Marketing Strategy & Creative Services

09 April 2024 Marketing Strategy & Creative Services This Sourcing Event is for Marketing Strategy & Creative Services and other related Services (led by The Rector and Visitors of the University of Virginia). 09 April 2024 Open 4/9/2024 3:10 PM EDT Type Request for Proposal Close 5/16/2024 5:00 PM EDT Number RFP UVA-00092-JGM042024 Currency US Dollar 09 April 2024 Contacts Garrett Morris asm3pt@virginia.edu 09 April 2024 Commodity Codes Commodity Code Description Services services 09 April 202409 April 202409 April 202409 April 202409 April 202409 April 202409 April 2024 mailto:asm3pt@virginia.edu The Rector and Visitors of the University of Virginia (the “University”) seeks proposals from qualified Firms to provide Marketing Strategy & Creative Services (the “Services”) for the University on an as- needed basis. The Services would include creating, refining, executing,

and evaluating marketing strategies and media buys aligned with the brand and strategic goals of the University and its schools and units, and concepting and executing excellent-quality, in-brand creative products. For ease of reference, each firm or individual receiving this Request for Proposal (“RFP”) is referred to as a “Firm”, and each Firm or individual selected to provide services for the University will be referred to as a “Selected Firm”. This RFP states the instructions for submitting proposals and the procedure and criteria by which a Firm may be selected. The University intends to select multiple Firms for an award and establish those Firms as “Contract Vendors” who are pre-qualified to provide Services to the University on an as-needed basis. Please note that becoming a Selected Firm/Contract Vendor does not guarantee that the University will request any Services during the agreement period. In addition, the Selected Firms may be asked to provide Services to entities outside of the University (other colleges, state agencies, etc.) without going through another RFP process due to cooperative language contained in this RFP (See Agreement Attachment 1, Provision T, ‘Cooperative Procurement / Use of Agreement by Third Parties’). Description Required to View Event Prerequisites Required to Enter Bid 09 April 2024 1. READ: Communications with the University 2. READ: Virginia Freedom of Information Act 3. READ: Registering with PaymentWorks 4. READ: Registering with eVA 5. READ: Cooperative Purchasing 6. READ: Basis of Selection 7. READ: Contents of the Proposal 09 April 202409 April 202409 April 202409 April 202409 April 2024 Buyer Attachments 1. RFP UVA-00092-JGM042024 Marketing Strategy & Creative Services.pdf 2. TEMPLATE Firm Name - Sample Statement of Work.docx 3. TEMPLATE Firm Name - Services Proposal and Fees.docx 4. TEMPLATE Firm Name - Award Agreement.docx 5. TEMPLATE Firm Name - Contractual Provisions Addendum.docx 09 April 202409 April 202409 April 202409 April 2024 https://bids01.jaggaer.com/apps/Router/PublicEventDownload?file=U291cmNpbmdldmVudC8xMjIzNzUxLTE1OTY3MzI2NjRSRlAgVVZBLTAwMDkyLUpHTTA0MjAyNCAgTWFya2V0aW5nIFN0cmF0ZWd5ICYgQ3JlYXRpdmUgU2VydmljZXMucGRm&auth=MDpBRVMyI0NQNVp4a2IvSnkxZDNIUm81TGpka2h4M0V4bkpBZDlVSkVFUnk5WnZrK2l5eGZjOVRGNkRHUlU9 https://bids01.jaggaer.com/apps/Router/PublicEventDownload?file=U291cmNpbmdldmVudC8xMjIzNzUxLTE1OTY0MjA4NTJURU1QTEFURSBGaXJtIE5hbWUgLSBTYW1wbGUgU3RhdGVtZW50IG9mIFdvcmsuZG9jeA%3D%3D&auth=MDpBRVMyI0NQNVp4a2IvSnkxZDNIUm81TGpka2h4M0V4bkpBZDlVSkVFUnk5WnZrK2l5eGZjOVRGNkRHUlU9 https://bids01.jaggaer.com/apps/Router/PublicEventDownload?file=U291cmNpbmdldmVudC8xMjIzNzUxLTE1OTY0MjA2MDlURU1QTEFURSBGaXJtIE5hbWUgLSBTZXJ2aWNlcyBQcm9wb3NhbCBhbmQgRmVlcy5kb2N4&auth=MDpBRVMyI0NQNVp4a2IvSnkxZDNIUm81TGpka2h4M0V4bkpBZDlVSkVFUnk5WnZrK2l5eGZjOVRGNkRHUlU9 https://bids01.jaggaer.com/apps/Router/PublicEventDownload?file=U291cmNpbmdldmVudC8xMjIzNzUxLTE1OTY3MzQ2MzVURU1QTEFURSBGaXJtIE5hbWUgLSBBd2FyZCBBZ3JlZW1lbnQuZG9jeA%3D%3D&auth=MDpBRVMyI0NQNVp4a2IvSnkxZDNIUm81TGpka2h4M0V4bkpBZDlVSkVFUnk5WnZrK2l5eGZjOVRGNkRHUlU9 https://bids01.jaggaer.com/apps/Router/PublicEventDownload?file=U291cmNpbmdldmVudC8xMjIzNzUxLTE1OTY3MzkzNjRURU1QTEFURSBGaXJtIE5hbWUgLSBDb250cmFjdHVhbCBQcm92aXNpb25zIEFkZGVuZHVtLmRvY3g%3D&auth=MDpBRVMyI0NQNVp4a2IvSnkxZDNIUm81TGpka2h4M0V4bkpBZDlVSkVFUnk5WnZrK2l5eGZjOVRGNkRHUlU9 Questions Required Questions Group 1: Company Overview Instructions: 1.1 State the Firm’s legal entity name and headquarters address 1.2 Provide your point of contact during the RFP process. Include their name, phone numbers and email address. 1.3 iii.Provide which category/categories your firm is responding to in accordance with Section II. Scope of Services. Marketing Strategy Media Buying Digital Marketing and Advertising Services Creative Services 1.4 Does your firm have expertise in global markets Group 2: Qualifications/Expertise Instructions: For each category your firm is responding to please upload all applicable documents 2.1 Provide description of expertise in the areas of brand marketing strategy , with particular attention to demonstrated expertise in expressing brands across the communication channels as defined in Section II. Scope of Services Letter A. Marketing Strategy. Those firms asserting global capabilities should be specific about their geographical experience. 2.2 Provide description of expertise in the areas of media buying , with particular attention to demonstrated expertise in expressing brands across the communication channels as defined in Section II. Scope of Services Letter B. Media Buying. Those firms asserting global capabilities should be specific about their geographical experience. 2.3 Provide description of expertise in the areas of Digital Marketing & Advertising Services, with particular attention to demonstrated expertise in expressing brands as defined in Section II. Scope of Services Letter C. Digital Marketing & Advertising Services. 2.4 Provide description of expertise in the areas of creative services, with particular attention to demonstrated expertise in expressing brands as defined in Section II. Scope of Services Letter D .Creative Services. Group 3: Contractual Provisions Instructions: 3.1 Review the document, RFP Attachment A, Award Agreement, and confirm that if selected for an award, the Firm will agree to and abide by all terms and conditions therein. Please note: Agreeing to the terms and conditions of this document does not guarantee a Firm will be selected for an award. If the Firm takes any exceptions to this document, it must indicate this in writing, and it must submit a separate document with its proposal titled “Firm Name – Award Agreement Addendum”. This document must be a Word document utilizing ‘Track Changes’ in the ‘Review’ tab to maximize efficiency. The University reserves the right to accept, reject, or edit the proposed modifications. Please note: Any exceptions a Firm takes to this document could delay and/or impact an award. If a Firm does not submit a separate addendum, then the proposal from the Firm will automatically be deemed to include/accept the terms and conditions of any resulting Award Agreement 3.2 Please upload exception documentation as indicated in RFP (Section IV.D.i.a.). 3.3 This solicitation and any subsequent agreement are also subject to the University’s Contractual Provisions contained within' Agreement Attachment 1'. Review and confirm that if selected for an award, the Firm will agree to and abide by all terms and conditions therein. If the Firm takes any exceptions to this document, it must indicate this in writing, and it must submit a separate document with its proposal titled “Firm Name – Contractual Provisions Addendum”. This document must be a Word document utilizing ‘Track Changes’ in the ‘Review’ tab to maximize efficiency. The University reserves the right to accept, reject, or edit the proposed modifications. Please be advised that any exceptions a Firm takes to this document could delay and/or impact an award. If a Firm does not submit a separate addendum, then the proposal from the Firm will automatically be deemed to include/accept the terms and conditions of any resulting Award Agreement. 3.4 Please upload exception documentation as indicated in RFP (Section IV.D.ii.a.) 3.5 Confirm that the Firm (a) agrees to use the Sample Statement of Work (SOW) template shown in Agreement Attachment 2 or something very similar when services are requested by the University, and (b) agrees that a signature will not be required by the University on the SOW. The purpose of this is to preclude having new terms and conditions introduced in a SOW that go against the terms and conditions contained in a Selected Firm’s Award Agreement. 3.6 Submit a separate document with the Firm’s proposed template that will be used on any future Services orders requested by the University, and name the document “Firm Name – Sample Statement of Work”. 09 April 202409 April 202409 April 2024 3.7 State the Firm’s agreement to participate in a University brand and identity training as a condition in result of an award of this contract. This training will ensure quality control and consistency in brand representation. Group 4: Services Proposal and Fees Instructions: 4.1 Using 'Agreement Attachment 3, Services Proposal and Fees', provide the Firm’s proposed fees/rates for requested Services. The rates provided will be the maximum rates that a Selected Firm will be able to charge during the initial term of any resulting Agreement (i.e.,two (2) years). Thereafter, a Selected Firm will be able to alter its Service fees/rates, only by signing an official amendment to the Award Agreement into full effect with the University. The fee structure should be inclusive of all aspects of the Firm’s operation. Return as a separate document (name the document “Firm Name – Pricing”). Group 5: Small, Women-owned, Minority-owned and Disabled Veteran-owned (SWaM) Business Instructions: 5.1 Are you a Small, Women-owned, Minority-owned or Disabled Veteran-owned business? 5.2 Are you certified in the Commonwealth of Virginia as a SWaM firm through the Virginia Department of Small Business & Supplier Diversity (SBSD)? 5.3 What SWaM category? 5.4 What is your SWaM certification number? 5.5 Is your firm willing to become SWaM certified? If yes, please go to this link to start the certification process: https://www.sbsd.virginia.gov/certification/ 5.6 Provide the name of the individual responsible for the firm’s supplier diversity program. This individual is responsible for implementing and reporting on the firm’s Small, Women-owned, Minority-owned and Disabled Veteran-owned (SWaM) program as it will relate to this procurement should the firm be selected. Group 6: Proposal Document Instructions: 6.1 Provide finalized proposal document 09 April 202409 April 202409 April 2024