Western Technical College Issues Marketing RFP
Western has a dedicated in-house Marketing and Communications team and is seeking a professional, full-service agency to assist with campaign direction, creative development, and traditional media buying services.
Background:
Description of College:
Western Technical College is one of sixteen (16) technical college districts in the state of Wisconsin. Western Technical College serves parts or all of eleven (11) counties and offering associate degrees, technical diplomas and certificates in over 100 programs to approximately 10,500 (head count) students. Western Technical College employs approximately 400 full-time and 645 part-time faculty and staff members. For the fiscal year ending June 30, 2019, Western Technical College’s budgeted total expenditures were approximately $110.54 million.
Campus Information:
Western Technical College is located in La Crosse, WI. We also have six regional locations in Black River Falls, Independence, Mauston, Tomah, Sparta, and Viroqua. The main campus is located in La Crosse.
Educational Information:
Western Technical College is accredited by the Higher Learning Commission of the North Central Association of Colleges and Schools. Western Technical College offers a variety of educational and training opportunities including more than 100 programs of study in 10 career cluster areas including; Architecture, Graphics & Design; Business & Information Technology; Health & Public Safety; and Mechanical. Other programs and services include apprenticeship instruction, adult basic education, customized business and industry training, counseling, testing and career services.
Mission Statement:
Western Technical College provides relevant, high quality education, in a collaborative and sustainable environment, that changes the lives of students and grows our communities.
Strategic Plan/Strategic Directions/Strategic Goals:
In fall 2018, Western launched a new strategic plan, called Experience 2025 aimed at improving overall success for “every student, every day.” The plan
includes the following four strategic directions and seven corresponding
strategic goals:
First Choice Service
• Increase overall student satisfaction from 69% in 2017 to 75% by 2021
• Increase Full-time Equivalent students (FTEs) from 3,184 to 3,500 by 2015
Workforce and Community Engagement
• Infuse work-based learning and community-based learning in 100% of associate degree and technical diploma programs by 2025
• Implement a comprehensive workforce sector development strategy by 2021
Equity, Inclusion, and Support
• Eliminate course completion, retention, and graduation achievement gaps between African American, Hispanic, and Native American students and white students by 2025
• Increase enrollment of underserved credit students
Employee Engagement
• Increase engaged employees from 35% in 2017
Scope of Work:
Western has a dedicated in-house Marketing and Communications team and is seeking a professional, full-service agency to assist with campaign direction, creative development, and traditional media buying services.
The successful firm will assist Western by:
• Enhancing the image of Western Technical College
• Communicating the Western Technical College brand to external audiences
• Providing creative messaging and design in support of brand awareness and strategic directions
• Providing insight and direction for advertising and marketing strategies
to meet our strategic goals
• Providing media buying services, including radio, television, and print (digital media buying will be conducted separately)
• Staying within the established annual budget of $175,000, which should
include agency services and advertising placement. (Western’s fiscal calendar runs July 1-June 30)
Due Date:
February 22nd, 2019.
Address:
Western Technical College Business Office
400 7th Street N
PO Box C0908
La Crosse, WI 54602
APCO Worldwide and Makovsky PR have relevant experience.