1-RFP BASIS SCHOOLS - MARKETING.pdf

RFP # BEG – DIGITIAL – 2026 - 001

Request for Proposal –

Digital Programmatic Marketing

BASIS – Charter Schools

BASIS Arizona, BASIS Baton Rouge, BASIS DC, BASIS Texas

IMPORTANT DATES:

Open / Issue May 20, 2026 Questions Due June 4, 2026 Close Date June 8, 2026 Evaluation Period June 8 – June 10, 2026 Tentative Award* June 11, 2026

*Award Date is subject to change

BIDS MUST BE RECEIVED ON OR BEFORE THE CLOSING DATE SHOWN ABOVE.

BASIS Charter Schools, utilizes Bonfire, an online procurement software for public opportunities.

All responses must be submitted through the Bonfire electronic procurement portal at https://basised.bonfirehub.com.

In order to be considered, bids must be delivered by June 8 at 4pm MST. Electronic submissions to this request for proposal are required and must be received by the date and time above on the Bonfire procurement portal.

Questions are required to be submitted on the Bonfire procurement portal. All questions for this request for proposal are due no later than June 4,2026 2pm MST in order to allow sufficient time to return answers before the bids are due.

No public bid opening call will be held.

NOTE: Late Responses will not be accepted or considered.

https://basised.bonfirehub.com/

INTRODUCTION

BASIS Charter Schools is a network of tuition-free, public charter schools serving students in grades K–12.

With 45 schools across Arizona, Louisiana, Texas, and Washington, D.C., BASIS Charter Schools are consistently recognized among the top-performing schools in the nation.

Across the network, BASIS Charter Schools regularly rank at or near the top in national high school rankings, state rankings, national charter school rankings, and STEM-focused rankings. In the most recent U.S. News

& World Report Best High Schools rankings, BASIS Charter Schools achieved exceptional results, including:

• #1 public high school in the nation - BASIS Tucson North

• Two schools in the Top 20 nationally

• 11 campuses ranked among the Top 100 public high schools in the United States

• Nine campuses recognized among the Top 100 STEM high schools nationally

The BASIS model is widely known for its rigorous, STEM-integrated curriculum combined with a strong liberal arts foundation, designed to prepare students for success in college and beyond. Each year, BASIS

Charter Schools serves more than 20,000 students across its network.

At the core of the BASIS educational approach is a commitment to building a strong academic foundation while developing students’ critical thinking and problem-solving skills. Students are challenged to think analytically, communicate effectively, and approach complex issues with confidence while developing a global perspective.

INSTRUCTIONS TO BIDDERS

This Request for Proposal is entered into by and between BASIS Charter Schools. (“BASIS”) and the bidding contractor (“Offeror”).

1. Questions must be submitted via the Bonfire procurement portal no later than the date and time above in order to allow sufficient time to return answers before the bids are due.

a. NO PHONE CALLS OR EMAILS WILL BE ACCEPTED.

2. Bids will be reviewed by a designated team and selected by BASIS Ed Procurement.

3. Bids may not be altered or amended after due date and time. Any alterations made before opening time must be initialed by Offeror or an authorized agent.

4. Bids may not be withdrawn after submission without approval based on a written explanation of the reason for seeking withdrawal.

5. BASIS reserves the right to revise or amend the specifications prior to the due date. Such revisions or amendments, if any, will be announced by amendments or addendums to the

RFP, posted through the Bonfire procurement portal.

6. BASIS may cancel this solicitation at any time if it is believed to be in the best interest of the school.

7. It is the responsibility of each Offeror to examine the entire solicitation, seek clarification in writing, and check its proposal for accuracy before submitting the offer. Lack of care in preparing a proposal shall not be grounds for withdrawing the offer after the offer due date and time, nor shall it give rise to any contract claim.

8. Should Offeror find discrepancies in or omissions from the specifications or other documents or be in doubt as to their meaning, Offeror should at once obtain clarification in writing prior to submitting a bid. Clarifications will be posted for all potential bidders to view via the Bonfire procurement portal.

9. The offer Sheet must be completely filled out, signed and returned with proposal. Offeror must give full legal business name.

10. The person signing the proposal must have the requisite title, or authority to bind the business in a contract.

11. All Offerors must meet or exceed the minimum specifications for the response to be considered a valid proposal.

12. BASIS reserves the right in its sole discretion to reject the proposal if any vendor that fails to comply with any procedures outlined in this section.

13. Proposals that do not conform to these instructions, or any proposal that is generic in nature or otherwise does not meet the requirements and/or specifications, may be considered nonresponsive and may be disqualified and rejected.

14. Failure to include any requested information noted as required by the RFP is grounds for disqualification and rejection. Only complete responses will be evaluated.

15. The submission of a proposal will indicate that the Offeror understands the requirements and specifications and that they can supply the materials, services, or construction and meet the required delivery time as specified in the RFP.

16. Subcontracts: Offeror shall clearly identify any proposed subcontractors and the subcontractor’s proposed responsibilities in the proposal.

17. Offeror understands that BASIS is subject to provisions of local, state and federal laws and regulations that regulate the school subject to this RFP.

18. BASIS reserves the right to make multiple awards or to award a contract by individual line items, by a group of line items, by an incremental award or by region. The award will be limited to the least number of bidders that BASIS determines is necessary to meet the needs of the school(s).

19. BASIS reserves the right to accept or reject all or any part of any proposal, waive minor technicalities, and award the proposal to the Offeror(s) who provides goods or services at the best value for BASIS.

20. Price should include all costs including materials, equipment, supplies, and other related costs as well as shipping and handling, if applicable. The preferred method of billing is by daily rate. Monthly rate options will be reviewed if submitted. Prices for all services offered must be submitted using the Bid Table submission form on the Bond Fire procurement portal.

21. Any catalog, brand name or manufacturer’s reference used in the RFP is descriptive – not restrictive – it is to indicate type and quality desired. Proposals on brands of like nature and quality will be considered. If proposing on other than reference specifications, Offeror must show manufacturer, brand or trade name, lot number, etc., of article offered. If other than brand(s) specified is offered, illustrations and complete description & MSDS should be made part of the proposal. If Offeror takes no exceptions to specifications or reference data, (s)he will be required to furnish brand names, numbers, etc., as specified. All items proposed shall be new, in first class condition and manufacturer’s latest model and design including containers suitable for shipment and storage, unless otherwise indicated in the RFP. Verbal agreements to the contrary will not be recognized.

22. If a proposal contains proprietary information, the Offeror must declare such information as proprietary if Offeror does not want the information to become public.

23. Offeror acknowledges that BASIS is subject to public records laws and may have to produce the proposal for public inspection pursuant to a public records request. Offeror consents to such a release and waives all related claims.

CONTRACT PERIOD

This is a one (1) year contract period, from July 1, 2026 through June 30, 2027. This contract may be renewed under the same terms and conditions for four (4) successive one-year periods, upon the agreement of both parties. Each such renewal must be evidenced in writing and approved by the authorized agents of each party. Such renewal shall be for the same compensation set forth in the request for proposal, and prices may be adjusted to reflect the Consumer Price Index sixty (60) days prior to the expiration date. BASIS reserves the right to terminate this agreement at any time with or without cause upon delivering a 30-day written notice to vendor.

EVALUATION CRITERIA

Weight Criteria

35% Company Experience and Qualifications – Proposal should include all valid and pertinent licenses, detailed experience of the firm to include references from similar sized and similar industries. These qualifications will be weighted on our perception of the ability of the vendor to meet the terms of the RFP.

30% Understanding and Products Proposed – Proposals should demonstrate a detailed understanding of the clients, and include all requested components as outlined in the

RFP. Factors such as reputation, product, features will all be considered and weighted.

10% Vendor Team – Proposals should include information about the team that will represent the vendor. Experience and background will be considered during this evaluation.

25% Financial Terms – Proposals will be weighted on pricing in relationship to the goods and services being provided. Broker fees and structure will be considered and weighted.

SUBMITTAL FORMAT

Sections Title Sections One Statement of Organization Sections Two Method of Approach Sections Three Experience and Performance History Sections Four References Sections Five Key Personnel Sections Six Exception to RFP (Request for Proposal) Sections Seven Pricing Schedule

SUBMITTAL DETAIL

1. Statement of Organization – Offeror is permitted to supply additional information that will assist in BASIS understanding the Offeror’s organization.

2. Method of Approach – Offeror must provide a thorough description of the overall approach to service and describe why this is the best approach for BASIS.

3. Experience and Performance History – Offeror must disclose the amount of time that Offeror has been performing service under its current business name.

Offerors shall provide a list of schools similar to BASIS for which the Offeror or any affiliate has provided similar services to those for which Offeror is submitting a proposal.

4. References – Offerors shall provide a minimum of three (3) references from officials at public agencies, schools, cities, or towns served by the Offeror with services substantially similar to those for which the Offeror is submitting a proposal.

5. Key Personnel – The successful Offeror shall provide all personnel required to perform the scope of Services. Offeror shall ensure personnel bear some means of individual identification, such as uniform with name badges, name tags, or identification cards. Provide your policies and procedures that are in place to ensure that personnel performing services are qualified and proficient.

6. Exception to RFP-Offerors who wish to propose modifications to the RFP, including the standard terms and conditions, must clearly identify the proposed deviation and proposed language. The provision of the RFP, including the standard terms and conditions, cannot be modified without expressed written approval.

7. Pricing breakdown and payment terms including all fees.

INSURANCE REQUIREMENTS

Offeror shall, at all times and at its own expense, maintain liability insurance sufficient to cover its obligations under the resulting agreement which shall at least include the following coverages:

(a) general commercial liability insurance with a minimum of one million dollars ($1,000,000) per occurrence/two million dollars ($2,000,000) in the aggregate, abuse and molestation coverage with a minimum of one million dollars ($1,000,000) per occurrence, and personal and advertising injury coverage with a minimum of one million dollars ($1,000,000) per occurrence;

(b) automobile liability insurance for all owned, hired, and non-owned automobiles in an amount not less than one million dollars ($1,000,000) per occurrence combined single limit for personal injury, including death, and property damage;

(c) worker’s compensation insurance not less than the statutory limits required by the State; and

(d) excess liability coverage of no less than five million dollars ($5,000,000) per occurrence and otherwise meeting the requirements of (a) and (b) of this Section.

For each coverage (a), (b), and (d) above, Offeror shall provide certificates of insurance and endorsements evidencing such coverage is in full force and effect with a financially sound and reputable insurer (AM Best rating of at least A-), does not include an insured vs. non-insured exception, names “BASIS, its affiliates, and its agents” as additional insureds for products, ongoing, and completed operations on a primary and non-contributory basis, as well as a waiver of subrogation endorsement in favor of “BASIS, its affiliates, and its agents.”

For coverage (c), Licensee shall provide a certificate of insurance evidencing such coverage is in full force and effect with a financially sound and reputable insurer as well as a waiver of subrogation endorsement in favor of “BASIS, its affiliates, and its agents.”

Coverages required in this Section can be met through a combination of primary and excess coverages. Licensee shall provide Licensor with written notification of any cancellation, non-renewal, or termination of coverage within two (2) days of receiving such notice(s) from the insurance carrier(s).

MINIMUM REQUIREMENTS OF THE OFFEROR

1. The Offeror and its key personnel assigned to BASIS must have a minimum of one

(1) year experience providing services as listed in this RFP.

2. The Offeror and its key personnel must have worked with a minimum of one (1) comparable client that is another K-12 school.

3. BASIS will require background checks of all employees, including fingerprint checks, as well as will require all employees or agents of the Offeror to run their IDs through Raptor.

Project Overview

BASIS Ed runs programmatic advertising year-round, with an added seasonal focus on Open

Enrollment, our largest campaign. Open Enrollment happens in the fall for admissions to the following school year.

After the Open Enrollment period ends, lottery drawings are held and offers are sent out to prospective students. BASIS also seeks to get applicants for some schools after the Open

Enrollment window has ended. You can learn more about our enrollment process here.

Campaign Types:

▪ Evergreen

▪ Seasonal

▪ Regional, School or Audience-specific (example: Kindergarten ads for one school)

▪ Retargeting

Advertising Goals

▪ Increase brand awareness in our target markets for our target demographic (Parents of children K-12, more information available upon request)

▪ Drive traffic to our website

▪ Generate:

o Email list subscriptions o Tour sign-ups o School Applications https://enrollbasis.com/enrollment-guide/

Scope of Work

• Placement of the following ad types:

o Digital Display o Connected TV (CTV) o Online Video o Audio o Over the Top (OTT) o Digital Out of Home (DOOH)

• Audience targeting capabilities o Demographics o Geographics o Behavioral/Interest Targeting

• Reporting and analytics o Key Performance Indicators (KPIs): Impressions, click-through rate (CTR), conversions, cost per lead, return on ad spend (ROAS), cost per subscriber, per lead, and per generated application.

o Reporting Frequency: Weekly meetings with status updates. Monthly detailed performance reports about ad performance and opportunities.

o Optimization: Continuous monitoring with A/B testing of creatives, placements, and targeting for maximum efficiency.

• Strategy and Optimization o Ad Formats o Placement o Analysis and guidance on best frequency & timing for our markets o Direction and feedback on creative format specifications and approach (static, motion, interactive)

• Compliance with local advertising regulations

Proposal Requirements

Please include the following in your submission:

• Company profile and relevant experience

• Proposed media plan and location list

• Creative specifications and support capabilities

• Campaign management process

• Measurement & reporting methodology

ADDITIONAL SERVICES

BASIS reserves the right to add or delete services to the contract as may be required. The successful Offeror shall be notified in writing of any additional services and provide the required specifications to provide a written estimate for the fee prior to said service being performed.

HOLIDAYS

BASIS is closed on the below holidays. Additional work can be scheduled at this time per request of BASIS or Offeror. A holiday schedule will be provided to the successful Offeror.

Winter Break

New Year’s Day Martin Luther King Jr.'s Birthday

Presidents Day Spring Break Memorial Day Juneteenth Labor Day Columbus Day Veterans Day Thanksgiving Break

PRICING SCHEDULE

Pricing schedule should have at minimum the information below, but may be formatted in a format standard to the industry or vendor.

Item # Description Price

1 $

2 $

3 $

PRICE REVISION CLAUSE – ANNUAL CONTRACTS

BASIS desires firm prices for the full contract period.

NOTE: BASIS MUST HAVE THIRTY (30) DAYS WRITTEN NOTICE PRIOR TO ANY INCREASE OF

EXISTING PRICES.

BIDDING PROCEDURES

1. Proposals shall be reviewed by BASIS team members.

2. Proposals CANNOT be altered or amended after opening time. Any alterations made before opening time must be initialed by Offeror or his authorized agent. No proposal may be withdrawn after opening without approval and based on a written acceptable reason.

3. BASIS reserves the right to revise or amend the specifications prior to date set for opening proposals. Such revisions or amendments, if any, will be announced by amendments or addendum to these specifications. Copies of such amendments or addendum so issued will be furnished to all prospective Offerors. If Offeror demonstrates just reason for a change, BASIS must have at least five working days’ notice prior to bid opening date.

4. Should Offeror find discrepancies in or omissions from the specifications or other documents or be in doubt as to their meaning, Offeror should at once notify BASIS and obtain clarification prior to submitting a proposal.

5. QUOTE. Price should include all costs including materials, equipment, supplies, and other related costs.

6. BASIS reserves the right to terminate this contract for any reason by notifying the

Offeror in writing thirty (30) days prior to the termination of this agreement.

7. Offeror MUST give full firm name and address. Person signing bid should show

TITLE or AUTHORITY TO BIND HIS FIRM IN A CONTRACT. An authorized signature/ initials should appear on each page of the proposal in the space provided.

8. All Offerors must meet or exceed the minimum specifications to be considered as a valid proposal. BASIS reserves the right to accept or reject all or any part of any proposal, waive minor technicalities and award the proposal to the Offeror who provides goods or services at the best value for BASIS.

9. If a proposal contains proprietary information, the Proposals must declare such information as proprietary if Offeror does not want information to become public.

10. The Offeror/Successful Offeror agrees to indemnify BASIS from claims involving infringement of patents or copyrights.

11. Offeror understands that BASIS is subject to the provisions of TX GOVT Ch 552. As such, BASIS may have the duty to disclose Offeror’s Bid, unless Offeror makes known to BASIS that a particular record is confidential or is considered an exemption. BASIS shall not be responsible for any damages or claims related to such disclosure of said Bid that BASIS has determined must be disclosed pursuant to the public records request.

OFFER SHEET

BASIS Charter Schools

BASIS Arizona, BASIS Baton Rouge, BASIS DC, BASIS Texas

RFP # BEG – DIGITIAL – 2026 - 001

The Undersigned hereby offers and agrees to furnish the material, service or construction in compliance with all terms, conditions, specifications and amendments in the Solicitation and any written exceptions in the Offer.

Company Name

City, State, Zip

Name______________________________________ _____________________________

Authorized Signature Title

_______________________________________ Phone_________________________

Printed Name

Federal Employer Identification: _________________________

This page must be returned with your proposal

NON-COLLUSION AFFIDAVIT

STATE OF ___________________)

County of_____________________)

Name Title

Company Name

As an authorized representative of the persons, corporation, or company who makes the accompanying

Proposal (“Offeror”) with respect to RFP # BEG – DIGITIAL – 2026 – 001 and having first been duly sworn, I hereby depose and state as follows:

The accompanying Proposal is genuine and such Proposal is neither a sham nor collusive, nor is such Proposal made in the interest or on behalf of any person or corporation not named herein.

The Offeror has not directly or indirectly induced or solicited any other Offeror to put in a sham or collusive bid, or induced or solicited any other Offeror to refrain from submitting a proposal.

The Offeror has not in any manner sought by collusion or anti-competitive means or practices to secure for itself an advantage over any other bidder.

By:_________________________________________

Title:_______________________________________

Subscribed and sworn to me this ___________day of _________________2026.

Notary Public:_________________________________________

My Commission Expires:________________________________

This page must be returned with your proposal