and national level from initial media research through execution and analysis. The university’s communications goals are as follows:
a. Establish a clear vision of USC’s brand, image and reputation on a national level. Assist in the attraction and retention of highly respected faculty and students.
b. Increase support from public and private funding. Create a disciplined approach to communications.
c. Build understanding and commitment to university goals across the university system.
Planning
a. Conduct comprehensive media research based on the targeted audiences and regions. Provide expertise in the field of social media placements and making appropriate recommendations.
b. Develop a media plan that includes a balanced mix for broad reach to target audiences while achieving the campaign objectives.
c. Negotiate cost-effective media schedules that maximize reach and frequency to identified target audiences at the lowest possible cost to the university.
d. Demonstrate knowledge of current media trends, costs and distribution figures. Provide a media plan that includes recommended media mix, schedule computations, budget summaries and added-value opportunities.
e. By market, providing USC with: audience profile, mass media ratings, schedule deliveries including reach frequency, cost per thousand, impressions, ad rotation and recommended flight periods for each medium.
f. Recommend placement of multicultural media that will successfully deliver the university’s messages to the appropriate ethnic audiences.
Production
a. Complete insertion orders and submit to recommended media
outlets. Develop production schedules and traffic instructions for media outlets.
b. Coordinate with USC staff to develop production schedules required by media
contracts. Collect tear sheets and affidavits.
c. Monitor implementation to ensure all advertisements are properly placed in a timely manner.
Analysis
a. Recommend changes to plan during campaign based on performance to date and new opportunities. Provide proof of placements.
b. Produce reports for USC documenting actual deliverables, budget performance and quantifying added-value opportunities.
c. Assess cost, CPM, total impressions, reach and frequency by key media markets.
d. Recommend future advertising opportunities based on results.
e. Provide performance reporting, analysis and detailed data sets, and recommend adjustments for all digital media placements as frequently as platforms allow.
3. Freelance Writing Services
Contractors will work with university clients to create carefully crafted text that supports brand messaging and communication needs and standards as determined by the Office of Communications and Marketing and approved by the University of South Carolina.
a. Specific examples of writing services include, but are not limited to: Feature or news articles for magazines or newsletters Promotional copy
b. Annual reports
c. Donor prospect proposals
d. Scripts
e. Web content
f. Content strategy and ongoing guidance
g. Text for comprehensive projects that include, but are not limited to, all the above writing services
Freelance Writers shall adhere to the following:
a. While engaged in writing projects, contractor will be expected to provide regularly scheduled progress updates and give sufficient advanced notice in the event of delays to agreed-upon project deadlines.
b. Upon completion of the project, the contractor must forward electronic files to the university client.
c. All project materials will become the property of the university client.
d. Under the direction and/or supervision of the Office of Communications and
Marketing, contractor will be pre-approved to interface with University Creative Services, University Writer’s Group, or Public Relations for access to university archival resources.
e. Errors on files and proofs, which are discovered at any time during printing production and which are due to contractor’s oversight, must be corrected within 48 hours at no cost to the university.
f. Any additional production costs incurred because of such errors will be the responsibility of the contractor.
g. Contractors are responsible for obtaining review and approval of copy/text from primary sources prior to submission to university client. The university client reserves the right to edit, condense and rewrite provided text.
4. Graphic Design Services:
Contractors will partner to develop and design marketing materials that meet aesthetic and brand standards (messaging, graphic identity, accuracy and quality of materials) as determined by the Office of Communications and Marketing and approved by the University of South Carolina. Specific examples of graphic design services include, but are not limited to:
a. Brochures, booklets, reports, manuals
b. Direct mail flyers, postcards and specialty pieces
c. Event materials such as invitations, programs, award certificates, Posters, banners and vehicle wraps
d. Print, web, and outdoor advertisements Web
graphics and e-marketing materials
e. Panels for table-top display units and conference, open-house, or trade show exhibits Graphs, charts and other individual graphics or illustrations
University Printing Policy: Contractors that are selected to produce art files for print production purposes should only include design services in their estimates and invoices. Print production processes are managed by USC Printing Services. USC Printing Services will produce the order, source the order to an appropriate vendor, and/or work with the USC Purchasing Department to follow the State of South Carolina purchasing policies for vendor selection.
Process and Production Requirements – Contractor(s) shall participate in an initial face-toface meeting with the university client to discuss scope of job, specifications, budget and timetable.
Project details should be summarized in writing and returned to university client for review and approval. The summary should include:
a. An estimate of project cost based on approved hourly rates and the anticipated number of hours for project completion; all project estimates should include account management expenses (phone and e-mail communications, meeting time, normal travel, administration of projects, etc.).
b. An agreement on number of initial concepts and the number of permissible subsequent layout proofs to be provided.
c. A plan for the contracting of required new photography or the use of existing photography (if applicable);
d. A mutual understanding of the contractor(s) policy on university client alterations and additional rates.
Additionally,
a. Contractor must provide initial design concepts and subsequent layout proofs in hard copy or electronic formats as agreed to by university client.
b. Contractor(s) must ensure that prepress requirements are completed for all electronic files prepared for printing; all prepress work must be completed using generally accepted standards and practices within the industry in which the piece will be produced.
c. Contractor(s) must work with the university client to determine graphic design project printing specifications as required and to select paper and ink as needed working within budgetary constraints.
d. Advertising files must be provided in an appropriate high-resolution file format (most commonly PDF). Web art must be provided in the appropriate predetermined file format for the project.
e. Upon completion of the project, the contractor(s) must forward final files to the university client including a printout of the complete project; a hard drive (or other storage format determined acceptable by the university client), which includes a copy of the final file with all linked fonts, photos and documents in place; and a documented description of components including fonts, colors, paper stock and other printing specifications.
5. Videography Services
Contractor(s) will work with university clients to capture video that meets aesthetic and brand standards (messaging and communication goals) as determined by the Office of
Communications and Marketing and approved by the University of South Carolina.
Contractors will need to be able to shoot supervised and unsupervised. All video is expected to be well lit and may include the use of off-camera, continuous light set ups. Audio must be captured using appropriate noise reducing microphones and captured without automatic gain control.
Subjects may include students, faculty, staff, dignitaries, donors, children and performers.
Contractor should be cognizant of the role of diversity in the videos shot. Video situations may be staged or not and end use may include display, web, broadcast or other interactive media.
Contractors is expected to work in a professional manner.
Specific examples of videography assignments may include, but may not be limited to:
a. Produce public service announcements for broadcast
b. Script, storyboard, shoot and edit staged marketing messages
c. Captioned faculty interviews for media release
d. Coverage of visits by local, national and international leaders
e. B-roll of campus interior and exterior situations for compositing with existing footage Edited web and YouTube compatible promotions
f. Theatre and opera promotional spots
g. Indoor and outdoor social events commemorative videos Lab and lecture classroom broll situations
h. Coverage of press conferences
i. Coverage of receptions Instructional video production
Additionally, the following applies:
a. All contractors will be provided with a university marketing style document outlining and providing examples of the visual style and messaging platforms of the institution.
Contractor will be expected to work with Office of Communications and Marketing staff to include designers, public relations staff and university videographers as well as university administrators, faculty and staff.
b. Contractor(s) must have the capability to concept, script, storyboard, shoot and postproduce for a high-level finished product. University staff will work with scripted material and the videographer on-site.
c. Contractor(s) must have the ability to follow digital accessibility standards and provide transcripts and caption files for each video produced.
d. Contractor must use university press releases and follow the university’s policy on required press releases for the specific situation.
e. Contractor will provide online or media-based clips within a reasonable and agreed upon timeframe. Final files supplied to the university will consist of all shoot files in .mov or other prearranged format and may be requested in formats applicable to YouTube, broadcast and web delivery. Projects may be requested in 4:3 or 16:9 aspect ratio. Use of green screen for chroma key effect may be requested.
f. Some project deliverables may include edited content and contractor will be expected to insert appropriate credit slides and transitions. Editing for a specific length may be required.
g. Upon completion of the project, the contractor(s) must forward final files to the university client, and the designated representative in the Office of Communications and Marketing, in the form of a disk drive (or other storage format determined acceptable by the university client).
General requirements
a. Prospective contractor(s) must, at a minimum, be proficient with Apple Final Cut,
Adobe Premiere or Avid products. Contractor must be capable of producing high-end visual graphics and Motion FX as well as edit sound and provide audio effects as necessary.
b. All video will be captured with high-resolution, professional quality video cameras shot at appropriate frame rates. Under cranking or over cranking effects may be requested.
c. Contractor(s) is expected to have a long and short reach capability as well as fast aperture lenses. 3ccd and 1/3 or larger sensors are required. Some situations may require a dolly or crane. All audio will be synched to the video if recorded off-camera.
All microphones must be balanced microphones. Recordings may be requested in stereo and additional ambient sound recording may be pre-requested.
d. Contractor(s) must arrange and participate in on-campus client meetings during traditional business hours as appropriate prior to the assignment.
e. All content will become the property of the university client. In addition, the contractor(s) agrees that all content prepared by the contractor(s) for the project under the terms of this agreement, shall at any time during the performance of the services be made available to the university and the client (without any additional charges) upon request and shall become and remain the property of the university and the client upon termination or completion of the services. The university reserves the right to use the images without restriction or limitation and without compensation to the contractor(s) other than that provided for in the contract. Contractor understands that video will not be credited in end use by the university.
f. Any set materials provided by the university client, including but not limited to, original art, lab hardware, clothing items or any other objects requested for set decoration as props must be returned to the university client in same order and condition as received by contractor(s). The university reserves the right to withhold payment until said materials are returned.
g. All contractors are required to attend University Brand Training. All activity performed with USC clients under this contract must be with the direct supervision of a designee of the Office of Communications and Marketing, including review of project proposal and all work submitted for review.
6. Photography Services
Contractor(s) will work with university clients to capture still images that meet aesthetic and brand standards (messaging and communication goals) as determined by the Office of Communications and Marketing and approved by the University of South Carolina.
Contractors will need to be able to shoot supervised and unsupervised. All images are expected to be well-lit including the use of off-camera, multi- strobe set ups. Subjects may include students, faculty, staff, dignitaries, donors, children and performers.
All contractors are required to attend University Brand Training. All activity performed with USC clients under this contract must be with the direct supervision of a designee of the Office of Communications and Marketing, including review of project proposal and all work submitted for review.
7. Web and Digital Services
Contractor(s) will work with university clients to develop web and other digital services that meet aesthetic and brand standards (messaging, graphic identity, accuracy and quality of materials) as determined by the Office of Communications and Marketing and approved by the University of South Carolina. Specific examples of web and digital services include, but may not be limited to:
a. Responsive web development
b. Creation of content and functionality into the university’s CMS system (OU campus) within the brand guidelines.
c. User experience design and strategy, apps (mobile, web or watch), interface design
rototypes and intranets, information architecture Integration with existing e-commerce solutions, back-end systems and/or third-party platforms
d. Dynamic site content creation Blog setup and configuration
e. Web analytics set up and ongoing measurement Quality assurance plans and ongoing measurement
f. Video file embedding and compression for optimal web playback Asset management plans to organize digital assets for a large organization
g. Contractor(s) must:
• Provide initial concepts in electronic formats (pdf, html, etc.) as agreed toby university client.
• Ensure that hosting/browser requirements are completed for all files; all work must be completed using approved web standards and practices.
• Work with the university client to determine project specifications as required and to select specific site features as needed working within budgetary constraints.
• Upon completion of the project, the contract(s) must forward final files to the university client.
General requirements:
a. Contractor(s) must be proficient with web development programs and software formats mutually agreed to by the contractor(s) and university client.
b. Contractor (s) must be proficient with digital accessibility standards and follow the guidelines outlined in the digital accessibility policy that states impart, all digital content and technology created, owned, or used by the university must comply with WCAG LevelAA guidelines, the accepted standard for digital accessibility.
c. Contractor (s) must agree for projects to be reviewed by the Office of Digital Accessibility for compliance ahead of launch.
d. Contractor(s) shall arrange and participate in on-campus client meetings during traditional business hours as appropriate throughout the production process.
e. Errors on files and proofs, which are discovered at any time during production and which are due to contractor(s)’s oversight, must be corrected within 48 hours at no cost to the university. Any additional production costs incurred as a result of such errors will be the responsibility of the contractor(s).
f. All project materials will become the property of the university client. In addition, the contractor(s)agrees that all project materials, including but not limited to, concept drawings and studies, specifications, estimates, artwork, photographs, data files and electronic art files with required supporting graphics including images and fonts
g. prepared by the contractor(s) for the project under the terms of this agreement, shall at any time during the performance of the services be made available to the university and the university client (without any additional charges) upon request and shall become and remain the property of the university and the university client upon termination or completion of the services.
h. The university reserves the right to use the designs and materials without restriction or limitation and without compensation to the contractor(s) other than that provided for in the contract.
8. Public Relations Services
Contractor(s) shall provide public relations services for university clients, including planning, implementation and measurement of results. Public relations activities must conform to university brand standards and all messaging must be consistent with the university’s central goals and values.
Examples of contract services include, but are not limited to:
a. Event planning and promotion
b. Awareness campaigns
c. Executive communications Issue management
Contractors shall work in conjunction with staff in the Office of Communications and Marketing and participate in on-campus client meeting as appropriate.
Contractors are required to submit written project proposals for approval by the university’s director of Public Relations prior to implementation. Creative content (including, but not limited to, press releases, media pitches, advertising, and marketing collateral) also must be approved by the director of Public Relations.
DELIVERY / PERFORMANCE LOCATION – PURCHASE ORDER (JAN 2006)
After award, all deliveries shall be made, and all services provided to the location specified by the Using Governmental Units in its purchase order. [03-3015-1]
