1462304-event.pdf

27 October 2026

Media Purchasing Agent ARCC and ATC seek a marketing partner to deliver digital strategy, media planning/buying, SEO/AEO, campaign management, analytics, reporting, and consulting.

27 October 2026

Open 10/26/2026, 12:00 AM CDT Type Request for Proposal Close 11/16/2026, 12:00 PM CST Number SRC-ARCC-2027-000656-RFP Currency US Dollar

Sealed Until 11/16/2026, 12:00 PM CST

Payment Terms Net 30

27 October 2026

Contacts Maia Sierra maia.sierra@anokaramsey.edu

Phone +1 763-433-1124

27 October 2026

Commodity Codes Commodity Code Description 80140000 Marketing and distribution 55100000 Printed media 82100000 Advertising 83110000 Telecommunications media services

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Description Project Overview

Anoka-Ramsey Community College and Anoka Technical College seek a strategic marketing partner to provide integrated digital marketing strategy, media planning, media buying, search engine optimization (SEO), answer engine optimization (AEO), campaign management, analytics, reporting and strategic consulting services.

The purpose of this engagement is to increase institutional awareness, strengthen market position, support enrollment objectives, increase website traffic and engagement, improve organic and paid search visibility, enhance campaign effectiveness and maximize return on marketing investments. The colleges seek a partner that can combine paid digital media expertise with search visibility and performance optimization to support recruitment and brand-building efforts.

Goals and Expected Outcomes The selected vendor shall support the colleges' objectives to:

• Increase brand awareness and visibility.

• Increase website traffic and engagement.

• Increase inquiries, applications and enrollments.

• Improve performance across paid and organic channels.

• Improve search visibility for priority academic programs and career pathways.

• Improve visibility within AI-powered search experiences.

• Provide data-driven recommendations for continuous optimization.

• Support recruitment and enrollment priorities through integrated marketing strategies.

Target Audience

Anoka Technical College and Anoka-Ramsey Community College focuses marketing efforts within the campus' primary service areas, which includes communities throughout Anoka and Isanti counties and surrounding east-central and north metro Minnesota markets. Priority audiences currently include traditional-age students, parents and other college decision influencers, current PSEO and dual-enrollment students, adult learners seeking career advancement, reskilling, workforce training, or career pathway opportunities, and special populations identified through Perkins and other access-focused initiatives. The selected vendor should demonstrate the ability to develop tailored strategies for each institutions while identifying new audience growth opportunities through audience insights, performance data, changing demographics, emerging recruitment trends and future Strategic Enrollment Management (SEM) plan priorities as they are established.

Technical/Functional Requirements

Detailed Scope of Work The selected contractor will be responsible for a range of digital marketing services, including:

1. Strategic Planning & Campaign Development: Develop digital marketing strategies that support Anoka-Ramsey Community College and Anoka Technical College’s awareness and recruitment goals.

o Create annual media plans and campaign calendars.

o Recommend channel strategies and budget allocations.

o Align recommendations with enrollment, workforce development, and branding priorities.

o Conduct regular strategy reviews and planning sessions.

2. Creative Consultation & Optimization - The colleges anticipate developing most creative assets internally. The vendor is not expected to serve as the primary creative agency but should function as a strategic advisor to improve campaign effectiveness.

The selected vendor shall:

o Review creative assets prior to deployment to improve accuracy, accessibility standards, platform compliance and best practices.

o Provide data-driven recommendations to improve advertising performance, messaging effectiveness, creative tests and optimization opportunities.

3. Campaign Implementation & Management: execute, manage, monitor and optimize integrated campaigns across appropriate digital channels (e.g. Paid Search, Social Media, Display, Video, CTV, Streaming, etc…)

4. Search Engine Optimization (SEO) and Answer Engine Optimization (AEO): provide annual SEO and AEO audits and recommendations to improve visibility for the colleges to implement.

5. Tracking, Analytics and Reporting The vendor shall provide:

o Comprehensive measurement, analytics and reporting services that support real-time access to campaign data.

o Provide monthly and campaign performance reports detailing spend summaries, impressions, clicks, conversions and recommendations for optimization.

o Quarterly/Regular Reviews addressing broader campaign performance, audience insights, budget optimization opportunities and future campaign recommendations.

6. Collaboration & Communication: The selected vendor will function as an extension of the colleges’ marketing and communications team and shall attend project meetings; provide a dedicated account manager for communication and coordination.

Vendor Responsibilities The vendor will:

• Develop media plans and recommendations.

• Execute and manage campaigns.

• Purchase media inventory.

• Monitor performance and optimize campaigns.

• Provide reporting and strategic insights.

• Maintain campaign documentation.

• Ensure compliance with platform policies and data privacy standards.

College Responsibilities The colleges will:

• Establish campaign goals and priorities and information around key timelines and events (i.e.

semester start dates, recruitment pushes, events, etc..)

• Provide creative brand standards and brand awareness research.

• Primarily develop creative.

• Approve media plans and budgets.

Budget

The budget for this contract is anticipated to be $415,000 per year of the contract. Broken down as follows:

Anoka-Ramsey Community College $240,000 per year of the contract and Anoka Technical College $175,000 per year of the contract.

This budget must cover both the professional services to be provided by the selected vendor and out-of-pocket costs. As noted, proposals should include an estimate of the percent of the total annual advertising budget that will be required for professional services to be provided by the vendor (as opposed to out-of-pocket costs to be paid by vendor and reimbursed by Anoka-Ramsey Community College and Anoka Technical College).

This budget includes:

• Agency fee

• Reporting costs

• Media buy

• SEO

• Consulting and strategy

Note that all services and expenses (including travel, consumables, freelance and talent fees, rights fees, etc.) must be included in lump sum cost.

Selection Process The selection process includes Chief Marketing Officer, Marketing and Communications Manager, and Procurement Manager. This group will evaluate the proposals and make the final decision.

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

Topic Factor Weight Adherence to Minnesota State Terms and Conditions.

A statement of the objectives, goals, and tasks to show or demonstrate its view and understanding of the nature of the contract 5

Work Plan.

A description of the deliverables to be provided by the Responder along with a detailed work plan that identifies the major tasks to be accomplished and be used as a scheduling and managing tool, as well as the basis for invoicing.

• Articulation of process for creating and delivering digital marketing strategies

Detailed description of how success would be measured

Cost/Value.

Identify the level of the participation of Minnesota State in the contract, as well as any other services to be provided by Minnesota State, and details of cost allowances for this participation.

• Clearly communicate commission/service fee rate and structure

Qualifications of Respondent and its personnel.

An outline of the Responder’s background and experience with examples of similar work complete by the Responder and a list of personnel who will conduct the project, detailing their training, and work experience. Resumes or other information about project personnel should not, if possible, contain personal telephone numbers, home addresses or home email addresses. If it is necessary to include personal contact information, please clearly indicate in the proposal that personal contact information is being provided.

• Experience with higher education recruitment marketing – specifically community and technical colleges, bonus if in the Minnesota or similar market and able to provide examples of this work.

• Demonstrated ability to work with small markets to target effectively.

• Qualifications of personnel and capacity to provide required services

Completeness, thoroughness and detail of the response

Completeness, thoroughness and detail of the response as reflected by the proposal's discussions and coverage of all elements of work listed above 10

Accessibility

A completed response to the linked Voluntary Product/Service Accessibility Template(s)®(VPAT) for all software, hardware, and websites as applicable (guidance available in the ‘Products’ tab). The response must contain adequate information to evaluate the responsiveness to the accessibility standards (e.g., a completed VPAT or equivalent).

Total: 100 https://mn.gov/mnit/about-mnit/accessibility/it-procurement.jsp https://www.itic.org/dotAsset/b282ab06-0ab2-4540-adc2-78698058dfc3.doc

Oral Presentations

After evaluation of written proposals, Minnesota State may shortlist responders for oral presentations and demonstrations. Shortlisted responders will be notified in writing and provided with scheduling instructions.

Demonstrations are intended to validate proposed solutions and allow clarification of responses. Responders should ensure that key personnel and subject matter experts are available for the presentation on the week of November 30th, 2026. Minnesota State will make reasonable efforts to accommodate each responder’s scheduling preferences; however, Minnesota State reserves the right to assign dates and times at its discretion.

Contract Terms

Minnesota State desires to enter into a contract with the successful Respondent(s) effective January 1, 2027 or on the date the last recognized signature is obtained, whichever occurs later. The length of such contract(s) will be for three(3) years with two optional one-year renewals, totaling up to five years. If Minnesota State and Respondent are unable to negotiate and sign a contract by January 1, 2027, 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 RFP date and time deadlines. Failure to meet the deadlines shall be grounds for rejection.

Required to View Event

Prerequisites Required to Enter Bid

27 October 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

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Questions Required Questions

Group 1.1: Adherence to Terms and Conditions Instructions:

1.1.1 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?

1.1.2

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.

1.1.3

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?

1.1.4 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 2.1: Workplan

Instructions:

Supplier Note: Suppliers may upload additional supporting documentation in the Supplier Attachments section if they wish to provide further context, explanations, assumptions, methodologies, case studies, or other relevant information to supplement their proposal. Any supplemental materials submitted will be reviewed and considered as part of the overall proposal evaluation.

2.1.1 Describe your firm’s experience in conducting research to help organizations create an effective media strategy, highlighting any expertise in working with higher education institutions on enrollment initiatives.

2.1.2 Describe your company's quality assurance program, its requirements and how they are measured.

2.1.3 Identify Company standards of communication as it relates to contract performance and issue management. Issue management is an identified event that, if not addressed, may affect schedule, service, delivery quality or budget.

2.1.4 Describe the processes and/or tools you utilize to analyze and share data with clients on the effectiveness of media buys toward reaching stated goals, including but not limited to KPIs such as impressions, CTR, CPM, CPC and ROI.

2.1.5 Provide a high-level overview of how you would work with ARCC and ATC and describe the specific approach to the media placement and reporting with a high-level project plan, with timelines for key tasks. Identify roles for your firm and for the colleges.

2.1.6 Share your expectations of your clients and what you would expect from the Marketing team during the project.

2.1.7 Share your experience and approach to negotiating competitive media rates.

2.1.8 Provide a description of the professional services outlined in the description that will be provided by your firm along with any detailed workplan that identifies the major tasks to be accomplished.

2.1.9 Supply a detailed description of how the you will approach the work of getting to know ARCC and ATC and delivering the other services listed in the bullet point list under Technical/Functional Requirements in the RFP Description, along with any other professional services the vendor may recommend following discovery.

2.1.10 Provide your specific capabilities related to this project, specifying if they are in-house or external.

2.1.11 Supply a detailed description of your track record, including demonstrated success in the expected outcomes listed above, with an explanation as to how success was measured.

2.1.12 Provide preliminary, high-level thoughts on the strategies and tactics that may be most effective in researching and reaching prospective students across the outlined target audiences.

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2.1.13 Supply a detailed description of how you will work with ARCC and ATC to provide timely and accurate information on ad/campaign performance and measure the success of the advertising plans/campaigns you develop and implement.

2.1.14

Provide your company's abiliyt to provide accurate data of the media consumption, media preferences and other relevant habits of the primary and secondary target markets. Data-gathering may include a combination of written surveys, telephone and online polls, focus groups and any other methods deemed meaningful. Tell us more about your strategies that you have used.

2.1.15 Explain how you would design campaigns for multiple campuses serving different geographic markets and student populations. Describe how you would avoid unnecessary audience overlap, manage limited audience sizes, and balance reach, frequency, cost, and conversion potential.

2.1.16 Describe how the colleges will retain administrative control of advertising accounts, campaign history, analytics, conversion tracking, audience data, and creative assets during the contract and following termination. Explain your standard transition process, expected timeline, and any associated costs.

2.1.17

Describe your approach to measuring and improving the visibility of college programs in traditional search engines and AI-powered search or answer experiences. Identify the methods and tools you use, how you distinguish measurable outcomes from estimates, and how you will report changes over time without guaranteeing results controlled by third-party platforms.

2.1.18

Explain how you ensure campaign targeting, tracking, landing pages, forms, video content, and analytics practices comply with applicable privacy, accessibility, platform, and institutional requirements. Describe your controls for sensitive data, audience exclusions, access permissions, incident escalation, and vendor or subcontractor oversight.

2.1.19 Suppose the advertising platform reports substantially more conversions than the colleges' application system. How would you investigate, reconcile, and report the discrepancy?

Group 3.1: Cost (20 points)

Instructions:

Supplier Note: Suppliers may upload additional supporting documentation in the Supplier Attachments section if they wish to provide further context, explanations, assumptions, methodologies, case studies, or other relevant information to supplement their proposal. Any supplemental materials submitted will be reviewed and considered as part of the overall proposal evaluation.

3.1.1

Provide estimated percent range of the total annual advertising budget that Anoka-Ramsey and Anoka Technical Colleges will need to spend on each of the following broad categories of professional services provided by you, assuming the total annual advertising budget of approximately $415,000.00 for professional services and out-of-pocket costs. a. Strategy plan and development b. Creative development c. Ad buy negotiation and ad placement d. Monitoring, measuring, evaluating, and reporting on campaigns e. General project and account management For example, if a vendor estimates that 25%-35% of the total budget will be spent on professional services and the rest on out-of-pocket costs, the percentages estimated for each of the above broad categories of services should total 25-35%. It is acceptable to list the assumptions on which these estimates are based.

3.1.2 Provide a line item budget that includes agency fee, reporting costs, media buy, SEO work, consulting and strategy.

3.1.3 Describe your process for identifying underperforming campaigns and recommending changes to channel allocation, audience targeting, creative, or bidding strategy. What performance thresholds trigger intervention, who approves material changes, and how do you document the expected impact?

3.1.4 If campaign performance declined while the total budget remained unchanged, how would you determine where to reduce or reallocate spending? Describe the data, decision criteria, and approval process you would use

Group 4.1: Company Qualifications and Experience

Instructions:

Supplier Note: Suppliers may upload additional supporting documentation in the Supplier Attachments section if they wish to provide further context, explanations, assumptions, methodologies, case studies, or other relevant information to supplement their proposal. Any supplemental materials submitted will be reviewed and considered as part of the overall proposal evaluation.

4.1.1 Provide a brief introduction and statement of interest explaining why your company would be the best choice.

4.1.2 Provide the qualifications and experience of employees assigned to this project; include biographies of team lead and project team.

4.1.3

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 Anoka-Ramsey and Anoka Technical Colleges and include multi-campus environments. Identify why the past client work is relevant to developing and implementing enrollment-focused advertising plans/campaigns and include samples of creative work (e.g. display ads for digital or print application, copywriting, video), where possible.

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.

4.1.4 Please provide the history of your organization or company

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

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

4.1.7 Please describe your staffed office business hours?

4.1.8 Describe the company, culture and values.

4.1.9 Explain your company's understanding of and experience in conducting media buying activities that support the unique audience and marketing goals of a public higher education institution.

4.1.10 Share your experience in working with media available in Minnesota and surrounding areas.

4.1.11 How does your agency keep ahead of youth and adult learner marketing trends, both within and outside of the higher education realm?

4.1.12 Provide an example where your firm evaluated whether a marketing campaign generated additional results beyond what would likely have occurred without the campaign. Describe the comparison method, limitations, results, and how the findings informed subsequent spending decisions.

4.1.13 If the colleges needed to replace your firm at the end of the first year, what documentation, account access, data, and operational knowledge would you transfer to ensure uninterrupted campaign management?

Group 5.1:

Instructions:

5.1.1 Does your company's solution conform to Section 508 of the Rehabilitation Act of 1973, as amended?

5.1.2 Does your company conform to Web Accessibility Guidelines (WCAG) 2.1 (https://www.w3.org/TR/WCAG21/#new-features-in-wcag-2-1)?

5.1.3

A completed response to the linked Voluntary Product/Service Accessibility Template(s)®(VPAT) for all software, hardware, and websites as applicable (https://mn.gov/mnit/about-mnit/accessibility/it-procurement.jsp guidance available in the ‘Products’ tab). The response must contain adequate information to evaluate the responsiveness to the accessibility standards. Complete the attached VPAT form or equivalent on your solutions accessibility.

5.1.4 Is there a designated accessibility representative, team, or role within your organization responsible for accessibility compliance and issue resolution?

5.1.5 What training, certifications, or professional experience do your design, development, and quality assurance teams have in creating accessible products or services?

Group 6.1: 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.

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

6.1.2 Provide your certification and completed Supplier Diversity Form

6.1.3 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/)

6.1.4 Upload your certification

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 Strategic Planning & Campaign Development 1 P1 - Percent

An estimated percent range of the total annual media and marketing budget that the colleges will need to spend for professional services and out-of-pocket costs on each of the following broad categories of professional services provided by the Responder in year one

S2 Creative Consultation & Optimization 1 P1 - Percent professional services and out-of-pocket costs on each of the

S3 Media Purchasing - Implementation and Management 1 P1 - Percent professional services and out-of-pocket costs on each of the

S4 Search Engine Optimization 1 P1 - Percent professional services and out-of-pocket costs on each of the

S5 Reporting - Tracking, Monitoring, and Evaluation 1 P1 - Percent professional services and out-of-pocket costs on each of the

S6 Miscellaneous Costs 1 P1 - Percent professional services and out-of-pocket costs on each of the

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