1435542-event.pdf

28 August 2026

Advertising and Media Buying services Saint Paul College is seeking proposals from qualified firms to plan, buy, and manage a paid media campaign that supports student enrollment and builds awareness of the value of a two-year education.

28 August 2026

Open 8/24/2026, 12:00 AM CDT Type Request for Proposal Close 9/14/2026, 4:00 PM CDT Number SRC-SPC-2027-000637-RFP Currency US Dollar

Sealed Until 9/14/2026, 4:00 PM CDT

Payment Terms Net 30

28 August 2026

Contacts Ryan Mayer ryan.mayer@saintpaul.edu

Phone +1 651-846-1746

Austin Calhoun austin.calhoun@saintpaul.edu

28 August 2026

Commodity Codes Commodity Code Description 82100000 Advertising 55100000 Printed media 83110000 Telecommunications media services

28 August 202628 August 202628 August 202628 August 202628 August 202628 August 202628 August 202628 August 202628 August 2026 mailto:ryan.mayer@saintpaul.edu mailto:austin.calhoun@saintpaul.edu

Project Overview

Minnesota State is requesting proposals from qualified firms to plan, buy, and manage a paid media campaign that supports student enrollment and builds awareness of the value of a two-year education. SPC is an inclusive community and technical college in Saint Paul, Minnesota, and a member of the Minnesota State system. We serve a broad mix of learners, including adult learners, career changers, first-generation students, working parents, and traditional college-age students who are looking for an affordable, direct path to a career or a transfer degree.

The selected firm will act as SPC's media buying partner across digital, streaming, broadcast, and out-of-home channels. We are looking for a partner who negotiates well, plans strategically, reports honestly, and helps prospective students see that Saint Paul College is a place where they can succeed and belong.

Saint Paul College shall select the vendor(s) whose proposal(s), and interviews/oral presentation(s) if requested, demonstrate in Saint Paul College's sole opinion, the clear capability to best fulfill the purposes of this RFP in a cost-effective manner. Saint Paul College reserves the right to accept or reject proposals, in whole or in part, and to negotiate separately as necessary to serve the best interests of the institution. This RFP shall not obligate Saint Paul College to award a contract or complete the proposed project and it reserves the right to cancel this RFP if it is in its best interest.

Technical/Functional Requirements

Objectives

Through this engagement, SPC intends to:

• Drive qualified inquiries, applications, and enrollments across degree, transfer, and certificate programs.

• Build awareness of Saint Paul College and the value of a two-year technical and community college education.

• Reach priority audiences efficiently, including adult learners, career changers, first-generation students, and working parents.

• Support enrollment pushes tied to term starts, application deadlines, and key recruitment moments.

• Provide clear performance data and attribution so SPC can see what is working and adjust quickly.

Scope of Services

At minimum, the selected firm will provide the following services.

A. Media Planning and Strategy

• Develop an annual paid media strategy aligned with SPC's enrollment and brand goals.

• Identify priority audiences and geographic zones, and recommend the media mix and budget allocation.

• Provide a recommended campaign calendar that maps spend to term starts and recruitment deadlines.

• Recommend a measurement and attribution approach before the campaign launches.

B. Digital Media

• Plan, buy, and manage paid social, paid search, display, video, and programmatic placements.

• Build and manage audience targeting, retargeting, and A/B testing across multiple ad sets.

• Optimize toward inquiries, applications, and enrollments, not just impressions and clicks.

Description

C. Streaming, Connected TV, and Digital Audio

• Secure and manage Connected TV, streaming video, streaming radio, and podcast or digital audio placements.

• Recommend frequency and reach targets appropriate to the budget and audience.

D. Traditional Broadcast and Print

• Plan and negotiate local radio, broadcast or cable television, and additional placements where they support the goals.

• Manage schedules and provide affidavits and proof of performance.

E. Out-of-Home and Transit

• Secure and manage out-of-home placements such as billboards, transit, and station or shelter panels.

• Coordinate artwork specifications, posting schedules, and proof-of-performance documentation.

F. Creative and Production (Optional, Preferred)

SPC can provide campaign creative. Firms that also offer creative and production should describe these capabilities. If selected, this work will be scoped and budgeted separately from the media budget described in this RFP.

• Graphic design, ad resizing, and formatting for each channel's specifications.

• Radio and video script writing and production coordination.

• Location of the production team for any on-site work, hourly rates, and sample audio and video.

G. Reporting, Attribution, and Accountability

• Provide a dashboard or reporting platform for results monitoring outside of scheduled meetings.

• Deliver weekly reporting on spend, placements, impressions, and conversions, with recommendations for optimization.

• Set a regular meeting cadence and a clear approach for monitoring and correcting underperforming campaigns.

• Describe source attribution methods that connect media activity to inquiries, applications, and enrollments.

Budget and Investment Tiers

Rather than set a single budget, SPC wants to understand what different levels of investment make possible. In place of a fixed dollar figure, please propose your own tiered set of recommended media plans, for example a foundational, a recommended, and an expanded level. Define the tiers you believe best fit SPC’s goals and state the annual spend for each.

All figures should be inclusive of agency fees and commissions.

For each tier, please show:

• The recommended channel mix and how you would allocate spend across it.

• Where you would concentrate spend to get the strongest return, and why.

• Expected reach, frequency, and impression ranges.

• What is included at that level and what is not, so SPC can weigh the tradeoffs between tiers.

• Working media shown separately from agency fees and commissions.

We are especially interested in your point of view on concentration. If focusing on fewer channels would outperform spreading budget across all of them, tell us that and show the plan you would actually recommend. SPC will use your tiers to decide the level of investment that best fits our goals and available funding.

Contract Term

The initial contract term is one year. SPC may, at its sole discretion and based on performance and available funding, renew the contract for up to two additional one-year terms. Renewal is not guaranteed. This structure lets SPC evaluate the partnership after the first year while giving a strong partner a reason to invest in the relationship.

Vendor Qualifications

Firms should demonstrate:

• Proven media buying, planning, and rate negotiation experience across the channels described above.

• Experience with higher education, public sector, or nonprofit clients, with enrollment or lead-generation marketing preferred.

• Strong reporting, attribution, and financial management capabilities.

• The ability to register and transact as a Minnesota State supplier through the SWIFT Supplier Portal.

Proposal Requirements

Proposals should be concise and should include the following, in order:

1. Company overview, years in operation, and key team members who will be assigned to the SPC account.

2. Relevant experience, with examples of higher education or enrollment-focused campaigns.

3. A proposed media strategy for Saint Paul College, including recommended channel mix and audience approach.

4. A sample campaign calendar covering the October 2026 through May 2027 flight.

5. A pricing structure that itemizes agency fees, commissions, and any markups, and separates them from working media.

6. Reporting and attribution capabilities, including a description of the dashboard or platform provided.

7. A minimum of three references, with higher education and nonprofit clients preferred.

Selection Process The selection process includes Executive Director of Marketing, Vice-President for Advancement & Communications, Associate Vice- President of Finance. This group will evaluate the proposals and make the final decision.

Timeline

SPC intends to follow the schedule below. All times are Central Time. SPC may adjust these dates and will communicate any changes through the SWIFT Supplier Portal.

• Issue date: August 24, 2026.

• Written questions due: September 2, 2026, 4:00 p.m.

• Proposals due: September 14, 2026, 2:00 p.m.

• Anticipated award: September 25, 2026.

• Contract start: October 1, 2026.

• Campaign flight: October 2026 through May 2027.

Evaluation Factors The following factors and their identified weight will be used to evaluate the responses:

Topic Factor Weight

Experience Relevant experience and past performance, with priority on higher education and enrollment marketing 25

Work Plan Quality and strategic fit of the proposed media plan against SPC's enrollment and brand goals 30

Cost Cost effectiveness, value, and transparency of fees and commissions 20

Reporting, attribution, and accountability

Reporting, attribution, and accountability 15

References References 5

Supplier Diversity Certified diverse vendor and/or commits to sub-contracting 10% or more of the value of the contract to a certified TGB 5

Minnesota State reserves the right to name a date which all responding Respondents will be invited to present demonstrations or participate in an interview.

Minnesota State does not agree to reach a decision by any certain date although it is hoped the evaluation and selection will be completed by the contract terms date identified.

Contract Terms Minnesota State desires to enter into a contract with the successful Respondent(s) effective October 1, 2026 or on the date the last recognized signature is obtained, whichever occurs later. The length of such contract(s) will be [one year, with option to go an additional 2 years. If Minnesota State and Respondent are unable to negotiate and sign a contract by October 15, 2026, then Minnesota State reserves the right to seek an alternative Respondent(s).

Inquiries and Submission Instructions

Minnesota State accepts all questions and bid submissions exclusively through Minnesota State's e-procurement system. Hard copy submissions, emails, or submissions through any other medium will not be considered. Each Respondent is solely responsible for the timely delivery of its questions and bids by the RFx date and time deadlines. Failure to meet the deadlines shall be grounds for rejection.

Required to View Event

Prerequisites Required to Enter Bid

28 August 2026

1. Review the background of Minnesota State

2. Review the Notice and Authority

3.

This sourcing event includes and incorporates the Minnesota State Solicitation Terms and Conditions, which apply to this solicitation. Responders should carefully review these terms and conditions when preparing their responses.

Any contract resulting from this solicitation will be based on the sample contract provided in the Buyer's Attachment section. Much of the language reflected in the sample contract is required by Minnesota statute. If a responder takes exception to any provision of the sample contract, those exceptions must be clearly identified in the response. Only exceptions that are expressly stated in the response will be considered for discussion or negotiation. Exceptions not identified in the response will be deemed waived. Certain exceptions may result in a proposal being disqualified from further review and evaluation.

4. Review the Definitions to the RFx

5. Review the Organizational Conflict of Interest policy

6. Review the RFx Contact Information

7. Review and accept the Authorized Response Certification Statement.

8. Review and agree to the Duration of Offer agreement

9. Review the Terms of Payment

10. Review the Minnesota Secretary of State Requirement.

11.

Required Documentation: Affidavit of Non-Collusion. Download the attached document, complete, sign, notarize, and upload completed form with response. Failure to upload a completed, signed, and notarized Affidavit of Non-Collusion prior to the close date of the solicitation will result in any proposal being disqualified from being evaluated for the solicitation.

12. Affirmative Action Requirements: Review and download declaration page, complete, sign, and upload completed from with response.

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Buyer Attachments

1. Sample P/T Contract

2. Contractor's Reimbursable Expenses Information

28 August 202628 August 202628 August 202628 August 202628 August 202628 August 2026 https://www.minnstate.edu/system/templates/docs/4_PTServices-Template.docx https://www.minnstate.edu/vendors/contractor_reimburseable.html

Questions Required Questions

Group 1: Adherence to Terms and Conditions Instructions:

1.1 Minnesota State presumes the Responder agrees to all terms and conditions as listed in the sample contract in buyer's attachments unless explicitly requests specific exceptions.

After review of the sample contract, do you have any exceptions to the Minnesota State Terms and Conditions?

1.2

List each exception by identifying the applicable clause, page number, proposed change to the clause, and an explanation for the requested change. Only exceptions that are expressly stated in the response will be considered for discussion or negotiation.

Exceptions not identified in the response will be deemed waived.

Certain exceptions may result in a proposal being disqualified from further review and evaluation.

1.3

Responders must disclose any relationships that create, or appear to create, a conflict of interest with the work contemplated by this solicitation. Identify all such conflicts by listing the name of the entity, the nature of the relationship, and a description of the actual or perceived conflict. Failure to disclose a conflict of interest may result in disqualification of the response. Do you have any existing or potential conflicts of interest?

1.4 Identify each conflict by listing the name of the individual or campus, the nature of the relationship, and a description of the actual or perceived conflict.

Group 2: Company Profile Instructions:

2.1

Include references from your three largest companies and or educational institutions for which your proposed solution has been implemented in North America. At least one implementation should be similar in scope to Minnesota State and include multi-campus environments. Download the attached spreadsheet, fill out, save, and upload the finalized document. NOTE: The Respondent certifies that it is empowered to use the names of references it provides and agrees that Minnesota State may contact these references.

2.2 Please provide the history of your organization or company

2.3 Please describe additional services your company offers that is not part of this RFP as previously described?

2.4 Please describe any value added services that your company is offering the system.

2.5 Please describe your staffed office business hours?

2.6 Describe the company, culture and values.

2.7 Describe the diversity of the proposed team

Group 3: Supplier Diversity

Instructions:

In accordance with Minnesota State Board Policy 5.14, Minnesota State is committed to enhance and optimize business and contracting opportunities that promotes economic growth and prosperity of the student bodies and the communities we serve. Minnesota State created the Supplier Diversity program to foster partnerships with historically under-utilized businesses and ensure that diverse vendors are given equal opportunities to provide goods and services system-wide.

3.1 Does your company, partner or sub-contractor qualify as a diverse supplier as defined by Minnesota State? (See attached form)

3.2 Provide your certification and completed Supplier Diversity Form

3.3 Does your company qualify for preference points as a small TG/ED/VO as defined with the Office of Equity Procurement (https://mn.gov/admin/business/vendor-info/oep/sbcp/)

3.4 Upload your certification

Group 4: Advertising & Media Buyer Specifics Instructions:

4.1 Tell us about a campaign you ran for a community college, technical college, or equivalent enrollment-driven client. What were the objectives, what did you spend, and what results did you deliver against those goals? Use genuine numbers.

4.2 How will you connect media spend to inquiries, applications, and enrollments for SPC, knowing that many enrollment decisions happen offline and over long timeframes? Name the tools, tracking, and assumptions you rely on.

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4.3 How does your firm make money on this account? Itemize fees, commissions, and markups, and disclose any rebates or incentives you receive from media vendors or platforms. State plainly whether those are passed back to SPC.

4.4 Who will manage the SPC account day to day? What is their experience, and how do you keep the work steady if a key person leaves during the contract term?

4.5 If the contract ends, what does SPC keep? Confirm who owns the ad accounts, audience and pixel data, creative assets, and performance history, and describe how you would hand them off.

4.6 When a campaign underperforms, what is your process and timeline for catching it and moving the spend? Give one specific example of when you did this and what changed as a result.

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Product Line Items Product Line Items

There are no Items added to this event.

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Service Line Items Service Line Items

1.

# Item Name, Commodity Code, Description Allow

Alternates Qty. UOM Requested Service Delivery

S1 Total Bid Amount 1 LS - Lump Sum

Provide the total fixed pricing for commodities and service

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