PROCUREMENT SERVICES DEPARTMENT

DATE: May 12, 2026

TO: All Participants

FROM: Daphne Farley, Purchasing Agent

SUBJECT: RFI I26122, Integrated Out-of-Home and Digital Marketing Services Addendum 2

Please see vendor questions submitted and answers on the following pages for the solicitation referenced above.

When responding to a solicitation, the most recent information/forms submitted through the CCSD Euna Interactive Portal at: https://cobbk12.bonfirehub.com/portal/?tab=openOpportunities must be used. Failure to respond utilizing the correct information/forms may be a cause for rejection.

https://cobbk12.bonfirehub.com/portal/?tab=openOpportunities

RFI I26122, Integrated Out-of-Home and Digital Marketing Services Vendor Questions and Answers

# Vendor Question Response

John Levinson, Clear Channel Outdoor, LLC

What are the campaign start and end dates?

Campaign dates have not been set and CCSD is using this RFI to gather information only. For reference, CVA enrollment opens August 3 for the fall semester and January for the spring semester, and the Ed- SPLOST awareness effort is anticipated to ramp ahead of a late 2026 referendum.

John Levinson, Clear Channel Outdoor, LLC

Can you share the budget or at least a range so I can propose a realistic plan?

CCSD has not established a budget for this initiative and is not requesting cost proposals at this stage.

This RFI is focused on understanding vendor capabilities, methodologies, and recommended approaches.

John Levinson, Clear Channel Outdoor, LLC

Are you looking to target just Cobb County? If not, which geo areas and who are those target demographic audiences you're trying to reach?

The initial focus is Cobb County. Depending on campaign performance, CCSD may expand into broader Metro Atlanta and the state of Georgia. Target demographics include parents, community members, and taxpayers. For the CVA use case specifically, out-of-county students can also enroll on a tuition basis, which could widen geographic targeting in a future phase.

John Levinson, Clear Channel Outdoor, LLC

What file formats do you accept for uploading? PDF format is acceptable.

Vonnice Boone, Adoskope LLC

Does CCSD have an anticipated budget range or annual spend envelope for the integrated OOH and digital marketing program described in this RFI?

Understanding the investment range will allow vendors to propose frameworks that are appropriately scoped.

See the response to Question #2.

Vonnice Boone, Adoskope LLC

Is there currently a vendor or vendors providing OOH and/or digital marketing services to CCSD? If so, will the future solicitation be open to all vendors or structured around an existing relationship?

CCSD does not have a contract in place for OOH or digital marketing services. There is no incumbent vendor or existing relationship. This RFI is open to all vendors and is issued for gathering information only. It does not bind the CCSD to solicit bids or proposals in the future or award a contract.

Vonnice Boone, Adoskope LLC

Will the selected vendor have access to any CCSD first-party data (email lists, enrollment inquiry records, past campaign audiences) to inform targeting, or will the campaign rely entirely on third-party audience construction?

CCSD is open to sharing first-party data to support campaign performance. That access would be governed by a formal data sharing agreement executed after vendor selection. At this RFI stage, detailed data is not available, but vendors should assume that first-party data will be part of the targeting strategy and describe how they would use it.

Vonnice Boone, Adoskope LLC

Can CCSD share current enrollment figures and a target enrollment growth goal?

Current enrollment information is available on the CCSD website: https://www.cobbk12.org/the-district

The district serves more than 105,738 students across Cobb County. The enrollment growth goal for the upcoming cycle is 7,500 new kindergarteners. For CVA specifically, the target is 1,000 new student enrollments.

Beth Ciardullo, Cox Media Group

Are you looking for a proposed budget from us, or did I miss a budget somewhere?

See the response to Question #2.

Beth Ciardullo, Cox Media Group

Also, wanted to confirm potential flight dates.

Flight dates have not been finalized. CCSD is in the information-gathering phase. Key windows vendors should be aware of: CVA enrollment opens August 3 (fall) and January (spring), and Ed-SPLOST messaging is expected to build toward a late 2026 community awareness effort.

Brandon Nickerson, Sinclair Inc.

Will the winning vendor have access to the County's website for attribution and retargeting pixels?

CCSD will not provide direct access to the district website. Our internal technology team will handle pixel and tag installation based on vendor specifications. Once a data sharing agreement is in place, we can coordinate on the tracking infrastructure needed for attribution and retargeting.

# Vendor Question Response

Brandon Nickerson, Sinclair Inc.

Is the County open to Digital Out of Home (OOH) to be included in our recommended strategy which includes Family Entertainment Venues, Sporting Venues, and others? Or should we only recommend billboards on roadways in our plan?

The primary focus of this RFI is digital billboards. CCSD is open to reviewing venue-based and other digital OOH formats as an addendum to the core billboard recommendation.

Eddie LaRocco, Scout Stories

Is CCSD looking exclusively for integrated turnkey vendors who can deliver OOH placement, digital media buying, and attribution under one roof - or is the district open to specialty responses from creative/content partners who would team with a media-buying agency?

CCSD is open to partnership structures as long as the full scope of the RFI is addressed. Subcontractors and teaming arrangements will be acceptable.

Nikkia Adolphe, Brand Savor

Does CCSD prefer weekly, biweekly, monthly, or campaign-end reporting, and are live dashboards required?

Weekly reporting is required. Reports should include spend, impressions, clicks, CTR, conversion actions, targeting logic, and placement transparency. Live dashboards are welcome if available, but the weekly cadence is the baseline expectation.

Nikkia Adolphe, Brand Savor

Does CCSD anticipate using this RFI to inform a future RFP, direct procurement, pilot, or vendor shortlist? Will responses be reviewed primarily for capability, methodology, pricing assumptions, case studies, technical platform fit, recommended campaign framework, or another set of criteria?

This RFI is issued for information-gathering purposes. It does not commit CCSD to any specific procurement path. However, responses should help CCSD understand vendor capabilities, methodologies, and recommended approaches.

Nikkia Adolphe, Brand Savor

Which languages should vendors plan for beyond English, and are there accessibility or translation requirements for campaign creative and landing pages?

Spanish and Portuguese are priority languages for campaign creative and landing pages. CCSD's websites include ADA accessibility features with automatic language translation. Vendors should factor multilingual targeting into their audience segmentation strategy, particularly for reaching Spanish- and Portuguese-speaking families in Cobb County.

Nikkia Adolphe, Brand Savor

Does CCSD have preferred OOH formats, vendors, geographic zones, school clusters, traffic corridors, or exclusions? What level of attribution will CCSD consider acceptable for OOH-to-digital measurement, given privacy, device matching, signal strength, and reporting limitations?

The primary OOH format is digital billboards. CCSD does not have preferred vendors, traffic corridors, or exclusions at this time. The geographic focus is Cobb County, with the plan referencing 26 digital boards across the county. CCSD expects vendors to describe their OOH-to-digital attribution methodology transparently, including any limitations related to device matching, signal strength, and privacy constraints. Directional lift and exposure verification are acceptable for upper-funnel measurement, provided the vendor can demonstrate the connection between OOH exposure and downstream digital engagement.

Nikkia Adolphe, Brand Savor

Should vendors assume responsibility for creative strategy and asset production across OOH, display, social, CTV/audio, and landing pages, or will CCSD provide creative assets?

CCSD will provide creative assets. The district has developed comprehensive visual and messaging guidelines that will be shared with the selected vendor during onboarding. Vendor recommendations for channel-specific adaptations (sizing, formatting, copy adjustments by placement) are welcome, as long as they stay within CCSD's brand standards.

19a Nikkia Adolphe, Brand Savor

Does CCSD expect the selected provider to create campaign-specific landing pages, optimize existing pages, or advise on landing page strategy only?

CCSD envisions a collaborative approach. The district can build campaign-specific landing pages in coordination with the selected vendor based on vendor recommendations and strategy. Each landing page should be matched to the campaign message (CVA lead capture, enrollment information, Ed- SPLOST education) and include email opt-in functionality to build a first-party nurture list.

19b Nikkia Adolphe, Brand Savor

Will CCSD provide access to first-party audience data, CRM lists, website analytics, historical lead data, enrollment data, or prior campaign performance benchmarks?

At this RFI stage, detailed system and data access information is not available. CCSD is committed to supporting campaign success and will share first-party data, analytics access, and system-level details once a data sharing agreement is in place with a selected vendor. CCSD's technology team will install pixels and tags based on vendor specifications. Vendors should describe how they would use first-party data and what infrastructure they would need to execute effectively.

# Vendor Question Response

Nikkia Adolphe, Brand Savor

What systems are used for email signups, inquiry forms, application starts, and completed applications, and will vendors be able to place pixels/tags or receive conversion data?

Specific system details will be shared after a data sharing agreement is in place with a selected vendor.

CCSD's technology team handles pixel and tag installation. We are looking for vendors who can define what tracking infrastructure they need and work collaboratively with our team to implement it.

Nikkia Adolphe, Brand Savor

Should the priority Cobb Virtual Academy campaign focus only on Cobb County families, broader Metro Atlanta, the full state of Georgia, or a mix depending on program eligibility?

See the response to Question #3.

Nikkia Adolphe, Brand Savor

Are there specific eligibility requirements, grade levels, parent/student segments, or feeder patterns that should guide targeting for Cobb Virtual Academy?

CVA predominantly serves high school students, with some middle school course offerings. CCSD students can enroll at no cost. Students outside the district may enroll on a tuition basis. Both parents/guardians and students are part of the enrollment decision and should be targeted. There are no feeder pattern restrictions that should limit the targeting approach.

Nikkia Adolphe, Brand Savor

Is CCSD currently working with an incumbent agency, OOH vendor, media buying partner, DSP, or digital marketing provider for search, social, display, or programmatic media?

See the response to Question #6.

Nikkia Adolphe, Brand Savor

Are existing Google Ads, Meta Ads, search, social, or analytics accounts managed internally by CCSD or by an external partner?

All accounts are managed internally. The CCSD Communications Department handles paid search, social, and analytics. There is no external partner managing any of these channels.

Nikkia Adolphe, Brand Savor

Is there an anticipated budget range for the initial Cobb Virtual Academy lead generation campaign, including media spend, strategy, creative, landing page support, reporting, and management fees?

See the response to Question #2.

Nikkia Adolphe, Brand Savor

How does CCSD currently define and identify "in-market" families, and are there gaps in reaching them earlier in the decision process? Are there meaningful differences in demand or enrollment outcomes across regions or school clusters that should influence how media is allocated?

CCSD currently reaches "in-market" families through search and social channels when those families are actively looking for school options or already engaging with CCSD content. The gap this initiative is designed to close is upstream awareness: reaching qualified families before they start searching, through repeated OOH exposure and digital retargeting. Enrollment is impacted across all regions of the district, and CCSD does not currently have geographic data that differentiates demand by area or school cluster. Building that understanding is one of the campaign objectives, and vendors should explain how their reporting and targeting would help CCSD identify regional patterns over time.

Nikkia Adolphe, Brand Savor

When tradeoffs need to be made, how does CCSD prioritize between reach (awareness), lead volume, and enrollment quality?

CCSD's optimization priority is: (1) form fills and email list growth to build an owned nurture pipeline,

(2) completed enrollment applications, and (3) general awareness and education. The campaign should be structured to ensure that awareness efforts feed measurable actions downstream. Pure reach without a path to conversion is less valuable to the district.

Nikkia Adolphe, Brand Savor

How does CCSD currently evaluate the quality of leads (e.g., inquiry to application to enrollment conversion rates), and are there benchmarks vendors should be aware of? At what point in the current funnel does performance drop off most significantly?

CCSD does not have established lead quality benchmarks or funnel conversion data at this time.

Building that measurement framework is one of the primary goals of this initiative. The intended funnel is: awareness, inquiry, email capture/nurture, application start, and completed enrollment.

Vendors should describe how they would help CCSD establish baseline metrics and identify where performance drops off, so optimization can be applied at each stage.

# Vendor Question Response

Lisa Rowe, Cumulus Media

What does a "converted" CVA lead look like - form fill, application start, completed enrollment?

CCSD views the CVA conversion path as a progression with multiple measurable stages: email signup or information request form fill, entry into a nurture sequence, application start, and completed enrollment. The initial campaign will prioritize email list growth and form fills to build a first-party nurture pipeline. Completed enrollment is the ultimate measure of success, but the intermediate steps are critical for optimization and long-term audience development.

Lisa Rowe, Cumulus Media

Which enrollment periods are highest priority? Are there specific application deadline windows we should build around?

CVA enrolls students on a per-semester basis. The fall semester (enrollment opening August 3) is the highest-priority window for this initiative. The spring semester (enrollment opening in January) is the secondary window. Campaign planning and audience-building should ramp ahead of each enrollment period so families have time to learn about CVA and take action before the window opens.

Lisa Rowe, Cumulus Media

Who is the primary audience for CVA - parents, high school students, or both?

Both parents and students. Parents and guardians are the primary decision-makers, especially for younger students. High school students are also a direct audience because CVA is built around student autonomy, flexible scheduling, and self-paced learning. Messaging should resonate with parents looking for quality education with flexibility, and with students motivated to manage their own learning while pursuing athletics, performing arts, or other commitments.

Lisa Rowe, Cumulus Media

Are there specific geographic areas within Cobb County or the state that over-or under-index for CVA interest?

CCSD does not currently have data that maps CVA interest by geographic area. Enrollment demand is spread across the district. One of the goals of this campaign is to surface geographic patterns through targeting data and reporting, so CCSD can identify where demand is strongest and where there is room to grow. Vendors should describe how they would provide this geographic insight.

Lisa Rowe, Cumulus Media

Are multilingual audiences (particularly Spanish-speaking families) a priority for this campaign?

See the response to Question #16.

Lisa Rowe, Cumulus Media

Do you have any existing first-party data (email lists, CRM contacts) that could be used for audience seeding or suppression?

See the response to Question #7.

Lisa Rowe, Cumulus Media

How is paid search currently managed today (internal team, external agency, or platform-direct), and how stable is that structure expected to be during the expanded OOH + digital initiative?

Paid search is managed internally by the CCSD Communications Department. The selected vendor would work alongside the internal team to coordinate messaging and ensure that OOH-generated awareness reinforces search and social performance across channels.

Lisa Rowe, Cumulus Media

Are paid search and other performance channels centrally managed at the district level, or executed independently by programs such as CVA?

All paid search and performance channels are centrally managed at the district level through the Communications Department. CVA does not operate its own independent media. This centralized structure ensures consistent messaging and coordinated campaign execution.

Lisa Rowe, Cumulus Media

How does CCSD currently evaluate performance across search and social, and are there specific KPIs or benchmarks that are most important for this initiative?

CCSD tracks standard digital metrics: impressions, clicks, CTR, and conversion actions. For this initiative, the priority KPIs are email signups, information request form fills, application starts, completed enrollments, and cost-per-action at each funnel stage. CCSD also values transparency in where ads are served and how audiences are built. Establishing a clear cost-per-enrollment benchmark for CVA is a key goal.

Lisa Rowe, Cumulus Media

Are there any brand safety or placement restrictions we should know about upfront (competitor sites, political content, etc.)?

There are no specific brand safety or placement restrictions at this time. CCSD expects vendors to apply standard best practices for placement quality, fraud prevention, and inventory exclusions, and to provide transparency on where ads are being served.

# Vendor Question Response

Lisa Rowe, Cumulus Media

Has CVA ever run paid social specifically, or has enrollment awareness been organic/word of mouth?

CVA has not run paid social campaigns. To date, enrollment awareness has been driven through organic channels, word of mouth, and existing CCSD communication platforms. The district is in the early stages of developing a paid social plan for CVA, and vendor input on how paid social fits into the integrated OOH + digital approach is welcome.

Lisa Rowe, Cumulus Media

Are there specific challenges or limitations in the current search and social efforts that CCSD hopes an integrated OOH + digital approach would help address?

Yes. The district's current paid media is effective at capturing families who are already searching or engaged, but it does not create broad, repeated awareness at scale across the county. Search and social work well for lower-funnel conversions but leave a gap in reaching families earlier in the decision-making process. The integrated OOH + digital approach is designed to fill that gap: build broad awareness through billboard exposure, retarget those exposed audiences digitally, and feed warmer leads into search and social for conversion.

Lisa Rowe, Cumulus Media

Will CCSD be providing core creative and messaging framework, or is the district open to vendors recommending channel-specific creative adaptations to improve performance?

CCSD will provide the core creative assets and messaging framework. The district has comprehensive visual and messaging guidelines already developed, including a CVA-specific messaging architecture.

Vendors are welcome to recommend channel-specific adaptations (format, sizing, copy adjustments for different placements) as long as those recommendations stay within CCSD brand standards.

Lisa Rowe, Cumulus Media

If creative approval is handled internally, what does that process/timeline look like?

Creative approval is handled internally by the CCSD Communications Department. Turnaround ranges from a 48-hour minimum for straightforward approvals to up to two weeks for content that requires additional review or legal counsel. Vendors should build this lead time into campaign planning and submit creative with enough runway to accommodate the review cycle.

Lisa Rowe, Cumulus Media

Are there message or tone guidelines we need to follow (beyond standard CCSD brand standards)?

Yes. CCSD has developed comprehensive visual and messaging guidelines that extend beyond the standard brand kit. These include tone, voice, and messaging architecture for specific campaigns including CVA. All guidelines will be shared with the selected vendor during onboarding. Messaging should reflect CCSD's commitment to student success and maintain a professional, community-focused tone throughout.

Lisa Rowe, Cumulus Media

What analytics platforms are currently in use (GTM, GA4, CallRail, etc.)?

Specific platform details will be shared with the selected vendor once a data sharing agreement is in place. CCSD's internal team manages analytics and tracking infrastructure. Vendors should describe the analytics tools and integrations they require so CCSD can assess compatibility during the evaluation process.

Lisa Rowe, Cumulus Media

Do you have conversion tracking already set up on your landing pages, or will that need to be built?

Conversion tracking details will be coordinated with the selected vendor as part of campaign setup.

CCSD's technology team will handle pixel and tag installation based on vendor requirements. If new tracking infrastructure is needed for campaign-specific landing pages, CCSD is prepared to work collaboratively to build it.

Lisa Rowe, Cumulus Media

Will landing pages need to be built for this campaign?

Yes. CCSD plans to create campaign-specific landing pages in coordination with the selected vendor.

Each page should align with the specific campaign message: CVA lead capture, broader enrollment information, and Ed-SPLOST community education. Every landing page should include a clear email opt-in to support first-party list growth and nurture.

# Vendor Question Response

Lisa Rowe, Cumulus Media Budget & Pricing: Do you have an allocated budget for this initiative, or are you looking for vendors to recommend a budget based on goals? If recommending a budget, would you prefer that recommendation be grounded in competitor/market analysis, past campaign benchmarks, case studies from similar districts, or a combination? Are media spend and management fees expected to be bundled or broken out separately? Is there a single marketing budget for the campaign or are CVA and the district operating with separate budget authority?

See the response to Question #2.

Lisa Rowe, Cumulus Media

How does CCSD currently weigh attribution versus directional lift when evaluating awareness-driven tactics, and how much flexibility exists in measurement expectations for upper-funnel activity?

CCSD recognizes that upper-funnel OOH activity will not have the same level of direct attribution as paid search or social. The district values honest methodology and clear communication about what can and cannot be measured. For OOH, directional lift, exposure verification, and audience-building metrics are acceptable, provided the vendor can draw a clear line from billboard exposure to downstream digital engagement and conversion activity.

Lisa Rowe, Cumulus Media

How will success be evaluated for the initial CVA use case - are there specific KPIs or thresholds that would indicate readiness to expand this approach to broader enrollment or Ed-SPLOST campaigns?

Success for the CVA use case will be measured by: email nurture list growth (target: 2,500 to 5,000 qualified leads within the first six months), increase in CVA applications and completed enrollments (target: 1,000 new students), ability to connect OOH exposure to digital actions, and cost efficiency at each funnel stage. Reaching the 1,000 new enrollment threshold is the primary signal that this model works at scale and is ready to extend to broader enrollment and Ed-SPLOST campaigns.

Kelly Campbell, Sparkloft Media

Can you share more context on the Ed-SPLOST use case, specifically, the anticipated referendum timeline and whether there are legal or policy parameters around how public funds can be used to promote a tax measure?

Ed-SPLOST messaging has two goals: (1) inform Cobb County residents about how current Ed-SPLOST funds have been invested in school facilities and capital improvements, and (2) build community awareness ahead of an anticipated referendum, which CCSD is targeting for November 2026. Georgia law (O.C.G.A. 21-5-30.2(b) and related case law) prohibits government agencies from spending public funds to directly advocate for passage of a SPLOST or Ed-SPLOST referendum. Public funds may be used to describe proposed projects and educate the community, but all messaging must remain informational. CCSD's legal counsel will review all Ed-SPLOST creative before deployment to ensure compliance.

Kelly Campbell, Sparkloft Media

What analytics platforms does CCSD currently use - GA4, Looker Studio, a third-party attribution tool?

Platform-level details will be provided to the selected vendor after a data sharing agreement is executed. CCSD manages analytics internally through the Communications Department. Vendors should outline what analytics tools and integrations they use or require, so CCSD can evaluate compatibility and coordination needs during the review process.

Kelly Campbell, Sparkloft Media

How has historical media spend been divided between working media and vendor fees/production costs?

See the response to Question #6.

Kelly Campbell, Sparkloft Media

What would "success at 90 days" look like for this campaign in CCSD's view?

At 90 days, CCSD would expect: OOH placements active and delivering verified exposure across Cobb County, retargeting audiences built and generating measurable digital engagement, an email nurture list of 1,000+ qualified leads established, campaign-specific landing pages live and converting, a measurable increase in CVA inquiries and application activity (target: 1 to 3% enrollment lift over baseline), and weekly reporting operational with actionable insights driving optimization. The core question at 90 days is whether the campaign has a clear, functioning funnel with data at every stage.

# Vendor Question Response

Kelly Campbell, Sparkloft Media

What is the current cost-per-lead or cost-per-enrollment benchmark for CVA, if tracked?

CVA does not currently have a cost-per-lead or cost-per-enrollment benchmark. Paid social has not been used for CVA, and the internal paid search program has not established formal per-lead cost tracking. One of the goals of this initiative is to create that baseline. Vendors should describe how they would help CCSD establish and track cost-efficiency metrics across the full funnel, from email capture through completed enrollment.

Kelly Campbell, Sparkloft Media

What are the primary reasons families choose CVA, and are there competing alternatives (private, charter, neighboring districts) that CCSD is actively trying to address?

Families choose Cobb Virtual Academy for its flexibility, local support, and direct connection to certified Cobb County teachers. CVA operates a hybrid model where students always have access to face-to-face assistance when they need it. With more than 20 years of operation, CVA has expanded to include world languages and Career and Technical Education courses, all aligned with state, national, and NCAA standards. The program has served a wide range of students: aspiring athletes, performers, students with medical needs, and families seeking a flexible path through high school. Competing alternatives include statewide virtual programs like Georgia Cyber Academy and Georgia Virtual School, as well as private and charter options offering online learning.

Kelly Campbell, Sparkloft Media

Does CCSD have approved brand and creative assets for CVA that would be provided to a vendor, or is the expectation that the agency would develop or significantly contribute to creative, and is that in or out of scope for this engagement?

CCSD has approved brand assets and a CVA-specific messaging architecture. Creative will be provided by the district, and vendors do not need to account for creative production in their approach. The selected vendor's role is to recommend how and where those assets should be deployed across channels for maximum impact. Refer to Section 8.0 of the RFI for the full list of information CCSD is looking to gather.

Kelly Campbell, Sparkloft Media

How is CVA currently attributing enrollments to marketing touchpoints, and what conversion events are tracked today?

CVA does not currently have a formal attribution model connecting marketing activity to enrollment outcomes. Building that attribution framework is a core objective of this initiative. The target conversion taxonomy is: email signup, information request form fill, application start, and completed enrollment. Vendors should describe how they would build and manage attribution across these stages and connect upstream OOH exposure to downstream digital conversions.

Kelly Campbell, Sparkloft Media

What geographic and demographic segments are currently the highest-priority for CVA growth, and are there communities or zip codes where CCSD sees the greatest untapped demand?

See the response to Question #32.

Kelly Campbell, Sparkloft Media

Given that CVA is a student recruitment program, what data privacy guardrails are in place for audience targeting - specifically, how does CCSD interpret FERPA obligations as they relate to retargeting families who've previously engaged with the district digitally?

CCSD follows all FERPA requirements for student data privacy. Campaign targeting will use non-student-record data: geographic, demographic, and behavioral signals such as website visits and ad exposure.

Any use of first-party data for retargeting will be governed by a formal data sharing agreement between CCSD and the selected vendor. CCSD's technology team retains ownership and control of all pixel and tag infrastructure. Vendors should describe their privacy and compliance framework in their response.

Kelly Campbell, Sparkloft Media

Is there a current vendor managing paid media for CVA or CCSD broadly, and are they eligible to participate in any future formal solicitation?

There is no current external vendor managing paid media for CVA or the district. All paid media is managed internally by the CCSD Communications Department. This RFI is open to all vendors.

Kelly Campbell, Sparkloft Media

Who currently owns CCSD's pixel and tag infrastructure, and does the district have a Data Processing Agreement framework that governs how third-party vendors can access or activate first-party audience data?

CCSD's internal technology team owns and controls all pixel and tag infrastructure. Data governance details, including any data processing agreements, will be addressed during the vendor selection and contracting process. At this RFI stage, vendors should describe the data access and infrastructure they would need, so CCSD can evaluate those requirements alongside each vendor's approach.

# Vendor Question Response

Kelly Campbell, Sparkloft Media

Is the expectation that a single vendor would own the full integrated stack - OOH, programmatic, paid social, and search - or would the selected partner work in coordination with existing vendors who currently manage some of those channels?

This is an RFI and CCSD has not determined the vendor structure at this stage. Paid search is currently managed internally and expected to remain so. Vendors should describe their recommended approach for coordinating OOH, programmatic, paid social, and any other channels with CCSD's internal search and social efforts, so the full media mix works as one system.

Kelly Campbell, Sparkloft Media

While we understand this is an RFI, could you share an approximate budget range or spending intent for the initial CVA campaign?

See the response to Question #2.

Charles Cunningham, Sparkloft Media

Could CCSD provide the anticipated annual budget range for the integrated OOH+digital marketing program, including separate allocations for OOH placements versus digital media spend?

See the response to Question #2.

Charles Cunningham, Sparkloft Media

Are there current providers delivering OOH advertising, digital marketing, or integrated campaigns for CCSD? If so, what specific gaps or enhancement opportunities prompted this RFI?

There are no current external providers for OOH, digital marketing, or integrated campaigns. CCSD manages paid search and social internally through the Communications Department. The RFI was prompted by a strategic decision to expand the district's paid media approach: adding OOH for broad, repeated awareness and tying it to measurable digital actions through retargeting, so the district can reach families earlier in their decision process and build a first-party nurture pipeline.

Charles Cunningham, Sparkloft Media

Will CCSD weight certain evaluation criteria (e.g., demonstrated education sector experience, technical integration capabilities, local market knowledge) more heavily than others in vendor selection?

Refer to Section 8.0 of the RFI for the specific categories of information CCSD is gathering: experience, approach/methodology, digital integration, strategy and enrollment alignment, and implementation/account management. These categories reflect what matters to the district. Vendors should address each area thoroughly in their response.

Charles Cunningham, Sparkloft Media

For OOH placements, should vendors focus exclusively on Metro Atlanta, or does CCSD see value in statewide reach for programs like Ed-SPLOST that require broader Georgia voter engagement?

See the response to Question #3.

Charles Cunningham, Sparkloft Media

What is CCSD's preferred timeline from vendor selection through first campaign launch? Are there specific enrollment periods or SPLOST timelines driving urgency?

See the response to Question #1.

Charles Cunningham, Sparkloft Media

Beyond standard digital metrics (CTR, conversions), what enrollment-specific KPIs would CCSD use to evaluate campaign success?

See the response to Question #37.

Charles Cunningham, Sparkloft Media

How does CCSD envision the selected vendor working alongside the award-winning internal communications team? Are there specific functions CCSD prefers to retain in-house versus outsource?

The selected vendor would work as an extension of the internal Communications Department. Paid search and social are expected to remain in-house, with the vendor coordinating OOH, retargeting, and programmatic to ensure all channels reinforce each other. CCSD will provide creative assets and manage internal approvals. The vendor's role is media strategy, placement, audience building, reporting, and optimization. Vendors should describe how they would structure collaboration and communication with an internal team.

Charles Cunningham, Sparkloft Media

Does CCSD currently use specific marketing technology platforms (CRM, marketing automation, analytics) that the selected vendor must integrate with for lead management and reporting?

System-level details will be provided to the selected vendor during onboarding and after a data sharing agreement is in place. Vendors should describe what platforms and integrations they typically require for lead management, reporting, and optimization, so CCSD can evaluate technical compatibility during the review process.

Charles Cunningham, Sparkloft Media

Is CCSD seeking a single-year pilot program or a multi-year strategic partnership for these integrated campaigns?

CCSD has not determined the engagement structure at this stage. This RFI is focused on understanding vendor capabilities and approaches. Vendors are welcome to describe how they would structure both a pilot engagement and a longer-term partnership, so CCSD has the information needed to evaluate both options.

# Vendor Question Response

Charles Cunningham, Sparkloft Media

Given the sensitive political environment around education messaging, how does CCSD prefer to collaborate on creative development and message approval processes?

CCSD provides creative assets and maintains a thorough internal review process through the Communications Department. Approval turnaround ranges from 48 hours for standard content to up to two weeks for material that requires additional review. For Ed-SPLOST messaging specifically, district legal counsel reviews all creative to ensure it meets the requirements of Georgia law regarding public funds and informational communication. Vendors should plan for this review cycle and submit creative with appropriate lead time.

74 Steven Pumillo, GSTV Are there specific dates that the CVA campaign would run? See the response to Question #1.

75 Becca Altimier, Ologie For the details requested in item 5.2, can these be included on our proposal cover page, or are you looking for responders to include this page from the RFI in our response?

Section 5.2 information must be included with your response, but vendors are not required to include the page from the RFI.

76 Becca Altimier, Ologie When a future RFP is issued from this RFI, what is the anticipated timeline and are there state or local certifications that would affect vendor eligibility?

See the response to Question #15.

77 Becca Altimier, Ologie What is the anticipated annual budget range for this program, and how does that include agency fees/production costs?

See the response to Question #2.

78 Becca Altimier, Ologie Does CCSD have an existing creative platform and messaging architecture for CVA, or would the selected partner develop those as part of the engagement?

Yes. CCSD has a CVA-specific messaging architecture and comprehensive visual/messaging guidelines already developed. Creative assets will be provided by the district. The selected vendor would work within this existing framework and recommend how to adapt those assets for maximum impact across OOH, digital, and social placements.

79 Becca Altimier, Ologie Are there GA restrictions we should consider when public funds are used to promote a ballot-related initiative?

Yes. Georgia law (O.C.G.A. 21-5-30.2(b) and related case law) prohibits government agencies from using public funds to advocate for or against passage of a SPLOST or Ed-SPLOST referendum. Public funds may be used to describe proposed projects, provide factual information, and educate the community, but all messaging must be informational in nature. CCSD's legal counsel will review all Ed- SPLOST creative to ensure compliance with this framework.

80 Becca Altimier, Ologie Will Ed-SPLOST creative need to be reviewed by district legal counsel, and what guidelines should partners follow regarding advocacy versus information?

Yes, district legal counsel will review all Ed-SPLOST creative. The guideline is straightforward: all Ed- SPLOST messaging must be informational and educational. Content should describe how Ed-SPLOST funds are used, what projects they have supported, and what is proposed for the future. It should not advocate for or against a referendum vote, and should not include calls to action encouraging residents to vote a specific way. Facts, transparency, and community education are the framework.

81 Becca Altimier, Ologie Is Ed-SPLOST messaging intended to inform residents about how existing funds are used, or to support voter awareness ahead of a ballot referendum?

Both. The messaging serves a dual purpose: educating Cobb County residents about how current Ed- SPLOST funds have been invested in schools and capital improvements across the district, and building informed community awareness ahead of an anticipated referendum in late 2026. All messaging will remain informational and educational, consistent with Georgia law governing the use of public funds for this type of communication.

# Vendor Question Response

82 Becca Altimier, Ologie Of the three use cases (CVA, broader enrollment, Ed-SPLOST), which is the priority over the next 12 months? Are there goals tied to each?

CVA lead generation is the top priority over the next 12 months. Goals by use case:

CVA (Priority 1): Build an email nurture list of 5,000+ qualified leads. Enroll 1,000 new students.

Establish a cost-per-enrollment benchmark. Create a measurable funnel from inquiry through enrollment.

Ed-SPLOST (Priority 2): Reach 70%+ of Cobb County residents with information about Ed-SPLOST impact. Drive traffic to Ed-SPLOST information pages. Build an informed community base ahead of the anticipated late 2026 referendum.

Broader Enrollment (Priority 3): Support the district goal of enrolling 7,500 new kindergarteners.

Increase enrollment inquiries by 10% over baseline. Strengthen community awareness of CCSD school options across the district.

The campaign will launch with CVA and expand to Ed-SPLOST, and grow to include broader enrollment as benchmarks are established and the model is proven.

83 Becca Altimier, Ologie Is there historical data we can view? Is there a target cost-per-application to the Cobb Virtual Academy? How is current paid media performing against it?

There is no historical campaign data or established cost-per-application target for CVA. CVA has not previously used paid social, and the district's internal paid search efforts have not been benchmarked on a per-application basis. Building these benchmarks from the ground up is one of the primary objectives of this initiative. Vendors should describe how they would establish cost-per-lead and cost-per-enrollment tracking so CCSD can measure and optimize performance from day one.