6-Section 5 SPECIFICATIONS AND ADDITIONAL QUESTIONS.pdf

REQUEST FOR PROPOSAL

SECTION 5

SPECIFICATIONS AND ADDITIONAL QUESTIONS

5.1 General

Minimum requirements and specifications for Work, as well as certain requests for information to be provided by Proposer as part of its proposal, are set forth below. As indicated in Section 2.3, Contractor means the successful Proposer.

5.2 Reserved

5.3 Additional Questions Specific to this RFP

Proposer must submit the following information as part of Proposer’s proposal:

5.3.1 If Proposer takes exception to any terms or conditions set forth in APPENDIX TWO), Proposer must submit a list of the exceptions.

5.3.2 Experience in similar website projects, digital marketing campaign deployments, and the results of those engagements, especially those associated in Higher Education; strength and experience of the firm’s proposed staff.

5.3.3 In its proposal, Proposer must indicate whether it will consent to include in the Agreement the “Access by

Individuals with Disabilities” language that is set forth in APPENDIX FIVE, Access by Individuals with Disabilities. If Proposer objects to the inclusion of the “Access by Individuals with Disabilities” language in the Agreement, Proposer must, as part of its proposal, specifically identify and describe in detail all of the reasons for Proposer’s objection. NOTE: A GENERAL OBJECTION IS NOT AN ACCEPTABLE

RESPONSE TO THIS QUESTION.

5.3.4 In its proposal, Proposer must respond to each item listed in APPENDIX SIX, Electronic and Information

Resources (EIR) Environment Specifications. APPENDIX SIX will establish specifications, representations, warranties and agreements related to the EIR that Proposer is offering to provide to University. Responses to APPENDIX SIX will be incorporated into the Agreement and will be binding on Contractor.

5.3.5 Demonstrated understanding of the website marketing communications consulting, digital accessibility, and creative services as defined in the scope of work and the respective scope details of each deliverable.

5.3.6 In its proposal, Proposer must respond to each item listed in APPENDIX SEVEN, Security Characteristics and Functionality of Contractor’s Information Resources. APPENDIX SEVEN will establish specifications, representations, warranties and agreements related to the EIR that Proposer is offering to provide to University. Responses to APPENDIX SEVEN will be incorporated into the Agreement and will be binding on Contractor.

5.3.7 Alignment with UT Tyler’s mission and objectives. Presentation of proposal.

5.3.8 Adherence to all of the RFP rules and instructions.

5.4 Scope of Work

The University seeks proposals from qualified firms to provide graphic design, writing, photography, videography, web/digital design, media buying, digital marketing management, and execution of print or digital creative work intended for marketing and communications purposes on an as-needed, non-exclusive basis. Services sought include:

1. Creative services including:

• Graphic design and execution of collateral, advertising and/or marketing assets in print and digital media

• Copywriting and message development

• Commercial photography and videography/audio production including photo editing, multimedia/motion graphics, scriptwriting, directing, filming, art direction and post-production

• Web development related to ad hoc marketing and communications initiatives or campaigns (not institutional School or Department websites), following WCAG 2.0 AA guidelines

• Media research and planning, media placement, media buying and reporting for both traditional and digital marketing

• Social media campaign planning and content development

• Public and media relations support including writing press releases and support for special events

• Direct marketing

• Data analysis and reporting

• Email marketing including email copywriting and design, deployment and reporting/analytics

• Special event support including print and email invitation design and distribution, microsite creation, social media graphics, event graphics and displays, on-ground day-of-event support and other event-related activities

• Market research including conducting surveys, focus groups, guided discussions and other quantitative and qualitative methodologies.

2. Proven experience handling complex and ongoing marketing and communications initiatives, which could include: recurring publications (magazines, periodicals, etc.); advertising execution and management; content creation, distribution and/or placement; email and social media campaign execution.

3. Distribution expertise, support and tactical execution of marketing outreach efforts including email, social media, content marketing and other methods.

4. Project management, pre-production and production oversight.

Work will be awarded to firms individually during the term of any resulting agreement, and the scope of each project will be determined at the time of request. Projects may be awarded based on the University’s knowledge of the expertise of the firm in a given area, competitively bid among all pre-qualified firms, or by other means determined to provide the best overall value to the University. Note that no work is authorized without a University issued purchase order and no minimum or maximum amount of work is guaranteed to any firm under any resulting agreement.

The scope of each project will be determined at the time of request based on agreed-upon hourly rate for each service outlined above. The Selected Firm(s) will work with Marketing and Communications to provide the requested services.

5.5 Project Details

Contractor will develop advertising/marketing strategies and materials as assigned by University and based on expertise, current University planning, consumer research documents, market data, and/or standards established in the University’s Graphic and Editorial Standards.

Contractor will develop creative concepts and advertising materials as assigned for, but not limited to, magazine, newspaper, outdoor, digital, and/or collateral.

Contractor will proceed to project completion ONLY after final, written approval has been given by University.

Contractor will oversee the production process through to completion and delivery to ensure a high-quality work product.

Contractor will inform client as to reasonable delivery dates on all projects, will work to ensure projects are delivered by the agreed upon date, and will inform University of any anticipated delay in delivery.

5.6 Account Management

Contractor will provide exceptional customer service to University to include prompt response to questions or concerns.

Contractor will schedule status update meetings and/or conference calls with frequency to be determined by university.

Contractor will provide an agenda/progress report, outlining current projects and status during scheduled meetings/conference calls.

Contractor will coordinate with other agencies and/or organizations as requested by University to implement approved marketing campaign elements or other product-line projects.

5.7 Media Planning and Buying

Contractor will develop media plans as assigned that maximize ad recall and focus on planning parameters to include target audience, timing, geography, and budget.

Contractor will assist University with media purchases of approved advertising as appropriate and approved in writing by University.

Contractor will monitor media placement to ensure it is delivering expected value and notify University of errors made by media and remediation as well added value opportunities.

Contractor will be responsible for ensuring any make-goods negotiated for media error is documented as completed.

5.8 Accounting

In accordance with Section 6 of this Agreement, Contractor will submit a monthly invoice to the University itemizing all work completed.

Each invoice will be accompanied by documentation that University may reasonably request to support the invoice amount, including clear project titles, all tear sheets, invoices from subcontractors, and affidavits for all work invoiced. “Net 30 days” will not commence until all documentation is provided.

5.9 Brand Standards

Selected Firm agrees and warrants that any creative work produced for the University will comply with the University’s brand standards. Additionally, the Selected Firm will ensure that the creative work, in its end application, will fit the visual look and feel of the overall brand aesthetic, brand concept, color palette, visual effects, photographic and video style standards, and correct use of all marks including logos and identity components. Creative work will include, but is not limited to: websites, applications, electronic communications, newsletters, advertisements, mailings, magazines, and other communication materials (digital and print) produced for the University.

5.10 Miscellaneous

Contractor will provide graphic elements designed by Contractor for and/or purchased on behalf of University to other agencies as requested by UT Tyler and UT Tyler Health Science Center.

Contractor will post all final creative, photography/videography or graphic elements purchased on behalf of University, marked as final in the file name, on a file management site (FMS) provided by University upon completion of work product.

Contractor will backup and retain all final “live files” created on behalf of the University for a minimum period of 24 months from the date of project completion.