Addendum #1_03292024.pdf

Old Dominion University is an equal opportunity, affirmative action institution. Minorities, women, veterans and individuals with disabilities are strongly encouraged to apply.

ADDENDUM NO. 01 TO ALL OFFERORS:

REFERENCE: RFP #24-ODU-09-HRS

DATE ISSUED: March 14, 2024

PROJECT: Media Buying and Planning

FOR DELIVERY TO: Old Dominion University (“University”) Department of Procurement Services 4401 Powhatan Ave., Room 111 Norfolk, VA 23529-0308

RFP CLOSING DATE: April 18, 2024, NLT 11:00 AM (Proposals Time Stamped 11:01 AM or later will be returned unopened)

The following clarifications are being made to the RFP:

1. Will we have direct access to ODU’s digital agency of record to be able to ensure media strategies are aligned? The University does not have a digital agency and is hopeful that the selected Offeror for this RFP can serve the University’s digital Agency of Record (“AOR”).

2. What types of media are covered with their digital agency? For example, is CTV, Streaming Audio, etc., covered by the digital agency. The University does not have a digital agency, and is hopeful that the selected Offeror for this RFP can serve the University’s digital AOR.

3. What does ODU consider as traditional media? Examples were given as desired media tactics – can ODU clarify what could be included under those examples?

a. Outdoor – does this also include DOOH or experiential advertising? Yes.

b. Radio – does this also include satellite, digital or streaming audio, sponsorships, or remotes?

Includes digital and streaming audio.

c. Television – does this include streaming video like CTV/OTT/VOD? What does ODU consider as traditional television? Includes streaming video like CTV/OTT/VOD. Traditional is over-the-air.

d. Transit – does this include all types of transit like bus, metro, shelters, etc.? Yes, in addition to airport ads.

4. Are there any areas or tactics that ODU cannot advertise in that we should be aware of? The University cannot use TikTok.

RFP: 24-ODU-09

5. Securing added value – is there a specific investment value ODU requires or a specific number of units around AV that ODU requires? No.

6. ODU states that brand awareness and perception are the goals of the media efforts. Does ODU already have a measurement solution in place to help report on these results, or would they be looking for the selected media partner to identify measurement solutions as part of their contract to help measure these things? The University has a measurement solution.

7. Reporting – there is mention of providing ODU full access to data. Is there a specific requirement we should be aware of around this? The University would like access to a real-time dashboard.

8. Is monthly reporting sufficient, or does ODU require access to ad buying systems, a dashboard, or something else to meet this requirement? The University would like a real-time dashboard.

9. Reporting cadence – is monthly reporting was mentioned in the RFP doc. Will additional reporting be required beyond the monthly reporting? The University would like a real-time dashboard as well as monthly reviews.

10. What types of PII data would ODU anticipate sharing with their selected traditional media agency, if any? Example – CRM lists? The University anticipates sharing CRM lists.

11. RFP - Attachment C: Will a company be eliminated from selection if they do not provide dollars spent with their other clients? This could pose a confidentially issue with clients. Offeror may provide percentage of spend versus dollars spent.

12. RFP - Section X., Fees & Pricing, B. Offeror Developed Schedule, items 2. And 3.:

a. Can you clarify how #2 is different from what you are requesting in #3. If Offeror chooses not to use the Pricing Schedule/Table in the RFP and wants to development their own they can either:

i. Provide costs in accordance with X.B.2., e.g., include same information that is in Schedule/Table; or

ii. Provide costs in accordance with X.B.3., e.g., include same information that is in Schedule/Table, and add any additional services and costs.

b. Can you also clarify how #3 is different from what you are looking for in D.3 on page 20 that is requested in the chart? Same, and included to ensure that there is nothing missed by Offeror.

13. Is ODU currently working with an agency or firm(s) for media buying and planning services? The

University does not have a digital agency. The University hopes that the selected Offeror for this RFP can serve the University’s digital and traditional media AOR.

14. Is the incumbent eligible to bid on this opportunity with ODU? The University does not have a digital agency, and is hopeful that the selected Offeror for this RFP can serve as the University’s digital AOR.

15. Can you tell us more about the change in agency/firm for these proposed/required services? The University does not have a digital agency, and is hopeful that the selected Offeror for this RFP can serve as the University’s digital AOR.

16. Is this opportunity limited to onshore agencies/firms? The opportunity is open to all qualified agencies that have the resources to provide both remote and on-campus/in-person services to meet the expectations and requirements of the University.

17. In your words, what type of firm would best align with ODU and the desired solution? Qualified agencies that have (i) the experience in digital media marketing, and (ii) the resources to provide both remote and on-campus/in-person services to meet the expectations and requirements of the University.

18. Have you conducted any market research or user surveys that have informed your strategy? If so, are you able to share those insights? The University is not able to share that information during the search process.

19. Have you defined any key performance indicators (KPIs) that you are able to share? The University implements best-practice key performance indicators, such as click-through-rate (CTR) Conversion Rates (CR), AB testing, ROI, web page views, web traffic journey. The University expects the selected to provide us detailed information when providing media plans such as cost-per-thousand (CPM), Cost-Per-Acquisition (CPA), impressions/viewership, and reach and frequency.

20. How will you measure and track the success of this project? The University has a measurement solution in place to report and track results and success.

21. Have you conducted any competitive research? If so, are you able to share those insights? No.

22. Are there any contractual obligations or restrictions related to the incumbent that bidders should be aware of? The University does not have a digital agency, and is hopeful that the selected Offeror for this RFP can serve as the University’s digital AOR.

23. Are you leveraging any social media at this time? If so, which avenues are you using? Yes. The University uses Instagram, Facebook, X, LinkedIn, and YouTube.

24. What is the budget for this project? There is not set budget. Funds are allocated based on various campaigns and initiatives identified to meet the expectations and requirements of the University.

25. Have funds for this project already been secured or is that aspect of the project pending? Please see response to question 24.

26. Is this a new requirement? If not, who is the incumbent? Yes, this is a new requirement.

27. How will this contract work with the current digital AOR? The University does not have a digital agency, and is hopeful that the selected Offeror for this RFP can serve the University’s digital AOR.

28. Will the contractor for this effort be advising the digital AOR on their media buys or will the digital AOR be advising the contractor for this effort? The selected agency will only be advising the University.

29. Considering the mediums, what additional KPIs besides impressions are expected?

The University implements best-practice key performance indicators, such as click-through-rate (CTR) Conversion Rates (CR), AB testing, ROI, web page views, web traffic journey. We expect our agency to provide us detailed information when providing media plans such as cost-per-thousand (CPM), Cost-Per-Acquisition (CPA), impressions/viewership, and reach and frequency.

30. Regarding data analytics, what data points will the university be supplying to compare against media data points such as GRPs, impressions, costs per? The University expects the data points to come from the agency partner to measure campaigns. If the agency were to work on an enrollment-related campaign, the University would provide the necessary data for the agency to stand up and implement the campaign.

31. To what level of collaboration will this partner have with the existing Digital AOR partner? The

RFP can serve the University’s digital AOR.

32. Will we be able to collaborate on design and messaging for campaigns? This will depend on the campaign scope of work and deliverables.

33. Will work samples and case studies shared through a PURL be acceptable to show experience or do case studies have to be shared within the document itself? If so, do these apply to the page limit? Yes, use of PURL is acceptable and would not count toward any page limits specified in RFP’s section VIII.A.1.-6.

34. Also, regarding the page limit, is there a font size requirement as well? The intent of Section VIII.A.1.-6. in limiting the number of pages for each Evaluation Criteria is to extract from the Offeror that information which is most applicable and relevant from contracts with organizations, preferable Institutions of Higher Education, which are similar to Old Dominion University.

35. As a standard practice, our firm and its clients agree to either a direct pay model — whereby the educational institution pays media platforms directly — or pre-payment, where the firm holds pre-paid media funds in escrow after approved budgets are confirmed by purchase order. This keeps our us from having to provide unreimbursed financing to our clients. Would ODU be open to these terms? Yes, the University would be open to these terms.

36. In section A of the Statement of Needs/Scope of Work you mention targeting millennial students in Ohio. Could you clarify? Yes, the ‘target area’ should have been Virginia.

37. Do you have a budget for traditional national advertising? There is not set budget. Funds are allocated based on various campaigns and initiatives identified to meet the expectations and requirements of the University.

38. Is there an incumbent who is currently providing these services? The University does not have a digital agency, and is hopeful that the selected Offeror for this RFP can serve the University’s digital AOR.

39. Have funds for this project already been secured or is that aspect of the project pending? Please see response to question 24.

40. Do you have a team that develops your video content and pictures or is this something that you would like the agency to handle? The University has resources in place for these requirements.

41. Which traditional channels have you used in the past? DOOH and experimental advertising, digital and streaming audio, streaming video (CTV/OTT/VOD), and transit advertising, e.g., airport advertising.

42. With your incumbent agency are their buyers working within their Media Buying platforms or are they working with the College’s accounts (Google AdWords, Facebook/IG Manager, etc.?) The

RFP can serve the University’s digital AOR.

43. Can you provide an overview of your existing media plan? The University’s current media plan encompasses a comprehensive digital strategy including various tactics such as social media engagement, and email campaigns in collaboration with our enrollment mgmt.

partners. Additionally, the University employs content strategy, SEO, PPC, Display, and CTV. Besides digital marketing, the University also implemented outdoor advertising.

44. Can we get samples of your creative? Unfortunately, the University is unable to provide samples of its current creative.

45. What digital reporting tools have you or your incumbent agency used? The University utilizes Google Cloud and Looker Studio.

46. What would you define as a conversion? Student enrollment applications, financial aid request, etc. The definition of a conversion varies depending on the nature of the campaigns. For top-of-funnel brand awareness efforts, the University focuses on metrics such as engagement rates, particularly with social media marketing, but also CTR and website sessions. However, for admissions campaigns, the primary conversion goals revolve around the enrollment management process, including metrics such as CTR, inquiries, applications, deposit payments, enrollments, anti-melt strategies and yield rates. Each stage is tracked and analyzed to optimize campaign effectiveness and drive successful outcomes.

NOTE: A signed acknowledgement of this addendum may be submitted after the specified closing date time for this RFP. Signature on this addendum does not substitute for your signature on the original proposal document. The original proposal document must be signed.

Sincerely, Harry R. Smithson, Jr., NIGP-CPP, CPPO Assistant Director, Procurement Services

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