0-AA25003_CSUF_CBE_Digitial_Marketing_-_Full_RFP_Packet.pdf

Division of Administration and Finance Contracts and Procurement 2600 Nutwood Ave., Ste 300, Fullerton, CA 92831 / T 657-278-2411 / F 657-278-1517

THE CALIFORNIA STATE UNIVERSITY

Bakersfield / Channel Islands / Chico / Dominguez Hills / East Bay / Fresno / Fullerton / Humboldt / Long Beach / Los Angeles / Maritime Academy

Monterey Bay / Northridge / Pomona / Sacramento / San Bernardino / San Diego / San Francisco / San Jose / San Luis Obispo / San Marcos / Sonoma / Stanislaus

REQUEST FOR PROPOSAL

PROPOSAL DATA

RFP Number: RFP AA25003

Title: College of Business (CBE) Digital Marketing

Issue Date: Wednesday, January 21, 2026

CSUF Contact: Alex Arias, Buyer III Phone: (657) 278-4556 E-Mail: alexarias@fullerton.edu

PROPOSAL DUE DATE

Date/Time: Wednesday, February 25, 2026, at 3:00 PM (PST)

Mailing Address: Contracts and Procurement Attn: Alex Arias, Buyer III California State University, Fullerton 2600 E. Nutwood Avenue, College Park 300 Fullerton, CA 92831

PROPOSAL CONTENTS

Section I Introduction and General Provisions Section II Schedule of Events Section III Scope of Work Section IV Cost Proposal Form Section V Evaluation and Selection Criteria Section VI Proposal Instructions and Format

EXHIBITS

Exhibit A Sample Contract Cover Page Exhibit B CSU Terms and Conditions of Purchase Exhibit C Data Privacy and Security Rider Exhibit D Small Business Preference and Certification Request Exhibit E Disabled Veteran Business Enterprise (DVBE) Participation

Requirement mailto:alexarias@fullerton.edu

CALIFORNIA STATE UNIVERSITY, FULLERTON

REQUEST FOR PROPOSAL AA25003

SECTION I

INTRODUCTION AND GENERAL PROVISIONS

Section I, Page 1 of 11

1.1 INTRODUCTION AND BACKGROUND

California State University, Fullerton is soliciting proposals from qualified contractors to provide professional services to the College of Business and Economics (CBE). CBE requires the expertise of a digital marketing agency to manage paid digital marketing and advertising campaigns for college-specific initiatives. This RFP seeks to establish a master agreement with an agency that demonstrates a comprehensive understanding of the unique needs of the higher education sector on a national level. The selected agency must deliver exceptional customer service, provide customized and advanced reporting dashboards, and exhibit a proven history of executing successful campaigns that achieve enrollment goals across diverse, prospective student audiences. We aim to secure a trusted partner to serve as the college’s digital agency of record.

The primary focus for the selected agency will be on the two MBA programs, Fully Employed MBA (FEMBA) and the Flexible MBA (FLEX); the MS in Accountancy and Taxation programs; and the college’s online degree-completion program: Bachelor of Arts in Business Administration, Professional Business Concentration. Other programs may be added during the contract term.

The selected firm will recommend and execute online marketing strategies, placements, tracking, A-B testing, optimization, reporting, and refining placements on campaigns, actively adjusting to improve ROI.

Budgets for these placements will vary based on goals, resources and internal source of funding.

Additionally, the selected firm will be responsible for display ad production based on existing brand guidelines, taglines, images and logos.

Organizational Overview

Located in one of the most vibrant and entrepreneurial business communities in the United States, the College of Business and Economics at Cal State Fullerton is the largest accredited business school on the West Coast, one of the top five largest business schools in the national and nationally recognized for accreditation in both its business and accounting programs.

The college provides a world-class business education, offering graduate and undergraduate programs that integrate classroom education with best business practices, technology, award-winning research, functional applications, and real-world experience. CBE is home to 14 Centers of Excellence and a powerful network of over 80,000 alumni and business partners, who together serve as the driving force of Southern California business.

Approximately 11,000 students were enrolled in the Fall 2025 semester.

Section I, Page 2 of 11

Section I, Page 3 of 11

1.2 DEFINITIONS

a. The Trustees of the California State University are referred to as “California State University, Fullerton,” “University,” or “Trustees.”

b. The terms “bid” and “proposal” are synonymous and mean an offer made in response to a solicitation to perform a contract/agreement for work and labor or to supply goods at a specified price, whether it is considered a “seal bid” or results in award of a contract/agreement to a single or sole source.

c. “Bidder” or “Proposer”, or “Contractor” is used interchangeably, and each shall apply to the business entity which submits a bid/proposal or is awarded a contract/agreement.

1.3 CALIFORNIA STATE UNIVERSITY, FULLERTON

California State University, Fullerton (CSUF) is a comprehensive university located in Orange County and serves as an intellectual and cultural center for the entire region. The University offers 110 degree programs in nine colleges, boasts over 300,000 alumni, and enrolled more than 41,000 students in Fall 2025. Accredited by the Western Association of Schools and Colleges, Cal State Fullerton is ranked fifth among "Top Public Regional Universities" in the West (by U.S. News and World Report); eighth in the nation for the number of bachelor’s degrees awarded to underrepresented students (by Diverse: Issues in Higher Education); and 14th in the nation among master's-level universities contributing to the public good (by Washington Monthly).

1.4 TERM OF SERVICES

The term of services shall be three (3) years upon receipt of an executed contract, with the option of two (2) additional one-year extensions at the University’s sole discretion.

1.5 OPTIONAL UNIVERSITY PARTICIPATION

This Request for Proposal is issued on behalf of the College of Business and Economics at California State University, Fullerton. CBE shall serve as the primary sponsoring unit and initial user of any contract resulting from this RFP.

At the University’s discretion, the resulting contract may be made available to other colleges, departments, and administrative units within California State University, Fullerton to procure similar digital marketing and advertising services, subject to the same terms, conditions, and pricing established in the contract.

Participation by other University units is optional, non-exclusive, and shall not be guaranteed. Any additional work requested by other units shall be coordinated separately and shall not interfere with or diminish the Contractor’s obligations to CBE.

The selected agency should demonstrate the capacity and flexibility to support multi-unit or university-wide marketing initiatives, if requested, while maintaining alignment with CSUF brand standards and marketing guidelines.

The University makes no representation regarding the volume or frequency of services that may be

Section I, Page 4 of 11 requested by other units.

1.6 QUESTIONS

Any questions, interpretations, or requests for clarifications of either an administrative or technical nature regarding this RFP must be submitted to alexarias@fullerton.edu and lskoug@fullerton.edu with a reference to “RFP AA25003” in the subject header and be received prior to the Question Deadline as noted in Section II, Schedule of Events, to be considered. Questions received before the Question Deadline, which do not reference “RFP AA25003” in the subject line, may not receive a response. Questions received after the Question Deadline will not receive a response.

If a question contains the appropriate header reference, is received before the Question Deadline, and is deemed to require a response that is more than simply a reference to an item contained in the RFP, it will be addressed publicly in writing via written addendum/a and posted to https://caleprocure.ca.gov/pages/Events-BS3/event-search.aspx. Any oral statement concerning the meaning or intent of the contents of this RFP by any person is both unauthorized and invalid.

1.7 SUBMITTAL OF PROPOSALS

University will receive proposals until the time and date indicated in this RFP solicitation in Section II, Schedule of Events (“RFP DUE DATE”). It is each Proposer’s sole responsibility to ensure its proposal is received at the correct location before the RFP Due Date. Further instructions for RFP submission can be found in Section VI, Proposal Instructions and Format. Mistakes or delays in either U.S. Mail, internal campus mail delivery, or any other means of delivery employed by the Proposer are the sole responsibility of the Proposer. Submissions received after the RFP Due Date will neither be accepted nor considered.

1.8 WITHDRAWAL OF PROPOSALS

A Proposer may request withdrawal of its submission by either written or email request and shall be signed or submitted by its authorized representative, depending on delivery method, prior to the RFP Due Date. A proposal may be withdrawn and resubmitted if both actions are performed in sequence, i.e. withdrawal prior to resubmittal, and prior to the RFP Due Date. Any request for withdrawal or modification that is received in any other manner will have no effect. In addition, if two submissions have been received from one Proposer without a compliant request for withdrawal in between will void both proposal submissions.

1.9 COMPLETION OF PROPOSAL

Proposals shall be completed in all respects as required by the RFP provisions. A proposal may be rejected if it is conditional and will be rejected if it is materially incomplete. Any proposal that contains false or misleading statements or provides references that do not support an attribute(s) or condition(s) claimed by the Proposer will likely be rejected. All statements made by a Proposer shall also be without ambiguity and with adequate elaboration where necessary to ensure clear understanding.

1.10 ADDENDA

The University may modify this Request for Proposal or any of its contents, Sections, or Exhibits prior to the date fixed for submission of proposals by issuance of an addendum posted on fiscal. The mailto:alexarias@fullerton.edu mailto:lskoug@fullerton.edu https://caleprocure.ca.gov/pages/Events-BS3/event-search.aspx

Section I, Page 5 of 11 addenda will be numbered consecutively.

1.11 ALTERNATIVE PROPOSALS

Only one proposal submission is allowed per Proposer. Multiple proposals received from one Proposer without following instructions for proposal withdrawal in Section 1.8 will result in the rejection of all proposals received by that Proposer.

1.12 COST OF PROPOSAL

Costs for developing proposals are entirely the responsibility of the Proposer and shall not be chargeable to the University.

1.13 REJECTION OF PROPOSALS

The University reserves the right to reject any or all proposals received as well as the right to waive informalities and minor irregularities contained in those proposals. The University's waiver of an immaterial defect shall in no way modify the RFP documents nor excuse the Proposer from full compliance with the specifications if Proposer is awarded a Contract. Proposals which include terms and conditions other than the University's terms and conditions, or which take exception to the University’s terms and conditions, may be rejected as being non-responsive.

The University may make investigations as deemed necessary to determine the ability of a Proposer to perform the work as described, and the Proposer shall furnish all such information and data for this purpose as requested by the University if Proposer wishes for its proposal to remain eligible for consideration. The University reserves the right to reject any proposal if the evidence submitted by, or investigation of, such Proposer fails to satisfy the University that such Proposer is properly qualified to carry out the work and obligations of the pending Agreement.

1.14 CANCELLATION OF RFP

This solicitation does not obligate California State University, Fullerton, to enter into an Agreement. The University reserves the right to cancel this RFP at any time, for any reason deemed in the best interests of the University. No obligation, either expressed or implied, exists on the part of the University to make an award or to pay any cost incurred in the preparation or submission of a proposal.

1.15 CONFIDENTIALITY AND DISPOSITION OF PROPOSALS

Proposers are advised that the University is a public agency subject to public disclosure laws. A bid document becomes a public record once it is opened, and a determination by the University has been made. (Pub. Cont. Code § 10780).

Proposals received in response to this RFP shall be held in the strictest confidence until a Contract is authorized. Once a Contract has been authorized, the University reserves the right to make use of any information and/or ideas contained in the submitted proposal(s) except that which would legally qualify as confidential or proprietary data.

Section I, Page 6 of 11

If this RFP is canceled, the University may elect either to return all proposals or to destroy all proposal documents, at its sole discretion.

1.16 NON-ENDORSEMENT

Once a proposal is accepted and an award is made, the successful Proposer shall not issue any news releases or other statements pertaining to the award or servicing of the agreement which state or imply CSU endorsement of Proposer’s services.

1.17 NON-COLLUSION AFFIDAVIT

By signing the proposal Cover Letter, Proposer hereby certifies that: 1) the proposal is not made in the interest of, or on behalf of, any undisclosed party; 2) the proposal is genuine and not collusive, false, or a sham; 3) the Proposer has not directly or indirectly induced or solicited any other Proposer to submit a false or sham proposal and has not directly or indirectly agreed with any Proposer or anyone else to submit a false or sham proposal, or to refrain from bidding; and 4) the Proposer has not in any manner, directly or indirectly, sought to fix any overhead, profit, or cost element of the RFP, or that of any other Proposer, or to secure any advantage against the public body awarding the Agreement.

1.18 REMEDIES FOR NON-PERFORMANCE

If, in the opinion of the University, the awarded Proposer is non-compliant with agreement specifications or demonstrates non-performance of a specific assignment or assignments as described in Section III, Scope of Services, the Proposer shall immediately remedy such non- performance upon notification by the University or be subject to termination.

1.19 SMALL BUSINESS PREFERENCE

The State of California requires agencies to provide a five percent (5%) preference when awarding agreements to small businesses or a non-small business that commits twenty-f ive percent (25%) of the agreement value to a certified small business. The five percent (5%) certified small business preference shall not exceed $50,000.00 in accordance with G.C. 14835 et seq. Only small businesses certified by the Office of Small Business and DVBE Services (OSDS are eligible to receive the preference).

In solicitations where an award is to be made to the lowest responsive bidder, the preference is applied by factoring 5 percent of a non-small business low bid total and subtracting this amount from the small business bid total.

Proposers wishing to claim the Small Business Preference must comply with and complete Exhibit D, Small Business Preference and Certification Request.

1.20 DISABLED VETERAN BUSINESS ENTERPRISE (DVBE)

California state law requires that state agencies achieve a minimum of three p e r c e n t (3%) participation for disabled veteran business enterprises (DVBE) in state agreements. For this RFP solicitation, the minimum three percent (3%) requirement is waived.

Section I, Page 7 of 11

Proposer is referred to Exhibit E, Disabled Veteran Business Enterprise (DVBE) Participation Requirement.

The following DVBE incentives are offered.

Proposed DVBE Participation

Level DVBE Incentive %

4% to 4.99% 1%

5% to 5.99% 2%

6% to 6.99% 3%

The minimum incentive a qualifying Proposer can receive is one percent ( 1%). The combination of preferences with a DVBE incentive cannot exceed ten percent (10%) or $100,000, whichever is less.

A non- small business cannot displace a California certified small business from the top-ranked position due to application of preferences or incentive.

1.21 CSU TERMS AND CONDITIONS OF PURCHASE AND INSURANCE

Proposer agrees to provide services in accordance with the CSU Terms and Conditions of Purchase, attached herein as Exhibit B. Receipt of documentation of compliant insurance coverage in the amounts and of the types indicated in Exhibit B, Section Seven (7) will be required prior to authorization of any Contract that results from this RFP.

1.22 ACCOMMODATIONS FOR THE DISABLED

It is the policy of California State University, Fullerton, to make every effort to ensure that its programs, activities, and services are available to all persons, including persons with disabilities. Persons with a disability needing a reasonable modification to participate in the procurement process or persons having questions regarding reasonable modifications for the procurement process may contact the buyer listed elsewhere in this solicitation.

1.23 PUBLIC CONTRACTS CODE RESTRICTIONS FOR CALIFORNIA STATE UNIVERSITY, FULLERTON

EMPLOYEES

California State University, Fullerton employees, and immediate past employees must comply with restrictions regarding contracting with the University. Proposer needs to be aware of the following provisions regarding current or former University employees. In submitting a bid, Proposer certifies that the Proposer is eligible to contract with the University pursuant to the Public Contracts Code (PCC) sections list below:

a. Current California State University, Fullerton Employees (PCC Section 10831):

i. No officer or employee shall engage in any employment, activity or enterprise from which the officer or employee receives compensation or has a financial interest and which is sponsored or funded by any University department through or by a University contract unless the employment, activity or enterprise is within the course and scope of the officer’s or employee’s regular University employment.

ii. No officer or employee shall contract on his or her own behalf as an independent Proposer with any University department to provide goods or services.

iii. This prohibition does not apply to officers or employees of the University with

Section I, Page 8 of 11 teaching or research responsibilities.

b. Former California State University, Fullerton Employees (PCC Section 10832):

i. For the two-year period from the date he or she left California State University, Fullerton employment, no former University officer or employee may enter into a contract in which he or she engaged in any of the negotiations, transactions, planning, arrangements or any part of the decision-making process relevant to the contract while employed in any capacity by any University department.

ii. For the twelve-month period from the date he or she left state employment, no former California State University, Fullerton officer or employee may enter into a contract with any University department if he or she was employed by that University department in a policy-making position in the same general subject area as the proposed contract within the 12-month period prior to his or her leaving California State University, Fullerton service.

1.24 DISPUTES, FAIR COMPETITION, ERRORS, AND OMISSIONS

The University encourages all Proposers to resolve issues regarding the requirements of this RFP or the procurement process through written correspondence and discussions. The University strives to foster cooperative relationships and to reach fair and objective resolutions in a timely manner.

In the event a Proposer believes this RFP solicitation is either unfairly restrictive, ambiguous, or contains conflicting provisions, discrepancies, omissions, or other errors, Proposer is required to immediately notify the University of such concern in writing, including email, prior to the RFP Due Date. As previously noted, modifications to RFP requirements and responses to valid questions, if any, will be issued via written addendum/a and publicly posted at https://caleprocure.ca.gov/pages/Events-BS3/event-search.aspx.

A failure of the Proposer to notify the University of any concerns relating to the RFP requirements or any addendum/a prior to the RFP Due Date will be deemed a waiver of the Proposer’s right to protest the requirements of the RFP and Proposer shall submit a proposal at its own risk. Upon finalization of an Agreement, no Proposer shall be entitled to either additional compensation or time by reason of any error or its later correction.

1.25 PROTESTS

A Proposer wishing to submit a protest after the Notice of Intent to Award has been posted shall express its intent to do so within five (5) business days upon issuance and posting of such notice on https://caleprocure.ca.gov/pages/Events-BS3/event-search.aspx. Within ten (10) calendar days after expressing its intent to protest the award of a contract, the protesting Proposer must submit a full and complete written statement specifying the grounds for the protest and the facts in support thereof.

Protest must be sent by certified or registered mail or delivered in person to the Director of Contracts and Procurement, or designee, California State University, Fullerton, 2600 E. Nutwood Ave., College Park 300, Fullerton, CA 92831. Authority to protest is limited to Proposers who have submitted a qualified proposal.

The Director of Contracts and Procurement or designee shall perform a complete review of the protest and render a decision in writing to the protesting Proposer within a reasonable period following receipt of the detailed statement of protest. THE DECISION OF THE UNIVERSITY IS FINAL.

1.26 FAILURE TO ENTER INTO AGREEMENT

Once issued and forwarded by University, failure to return the appropriately authorized Agreement

Section I, Page 9 of 11 package within the period agreed upon shall be sufficient cause for voiding the award by University.

Failure of Awarded Proposer to comply with other requirements within the set time shall constitute failure to enter into the Agreement. If the Awarded Proposer refuses or fails to enter into the Agreement, the University may award to the subsequently ranked Proposer.

1.27 UNFAIR PRACTICES ACT

Proposer warrants that its bid complies with the Unfair Practices Act (Business and Professions Code Section 17000 et seq.).

1.28 VIOLATION OF AIR OR WATER POLLUTION LAWS

Unless the contract is less than $25,000.00 or with a sole-source provider, Government Code Section 4477 prohibits the State from contracting with a person, including a corporation or other business association, who has been determined to be in violation of any State or federal air or water pollution control law. By a proposal the Proposer warrants that the Proposer has not been found to be in violation of any order or resolution not subject to review promulgated by the State Air Resources Board or an air pollution district, or is subject to a cease and desist order not subject to review issued pursuant to Section 13310 of the Water Code for violation of waste discharge requirements or discharge prohibitions, or is finally determined to be in violation of provisions of federal laws relating to air or water pollution. By submitting a bid, the Proposer certifies that it has not been identified either by published notices or by Board notification as a person in violation of State or federal air or water pollution control laws.

1.29 ASSIGNMENT OF ANTITRUST ACTIONS

The Proposer's attention is directed to the following provisions of Government Code Sections 4552, 4553, and 4554, which shall be applicable to the Proposer:

In submitting a bid to a public purchasing body, the Proposer offers and agrees that if the bid is accepted, it will assign to the procurement body all rights, title, and interest in and to all causes of action it may have under Section 4 of the Clayton Act (15 U.S.C. Sec. 15) or under the Cartwright Act (Chapter 2, [commencing with Section 16700] of Part 2 of Division 7 of the Business and Professions Code), arising from purchases of goods, materials, or services by the Proposer for sale to the procurement body pursuant to the bid. Such assignment shall be made and become effective at the time the procurement body tenders final payment to the Proposer (Government Code Section 4552).

If an awarding body or public procurement body receives, either through judgment or settlement, monetary recovery for a cause of action assigned under this chapter, the assignor shall be entitled to receive reimbursement for actual legal costs incurred and may, upon demand, recover from the public body any portion of the recovery, including treble damages, attributable to overcharges that were paid by the assignor but were not paid by the public body as part of the bid price, less the expenses incurred in obtaining that portion of the recovery (Government Code Section 4553). Upon demand in writing by the assignor, the assignee shall, within one year from such demand, reassign the cause of action assigned under this part if the assignor has been or may have been injured by the violation of law for which the cause of action arose and (a) the assignee has not been injured thereby, or (b) the assignee declines to file a court action for the cause of action (Government Code Section 4554).

Section I, Page 10 of 11

1.30 SAFEGAURDS FOR PROTECTION OF CALIFORNIA STATE UNIVERSITY, FULLERTON INFORMATION

ASSETS

By submitting a bid, Proposer acknowledges Federal privacy laws such as Gramm-Leach-Bliley Act (Title 15, United States Code, Sections 6801(b) and 6805(b) (2)) applicable to financial transactions and Family Educational Rights and Privacy Act (Title 20, United States Code, Section 1232g) applicable to student records and information from student records. In the event that such information is required for the performance of the work specified, the Proposer hereby certifies that it has the appropriate safeguards in place as required by Title 16 Code of Federal Regulation Chapter 1 Section 314.

1.31 TARGET AREA CONTRACT PREFERENCE ACT (TACPA)

It is the policy of the CSU to grant preference to California-based companies submitting bids or proposals to the State for goods to be produced or services performed at worksites in distressed (as defined in Government Code 4532) areas by persons with a high risk of unemployment when the contract is for goods or services in excess of $100,000. The 5% preference is applicable only to contracts awarded on the basis of lowest responsible bidder meeting specifications.

1.32 THE CONGO – SERCURITIES EXCHANGE ACT

PCC § 10490 establishes restrictions on contracting for certain goods and services relating to compliance with the Securities Exchange Act of 1934. California State University, Fullerton will not accept bids or proposals or contract for goods or services related to products or services from companies designated as a “scrutinized company” by the Federal Government. By submitting a proposal, Proposer certifies that it is not a scrutinized company as defined therein. False certifications shall cause the proposal to be voided/rejected.

1.33 SECURITIES EXCHANGE ACT COMPLIANCE - SCRUTINIZED COMPANY

PCC § 10490 establishes restrictions on contracting for certain goods and services relating to compliance with the Securities Exchange Act of 1934. The University will not accept proposals from nor will it contract with any company designated as a “scrutinized company,” as defined under this statute and any related statues, by the Federal Government for goods or services. By submitting a proposal, Proposer certifies that it is not a scrutinized company as defined therein. False certifications shall cause the proposal to be voided/rejected.

1.34 CERTIFICATION OF COMPLIANCE WITH IRAN CONTRACTING ACT

PCC sections 2202 et seq., the Iran Contracting Act of 2010, establish restrictions against contracting with any Proposer that provides/d specified levels of goods or services or other investment activities, as defined, in the energy sector of Iran. If Proposer is submitting a proposal in excess of $1 million, Proposer certifies that it is not a financial institution extending credit to an ineligible vendor on the list published by the California Department of General Services on the web site:

http://www.documents.dgs.ca.gov/pd/poliproc/Iran%20Contracting%20Act%20List.pdf (PCC § 2204).

The Act includes certain exceptions (PCC § 2203(c)).

Section I, Page 11 of 11

1.35 DARFUR CONTRACTING ACT – SCRUTINIZED COMPANY

PCC sections 10475 et seq., the Darfur Contracting Act of 2008, established restrictions against contracting with any Proposer conducting certain types of business in Sudan. The Act sets forth criteria to determine if a Proposer is a “scrutinized company” as defined therein and any such company would then be ineligible to bid on or submit a proposal for State contracts.

By submitting a proposal, a Proposer that has conducted business activities outside of the United States within the previous three (3) years certifies either that Proposer is not a scrutinized company, as defined, or that Proposer has demonstrated that Proposer obtained permission under the statute (PCC § 10478, § 10477(b)). False certifications shall cause the proposal to be voided/rejected (PCC § 10479).

1.36 AWARD OF AGREEMENT

An award, if any, will be made to the Proposer whose submittal best complies with all the requirements of this RFP, any Addenda, and the highest number of points awarded at the end of the evaluation. Evaluation methodology and basis for award are outlined in Section V, Evaluation and Selection Criteria. The university may, at its discretion, award multiple contracts under this solicitation based on the evaluation results and identified needs.

A Notice of Intent to Award will be publicly posted for five (5) consecutive business days on https://caleprocure.ca.gov/pages/Events-BS3/event-search.aspx prior to initiation of Agreement.

Individual written notification may not be made to unsuccessful Proposers.

An Agreement, if issued, shall be signed by an authorized agent of the Awarded Proposer and returned, along with the required Exhibits, to the University within ten (10) calendar days from receipt of the Agreement package. The period for return of the appropriately authorized Agreement package may be modified by mutual agreement of the University and Awarded Proposer. Agreements are not effective until approved by the appropriate University official(s). Any billable work performed by Awarded Proposer prior to receipt of a fully authorized Contract shall be at the Awarded Proposer’s own risk.

END OF SECTION I

SECTION II

SCHEDULE OF EVENTS

Section II, Page 1 of 1

ACTION OR DEADLINE Date

Release of Request for Proposal (RFP) Wednesday, January 21, 2026

Last Day to Submit Questions Wednesday, February 4, 2026, at

4:00 p.m., Pacific Standard Time

Last Day for Addendum Wednesday, February 11, 2026

RFP Due Date Wednesday, February 25, 2026, at 3:00 p.m., Pacific Standard Time

Notice of Intent to Award Wednesday, March 11, 2026

Contract Award Wednesday, March 25, 2026

Commencement of Services Tuesday, June 30, 2026

Notes:

Dates up to and including the RFP Due Date may be adjusted upon advance written notice posted to

END OF SECTION II

SECTION III

SCOPE OF WORK

Section III, Page 1 of 3

Scope of Work

3.1 Operational Requirements

Selected agency to conduct digital advertising for the College of Business and Economics (CBE), and departments and units with the college.

• Assessment of our current digital advertising campaigns to benchmark and make recommendations.

• Setup and deployment of all digital marketing and advertising campaigns.

• Consulting on best practices in digital advertising and enrollment marketing for public universities, such as CSUF.

• Expert services in display advertising, PPC, video ads (YouTube, OTT), geofencing, Meta, TikTok, X or Blue Sky social media ads, look-a-like audiences, and campaign strategies.

• Access to real-time, custom reporting dashboard and conversion metrics.

• Setup of event tracking and conversions for RFI forms, button clicks, downloads, or event registrations, including the review and improvement of existing tracking, for clients such as:

o College of Business and Economics o CBE Graduate Admissions in support of MBA, MSA/MST programs o Online Bachelor of Business Administration Online Degree-Completion Program o Other departments and units, as requested

• Monitor paid media campaigns and optimize the campaigns to improve performance and efficiency.

• Ability to integrate with CSUF CRM technology and/or social media management tools.

• Access to an account executive for ongoing questions and campaign optimizations, and timely response to campaign needs.

3.2 Operational Performance

3.2.1 Defining Objectives

• Enrollment Goals: Specify targets for increasing applications, admissions, and enrollment.

• Brand Awareness: Enhance the college’s reputation and visibility across regional, national, or international markets.

• Program Promotion: Highlight specific programs or initiatives that align with strategic goals (e.g., graduate studies, online education).

• Engagement Metrics: Identify goals for lead generation. Provide data on CPC, conversions, ad click rates, and other key metrics.

• Sustainability: Build scalable campaigns that evolve with institutional priorities.

Section III, Page 2 of 3

3.2.2 Audience Identification

• Prospective and Current Students: Segment audiences by demographics, interests, and behaviors (e.g., transfer students, adult learners, working professionals, international students).

• Underrepresented minority and low socioeconomic status students who have faced barriers to completing higher education.

• Alumni: Engage alumni for referrals.

• Local business leaders who can advise workers of options to advance their career.

• Peer institutions

• Geographic Focus: Target campaigns locally, nationally, or internationally, depending on the audience.

3.2.3 Messaging and Content Strategy

• Value Proposition: Highlight unique aspects of the college, such as academic excellence, programs of study, career outcomes, flexible programs, attainable programs, or new degree offerings.

• Call-to-Action (CTA): Use clear CTAs for applications, inquiries, or event registrations.

• A-B testing and both visual and content messaging optimization.

3.2.4 Channels and Platforms

• Search Engine Marketing (SEM): Use PPC Google Ads to target students searching for educational opportunities.

• Social Media: Leverage platforms like Instagram, Facebook, LinkedIn, TikTok, X or BlueSky, and

YouTube, based on audience preferences.

• Display Outreach, Mobile Location Targeting, and Retargeting Ads: Keep our institution top-of-mind with visual ads.

3.2.5 Budgeting

• Allocation: Assign budgets based on campaign objectives, channel performance, and audience reach.

• Testing: Allocate funds for A/B testing of ads and content to optimize performance.

• Total budget is not yet determined or guaranteed but estimated at $175,000 annually for grad programs, and $120,000 annually for the online-degree completion program. Budgets inclusive of ad budget and agency fees.

o Additional budget will be allocated of scope of services increases per opportunities in the “Potential Extensions” section below

3.2.6 Key Performance Indicators (KPIs)

• Awareness Metrics: Impressions, reach, and website visits.

• Engagement Metrics: Click-through rates (CTR), cost per click, video views, and time spent on site.

• Conversion Metrics: Form submissions, applications started, and enrollment numbers, conversion rate and total count of direct and indirect conversions.

Section III, Page 3 of 3

• Cost Metrics: Cost per lead (CPL) and cost per enrollment (CPE).

3.2.7 Compliance and Accessibility

• Privacy Regulations: Adhere to GDPR, CCPA, and other data privacy laws.

• Accessibility Standards: Ensure digital content meets ADA and WCAG guidelines for accessibility.

3.2.8 Reporting and Analytics

• Dashboards: Use real-time reporting tools to track campaign performance via custom dashboard. Ability to filter data by dates, campaign, strategy or engagement metrics.

3.2.9 Partner Collaboration

• Internal Stakeholders: Work closely with the marketing team to align campaigns with institutional goals

• Agency Communication: Ensure the agency provides regular updates, proactive recommendations, and transparent reporting.

• Ability to work with procurement terms around contract signatures, invoices, and proposals.

3.2.10 Potential Extensions1

• Enrollment Marketing for future grad degrees: Support additional campaigns that may launch during the contract terms to drive applications and enrollments to various grad degree programs.

• Attribution Models: During the contract terms, the College may seek to evaluate which channels drive conversions. Responding agencies should have the capability to deliver detailed attribution reports and conversion data, including multi-touch attribution modeling, cross-channel performance analysis, CRM and marketing automation integrations, and clear documentation of direct and assisted conversions at each stage of the enrollment funnel.

• Reputation Management with Peer Institutions: Campaigns and media initiatives designed to strengthen the College’s visibility and standing among peer institutions, including thought leadership promotion, faculty expertise highlights, and targeted brand lift studies.

• Undergraduate Enrollment Marketing: Media strategies and campaign execution to attract prospective undergraduate students in priority markets outside of Orange County, leveraging geo-targeted digital advertising, localized messaging, and cross-channel outreach

• Alumni Engagement: Create opportunities for alumni to connect and contribute and/or donate.

END OF SECTION III

1 The following potential extensions are provided for informational purposes. Agencies should assume that no budget has been allocated at this time and that inclusion of these services will be considered on a case-by-case basis, contingent on available funding and strategic priorities.

Section IV, Page 1 of 2

SECTION IV

COST PROPOSAL FORM

4.1 COST PROPOSAL FORM

This Cost Proposal Form shall reflect costs necessary to successfully complete the Scope of Work, including all Deliverables as defined in Section III, Scope of Work, of this RFP. All proposed agency fees identified in Items 1 through 3 shall be firm and fixed for the duration of the three (3) year term, unless otherwise stated in the Cost Proposal Form. No add-ons will be permitted for services included within the Scope of Work as proposed. Any additional services beyond the Scope of Work shall require prior written approval by the University. An incomplete Cost Proposal Form shall be grounds for voiding the proposal.

Based on the Scope of Work, please provide your proposal for a three (3) year term and itemize the cost for the following:

Unless otherwise noted, all fees shall be proposed as agency fees exclusive of media spend.

* All fees, markups, and pass-through costs must be clearly identified and described. Undisclosed or unclear fees may result in cost deductions or disqualification.

If Item 3 (“Other Fees and Mark Ups”) is proposed, Proposers shall provide a brief written description of all such fees, markups, and pass-through costs as a clearly labeled attachment referenced in Item 3 of the Cost Proposal Form.

Only the total cost of items 1 through 3 in the 3-Year Total is included in calculating the Cost points as identified in Section V, Evaluation and Selection Criteria.

The University will not reimburse travel costs associated with the performance of services resulting from this RFP.

Itemized Cost Year 1 Year 2 Year 3 3 Year Total

1. Campaign Initiation and Setup Fee (one-time, if applicable)

2. Monthly Management Fees (Monthly Fee x 12)

3. Other Fees and Mark Ups (Specify and describe services included) *

Total Cost

Estimated Project Media Spend (Informational Only)

Section IV, Page 2 of 2

SECTION IV

COST PROPOSAL FORM

Costs shall include all components referenced in this RFP solicitation, whether or not specifically included in the Proposer’s proposal.

4.2 ADDENDA ACKNOWLEDGMENT

We acknowledge the receipt of addenda number(s) _________________________________

4.3 PROPOSAL COST CERTIFICATION

I hereby certify that the Cost Proposal Form included in this proposal is both valid and complete for performance of the work set forth in the above-referenced Request for Proposal, and that such work will be carried out in accordance with the established terms and conditions upon issuance and acceptance of a Contract.

Print Name Title

Signature Date

Official Company Name Year Est. Federal Tax I.D. Number

Company Address City State Zip Code

Email Address Phone Number

END OF SECTION IV

SECTION V

EVALUATION AND SELECTION CRITERIA

Section V, Page 1 of 3

5.1 REVIEW PROCESS

Proposals received before the RFP Due Date shall first be reviewed by Contracts and Procurement to verify that all RFP requirements have been sufficiently met. Proposals which meet the required qualifications shall be accepted and forwarded to the evaluation committee for review and scoring.

An evaluation committee comprised of University stakeholders will be assembled to review and evaluate all proposals using assignment of points in accordance with the selection criteria categories listed below.

Proposals that either do not follow the prescribed format, do not meet minimum content and/or quality standards, take unacceptable exceptions to Exhibit B, CSU Terms and Conditions of Purchase, or contain material deviations to the requirements stated herein will be identified as being non-responsive (i.e.

voided) and will not be forwarded to the committee for evaluation.

5.2 EVALUATION AND SCORING CRITERIA

Each qualified proposal shall be evaluated and scored according to the categories listed below.

Significant consideration will be given to Proposers that specialize in digital marketing strategy, audience research and segmentation, paid and organic media execution, and performance measurement and optimization, rather than Proposers whose primary practice is unrelated creative or consulting services.

Additional consideration will be given to Proposers that demonstrate significant experience working in the higher education sector, particularly with universities and colleges of comparable size and complexity.

Award shall be made to the Proposer receiving the highest total number of assigned points.

A maximum total of 100 points is available for each finalist, as detailed below.

5.2.1 Qualifications and Experience 40 Points

Proposers are required to have a U.S. Employer Identification Number or Taxpayer Identification Number, and the selected Proposer shall be required to complete a Supplier Profile in the CSU’s Procure-to-Pay platform certifying its authority to conduct business in the State of California, if not already completed. California Certified Small/Micro Businesses and Disabled Veteran Business Enterprises are strongly encouraged to submit a proposal, if qualified.

This criterion will evaluate the Proposer’s overall qualifications, relevant experience, and demonstrated success providing paid digital marketing and advertising services for higher education institutions, particularly colleges or programs comparable in size, complexity, and mission to the College of Business and Economics.

Evaluation will consider the extent to which the Proposer demonstrates:

Section V, Page 2 of 3

• A minimum of seven (7) years of experience delivering digital marketing services for colleges, universities, or similar higher education organizations.

• Demonstrated experience supporting enrollment-focused marketing initiatives, including lead generation, application growth, and brand awareness for academic programs.

• Relevant experience managing multi-channel paid media campaigns and applying best practices in campaign optimization, performance measurement, and reporting.

• The experience, qualifications, and stability of the firm’s proposed personnel, including clearly defined roles and direct relevance to the services described in this RFP.

• A clear understanding of the needs and operating environment of a public university.

Points will be awarded to Proposers that demonstrate a strong record of relevant experience, qualified personnel, and alignment with the University’s requirements.

5.2.2 Proposer’s Response to Scope of Work 25 Points

This criterion will evaluate the quality, clarity, and completeness of the Proposer’s response to Section III, Scope of Work, of this RFP. Proposals will be assessed on how effectively the Proposer demonstrates an understanding of the College of Business and Economics’ objectives and presents a cohesive, practical approach to delivering the required services.

Evaluation will consider the extent to which the proposal:

• Clearly addresses the operational requirements, performance objectives, and expectations outlined in the Scope of Work.

• Demonstrates a sound approach to managing and optimizing paid digital marketing and advertising campaigns in support of enrollment, brand awareness, and program promotion goals.

• Reflects an understanding of target audiences, messaging strategy, reporting and analytics, performance measurement, and staffing approach appropriate to the Scope of Work.

• Presents a scalable, well-organized, and realistic plan that aligns with public university requirements and best practices in higher education digital marketing.

Points will be awarded to proposals that are clear, concise, complete, and well-aligned with the Scope of Work, and that demonstrate a strong likelihood of contributing to the success of the College’s marketing and enrollment initiatives.

5.2.3 References 10 Points

Three (3) prior references for similar projects are required. References shall include the organization’s name, address, contact name, title, telephone number, email address, dates of service, and a brief description of the services performed.

This criterion will evaluate the Proposer’s past performance and success on engagements similar in scope and complexity to the services described in this RFP.

Section V, Page 3 of 3

Evaluation will consider the extent to which the references demonstrate:

• Relevance of the referenced work to the Scope of Work.

• Demonstrated success in delivering paid digital marketing and advertising services.

• Responsiveness, communication, and overall quality of performance.

• Client satisfaction and ability to meet project objectives and expectations.

The University reserves the right to contact any or all references provided. Failure to submit the required references may result in a proposal being deemed non-responsive.

5.2.4 Cost 25 Points

This category awards points based on the cost indicated on Section IV, Cost Proposal Form. The cost shall be firm and fixed for the duration of the three (3) year term, unless otherwise stated in the Cost Proposal Form. The proposal with the lowest cost shall receive the maximum number of points in this category. Points shall be determined by dividing the lowest proposal cost by the relative proposal cost and multiplying by the maximum points available as follows:

Lowest Proposal____ x 25 = Points Awarded Proposer’s Proposal

Section IV, Cost Proposal Form, must be completed and printed out in its entirety and submitted in a separate envelope or package along with an electronic copy (USB). Make a note on Tab 5 that the Cost Proposal Form has been submitted in a separate envelope or package.

5.2.5 Optional Interviews

University, at its discretion, may select Proposers for interviews. Final points will be assigned upon completion of any optional interviews.

The interview process shall not result in the disclosure from one Proposer to another of any information derived from the proposals. Each Proposer shall be solely responsible for all costs associated with its interview.

5.3 AWARD

The award will be made to the proposal receiving the highest number of total points by the campus evaluation team, at its sole discretion. THE DECISION OF THE UNIVERSITY IS FINAL.

END OF SECTION V

SECTION VI

PROPOSAL INSTRUCTIONS AND FORMAT

Section VI, Page 1 of 4

6.1 INSTRUCTIONS

To be considered responsive to this RFP, the Proposer shall submit proposals in the format identified in this section. All requirements and questions of the RFP shall be addressed, and all requested information shall be supplied. The University reserves the right to request additional information which in the University's opinion is necessary to assure that the Proposer's competence, experience, number and qualifications of employees, business organization and financial resources are adequate to perform according to this RFP.

6.2 NUMBER OF COPIES

Proposer shall provide one (1) original hard copy proposal (marked as such), six (6) additional hard copies, and one (1) electronic USB copy. The USB copy must be identical to the original proposal.

6.3 DELIVERY OF PROPOSALS

Sealed proposals shall be delivered to:

Alex Arias, Buyer III Contracts and Procurement California State University, Fullerton 2600 E. Nutwood Avenue, College Park 300 Fullerton, CA 92831

All proposals must be received in the Contracts and Procurement Office, College Park 300, no later than 3:00 p.m. on Wednesday, February 25, 2026. LATE PROPOSALS WILL NOT BE ACCEPTED.

Proposals shall be labeled:

College of Business (CBE) Digital Marketing ___RFP AA25003

Delays due to the various methods used to transmit the proposal including delays by the internal mailing system at the University will be the responsibility of the Proposer. Delays due to inaccurate directions given, even if by University staff, shall also be the responsibility of the Proposer.