WSUV OTT MARKETING SERVICES 2025
RFP Coordinator Mike Appel
Contact information mike.appel@wsu.edu
Responses Due to RFP Coordinator November 8, 2024 @ 4 p.m. (PDT)
RFP PURPOSE
WSU Vancouver wishes to engage a qualified vendor to increase awareness of WSU Vancouver in Southwest Washington and increase admission applications. The selected vendor will deliver the existing WSU Vancouver recruitment commercial, “College Students, Let’s Talk” to Southwest Washington audiences, targeting ages 17 to 34 years old with an interest in higher education, via OTT channels. Our campaign will run from Jan. 1, 2025, through April 30, 2025. The recruitment advertisements (both fifteen (15) and thirty (30) second long videos) will be supplied by WSU Vancouver, along with the WSU Vancouver logo, and will be delivered to Southwest Washington residents, north to Kelso/Longview, WA, and east to Stephenson, WA. This campaign may not exceed the maximum compensation amount of $40,000.
SCOPE OF WORK
1. The Contractor will provide a strategic mix of OTT channels to our target audience (17- to 34-yearolds interested in pursuing higher education opportunities).
2. The Contractor will geo-target by zip code.
3. The Contractor will use third-party data to reach an expansive targeted market.
4. The Contractor will assure and certify that they offer brand-safe, fraud-free channels.
5. The Contractor will assure and certify selected channels reach the strategically selected targeted audience.
6. The Contractor will continuously adjust the campaign to optimize cost and effectiveness.
7. The Contractor must be available 8 a.m. – 5 p.m. (PT) weekdays (except legal holidays) for meetings and consultations.
8. The Contractor will retarget those who receive WSU Vancouver’s OTT advertisements and/or show interest in WSU Vancouver.
9. The Contractor will adhere to Web Content Accessibility Guidelines (WCAG) 2.1
UNIVERSITY OVERVIEW
Washington State University (www.wsu.edu), one of two research universities in the state, was founded in 1890 as the state’s land-grant institution. It is a Carnegie
Doctoral/Research Extensive University with a current enrollment of approximately 26,300 undergraduate, graduate, and professional students and approximately 5,600 faculty and staff. A leading research institution, WSU offers 95 undergraduate degree, more than 60 graduate degree, and more than 40 doctoral degree programs through 12 colleges and a graduate school. In addition to the Pullman campus (approximately 18,200 students), Washington State University has campuses in Vancouver, Spokane, Tri-Cities, and Everett, as well as a Global Campus (for online degree programs accessible worldwide), and extension offices in every county.
WSU VANCOUVER OVERVIEW
Washington State University Vancouver is part of the Washington State University multicampus system and is committed to access and the university’s land-grant mission. The Vancouver campus was established in 1989 as a provider of upper division and graduate education, and in 2006 began admitting freshman students for the first time, marking an important event in the development of the WSU system.
WSU Vancouver is an innovative, nonresidential research university dedicated to offering premier undergraduate and graduate educational and research experiences. As the only public four-year university in Southwest Washington, WSU Vancouver enjoys extraordinary community support and is committed to developing areas of academic and research excellence that fuel innovation and economic growth, both regionally and statewide. Southwest Washington continues to be the area of the state with the most limited access to public higher education, while demand for college graduates remains strong WSU Vancouver is situated on 351-scenic acres in the homelands of the Chinookan and Taidnapam peoples and the Cowlitz Indian Tribe. Emile “Mel” Netzhammer, WSU Vancouver’s second chancellor in campus history, is passionate about expanding access to higher education and growing the number of students who successfully complete their academic degrees – especially for students who are first generation, come from underserved populations, and are completing their education in nontraditional ways.
A part of the greater Portland metro area, WSU Vancouver enrolls approximately 2,700 predominately undergraduate commuter students. The average age of a WSU Vancouver student is 25. First generation students comprise 39% of the undergraduate population and 35% are students of color. In terms of the financial profile of current undergraduate students, 82% of students are using financial aid, and of those, 59% are Pell grant eligible.
The campus currently offers twenty-seven (27) bachelor’s degrees, seven (7) master’s degrees, and three doctorate degrees with more than 190 doctorate faculty. Although currently a nonresidential campus, students are increasingly relocating from other regions to attend WSU Vancouver, and student housing is a future possibility.
