1-RFP 2026-05 Marketing, Digital Media and Enrollment Support Services.pdf

NEW MEXICO MILITARY INSTITUTE

REQUEST FOR PROPOSALS

RFP: 2026-05

MARKETING, DIGITAL MEDIA AND ENROLLMENT

SUPPORT SERVICES

RFP Issue Date: 3/24/2026

PROPOSAL DUE:

4/30/2026 2:00 PM

CHIEF PROCUREMENT OFFICE

NEW MEXICO MILITARY INSTITUTE

101 WEST COLLEGE BLVD.

ROSWELL, NM 88201

CONTACT: JESSICA COLLIER

CHIEF PROCUREMENT OFFICER

575.624.8046

COLLIER@NMMI.EDU

TABLE OF CONTENTS

Page No.

I. INTRODUCTION

A. PURPOSE OF THIS REQUEST FOR PROPOSALS

B. BACKGROUND INFORMATION

C. SCOPE OF PROCUREMENT

D. PROCUREMENT MANAGER

II. CONDITIONS GOVERNING THE PROCUREMENT

A. SEQUENCE OF EVENTS

B. EXPLANATION OF EVENTS ................................................................. 4-6

C. GENERAL REQUIREMENTS ............................................................. 7-10

III. RESPONSE FORMAT AND ORGANIZATION

A. NUMBER OF RESPONSES

B. PROPOSAL FORMAT AND ORGANIZATION

IV. SPECIFICATIONS

A. DETAILED SCOPE OF WORK

B. MANDATORY SPECIFICATIONS ...................................................... 12-15

V. EVALUATION

A. EVALUATION POINT TABLE/SUMMARY

B. EVALUATION FACTORS

C. EVALUATION PROCESS

I. INTRODUCTION

A. PURPOSE OF THIS REQUEST FOR PROPOSALS

New Mexico Military Institute (NMMI) is seeking proposals from qualified and experienced companies to continue leveraging Social Media, Digital Marketing, SEO, Website Enhancement, Email Marketing, Word-of-Mouth and other marketing strategies to drive new student recruitment and support the retention of current cadets.

B. BACKGROUND INFORMATION

New Mexico Military Institute (NMMI) is a state-supported, co-educational institution offering college preparatory education at the high school and junior college levels. NMMI currently has an enrollment capacity of approximately 1000+ cadets. NMMI provides a comprehensive academic experience complemented by Junior and Senior Reserve Officer Training Corps (ROTC) programs. The high school curriculum is fully accredited, preparing students for higher education. The junior college program facilitates cadet transfer to four-year colleges and universities. Additionally, NMMI houses the Intermediate Preparatory Academy (IPA) for grades 6-8. The IPA delivers a distinctive curriculum emphasizing immersive, intensive, hands-on learning in a structured environment.

C. SCOPE OF PROCUREMENT

The term of this contract will be for a 3-year period beginning July 1, 2026 – June 30, 2029, with an option of NMMI to renew for three (3) additional one-year (1) periods provided that the funds for subject contract are available and approved and that the Offeror has established a satisfactory record of performance.

D. PROCUREMENT MANAGER

NMMI has designated a Procurement Manager who is responsible for the conduct of this procurement whose name, address and telephone number is listed below.

Jessica Collier Chief Procurement Officer 101 West College Blvd 575.624.8046 collier@nmmi.edu

II. CONDITIONS GOVERNING THE PROCUREMENT

This section of the RFP contains the schedule for the procurement, describes the major procurement events and the conditions governing the procurement.

mailto:collier@nmmi.edu

A. SEQUENCE OF EVENTS

The Procurement Manager will make every effort to adhere the following schedule:

Action Date

1.Issue of RFP 3/24/2026 2.Deadline to Submit Questions 4/10/2026 3.Response to Written Questions/RFP Addendum 4/14/2026 4.Submission of Proposal by 2:00 PM 4/30/2026

5. Proposal Evaluation Complete 5/7/2026 6.Notice of Award 5/8/2026 7.Protest Deadline +15

*Dates indicated in Events 5 through 7 are estimates only, and may be subject to change without necessitating an amendment to the RFP.

B. EXPLANATION OF EVENTS

The following paragraphs describe the activities listed in the sequence of events shown in Section II, Paragraph A.

1. Issue of RFP This RFP is being issued by NMMI and the office of the CPO.

2. Deadline to Submit Written Questions

Any questions or clarification regarding this procurement should be submitted by the deadline in the Sequence of Events at https://nmmi.bonfirehub.com/Opportunites.

Prospective Offerors must register with NMMI’s public purchasing portal at https://nmmi.bonfirehub.com (the “Portal”) and initiate the communication electronically through the Opportunity Q&A athttps://nmmi.bonfirehub.com/Opportunites. The identity of the perspective Offeror submitting the question(s) will not be shared. Offerors may contact ONLY the Procurement Manager and Project Manager regarding this solicitation. Other NMMI employees do not have the authority to respond on behalf of

NMMI.

3. Response to Written Questions via Addendum

Written responses to written questions and any RFP addendum will be distributed on the date indicated in the Sequence of Events to all potential Offerors whose organization name appears on the procurement distribution list. The Addendum must be acknowledged on the Letter of Transmittal. Failure to acknowledge can deem your proposal as non-responsive and will be returned.

4. Submission of Proposal

ALL OFFEROR PROPOSALS SHALL BE RECEIVED FOR REVIEW AND

EVALUATION BY THE PROCUREMENT MANAGER OR DESIGNEE NO LATER

THAN 2:00 PM MOUNTAIN STANDARD TIME ON THE DATE INDICATED IN

THE SEQUENCE OF EVENTS. The eProcurement System will not allow Proposals to be submitted after this date and time. The date and time will be recorded on each proposal.

https://nmmi.bonfirehub.com/Opportunites https://nmmi.bonfirehub.com/

Submit your complete Proposal including all forms, attachments, exhibits, technical proposal, cost proposal, etc. using the eProcurement System at https://nmmi.bonfirehub.com/login. If you do not have a username and password, please register as this is the ONLY method to submit electronically at https://nmmi.bonfirehub.com on the Portal.

All proposals must be received by the Procurement Office as specified herein. Failure to comply with the submission requirements shall be cause for NMMI to deem the proposal submittal nonresponsive.

5. Proposal Evaluation

The evaluation of proposals will be performed by an evaluation committee appointed by the Project Manager. This process will take place during the dates indicated in the Sequence of Events. During this time, the Procurement Manager may initiate discussions with Offerors who submit responsive or potentially responsive proposals for the purpose of clarifying aspects of the proposals, but proposals may be accepted and evaluated without such discussion. Discussions SHALL NOT be initiated by the Offerors.

Selection of Finalists

If Applicable to this procurement, the Evaluation Committee will select and Procurement Manager will notify the finalist Offerors upon completion of evaluations. Only finalists will be invited to participate in the subsequent steps of the procurement. The schedule for the Proposal Presentation will be determined at this time.

Best and Final Offers From Finalists

If Applicable to this procurement, Finalist Offerors may be asked to submit revisions to their proposals for the purpose of obtaining best and final offers by the date indicated in the Sequence of Events. Best and final offers may be clarified and amended at the finalist Offeror's proposal presentation if held.

6. Notice of Award

The Chief Procurement Officer shall issue the Notice of Award. Award is contingent upon successful contract negotiations.

7. Protest Period

Any protest by an Offeror shall be timely and in conformance with the applicable procure-ment regulations. The fifteen (15) day protest period for responsive Offerors shall begin on the day following the notice of award and will end as of close of business on fifteen (15) days after the Notice of Award. Protests shall be written and shall include the name and address of the protestor and the request for proposals number. It shall also contain a statement of grounds for protest including appropriate supporting exhibits, and it shall specify the ruling requested from the Chief Procurement Officer. The protest shall be delivered to the Chief Procurement Officer.

https://nmmi.bonfirehub.com/login https://nmmi.bonfirehub.com/

Office of the Chief Procurement Officer New Mexico Military Institute 101 West College Blvd.

Roswell, NM 88201

Protests received after the deadline will not be accepted.

8. Contract Negotiations/Execution

NMMI reserves the right to enter into negotiations with the highest ranked Offeror(s) per NMSA 13-1-115. If contract negotiations are not finalized within a reasonable period of time, NMMI will conclude negotiations with the selected firm(s) and begin with the next ranked firm based on final ranking.

C. GENERAL REQUIREMENTS

1. Acceptance of Conditions Governing the Procurement

Offerors shall indicate their acceptance of the Conditions Governing the Procurement section in the letter of transmittal. Submission of a proposal constitutes acceptance of the Evaluation Factors contained in Section V of this RFP.

2. Incurring Cost

Any cost incurred by the Offeror in preparation, transmittal, presentation of any proposal or material submitted in response to this RFP shall be borne solely by the Offeror.

3. Prime Contractor Responsibility

Any contract that may result from this RFP shall specify that the prime contractor is solely responsible for fulfillment of the contract with NMMI. NMMI will make contract payments to only the prime contractor.

4. Subcontractors

Use of subcontractors shall be clearly explained in the proposal, and major subcontractors shall be identified by name. The prime contractor shall be wholly responsible for the entire performance whether or not subcontractors are used.

5. Amended Proposals

An Offeror may submit an amended proposal before the deadline for receipt of proposals.

Such amended proposals shall be complete replacements for a previously submitted proposal and shall be clearly identified as such in the transmittal letter. NMMI personnel will not merge, collate, or assemble proposal materials.

6. Offerors' Rights to Withdraw Proposal

Offerors will be allowed to withdraw their proposals at any time prior to the deadline for receipt of proposals. The Offeror shall submit a written withdrawal request signed by the Offeror's duly authorized representative addressed to the Procurement Manager.

The approval or denial of withdrawal requests received after the deadline for receipt of the proposals is governed by the applicable procurement regulations.

7. Proposal Offer Firm

Responses to this RFP, including proposal prices, will be considered firm for one hundred twenty (120) days after the due date for receipt of proposals.

8. Disclosure of Proposal Contents

The proposals will be kept confidential until a contract is awarded. At that time, all proposals and documents pertaining to the proposals will be open to the public, except for the material that is proprietary or confidential. The Procurement Manager will not disclose or make public any pages of a proposal on which the Offeror has stamped or imprinted "proprietary" or "confidential" subject to the following requirements.

Proprietary or confidential data shall be readily separable from the proposal in order to facilitate eventual public inspection of the non-confidential portion of the proposal.

Confidential data is normally restricted to confidential financial information concerning the Offeror's organization and data that qualifies as a trade secret in accordance with New Mexico Uniform Trade Secrets Act [§57-3A-1 to 57-3A-7 NMSA 1978 . The cost of services proposed shall not be designated as proprietary or confidential information.

If a request is received for disclosure of data for which an Offeror has made a written request for confidentiality, the Chief Procurement Officer shall examine the Offeror's request and make a written determination that specifies which portions of the proposal should be disclosed. Unless the Offeror takes legal action to prevent the disclosure, the proposal will be so disclosed. The proposal shall be open to public inspection subject to any continuing prohibition on the disclosure of confidential data.

9. No Obligation

This procurement in no manner obligates NMMI the use of any proposed professional services until a valid written contract is awarded and approved by the appropriate authorities.

10. Termination

This RFP may be canceled at any time and any and all proposals may be rejected in whole or in part when NMMI determines such action to be in the best interest of NMMI.

11. Sufficient Appropriation

Any contract awarded as a result of this RFP process may be terminated if sufficient appropriations or authorizations do not exist. Such termination will be effected by sending written notice to the contractor. NMMI's decision as to whether sufficient appropriations and authorizations are available will be accepted by the contractor as final.

12. Legal Review

NMMI requires that all Offerors agree to be bound by the General Requirements contained in this RFP. Any Offeror concerns shall be promptly brought to the attention of the Procurement Manager.

13. Governing Law This procurement and any agreement with Offerors that may result shall be governed by the laws of the State New Mexico. The venue shall be Roswell, NM.

14. Basis for Proposal

Only information supplied by NMMI in writing through the Procurement Manager or in this RFP should be used as the basis for the preparation of Offeror proposals.

15. Contract Negotiations

Any additional terms and conditions, which may be the subject of negotiation, will be discussed only between NMMI and the selected Offeror and shall not be deemed an opportunity to amend the Offeror's proposal.

16. Offeror Qualifications

The Evaluation Committee may make such investigations as necessary to determine the ability of the Offeror to adhere to the requirements specified within this RFP. The Evaluation Committee will reject the proposal of any Offeror who is not a Responsible Offeror or fails to submit a Responsive Offer as defined in this RFP.

17. Right to Waive Minor Irregularities

The Evaluation Committee reserves the right to waive minor irregularities. The Evaluation Committee also reserves the right to waive mandatory requirements provided that all of the otherwise responsive proposals failed to meet the mandatory requirements and/or doing so does not otherwise materially affect the procurement. This right is at the sole discretion of the Evaluation Committee.

18. Change in Contractor Representatives

NMMI reserves the right to require a change in contractor representatives if the assigned representatives are not, in the opinion of NMMI, meeting its needs adequately.

19. NMMI Rights

NMMI reserves the right to accept all or a portion of an Offeror's proposal. In addition, NMMI reserves the right to purchase professional services from authorized price agreements or in accordance with applicable provisions procurement regulations.

20. Right to Publish

Throughout the duration of this procurement process and contract term, potential Offerors, Offerors and contractors shall secure from NMMI written approval prior to the release of any information that pertains to the potential work or activities covered by this procurement or the subsequent contract. Failure to adhere to this requirement may result in disqualification of the Offeror's proposal or termination of the contract.

21. Ownership of Proposals

All documents submitted in response to this Request for Proposals shall become the property of NMMI after the contract has been awarded. However, non-selected Offerors may retrieve at their expense any technical or user documentation submitted with their proposals after the expiration of the protest period.

22. Contract Terms and Conditions

The contract between NMMI and a contractor will follow the format specified by NMMI and contain the terms and conditions set forth in “Contract Terms and Conditions”.

However, NMMI reserves the right to negotiate with a successful Offeror provisions in addition to those contained in the RFP. The contents of this RFP, as revised and/or supplemented, and successful Offeror’s proposal will be incorporated into and become part of the contract.

Should an Offeror object to any of NMMI’s terms and conditions, as contained in this Section or in the Draft Contract that Offeror shall propose specific alternative language to the referenced provisions. NMMI may or may not accept the alternative language. General references to the Offeror’s terms and conditions or attempts at complete substitutions are not acceptable to NMMI and will result in disqualification of the Offeror’s proposal.

NMMI will consider wording changes to Contract, Scope of Work, Duties and Responsibilities only. Offerors shall provide a brief discussion of the purpose and impact, if any, of each proposed change followed by the specific proposed alternate wording.

III. RESPONSE FORMAT AND ORGANIZATION

A. NUMBER OF RESPONSES

Offerors shall submit only one proposal in Bonfire (eProcurement System).

B. PROPOSAL FORMAT AND ORGANIZATION

Format. Each file uploaded to the eProcurement System shall be in PDF format unless otherwise indicated. Do not encrypt files and do not password protect the documents submitted.

Offeror’s Technical Proposal

The proposal shall be organized in the following format and shall contain, as a minimum, all listed items in the sequence indicated and uploaded as one document.

Technical Proposal:

a. Table of Contents.

b. Proposal Summary (optional).

c. Response to Mandatory Specifications 1). Offeror’s Company Experience & Past Performance 2). Understanding of NMMI’s Needs 3). Social Media Management & Content Strategy 4). Paid Digital Campaigns 5). Website & Landing Page Optimization & SEO Integration 6). Email Marketing Strategy & Lifecycle Communications 7). Work Samples & Scenario Exercise 8). Project Management, Communication & Reporting 9). Key Personnel & Staffing Plan

Offeror’s Cost Proposal

Complete Cost Proposal

Mandatory Forms

Letter of Transmittal Acceptance and Disclosure Form

Within each section of their proposal, Offerors should address the items in the order in which they appear in this RFP. All forms provided in the RFP shall be thoroughly completed and included in the appropriate section of the proposal.

Any proposal that does not adhere to these requirements may be deemed non-responsive and rejected on that basis.

The proposal summary may be included by Offerors to provide the Evaluation Committee with an overview of the technical and business features of the proposal; however, this material will not be used in the evaluation process unless specifically referenced from other portions of the Offeror's proposal.

Offerors may include other materials that they feel may improve the quality of their responses. However, these materials should be included as items in a separate appendix.

IV. SPECIFICATIONS

NMMI requests comprehensive marketing consulting services that strengthen the current Marketing and Social Media Strategy while providing ongoing monitoring, training, optimization, and support aligned with NMMI’s annual enrollment goals. The Consultant will execute the following deliverables based on the current Marketing Global Enrollment Strategic Plan:

1. Social Media Management, Monitoring & Content Development The Consultant will provide full-service management and oversight of all NMMI social media channels to drive recruitment, retention, brand consistency, and platform growth.

a. Maintain and support all NMMI social media platforms, including Facebook, Instagram, YouTube, X/Twitter, Snapchat, LinkedIn, TikTok, and blog platforms.

b. Evaluate, assess, and create content for all platforms to support enrollment and retention goals, including copywriting, content calendars, and creative direction.

c. Review graphics, videos, and messaging produced by NMMI’s internal marketing team and provide strategic recommendations for placement, engagement, reach, and overall performance optimization.

d. Provide daily/weekly monitoring of all social channels, including ongoing evaluation of advocate-generated and user-generated content.

e. Repurpose user-generated content when appropriate while maintaining quality, brand alignment, and messaging consistency.

f. Deliver periodic analytics reports showing engagement, impressions, reach, audience growth, top-performing content, and platform trends.

g. Provide data-driven recommendations to continually elevate content performance, audience growth, and digital impact.

2. Social Media Advocate Program Support

a. Provide ongoing evaluation, training, and support for NMMI Social Media Advocates, including onboarding, best-practice guidance, and quality assurance.

b. Review and assess advocate-posted content and provide ongoing direction to ensure consistency with NMMI’s brand, messaging, and engagement goals.

3. Digital Marketing Campaign Management

a. Build, launch, and manage digital marketing campaigns including search engine marketing (SEM), paid social campaigns, retargeting, YouTube ads, Google Display Network, website email retargeting and additional platforms as needed.

b. Provide campaign creative based on assets provided; conduct keyword analysis, audience strategy, and recommendations for formats and placements.

c. Handle all campaign set-up, ongoing optimization, A/B testing, reporting, and performance analysis.

d. Meet regularly with the Global Enrollment Director and Team to review campaign results, identify trends, and define next action steps.

4. Website & Landing Page Optimization

a. Provide content creation consultation for website landing pages used to support paid campaigns and organic SEO efforts.

b. Offer recommendations for landing page creation or enhancement to improve conversions, including UX/UI refinement and strategic copywriting.

c. Provide basic metrics and KPI analysis related to paid campaign traffic, engagement rates, and conversions.

d. Consult on broader website improvements, including navigation, messaging hierarchy, user flow, and content strategy.

5. SEO Strategy & Ongoing Optimization

a. Work with outside vendors to conduct SEO audits and provide recommendations on site structure, metadata, technical performance, keyword priorities, and content gaps.

b. Develop and support ongoing SEO improvements, including on-page optimization, internal linking strategy, and content recommendations tied to recruitment cycles.

c. Monitor and report on keyword performance and organic search trends.

d. Align SEO strategy with paid media and social efforts for an integrated approach.

6. Email Marketing Strategy & Execution

a. Manage and support ongoing email marketing campaigns, including recruitment drips, event reminders, application pushes, nurture sequences, ambassador content, and retention communications.

b. Provide copywriting, segmentation recommendations, layout direction, subject line testing, and performance optimization.

c. Deliver reporting on open rates, click-through rates, conversions, list health, and engagement trends.

7. Marketing Collateral Development & Consulting

a. Provide consulting and support for marketing collateral, including brochures, flyers, video scripts, digital assets, print ads, social graphics, and recruitment materials.

b. Ensure all collateral aligns with NMMI’s brand pillars, strategic messaging, and enrollment goals.

c. Collaborate with internal and external design resources as needed.

8. Strategic Campaign Planning & Enrollment Support

a. Assist in building annual and seasonal recruitment campaigns, including messaging frameworks, content planning, digital strategy, and cross-channel integration.

b. Deliver strategic insights tied to monthly, quarterly, and annual enrollment milestones.

c. Integrate digital marketing efforts with offline recruitment activities, campus events, Global Enrollment travel, and ambassador programs.

9. YouTube Live Event Strategy, Management & Production Support The Consultant will provide comprehensive support for NMMI’s YouTube Live events to increase reach, engagement, and conversions among prospective families.

a. Event Planning & Strategy

• Develop strategic themes, topics, and run-of-show outlines aligned with enrollment goals.

• Coordinate messaging and talking points for hosts, panelists, cadets, faculty, and staff.

• Ensure each event ties into NMMI’s recruitment cycles, application deadlines, and major milestones.

b. Technical Setup & Production Guidance

• Provide direction for audio, video, camera framing, lighting, and environment setup to ensure professional-quality streaming.

• Advise panelists on equipment, connectivity, and best practices for appearing live on camera.

• Assist with StreamYard (or similar platform) setup, including overlays, banners, lower thirds, branding, and private backstage links.

c. Promotion & Audience Growth

• Create promotional materials and copy for email marketing, social media, YouTube scheduling, and Global Enrollment communication channels.

• Recommend paid amplification strategies when appropriate, including YouTube ads and social promotion.

• Support integration with NMMI Social Media Advocates and Ambassador programs to extend organic reach.

d. Live Event Support

• Support live event facilitation, including chat moderation planning, viewer engagement prompts, and CTA strategy.

• Ensure all calls-to-action align with enrollment goals (applications, open houses, inquiries, event sign-ups, etc.).

e. Post-Event Follow-Up & Analytics

• Provide reporting on views, watch time, chat engagement, reach, impressions, and subscriber growth.

• Recommend optimizations for future events based on viewer behavior.

B. Mandatory Specifications Offerors must provide a written response and/or a reference to an appropriate paragraph(s) in supporting technical documentation for each specification. The proposal response must follow the order in which the specifications are listed. All the specifications are MANDATORY. Offerors should respond in the form of a thorough narrative to each specification. The narratives along with required supporting materials will be evaluated and awarded points accordingly.

1. Offeror’s Experience & Past Performance

Offerors must demonstrate success supporting enrollment, youth-focused marketing, education institutions, military schools, or comparable organizations, with measurable outcomes.

• Provide 2-4 case studies with quantitative results tied to recruitment and retention.

• Include client references with contact information

• Focus on examples showing integrated digital marketing similar to this scope

2. Understanding of NMMI’s Needs & Integrated Approach

Offeror must clearly understand NMMI’s mission, student recruitment/retention goals, brand identity, and the role of integrated digital marketing across all channels. Explain how your approach directly supports enrollment milestones and communicates effectively with prospective families.

3. Social Media Management & Content Strategy

Offeror must describe their content development and content calendar process. Explain how you will monitor platforms daily/weekly and support user-generated and advocate-generated content. Provide examples of analytic reports and how recommendations are made based on performance.

4. Paid Digital Campaigns

Offerors must demonstrate targeting methods, keyword strategy, A/B testing and optimization techniques. Provide sample dashboards or reports from similar campaigns.

5. Website & Landing Page Optimization & SEO Integration

Offerors must provide methodology for landing page optimization and UX improvements. Provide samples of past conversion improvements or before/after metrics if available. Explain how you conduct SEO audits, keyword assessments and technical fixes. Show how SEO integrates with paid media and social strategy for a cohesive digital footprint.

6. Email Marketing Strategy & Lifecycle Communications

Offeror must describe how you outline your email campaign development process from segmentation to design to analytics. Provide sample reporting metrics. Highlight experience with youth/education-oriented CRM or marketing platforms.

7. Work Samples & Scenario Exercise

Offeror must provide examples of your work that demonstrate your ability to execute the scope. These must directly reflect the specific deliverables NMMI requires.

8. Project Management, Communication & Reporting

Offeror must provide a structured plan for communication, project tracking, reporting cadence, and collaboration with the Global Enrollment team.

9. Key Personnel & Staffing Plan

Offeror must clearly identify your account lead, digital strategist, SEO specialist, content creator(s), and analytics support. Describe each role’s responsibilities and time commitment to NMMI. Include brief bios or resumes demonstrating relevant experience.

Offeror must provide transparency about availability in Mountain Time and backup coverage.

10. Cost

Offeror must provide a clear, transparent, and competitive cost proposal that reflects the full required scope.

• Use the required cost template

• Break out all monthly service fees by workstream

• Identify optional/project-based fees separately

• Do not include media budget in your evaluated cost.

11. Mandatory Forms

Letter of Transmittal Acceptance and Disclosure Form

V. EVALUATION

A. Evaluation Point Summary

The following is a summary of evaluation factors with point value assigned to each.

FACTOR POINTS AVAILABLE

1. Company Experience & Past Performance 15

2. Understanding of NMMI’s Needs 15

3. Social Media Management & Content Strategy 10

4. Paid Digital Campaigns 10

5. Website & landing Page Optimization & SEO Integration 10

6. Email Marketing Strategy & Lifecycle Communications 8

7. Work Samples & Scenario Exercise 7

8. Project Management, Communication & Reporting 5

9. Key Personnel & Staffing Plan 5

10. Cost 15

11. Mandatory Forms Pass/Fail

SUBTOTAL 100

ADDITIONAL OPTIONAL POINTS

Points will be awarded based on Offerors ability to provide a copy of a current Certificates:

Resident Business Preference – 8% of the total points available in this RFP will be awarded if the proposal contains a copy the Taxation and Revenue Department’s resident business preference certificate unless a Resident Veterans Preference Certificate is also submitted in which case the higher number of points from the Resident Veterans Preference shall be awarded instead.

Native American Resident Business Preference - A Native American business that has a valid resident business certificate issued by the NM Taxation and Revenue Department pursuant to Section 13-1-22, NMSA 1978 shall receive an 8% preference of the total available points.

Resident Veterans Preference – 10% of the total points available in this RFP will be awarded if the proposal contains a copy of the Taxation and Revenue Department’s Resident Veterans Certificate as follows: Resident veterans businesses with annual revenues of $3M or less.

Native American Resident Veterans Business Preference - A business that has a valid resident veteran business certificate issued by the NM Taxation and Revenue Department pursuant to Section 13-1-22 NMSA 1978 shall receive a 10% preference of the total available points.

B. EVALUATION FACTORS

Points will be awarded on the basis of the following evaluation factors:

1. Company Experience & Past Performance (15 points)

Points will be awarded based on the Offeror’s proven track record of successfully delivering similar programs

2. Understanding of NMMI’s Needs & Integrated Approach (15 points)

Points will be awarded based on the detailed response explaining your strategic understanding of a military boarding school’s enrollment cycle. Show how your recommended tactics connect across social media, paid advertising, SEO, email, website, collateral, and YouTube Live.

3. Social Media Management & Content Strategy (10 points)

Offerors should describe how your content development and content calendar process. Explain how you will monitor platforms daily/weekly and support user-generated and advocate-generated content. Provide examples of analytics reports and how recommendations are made based on performance.

4. Paid Digital Campaigns (10 points)

Points will be awarded based on your targeting methods, keyword strategy, A/B testing, and optimization techniques provided. Include sample dashboards or reports from similar campaigns.

Connect your media strategy to recruitment outcomes-applications, inquiries, event registrations.

5. Website & Landing Page Optimization & SEO Integration (10 points)

Points will be awarded based on your methodology for landing page optimization and UX improvements. Include examples of past conversion improvements or before/after metrics if available. Explain how you conduct SEO audits, keyword assessments, technical fixes.

6. Email Marketing Strategy & lifecycle Communications (8 Points)

Offerors should outline your email campaign development process from segmentation to design to analytics. Include examples of subject line testing, CTAs and nurture flows. Provide sample reporting metrics.

7. Work Samples & Scenario Exercise (7 Points)

Offeror should provide polished, relevant, and enrollment-focused samples. Make sure samples clearly demonstrate creativity, clarity of messaging, and strategic thinking. Customize to show how you would support NMMI specifically.

8. Project Management, Communication & Reporting (5 Points)

Offeror should describe your meeting cadence, reporting schedule, and escalation processes.

Explain how you manage multi-workstream deliverables. Show how you ensure quality assurance across creative, content, and technical outputs.

9. Key Personnel & Staffing Plan (5 Points)

Offerors should clearly identify your account lead, digital strategist, SEO specialist, content creator(s), and analytics support.

10. Cost (15)

Points will be awarded based on the all-inclusive pricing.

11. Mandatory Forms (Pass/Fail)

All required forms must be completed and submitted, including the Letter of Transmittal & Acceptance and Disclosure Form.

C. Evaluation Process The evaluation process will follow the steps listed below:

1. All Offeror proposals will be reviewed for compliance with the mandatory requirements stated within the RFP. Proposals deemed non-responsive will be eliminated from further consideration.

2. The Evaluation Committee may use other sources of information to perform the evaluation as specified in Section II, Paragraph C.16.

3. Responsive proposals will be evaluated on the factors in Section V that have been assigned a point value.

4. NMMI may reach out to Offerors for clarifications or

B. EVALUATION FACTORS