Marketing Campaign

Project Overview Minneapolis College is requesting proposals from vendors to fulfill the role of orchestrating enrollment marketing efforts. We desire a vendor who can provide strategy, market research, digital media buying, placement, and measurement/metrics. Additionally, we are looking for a vendor with experience in higher education marketing, a track record of successful enrollment campaigns, and the ability to adapt strategies based on data analytics and market trends. It is important for the vendor to demonstrate a clear understanding of our target audience, including traditional and non-traditional students, and to propose innovative and creative approaches to attract and retain students. We prefer a vendor who can offer scalable solutions and flexibility to adjust strategies as needed throughout the enrollment cycle. The vendor should also provide comprehensive reporting and insights to evaluate the effectiveness of the marketing efforts and make data-driven decisions for

continuous improvement. Technical/Functional Requirements The partner(s) will support media planning and strategy development, media buying and placement, delivery of creative materials to media partners and billing. The partner will work primarily with the Minneapolis College marketing team but may also buy media for other departments. The vendor must be able to: 1. Meet monthly, or as needed, with members of the Minneapolis marketing and communications team to discuss marketing needs. 2. Work with media representatives to vet proposals that support Minneapolis College's marketing plans. 3. Oversee order placement and confirm all media buys. 4. Secure media inventory on behalf of Minneapolis College 5. Supply media buying recommendations to Minneapolis College throughout the year, Recommendations should include, but not limited to: digital, radio, native content, out-of-home, television, and sponsorships. 6. Integrate with Minneapolis College's technology infrastructure. 7. Maintain a media calendar and ensure creative is submitted on time and according to specs. 8. Provide robust metrics for evaluating advertising performance against higher education benchmarks. 9. Detailed proof of performance metrics for each advertising channel, mobile compatibility, data security compliance, scalability, flexibility for customization, and comprehensive support for staff utilization. 10. Make an analytics dashboard available for reporting on the performance of media campaigns. These technical requirements are essential for delivering an effective digital enrollment marketing solution aligned with Minneapolis College's needs. Budget The budget for this contract is anticipated to be $250,000 per year of the contract. This budget includes fees paid to the media buyer, monthly reporting, and the cost of purchased media. Short List Interviews Minneapolis College will hold interviews with select responders on Monday, May 6, 2024, at Minneapolis College. Minnesota State reserves the right to name a date which all responding Vendors will be invited to present demonstrations or participate in an interview. Evaluation Factors The following factors and their identified weight will be used to evaluate the responses: Topic Factor Weight Adherence to Minnesota State Terms and Conditions A statement of the objectives, goals, and tasks to show or demonstrate its view and understanding of the nature of the contract. Include a statement 10 Description to show awareness and understanding of Minneapolis College, Minnesota State, and the competitive education environment of the Twin Cities Scope of Work A description of detailed description of media plans and tactics that will help Minneapolis College achieve its enrollment goals and the deliverables to be provided by the Responder along with a detailed work plan that identifies the major tasks to be accomplished and be used as a scheduling and managing tool, as well as the basis for invoicing. Include detailed information about campaign performance reporting and your approach to technical support 25 Price in relation to level of service to be provided Provided a detailed breakdown of costs for strategy, market research (if any), digital media buying, placement, and measurement/metrics. 30 Qualifications of Respondent and its personnel (experience of personnel who are committed to work on the contract will be given greater weight) A description of detailed description of media plans and tactics that will help Minneapolis College achieve its enrollment goals and the deliverables to be provided by the Responder along with a detailed work plan that identifies the major tasks to be accomplished and be used as a scheduling and managing tool, as well as the basis for invoicing. Include detailed information about campaign performance reporting and your approach to technical support 25 Completeness, thoroughness and detail of the response Completeness, thoroughness and detail of the response as reflected by the proposal's discussions and coverage of all elements of work listed above 10 Total 100 Minnesota State reserves the right to name a date which all responding Respondents will be invited to present demonstrations or participate in an interview. Minnesota State does not agree to reach a decision by any certain date although it is hoped the evaluation and selection will be completed by the contract terms date identified. Selection Process The selection process includes the Associate Vice President of Marketing and Communications, Vice President of Student Affairs, Dean of Enrollment Management, Vice President of Information Technology, and Director of Finance. This group will evaluate the proposals and make the final decision. Contract Terms Minnesota State desires to enter into a contract with the successful Respondent(s) effective July 1, 2024, or on the date the last recognized signature is obtained, whichever occurs later. The length of such contract will be 3 years with the option to amend for up to two additional years. If Minnesota State and Respondent are unable to negotiate and sign a contract by May 31, 2024, then Minnesota State reserves the right to seek an alternative Respondent(s). Required to View Event Prerequisites Required to Enter Bid 04 April 2024 1. Please review the background of Minnesota State 2. Please review the Notice and Authority 3. This RFx includes and incorporates Minnesota State Terms and Conditions. Responders should be aware of the terms and conditions in preparing responses to this event. Much of the language reflected in any resulting contract with Minnesota State is required by statute. If you take exception to any of the language in the terms and conditions, you must indicate those exceptions in your response to the RFx; certain exceptions may result in your proposal being disqualified from further review and evaluation. Only those exceptions indicated in your response to the RFx will be available for discussion or negotiation. 4. Please review the Definitions to the RFx 5. Please review the Organizational Conflict of Interest policy 6. Please review and accept the Authorized Response Certification Statement. 7. Please review and agree to the Duration of Offer agreement 8. Please review the Terms of Payment 9. Required Documentation: Affidavit of Non-Collusion. Please download the attached document, complete, sign, notarize, and upload completed form with response. 10. Affirmative Action Requirements: Please review and download declaration page, complete, sign, and upload completed from with response. 11. If applicable, please download, complete and sign, upload completed form and attach certification with response. Responders claiming Supplier Diversity must complete this form. Others can skip. 12. If applicable, please download, complete and sign, upload completed form and attach certification with response. Responders claiming TG/ED/VO preference must complete this form. Others can skip. 04 April 202404 April 202404 April 202404 April 202404 April 202404 April 202404 April 2024 Buyer Attachments 1. Sample P/T Contract 04 April 202404 April 202404 April 202404 April 202404 April 202404 April 2024 https://www.minnstate.edu/system/templates/docs/4_PTServices-Template.docx Questions Required Questions Group 1: Adherence to Minnesota State Terms and Conditions (10 points) Instructions: 1.1 Minnesota State presumes a responder agrees to the terms and conditions as listed in the prerequisites of this solicitation unless a responder takes specific exceptions. The responders must explicitly list all exceptions to the terms and conditions. If no exceptions exist, type in "None" in the space provided. If exceptions exist, please include the Clause, Page Number, Suggested Change to the Clause and Explanation. 1.2 Conflicts of Interest. Responders must provide a list of all entities with which it has relationships that create, or appear to create, a conflict of interest with the work that is contemplated in this RFx. The responder must explicitly list all the name of the entity, the relationship and the conflict. If no conflict exist, type in "None" in the space provided. 1.3 Please provide an explanation to show your awareness and understanding of Minneapolis College, Minnesota State, and the competitive education environment in the Twin Cities. Group 2: Company Profile (25 points) Instructions: 2.1 Please provide the history of your organization or company 2.2 Please include references from your three largest companies/educational institutions for which your proposed solution have been implemented. At least one should be similar in scope to Minnesota State and include multi-campus environments. Download the attached spreadsheet, fill out, save, and uploaded the finalized document. 2.3 Provide a brief introduction and statement of interest explaining why your firm would be the best choice for Minneapolis College 2.4 Explain your company's understanding of and experience in conducting media buying activities that support the unique audiences and marketing goals of a public higher education institution. 2.5 Provide the qualifications and experience of employees assigned to this project and include biographies of principals and project team assigned to Minneapolis College 2.6 Please describe any value added services that your company is offering the system. 2.7 Please describe your staffed office business hours? 2.8 Share your experience in working with media available in Minnesota and surrounding areas. 2.9 Describe your experience of reaching a mix of audience. Group 3: Scope of Work (25 points) Instructions: 3.1 Describe the processes and/or tools you utilize to analyze and share data with clients on the effectiveness of media buys toward reaching stated goals, including but not limited to KPIs such as impressions, CTR, CPM, CPC and ROI. 3.2 Provide a high-level overview of how you would work with Minneapolis College and describe the specific approach to the media placement and reporting with a high-level project plan, with timelines for key tasks. Identify roles for your firm and for Minneapolis College. 3.3 Describe your firm’s experience in conducting research to help organizations create an effective media strategy, highlighting any expertise in working with higher education institutions on enrollment initiatives. 3.4 Share your expectations of your clients and what your company expects from Minneapolis College during the project. 3.5 Provide a description of your communication plan (e.g., number of visits to the campus, response time to return calls or emails, etc.) Group 4: Pricing (30 Points) Instructions: 4.1 Outline your proposed structure for commission and/or flat fee pricing. The fee structure should include agent/management fee, monthly reporting cost, and media cost, and additional additional services offered or related expenses. Group 5: Supplier Diversity Instructions: Suppliers must complete and upload Supplier Diversity Form and certifications as defined by Minnesota State in the Prerequisites Section. 5.1 Does your company, partner or sub-contractor qualify as a diverse supplier as defined by Minnesota State in the Prerequisites section? 04 April 202404 April 202404 April 202404 April 202404 April 2024 5.2 Does your company qualify for preference points as defined by Minnesota State in the Prerequisites section 04 April 202404 April 202404 April 202404 April 202404 April 2024 Product Line Items Product Line Items There are no Items added to this event. 04 April 202404 April 202404 April 202404 April 2024