RICHARDSON INDEPENDENT SCHOOL DISTRICT

400 S. GREENVILLE AVENUE

RICHARDSON, TX 75081

COMPREHENSIVE ADVERTISING AND MARKETING SERVICES

RFCSP # 26-364

1. INTRODUCTION

Richardson ISD seeks comprehensive advertising and marketing services to position the district as the premier educational choice for families in Richardson, TX and surrounding communities. The selected vendor will develop and implement strategic marketing initiatives focused on student enrollment, retention, and recovery efforts across all grade levels from Pre-Kindergarten through Grade 12.

The vendor will create cohesive campaigns that communicate Richardson ISD's unique educational opportunities and experiences, emphasizing the district's commitment to excellence in education.

Services will encompass brand development, storytelling, and multi-channel marketing execution to drive increased enrollment and maintain sustainable funding levels for the district.

2. SUBMISSION DUE DATE

All proposals must be submitted electronically through Euna Procurement (formerly Bonfire) no later than January 30, 2026 at 1:00 PM Central Time. The e-bid system will not accept late submissions.

3. DISTRICT OVERVIEW

The Richardson Independent School District (RISD) is located in northern Dallas County, Texas, and includes portions of Richardson, Dallas, and Garland.

RISD currently serves nearly 37,000 students across:

• 4 High Schools

• 6 Junior High Schools

• 2 Middle Schools

• 36 Elementary Schools

• 1 Non-Traditional High School

• 1 Alternative Learning Center

4. PERIOD OF AGREEMENT

The term of this agreement will be effective beginning February 20, 2026 after formal approval by the RISD Board of Trustees for (1) year through February 20, 2027, with (4) 1-year renewal options. The board meeting to obtain approval of the agreement is scheduled for February 19, 2026. Any changes to the offered pricing after one year must be communicated in writing to RISD in advance, and RISD must agree to any discount changes.

Proposal pricing (including offered discounts) must remain firm for a one (1) year period after contract award.

5. AWARD

A. RISD anticipates awarding this contract to a single vendor that provides the best overall value based on the evaluation criteria in this RFSCP.

B. All vendors submitting a timely and complete proposal will be considered for award.

C. Award notifications will be emailed to vendors. Vendor will need to review, sign, and submit award letter. Emails will come from purchasing@risd.org.

D. Awarded vendor will be publicly listed at: https://web.risd.org/purchasing/awarded-bids

E. Selection does not guarantee any minimum volume of purchases.

F. RISD may also make purchases from other sources if it is in the District’s best financial or operational interest.

6. PRE-SERVICE AFFIDAVIT REQUIREMENT

Pursuant to Senate Bill 571 (2025), all service providers must comply with Texas Education Code Chapter 22A, regarding employee and service provider misconduct reporting.

Before providing services, vendors must ensure that all assigned individuals execute and submit the RISD Pre-Service Affidavit, disclosing any relevant investigations, disciplinary actions, or employment history as required by law.

Failure to comply may result in contract termination and legal penalties.

Pre-Service Affidavit Form:

https://s.risd.org/Pre-Service-Affidavit

TEA Guidance:

https://tea.texas.gov/about-tea/news-and-multimedia/correspondence/taa-letters/required-misconduct-reporting-and-notices-sb-571-and-liability-of-public-schools-and-professional-school-employees-hb-mailto:purchasing@risd.org https://web.risd.org/purchasing/awarded-bids https://s.risd.org/Pre-Service-Affidavit https://tea.texas.gov/about-tea/news-and-multimedia/correspondence/taa-letters/required-misconduct-reporting-and-notices-sb-571-and-liability-of-public-schools-and-professional-school-employees-hb-4623 https://tea.texas.gov/about-tea/news-and-multimedia/correspondence/taa-letters/required-misconduct-reporting-and-notices-sb-571-and-liability-of-public-schools-and-professional-school-employees-hb-4623 https://tea.texas.gov/about-tea/news-and-multimedia/correspondence/taa-letters/required-misconduct-reporting-and-notices-sb-571-and-liability-of-public-schools-and-professional-school-employees-hb-4623

7. SUBMISSION VIA EUNA PROCUREMENT

Instructions:

1. Download all required forms from the “Files” section

2. Upload completed documents in the designated “Requested Information” section.

3. Uploads must match required file formats.

4. The system will not allow incomplete submissions.

8. REQUIRED DOCUMENTS AND AGREEMENTS

Proposers will be required to submit the following documents or respond to required agreements.

A. Proposal and Pricing (See section 16 below) B. Proposer’s Master Terms and Conditions (See section 17 below) C. Questionnaire – must download questionnaire from e-bid portal D. Certificate of Interested Parties document – generated by going to https://www.ethics.state.tx.us/filinginfo/1295/ E. Deviations Compliance Form – must submit deviations per instructions on form F. RISD Certifications – refer to the RISD Required Certifications 25-26 form and document entitled

Information regarding EDGAR Certifications G. Insurance Certificate H. W9 (current) I. Pre-Service Affidavit Agreement (Yes or No) J. Declaration of Conflict of Interest (Yes or No) K. Conflict of Interest form (if a conflict exists) L. HUB Certification (if applicable)

9. SCHEDULE OF EVENTS

Release RFSP January 9, 2026 10:00 AM Deadline for Questions January 23, 2026 10:00 AM RISD Responses Posted January 24, 2026 4:00 PM Proposal Submission Deadline January 30, 2026 10:00 AM Anticipated Board Recommendation February 19, 2026 Agreement Start Date February 20, 2026 https://www.ethics.state.tx.us/filinginfo/1295/

10. COMMUNICATIONS

All communication regarding this RFSP must occur through the Euna Procurement portal.

RISD will not provide verbal responses.

Questions received after the deadline may not receive a response.

Respondents are responsible for monitoring the portal for updates and posted Q&A.

RISD Contact:

Melody Greig, Purchasing Department

��� (469) 593-0578

���� melody.greig@risd.org

Contact with any other district personnel regarding this RFSP is strictly prohibited and may result in disqualification.

11. BACKGROUND AND OBJECTIVES

Richardson ISD recognizes that families have numerous educational choices in today's competitive landscape. The district requires professional marketing services to effectively communicate its value proposition and differentiate itself from other educational options available to families.

Primary objectives include:

• Increase enrollment of eligible 3 and 4-year-old students in Pre-Kindergarten programs

• Enhance retention rates ensuring students remain enrolled through graduation

• Implement recovery strategies to re-enroll students who have previously left the district

• Maximize participation in open enrollment periods

• Build strong community awareness of neighborhood schools and magnet programs

• Develop unified messaging that reinforces Richardson ISD as RISD is the ONE

12. SCOPE OF SERVICES

12.1 Strategic Planning and Brand Development

The vendor shall provide comprehensive strategic planning services including:

• Development of annual marketing and communications plan aligned with enrollment goals

• Creation of brand guidelines and messaging framework emphasizing Richardson ISD's unique educational offerings

• Establishment of key performance indicators and metrics for measuring campaign effectiveness

• Quarterly strategy reviews and adjustments based on enrollment data and market conditions

• Competitive analysis of neighboring districts and educational alternatives

12.2 Creative Development and Content Production

Required creative services encompass:

• Design and production of marketing materials maintaining consistent brand identity

• Development of compelling storytelling content highlighting student experiences and achievements

• Photography and videography services showcasing classroom and extracurricular activities

• Copywriting for all marketing channels including digital, print, and environmental media

• Creation of targeted messaging for specific demographic segments and geographic areas

• Production of materials in multiple languages as needed to reach diverse communities

12.3 Digital Marketing Services

Comprehensive digital marketing execution including:

• Website content development and optimization for enrollment conversion

• Search engine marketing campaigns targeting families researching educational options

• Social media strategy and content management across multiple platforms

• Display advertising and retargeting campaigns focused on priority enrollment zones

• Email marketing campaigns for prospective and current families

• Mobile-optimized content and advertising strategies

• Analytics and reporting on digital campaign performance and return on investment

12.4 Traditional Marketing and Advertising

Traditional marketing channels shall include:

• Television and radio advertising production and placement

• Print advertising in local publications and community newsletters

• Billboard and transit advertising in strategic locations throughout Richardson, TX

• Direct mail campaigns targeting households with age-eligible children

• Promotional materials for distribution at community events and facilities

12.5 Magnet School Marketing Support

Specialized services for magnet programs:

• Development of cohesive marketing strategies for all magnet schools while maintaining individual program identity

• Creation of program-specific recruitment materials highlighting unique curricula and opportunities

• Targeted campaigns to attract diverse applicants from across attendance zones

12.6 Enrollment Campaign Management

Comprehensive enrollment campaign services covering:

• Pre-Kindergarten recruitment campaigns targeting families with 3 and 4-year-old children

• Open enrollment period marketing with clear calls-to-action and deadline reminders

• Retention campaigns highlighting experiences beyond the classroom

• Recovery initiatives targeting former Richardson ISD students

• New resident welcome programs for families moving to Richardson, TX

• Summer enrollment drives to capture late-registering families

13. PERFORMANCE REQUIREMENTS

The vendor shall demonstrate capability to:

• Execute multi-channel campaigns simultaneously while maintaining message consistency

• Provide rapid response to emerging enrollment challenges or opportunities

• Deliver measurable increases in enrollment inquiries and applications

• Maintain regular communication with Richardson ISD leadership

• Adapt strategies based on data analysis and community feedback

• Ensure all materials comply with district policies and educational regulations

14. DELIVERABLES

14.1 Plan Documents

• Annual marketing plan with monthly implementation timeline

• Quarterly performance reports with enrollment impact analysis

• Monthly campaign briefs for each major initiative

• Budget allocation recommendations by channel and audience segment

14.2 Marketing Materials

• Complete suite of enrollment marketing collateral

• Digital asset library for district and school use

• Monthly content calendar for all marketing channels

• Photography and video assets showcasing district programs

14.3 Campaign Execution

• Launch and management of all advertising campaigns

• Coordination of enrollment events and activities

• Implementation of grassroots outreach initiatives

• Ongoing optimization based on performance metrics

15. QUALIFICATIONS AND RESOURCES

The selected vendor must provide:

• Dedicated account team with education marketing expertise

• In-house creative capabilities or established creative partnerships

• Digital marketing platform access and management capabilities

• Media buying experience in the Dallas or North Texas market

• Bilingual staff or translation service capabilities

• Event planning and logistics coordination resources

• Data analytics and reporting infrastructure

16. PROPOSAL FORMAT

Proposal must follow the format below:

Tab 1 Vendor Introduction

• Provide an introduction of firm

Tab 2 Scope of Work Summation

• The firm shall provide a summary which gives in brief, concise terms, a summation of the scope of work (refer to Section 12).

Tab 3 Description of Firm Personnel

• Provide personnel who will be assigned to Richardson ISD and their qualifications

Tab 4 Client References and Comparable Accounts

• Provide a list of at least (3) preferably, K-12 clients

Tab 5 Pricing and Cost

Provide detailed cost breakdowns for all service categories including hourly rates for account team members, creative services pricing, digital marketing management fees, event coordination costs, and media buying commission structures specific to the Richardson, TX market. Include any volume discounts or economies of scale available for multi-channel campaign execution.

Tab 6 Proposed Timeline of Events

• Provide a timeline of proposed events

• How much lead time is necessary before launching a specific message campaign?

Tab 7 Questions

1. Describe your specific experience developing and implementing enrollment marketing campaigns for public school districts facing competition from charter schools, private schools, and neighboring districts. Include measurable enrollment increases achieved for Pre-Kindergarten through Grade 12 programs, with detailed metrics on inquiry generation rates, application conversion percentages, and actual enrollment gains by grade level.

2. Provide your methodology for conducting comprehensive competitive analysis of neighboring school districts and educational alternatives in the Richardson, TX market area. How will you identify and analyze the unique value propositions of competing educational options, and how will this analysis inform your strategic positioning of Richardson ISD as the premier educational choice?

3. Detail your approach to creating and maintaining Richardson ISD's unified brand message as RISD is the ONE while simultaneously preserving individual school identities. Include specific examples of how you have successfully balanced district-wide cohesion with school-level differentiation in previous education marketing campaigns.

4. Explain your strategy for developing targeted messaging that resonates with specific demographic segments within Richardson ISD boundaries. How will you identify priority enrollment zones, create culturally relevant content for diverse communities, and ensure messaging effectiveness across different socioeconomic backgrounds?

5. Outline your experience and success metrics in marketing neighborhood schools, magnet schools, specialized academic programs and unique educational experience and opportunities. How will you develop program-specific recruitment materials that highlight unique curricula while maintaining cohesion with Richardson ISD's overall brand identity?

6. Detail your approach to Pre-Kindergarten recruitment campaigns specifically targeting families with 3 and 4-year-old children in Richardson ISD boundaries. Include your strategies for identifying eligible families, creating compelling enrollment messaging, and converting inquiries into actual Pre-Kindergarten registrations.

7. Describe your data analytics infrastructure and reporting capabilities for tracking enrollment campaign performance. What key performance indicators will you establish, how frequently will you provide performance analysis to Richardson ISD leadership, and how will you demonstrate return on investment for marketing expenditures?

8. Explain your media buying experience and established relationships within the Richardson, TX market. Provide specific examples of favorable advertising rates and placements you have secured for education clients in similar markets, including television, radio, print, billboard, and transit advertising channels.

9. Detail your digital marketing platform capabilities and team certifications for managing search engine marketing, social media advertising, display campaigns, and retargeting initiatives. How will you optimize digital spending to reach families actively researching educational options for their children?

10. Describe your approach to developing and executing retention campaigns that highlight experiences beyond the classroom. How will you create messaging that reinforces the value of remaining enrolled through graduation and prevents student attrition to competing educational options?

11. Outline your strategy for recovery initiatives targeting former Richardson ISD students who have left for other educational options. Include your methodology for identifying recoverable students, understanding reasons for departure, and creating compelling re-enrollment messaging.

12. Provide your timeline and project management approach for coordinating simultaneous campaigns across neighborhood schools, magnet programs, and district-wide initiatives while maintaining message consistency and meeting critical enrollment deadlines throughout the academic year.

13. Detail your bilingual capabilities and translation service partnerships for reaching diverse communities within Richardson ISD. How will you ensure marketing materials are culturally appropriate and linguistically accurate across multiple languages?

14. Detail your approach to creating compelling storytelling content that showcases student experiences and achievements across Richardson ISD schools. Include your process for identifying stories, producing multimedia content, and distributing narratives across multiple marketing channels.

15. Describe your rapid response capabilities for addressing emerging enrollment challenges or opportunities during critical enrollment periods. Provide examples of how you have successfully pivoted marketing strategies based on real-time enrollment data or competitive market changes.

16. Outline your experience with direct mail campaigns targeting households with age-eligible children. Include your approach to list acquisition, geographic targeting within Richardson ISD boundaries, message personalization, and response tracking methodologies.

17. Explain your strategy for maximizing participation during open enrollment periods, including timeline development, multi-channel coordination, and creating urgency through deadline-driven messaging. How will you ensure families understand enrollment windows and take timely action?

18. Detail your approach to developing welcome programs for new residents moving to Richardson, TX. How will you identify new families, communicate Richardson ISD's educational offerings, and facilitate smooth enrollment transitions for students entering the district mid-year?

19. Describe your methodology for measuring and reporting quarterly performance against enrollment goals. Include specific metrics you will track, data visualization approaches, and how you will provide actionable insights for continuous campaign optimization.

20. Provide examples of value-added services you will offer at no additional cost to Richardson ISD that will enhance enrollment marketing effectiveness and demonstrate your commitment to the district's success.

17. PROPOSER’S MASTER TERMS AND CONDITIONS

The Proposer shall provide its Master Terms and Conditions document as part of its proposal submission for review by RISD. Upon award, RISD’s legal counsel will review and negotiate the Master Terms and Conditions to establish a mutually agreed-upon Master Service Agreement

(“MSA”).

For all subsequent quotes or purchases made under the MSA, the following statement (or a substantially similar one) must be included:

“The Parties agree that by Richardson ISD making this purchase, the Parties agree to the terms and conditions set forth in the Master Service Agreement dated [Month] [Day], [Year]. Without limiting the foregoing, this Agreement supersedes any click-wrap, browse-wrap, or other online terms that might otherwise apply to the Services. The Agreement may not be modified or amended except by a written agreement executed by both Parties.”

This ensures that all future engagements between the Parties are governed by the agreed-upon Master Service Agreement and not by any unilateral or automatically imposed terms.

18. EVALUATION AND SELECTION PROCESS

This proposal will be awarded in the best interest of the District. Final evaluation of this proposal will be based on the Texas Education Code 44.031(b).

Richardson ISD will conduct a comprehensive evaluation of all submissions received in response to this RFP. The district will appoint a selection committee to perform the evaluation. Each submission will be analyzed to determine overall responsiveness, qualifications under the RFP and Respondent’s proposed plan. At that time, negotiations will be conducted and a contract will be executed.

An Evaluation Committee will evaluate the proposals against the following weighted criteria:

Evaluation Criteria Points

Price (30 points)

• Total cost for comprehensive advertising and marketing services including all strategic planning, creative development, digital marketing, traditional advertising, grassroots outreach, event planning, magnet school support, and enrollment campaign management

• Detailed breakdown of costs by service category showing hourly rates for account team members, creative services, digital marketing management, and event coordination

• Media buying costs and commission structure for Richardson, TX market placements across television, radio, print, billboard, transit, and digital channels

• Volume discounts or economies of scale offered for multi-channel campaign execution

• Cost efficiency demonstrated through proposed budget allocation across Pre- Kindergarten recruitment, open enrollment periods, retention initiatives, and recovery campaigns

• Pricing structure for multilingual content development and translation services

• Event planning and execution costs including district-wide enrollment fairs, school tours, open houses, and magnet school recruitment events

• Value-added services provided at no additional cost to Richardson Independent School District, TX

Reputation of the vendor and vendor’s goods or services - Experience and Past Performance in Education Marketing (25 points)

• Demonstrated success in developing and implementing enrollment marketing campaigns for public school districts with similar demographic profiles and competitive landscapes

• Proven track record of measurable enrollment increases for Pre-Kindergarten through Grade 12 programs, with specific metrics on inquiry generation, application rates, and actual enrollment gains

• Experience marketing magnet schools and specialized programs while maintaining district brand cohesion

• Previous work samples showing successful student retention and recovery campaigns for public school districts

• Case studies demonstrating ability to position school districts as premier educational choices in competitive markets with multiple educational options

• References from current or recent school district clients confirming successful enrollment campaign outcomes

• Evidence of successful grassroots community engagement initiatives that resulted in organic enrollment growth

• Portfolio demonstrating storytelling expertise that effectively communicates unique educational opportunities and experiences

Quality of the vendor’s goods or services - Technical Approach and Methodology (20 points)

• Comprehensive strategy for developing Richardson ISD's unified brand message as "RISD is the ONE" while allowing individual school identity

• Detailed methodology for conducting competitive analysis of neighboring districts and educational alternatives in Richardson, TX area

• Approach to creating targeted messaging for specific demographic segments and geographic priority zones within Richardson ISD boundaries

• Integration strategy for coordinating multi-channel campaigns across digital, traditional, and grassroots initiatives while maintaining message consistency

• Data-driven methodology for measuring campaign effectiveness and adjusting strategies based on enrollment impact analysis

• Process for rapid response to emerging enrollment challenges or opportunities during critical enrollment periods

• Approach to training and supporting school staff and parent volunteers on recruitment techniques and grassroots outreach

• Methodology for developing partnerships with local businesses, community organizations, and faith-based institutions in Richardson, TX

Extent to which the goods or services meet the district’s needs - Implementation Timeline and Project Management (10 points)

• Realistic timeline for initial brand development and annual marketing plan creation aligned with Richardson ISD's enrollment calendar

• Proposed schedule for Pre-Kindergarten recruitment campaigns targeting families with 3 and 4-year-old children

• Timeline alignment with critical enrollment periods including open enrollment windows, summer registration drives, and new resident welcome programs

• Project management approach ensuring timely delivery of quarterly performance reports and campaign optimization recommendations

• Proposed monthly implementation timeline showing coordination of all marketing channels and grassroots activities

• Communication protocols for regular updates to Richardson ISD's leadership and individual school administrators

• Timeline for developing and distributing marketing toolkits to schools for local implementation

• Schedule for planning and executing district-wide enrollment events, magnet school showcases, and community outreach initiatives

5 Vendor’s past relationship with the district - evaluation will be based off past history; if no history score should be in the middle 0

6 Impact of district’s compliance with laws and rules relating to Historically Underutilized Businesses 0

7 Total long-term cost to the district 0

8 Vendor or Vendor’s ultimate parent company or majority owner has its principal place of business in this state 0

9 Vendor or Vendor’s ultimate parent company or majority owner employs at least 500 persons in this state 0

Other relevant factors specifically listed in this RFP - Team Qualifications and Resources (15 points)

• Qualifications and experience of dedicated account team members specifically in education marketing and public school enrollment campaigns

• In-house creative capabilities including graphic design, copywriting, photography, and videography expertise or established partnerships providing these services

• Digital marketing platform certifications and demonstrated proficiency in search engine marketing, social media management, email marketing, and analytics

• Media buying experience and established relationships in the Richardson, TX market for securing favorable advertising rates and placements

• Bilingual staff capabilities or reliable translation service partnerships to effectively reach diverse communities within Richardson ISD

• Event planning team experience in managing large-scale enrollment fairs, school showcases, and community recruitment events

• Data analytics infrastructure and reporting capabilities for tracking key performance indicators and return on investment

• Capacity to handle simultaneous campaigns for neighborhood schools, magnet programs, and district-wide initiatives

Agreement to Data Privacy Agreement (if applicable) Pass/Fail Agreement to RISD Standard Terms and Conditions Pass/Fail Agreement to provide Pre-Service Affidavit (if applicable) Pass/Fail

Notice: The evaluation and scoring shown on this evaluation document are preliminary results and are not final.

This evaluation and scoring may be subject to re-evaluation, re-scoring, and/or re-examined considering additional evaluation information, such as applicable law/regulations or through a Best and Final Offer (BAFO) process. Evaluations and scoring results are not final until the evaluation process officially concludes.

Proposer(s) scoring highest based upon the Evaluation Criteria will be selected to participate in this final analysis of proposals. Qualifications and suitability of the proposed service and not price alone shall be considered in the acceptance of proposals. The District will award a contract based upon best value as determined by a combination of price and the above stated evaluation criteria.

RISD may request a written interpretation from a Proposer of any term or statement in a proposal that is or appears unclear or subject to more than one interpretation, and may act upon such written interpretation.

RISD shall have the right to reject any or all proposals; to reject a proposal not accompanied by the required documents; to reject a proposal, which is in any way incomplete, irregular, or nonconforming;

or to reject a proposal, which may otherwise be legally rejected for any reason. RISD may waive any informality in any proposal to the fullest extent permitted by applicable law.

19. CONTRACT

The contents of the proposal submitted by the successful Proposer and this RFP will become part of any contract awarded as a result of the Scope of Services contained herein. The successful Proposer will be expected to sign a contract/award letter with the District.

20. PURCHASE ORDER

All purchases will be made via an official RISD Purchase Order (PO).

No shipment or delivery may occur without a valid PO.

Invoices and packing slips must include:

• RISD PO number

• Manufacturer’s item number

• Discounted unit price

21. DEVIATIONS

Any deviation to the Standard Terms and Conditions of this proposal request must be clearly stated in writing per the Deviation Compliance form.

22. CANCELLATION

RISD reserves the right to cancel this contract should any of the following occur:

• the vendor(s) proceeds in a manner that does not comply with the contract

• should services or quality of the goods become unacceptable as determined solely by RISD

• the vendor(s) does not carry out the provisions of this contract in its true intent and meaning as indicated in the scope of work.

Prior to contract cancellation, the vendor(s) will be served with written notice to provide satisfactory compliance with the contract without penalty. If the vendor neglects or refuses to follow such notice within thirty (30) days RISD may cancel the contract.

23. WARRANTY / GUARANTEE

All products purchased under this contract shall be NEW and free from defects.