FY27 Marketing and Advertising Services

The vendor required to provide fy27 marketing and advertising services includes market research, advertising strategy, creative development, media buying, performance monitoring, and overall project management.
- Goal is to recruit, enroll, and retain successful students across all of campuses and all undergraduate programs.
- Technical and functional requirements
1. Discovery and research
•    Conduct discovery sessions to understand state’s mission, values, academic offerings, and enrollment strategies.
•    Perform primary and secondary market research to assess brand awareness, audience insights, and competitive positioning.
2. Advertising strategy and planning
•    Develop an annual advertising plan with campaigns tailored to priority audience segments.
•    Recommend key messages, channels, and budget allocations to maximize impact.
•    Strategies may include digital advertising, social media, SEO, print, broadcast, outdoor, and direct mail.
3. Creative development
•    Provide copy writing, graphic design, and art direction for advertising campaigns.
•    Ensure creative aligns with brand guidelines while allowing for innovative enhancements.
4. Media buying and management
•    Coordinate media buys and provide transparent cost estimates.
•    Manage invoicing and reporting in compliance with state procurement requirements.
5. Performance monitoring
•    Track and evaluate campaign performance.
•    Provide timely reports and recommendations for optimization.
6. Collaboration and account management
•    Maintain responsive communication and project oversight.
•    Work collaboratively with state’s in-house marketing team, leveraging internal resources where appropriate.
- Budget: $400,000

- Contract Period/Term: 2 years