1-A. Integrated OOH Digital Marketing Services, I26122 Sol.pdf

Request for Information (RFI) I26122

Integrated Out-of-Home and Digital Marketing Services

RFP ISSUANCE DATE: April 28, 2026

PURCHASING CONTACT: Daphne Farley, 770-429-5870 daphne.farley@cobbk12.org

IMPORTANT DATES

EVENTS DATES

RFI issued and posted to the CCSD Euna Procurement Portal https://cobbk12.bonfirehub.com/portal/?tab=openOpportunities

April 28, 2026

Deadline for written questions submitted through the CCSD Euna Procurement Portal

May 5, 2026 by 10:00 AM ET

Responses to questions posted on the CCSD Euna Procurement Portal May 8, 2026

Deadline for RFI responses submitted to the CCSD Euna Procurement Portal May 19, 2026 by 3:00 PM ET mailto:daphne.farley@cobbk12.org https://cobbk12.bonfirehub.com/portal/?tab=openOpportunities

Procurement Services Department

BOARD OF EDUCATION Randy Scamihorn, Chair • David Chastain, Vice Chair

Becky Sayler • Leroy Tre’ Hutchins • John Cristadoro • Nichelle Davis • Brad Wheeler

SUPERINTENDENT Chris Ragsdale

514 Glover Street

Marietta, GA 30060

Telephone: (770) 426-3300 www.cobbk12.org One Team, One Goal: Student Success

April 28, 2026

TO ALL VENDORS:

Cobb County School District (CCSD) invites you to submit a response to a “Request For Information” (RFI) for the following content areas:

• RFI I26122, Integrated Out-of-Home and Digital Marketing Services

All responses must be submitted through the CCSD Euna Procurement Portal. Responses not submitted through the CCSD Euna Procurement Portal will not be accepted.

Responses are due no later than 3:00 PM ET on May 19, 2026. Please allow ample time to complete the submission through the CCSD Euna Procurement Portal. The portal does not allow late submissions.

CCSD reserves the right to utilize this information in the best interest of the school system.

Your interest and participation in this process is appreciated.

Sincerely, Barbara Bates, CPPB, NIGP-CPP Director of Procurement Services

RFI I26122, Integrated Out-of-Home and Digital Marketing Services

COBB COUNTY SCHOOL DISTRICT

MARIETTA, GEORGIA

PROCUREMENT SERVICES DEPARTMENT

1.0 COMMUNICATIONS WITH CCSD STAFF

All communication concerning this RFI must be submitted in writing through the CCSD Euna Procurement Portal. Only written responses distributed through the CCSD Euna Procurement Portal will be binding upon the CCSD. The Procurement Services Department, at its discretion, may call upon user departments for clarification in their area of expertise.

Questions concerning this RFI must be received by May 5, 2026 by 10:00 AM ET. Answers will be posted to the CCSD Euna Procurement Portal by May 8, 2026.

2.0 BACKGROUND

CCSD is the second-largest school system in Georgia and the 23rd-largest school system in the United States. The District is responsible for educating more than 105,738 students in a diverse, constantly changing suburban environment. Our mission is “One Team, One Goal: Student Success.” Our vision is a school district of excellence where all students succeed.

3.0 PURPOSE OF RFI

The purpose of this RFI is to gather information on an expanded paid media approach that adds out-of-home (OOH) awareness and ties it directly to measurable digital actions. The priority use case is Cobb Virtual Academy (CVA) lead generation, with future campaigns extending to broader enrollment messaging and Ed-SPLOST. Providers are given the opportunity to submit information for review. The CCSD reserves the right to consider any and all resources for acquisition.

4.0 CURRENT SITUATION

CCSD paid media performs best when families are already “in market” and actively searching or already engaged with our channels. Search and social ads are effective, but they do not consistently create broad awareness at scale across the district, and they do not guarantee repeated exposure. CCSD needs to reach qualified families sooner and ensure consistent presence across devices, so awareness turns into action. (Fill and email subscription, enrollment application, brand and issue awareness).

5.0 REVIEW PROCESS

5.1 This RFI is for information only. In no way does this request bind CCSD to solicit bids or proposals in the future. However, if in the future, CCSD elects to solicit bids or proposals, in no way does the submittal of information give any provider any advantage. CCSD can use all or some of the information provided to draft specifications for future solicitations. Providers may be invited to discuss responses during the review process.

5.2 Provide complete information below for a point of contact during the evaluation period. This person must be available to answer any questions pertaining to your overall response that may arise prior to award.

Contact Name:

Phone Number: Fax Number:

Email Address:

6.0 PROVIDER INTERVIEW

During the evaluation process, the CCSD may, at its discretion, request anyone or all providers to interview for the purpose of clarification or to amplify the materials presented in any part of the RFI.

However, providers are cautioned that the District is not required to hold interviews;

therefore, all submittals should be complete.

7.0 SYSTEM REQUIREMENTS

7.1 Digital billboards: High-reach placements in Metro Atlanta (and the state) that create broad, repeated exposure.

7.2 Build “exposed” audiences and reinforce messaging across mobile and web environments. Delivering ads across large networks of sites/apps and providing reporting on CTR, conversions, visits, and more.

7.3 Reach audiences across websites, apps, streaming TV, and audio, with the ability to limit placements to higher-quality sites and reduce spending on low-performing inventory.

7.4 Ensure existing search and social campaigns remain active, while improving their performance by supplying higher-intent, pre-exposed audiences generated through OOH and programmatic activity, enabling cross-channel reinforcement rather than siloed execution.

7.5 Ability to verify OOH exposure and explain the methodology used to create retargetable audiences.

7.6 Ability to support campaign-specific landing pages and first-party lead capture.

7.7 Ability to track and report conversion actions, including email signups, form fills, application starts, and completed applications where feasible

7.8 Ability to provide transparent reporting on placements, targeting logic, inventory quality, and optimization actions.

7.9 Ability to support multilingual or segmented audience targeting, where appropriate for CCSD campaigns.

8.0 SUBMISSION REQUIREMENTS

This RFI will gather information on Integrated OOH with Digital Marketing from vendors.

Vendors are to respond to the following.

8.1 Experience

8.1.1 Provide a brief description of your company, including years of experience in OOH advertising with digital performance marketing.

8.1.2 Describe success in digital marketing and DSP platforms (SEO, SEM, Google Ads, Meta, Display, Programmatic Video) with measurable impact on awareness, engagement, and conversions.

8.1.3 Provide relevant case studies or examples of campaigns that integrated OOH with digital marketing and produced measurable awareness, engagement, or conversion outcomes.

8.2 Approach/ Methodology

8.2.1 Explain the approach to audience segmentation, targeting, retargeting strategies, and any SEO enhancements to improve campaign visibility and impact.

8.2.2 Demonstrate familiarity with Google Ads, Meta Ads, programmatic platforms, analytics tools, and other relevant technologies.

8.2.3 Describe reporting capabilities, key performance metrics (KPIs), and how insights are used to refine and improve campaign performance.

8.2.4 Provide a recommended campaign framework for CCSD’s priority use case, including how OOH, retargeting, paid social, search, display, CTV, audio, and landing pages would work together.

8.2.5 Describe how first-party data may be captured and used to support follow-up engagement, remarketing, or future optimization

8.3 Digital Integration

8.3.1 How does OOH integrate with digital (retargeting, geofencing, mobile, CTV, etc.)?

8.3.2 How does your firm target users exposed to OOH?

8.3.3 What platforms are you using (programmatic, paid social, search, display)?

8.3.3.1 Does your firm use geofencing, search ads, social media, or CTV to reinforce messaging?

8.3.3.2 How does your firm ensure message consistency across channels?

8.3.4 Describe the methodology used to determine whether an individual has been exposed to OOH media and is eligible for digital retargeting.

8.3.5 Identify any limitations related to attribution, privacy, device matching, signal strength, reporting accuracy, or campaign delivery.

8.3.6 Explain how the firm addresses brand safety, placement quality, fraud prevention, and inventory exclusions.

8.4 Strategy & Enrollment Alignment

8.4.1 How does this campaign directly support enrollment goals (inquiries, tours, applications)?

8.4.2 How does your firm target parents vs. students?

8.4.3 How does your firm account for seasonality (application deadlines, open hours, school year timing)?

8.4.4 Does your firm tailor messages for different audiences (parents vs high school students)?

8.4.5 Describe how campaign strategy and creative recommendations would differ across use cases such as CVA lead generation, broader enrollment messaging, and ED-SPLOST awareness or education.

8.4.6 Describe how the firm would support audience targeting Cobb County families, including geographic, demographic, and language-based considerations where appropriate.

8.5 Implementation and Account Management

8.5.1 Describe how the vendor will manage the account, provide updates, facilitate collaboration, and ensure responsiveness to changing campaign needs.

8.5.2 Provide a sample reporting dashboard, report format, or reporting template.

8.5.3 Identify the proposed account team structure, including the primary contact, campaign lead, reporting lead, and any escalation support.

8.5.4 Provide an estimated implementation timeline from project start through launch, including setup, audience build, campaign activation, tracking, and reporting readiness.