REQUEST FOR PROPOSALS (RFP)

Issue Date: May 18, 2026

RFP Solicitation No. CI-273

Title: Enrollment Strategy, Marketing, & Coaching Services

Proposal Due Date: June 16, 2026 by 2PM

Issuing Agency:

The Trustees of the California State University on behalf of California State University Channel Islands Extended University One University Drive, Camarillo CA 93012 www.csuci.edu

Contact Info:

Daniel Brown Procurement Professional IV Procurement & Contract Services daniel.brown@csuci.edu

Instructions

All proposals must be submitted electronically in Adobe PDF format via email and uploaded to the Planet Bids E-Bidding Platform by the deadline listed above. Late proposals will not be accepted.

All proposals must include the Proposal Cost Sheet and Proposal Certification as provided in Section V.

Vendors must be registered in Planet Bids to submit a proposal. New vendor registration information is available at: www.csuci.edu/financial-services/procurement/vendor-information/vendor-info.htm

All questions and Requests for Information (RFI) must be submitted through the Planet Bids Q&A module. Questions submitted via email or verbal communication will not be accepted or answered.

http://www.csuci.edu/financial-services/procurement/vendor-information/vendor-info.htm http://www.csuci.edu/financial-services/procurement/vendor-information/vendor-info.htm

The deadline for submitting questions for a guaranteed response is 4:00 PM PST on Thursday, June 4, 2026. The final addendum will be issued by 4:00 PM PST on Tuesday, June 9, 2026. All addenda will be posted to Planet Bids.

By submitting a proposal, the Proposer agrees to comply with all terms, conditions, and requirements set forth in this RFP, including any addenda issued.

Prior to contract award, the University may negotiate final pricing with the highest-ranked Proposer. Proposers are encouraged to provide academic, higher education, and/or CSU system discounted pricing where applicable.

By submitting a proposal to The Trustees of the California State University on behalf of California State University Channel Islands (CSUCI), the Proposer acknowledges and agrees to contract under the CSU Terms and Conditions of Purchase and the Data Privacy & Security Rider. These terms are non-negotiable.

CSUCI reserves the right to reject any or all proposals.

PROPOSAL CONTENTS

Section I. Introduction and Purpose Section II. Schedule of Events Section III. Scope of Work Section IV. Proposer Qualifications and Requirements Section V. Proposal Cost Sheet & Certification Forms Section VI. Evaluation and Selection Criteria Section VII. Proposal Instructions and Forma

SECTION I

INTRODUCTION AND GENERAL PROVISIONS

1.1 Purpose

The purpose of this Request for Proposal (RFP) is to solicit proposals from qualified Proposers to provide The Trustees of California State University on behalf of Channel Islands’ (CSUCI) Extended University program (EU) with integrated enrollment strategy, digital marketing, and student coaching services. The objective is to increase qualified enrollment in Extended University programs, improve student persistence, and establish a single, accountable vendor partnership in place of the current fragmented model.

Proposals must address all service areas defined in this RFP. Proposals that cover only a subset of the required scope - for example, coaching without marketing, or marketing without enrollment advising - will not be considered.

The selected vendor will be held accountable for measurable enrollment outcomes, not activity metrics.

CSUCI expects defined conversion targets, transparent reporting, and student-level data returned to the institution.

1.2 Project Overview

CSUCI Extended University serves working adults, graduate students, and professional learners through online and hybrid degree programs, certificates, and professional development offerings. Extended University operates independently from the main campus enrollment pipeline and is responsible for its own student recruitment, retention, and revenue.

Extended University currently uses separate vendors for marketing and coaching functions. This model has not produced the enrollment growth the institution requires. The root cause is structural: no single vendor has owned the full enrollment funnel or held accountability for end-to-end results. This RFP is intended to correct that.

CSUCI is seeking a vendor capable of managing the complete enrollment lifecycle - from first digital impression through enrolled student - under one contract and one management structure. The engagement will cover all current Extended University programs and must be scalable as new programs are added.

1.3 Terms of Service

The initial service term shall be two (2) years from the date the Contract is fully executed, with the option to renew for up to two (2) additional two (2)-year periods. If all renewal options are exercised, the Contract will expire in 2032. Continuation beyond the initial term will be contingent on performance against documented enrollment targets established at contract start and at the sole discretion of CSUCI. The anticipated start date for this Contract is late July 2026.

1.4 Questions & RFI (Request for Information)

All questions must be submitted in writing through the Planet Bids platform with the subject line referencing this RFP. Verbal questions and responses are not permitted. Questions received after the deadline listed in the Schedule of Events will not be answered. CSUCI will post responses to all timely questions as an addendum available to all proposers.

1.5 Submittal of Proposals

Proposals must be submitted in PDF format via the Planet Bids E-Bidding Platform no later than the time and date specified on the cover page. Late submissions will not be accepted. Proposers are solely responsible for ensuring timely delivery, including any delays due to technical issues on the proposer's end.

1.6 Withdrawal of Proposals

A proposal package may be withdrawn after its submission by written request signed by the Proposer or authorized representative, prior to the time and date specified for proposal submission. Proposals may be withdrawn in writing and resubmitted digitally if done so before the proposal submission deadline.

Withdrawal or modification offered in any other manner will not be considered. Please contact Daniel Brown as soon as possible if the proposal is to be withdrawn.

1.7 Completion of Proposals

Proposals shall be completed in all respects as required by the RFP provisions. A proposal may be rejected if conditional or incomplete. Proposals that contain false or misleading statements, or that provide references that do not support an attribute(s) or condition(s) claimed by the Proposer, may be rejected. All statements made by a Proposer shall also be without ambiguity and with adequate elaboration where necessary for clear understanding.

1.8 Addenda

CSUCI may modify this Request for Proposal or any of its contents or attachments, prior to the date fixed for submission of proposals by posting addenda on Planet Bids, CI-273 Enrollment Strategy, Marketing, & Coaching Services.

1.9 Rejection of Proposals

CSUCI reserves the right to reject any or all proposals and to waive informalities and minor irregularities in proposals received. CSUCI’s waiver of an immaterial defect shall in no way modify the RFP documents or excuse the Proposer from full compliance with the specifications if Proposer is awarded a Contract.

Proposals which include terms and conditions other than the CSUCI’s terms and conditions may be rejected as being non-responsive. CSUCI may make investigations deemed necessary to determine the ability of the Proposer to perform the work, and the Proposer shall furnish all such information and data for this purpose as requested by CSUCI.

CSUCI reserves the right to reject any proposal if the evidence submitted by, or investigation of, such Proposer fails to satisfy to CSUCI that such Proposer is properly qualified to carry out the obligations of the Contract and to complete the work as specified.

1.10 Cancellation of RFP

This solicitation does not obligate CSU Channel Islands to enter into a Contract. CSUCI reserves the right to cancel this RFP at any time, for any reason deemed in its best interest. No obligation, either expressed or implied, exists on the part of the University to make an award or to pay any cost incurred in the preparation or submission of a proposal.

1.11 Confidentiality and Disposition of Proposals

Proposals received in response to this RFP shall be held in confidence until a Contract is authorized.

Once a Contract has been authorized, CSUCI reserves the right to make use of any information and/or ideas contained in the submitted proposals.

All proposals submitted in response to this RFP are subject to the California Public Records Act (Government Code § 7920.000 et seq.) and may be disclosed upon request following award of a Contract.

If a Proposer believes that any portion of its proposal contains confidential or proprietary information exempt from disclosure, the Proposer must clearly identify such information at the time of submittal and provide a written justification for the claimed exemption. Blanket or general claims of confidentiality will not be accepted.

CSUCI will use reasonable efforts to notify the Proposer of any Public Records Act request for records designated as confidential. However, CSUCI shall make the final determination regarding disclosure in accordance with applicable law and shall not be liable for any disclosure of records required by law.

1.12 Non-Collusion Affidavit

By signing the proposal cover letter and the Proposal Certification, Proposer hereby certifies that the proposal is genuine and not collusive, false, or sham, and that the Proposer has not directly or indirectly agreed with any other Proposer to submit a false or sham proposal.

1.13 Award and Execution of Contract

An award, if any, will be made to the Proposer whose submittal best meets the requirements of this RFP and is determined to provide the best value to CSUCI, based on the evaluation process set forth herein.

The resulting Contract must be signed and returned within seven (7) calendar days of receipt and executed by an authorized representative with the legal authority to bind the Proposer. The selected Proposer shall comply with all CSU insurance requirements set forth in the CSU Terms & Conditions of Purchase (Section 7) and the Data Privacy and Security Rider and shall provide a valid Certificate of Insurance (COI) prior to Contract execution. CSUCI reserves the right to determine any additional insurance coverages required for this Contract based on its risk assessment.

The Contract shall not become effective until it has been fully executed and approved by authorized CSUCI officials.

Upon Contract renewal, pricing for any renewal term(s) shall remain the same as the initial term unless otherwise proposed by the Contractor and expressly approved in writing by CSUCI. Any proposed price increases must be fully justified and shall be subject to CSUCI’s sole discretion. CSUCI reserves the right to reject any proposed increase and/or decline to exercise a renewal option if pricing is deemed unreasonable.

1.14 Supplier Registration Requirement

The Proposer selected for award shall be required to register as a supplier in the CSU Buy system (Jaggaer) in order to conduct business with the California State University. Registration must be completed in a timely manner following notice of award and prior to Contract execution and/or issuance of any purchase order.

The Proposer is responsible for providing all information necessary to complete supplier registration, including but not limited to tax identification information, banking details (if applicable), and required certifications. Failure or refusal to complete supplier registration may result in delay of Contract execution or cancellation of the award.

CSUCI reserves the right to withdraw an award if the selected Proposer declines or fails to complete registration within a reasonable timeframe.

1.15 Travel and Related Expenses (if applicable to this Contract)

All travel must be necessary, reasonable, and directly related to the performance of the Scope of Work.

Any travel performed by the Proposer in support of Enrollment Strategy, Marketing, and Coaching Services shall comply with all applicable California State University (CSU) travel policies and procedures https://calstate.policystat.com/policy/18199038/latest.

Travel costs shall be included in the Proposer’s pricing unless expressly pre-approved in writing by CSUCI. Any travel expenses eligible for reimbursement must be pre-approved in writing by CSUCI and shall be reimbursed only in accordance with CSU and CSUCI travel policies and procedures. Any approved travel expenses will be reimbursed only in accordance with CSU policy and must be properly documented and substantiated.

Unless otherwise stated in the Contract, all compensation shall be deemed inclusive of all travel and travel-related expenses.

Reimbursable travel expenses, if approved, shall be limited to those that are ordinary, reasonable, not extravagant, and consistent with prudent business practices.

CSUCI reserves the right to deny reimbursement for any travel expenses that are not pre-approved or do not comply with CSU requirements.

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1.16 Conflict of Interest

The Proposer acknowledges that it is subject to all applicable conflict of interest laws, including, but not limited to, California Government Code § 1090 and related provisions.

Proposers shall disclose any actual, potential, or perceived conflicts of interest arising from existing or prior engagements, relationships, or financial interests that could impair the Proposer’s ability to provide objective and impartial services to CSUCI.

Because the services contemplated under this RFP may include strategic advisory, planning, marketing, and enrollment management functions, Proposers are specifically advised that:

• A Proposer may be deemed to be acting in a public or quasi-public capacity if it participates in the development, recommendation, or evaluation of programs, strategies, vendors, or services on behalf of CSUCI.

• Under such circumstances, the Proposer shall not have a financial interest in any contract, subcontract, product, service, or recommendation that results from or is influenced by its work under this Contract.

• Proposers shall not structure their services in a manner that results in “consulting into” additional compensated work, products, or services without full disclosure and prior written approval by

CSUCI.

If selected, the Proposer may be required to complete a conflict-of-interest certification and provide ongoing disclosures throughout the term of the Contract.

Failure to disclose a conflict of interest, or the existence of a conflict that cannot be adequately mitigated, may result in disqualification from the procurement process or termination of any resulting Contract

1.17 Subcontracting

The Proposer shall not subcontract, assign, or delegate any portion of the services under this Contract without prior written approval from CSUCI. Any proposed subcontractors must be identified in the Proposal, including their scope of work.

If not expressly approved in writing by CSUCI, the Proposer shall perform all services using its own personnel.

The Proposer remains fully responsible for all work performed under the Contract, including any work by approved subcontractors. CSUCI reserves the right to approve, reject, or require replacement of any subcontractor at its sole discretion

1.18 Independent Contractor Status

The Proposer and its personnel shall perform all services as an independent contractor and not as employees of CSUCI. The Proposer shall retain sole responsibility for the direction, supervision, compensation, and control of its personnel. Nothing in this Contract shall be construed to create an employer-employee relationship between CSUCI and the Proposer or its personnel.

SECTION II

SCHEDULE OF EVENTS

Action or Deadline Date

Release of RFP May 18, 2026

Proposers Conference (Zoom Conference Call) Zoom Link: https://csuci.zoom.us/j/87391990923?from=addon

May 28, 2026, 10:00

AM PST

Written Question Deadline June 4, 2026 by 4:00 PM

PST

Final Addendum Posted via Planet Bids June 9, 2026 by 4:00 PM

PST

Proposal Due Date June 16, 2026 by 2:00 PM

PST

Notification of Finalist Selection (Top 4 highest scoring proposers)

Week of June 22, 2026 (estimated)

Finalist Interviews- Zoom Conference Call (If requested by CSUCI, for top scoring proposers)

Week of June 29, 2026 (estimated)

Notice of Award Week of July 6, 2026 (estimated)

Return Signed Contract Week of July 13, 2026 (estimated)

Commencement of Services Week of July 21, 2026 (estimated)

Note: Dates up to and including the RFP Deadline may be adjusted upon advance written notice posted on the Planet Bids E-bidding Platform, Bid Solicitation # CI-273. Any adjustment to dates listed after the Proposal Due Date may occur without written or posted notice.

SECTION III

SCOPE OF WORK 3.1 Introduction and Background CSUCI Extended University is the continuing and professional education division of California State University Channel Islands. Extended University offers online and hybrid degree programs, professional certificates, and contract education to working adults and nontraditional students across California and nationally.

Extended University operates on a self-support model. Its financial sustainability depends directly on enrollment growth. Current performance has not met institutional targets. The primary cause is structural:

the division has operated with separate, uncoordinated vendors for marketing and student coaching, with no single vendor accountable for the full enrollment funnel. This RFP seeks to resolve that by engaging one vendor for the complete scope of enrollment strategy, marketing, and student coaching.

The selected vendor will be the single point of accountability for enrollment outcomes from first digital engagement through enrolled student. CSUCI will not manage separate vendor relationships for functions the selected vendor is expected to integrate.

3.2 Core Objectives

The engagement must achieve the following outcomes:

• Increase qualified enrollment in Extended University online programs year-over-year.

• Improve application-to-enrollment conversion rates.

• Improve student persistence through first-term census.

• Provide CSUCI with real-time visibility into the enrollment funnel from first inquiry through enrolled student.

• Replace the current fragmented vendor model with a single, integrated contract and management structure.

3.3 Service Areas and Deliverables

The selected vendor must deliver services across all five components listed below. Proposals that do not address all five components will be considered incomplete and may be rejected.

# Service Area Key Deliverables

1 Enrollment Marketing

Digital marketing strategy and execution: paid search, SEO, social media, display advertising, content marketing, and email campaigns targeting prospective students for Extended University programs. Monthly performance reporting with student-level attribution data returned to

CSUCI.

2 Admissions & Enrollment Support

Dedicated Enrollment Advisors (EAs) assigned per program who manage all inquiries from first contact through enrolled student. Advisors work across organic, digital, and direct leads. Coverage must include graduate and professional programs offered by Extended University.

3 Technology & CRM Integration

Full integration with CSUCI's existing technology stack (GA4, Google Search Console, Google Tag Manager).

CRM-based advising with data passback to CSUCI's internal CRM so institutional records stay current without dual-entry.

Real-time dashboard access for CSUCI leadership.

4 Data Analytics & Reporting

Real-time enrollment funnel reporting from first inquiry through enrolled student. Student-level data returned to CSUCI. Monthly campaign performance reviews. Quarterly strategic assessments with recommendations. Annual outcome report with year-over-year comparison.

5 Partnership & Project Management

Dedicated account manager as a single point of contact.

Defined approval timelines (72-hour turnaround on CSUCI feedback). Scheduled check-ins and reporting cadence.

Annual contract performance review with documented outcomes against targets.

3.4 Engagement Expectations

The selected vendor will work in close coordination with the Dean of Extended University and the designated CSUCI institutional point of contact. Expectations include:

� A dedicated account manager as the single point of contact for CSUCI.

� 72-hour maximum turnaround on CSUCI review and approval requests.

� Monthly performance reporting delivered in writing prior to scheduled check-in calls.

� Quarterly strategic review meetings with CSUCI leadership, assessing performance against defined enrollment targets.

� A 90-day implementation review milestone following contract start.

� Annual Contract performance review with documented outcomes, submitted to the Dean of

Extended University.

3.5 Milestones & Workplan

The selected vendor is required to include a comprehensive implementation work plan within their proposal. At a minimum, the plan should address the following:

• An onboarding schedule with defined timelines and key milestones for each service component

• A staffing plan identifying personnel dedicated to supporting CSUCI programs

• A timeline for technology integration, including setup of CRM data passback

• The anticipated launch date for the first marketing campaign

• Target performance metrics for the initial 90-day period, to be evaluated at the first implementation milestone

3.6 Requirements and Assumptions

• Vendor services must cover all current Extended University online programs. A program list will be provided upon contract execution.

• The vendor must integrate with CSUCI's existing technology stack: GA4, Google Search Console, Google Tag Manager, and CSUCI's CRM.

• Student-level data must be passed back to CSUCI's CRM. CSUCI will not accept a model in which student data is held only in the vendor's system.

• All services must comply with FERPA, CCPA, and CSU data security requirements as listed in the

CSU Terms & Conditions of Purchase and the Data Privacy & Security Rider.

• Pricing must not be structured primarily on a per-lead basis. Proposals priced primarily on lead volume will be evaluated with caution.

• The vendor must be able to execute the Contract within seven (7) calendar days of award.

• Vendor services will be provided remotely and no travel is to be expected.

SECTION IV

PROPOSER QUALIFICATIONS AND REQUIREMENTS

Proposers must meet all of the following qualifications and demonstrate them clearly in their proposal.

Failure to address any requirement may result in the proposal being deemed non-responsive.

Requirement Evidence Required in Proposal

CSU / Public Institution Experience

Proposer must demonstrate active, current engagements with at least one CSU campus or comparable California public university within the past three (3) years. Name the institution and provide a verifiable reference contact.

Full-Service Capability Proposer must deliver enrollment marketing, admissions advising, and student coaching under a single contract and management structure. Proposals that cover only one function will not be considered.

Demonstrated Enrollment Outcomes

Proposer must provide documented, measurable enrollment outcomes (application growth, enrollment conversion, student persistence) at a minimum of two comparable institutions. Data must be specific: institution name, program type, outcome metrics, and timeframe.

Dedicated Staffing Proposer must commit named, dedicated Enrollment Advisors to CSUCI's programs. EA qualifications, resume, and training methodology must be described.

Technology Integration Proposer must demonstrate the ability to integrate with GA4, Google Search Console, and Google Tag Manager, and to provide student-level data passback to CSUCI's CRM.

Describe your data passback process specifically.

Licensing & Compliance Proposer must comply with all applicable federal, state, and CSU regulations, including FERPA, CCPA, and CSU data security requirements. Identify any relevant accreditations or certifications.

Financial Stability Proposer must provide evidence of organizational stability:

year established, number of current clients, and audited financials or equivalent documentation upon request.

Milestones & Workplan The selected vendor must include a comprehensive implementation work plan outlining the onboarding timeline, key milestones, dedicated staffing for CSUCI programs, and the schedule for technology integration, including CRM data passback. The plan should also identify the anticipated launch date for the first marketing campaign and establish target performance metrics for the initial 90-day period, which will be reviewed at the first implementation milestone.

SECTION V

PROPOSAL COST SHEET & PROPOSAL CERTIFICATION

5.1 Proposal Cost Sheet

The Proposal Cost Sheet shall reflect all costs necessary to successfully complete the Scope of Work, including all Objectives and Deliverables as defined in Section III. All costs shall be firm and fixed for the initial two (2) year term of the Contract.

Proposers are encouraged to provide a total fixed cost for all components covered in the Scope of Work.

The Proposal Cost Sheet should encompass all costs for components 1-5 in the table below. All entries should be made in U.S. dollars.

Component Labor Expenses Total

Component 1 - Enrollment Marketing

Component 2 - Admissions & Enrollment Support

Component 3 - Technology & CRM Integration

Component 4 - Data Analytics & Reporting

Component 5 - Partnership & Project Management

TOTAL

Proposer must also provide a rate sheet showing hourly or FTE rates by staff level for all services in the Scope of Work and for additional services not included above. Rates must remain fixed for the initial two-year contract term.

5.2 Proposal Certification

I hereby certify that the Proposal and Proposal Cost Sheet included in this proposal are both valid and complete for performance of the work set forth in the above referenced Request for Proposal, and that such work will be carried out in accordance with the established terms and conditions upon issuance and acceptance of a Contract.

Print Name Title

Signature Date

Official Company Name Year Est. Federal Tax I.D. Number

Company Address City State Zip Code

Email Address Telephone

SECTION VI

EVALUATION AND SELECTION CRITERIA

6.1 General

A Proposal Evaluation Committee convened by the Dean of Extended University will review and evaluate all proposals and assign points according to the selection criteria outlined in this section.

Accepted proposals shall be reviewed to verify that all RFP requirements have been met. Proposals that have not followed the prescribed format, or do not meet minimum content and quality standards, will be identified as non-responsive and will not be considered for evaluation or selection.

CSUCI may, at its sole discretion, select up to four (4) highest-ranked Proposers as finalists based on the results of the written proposal evaluation. If finalists are selected, they will be invited to participate in a virtual interview and presentation.

CSUCI reserves the right to select fewer than four (4) finalists or to make an award without conducting interviews, if deemed to be in the best interest of the University.

6.2 Evaluation and Scoring Criteria

Each qualified proposal shall be evaluated and scored according to the categories listed below.

Evaluation Criterion What Is Being Assessed Points

Enrollment Outcomes & Student Results

Documented, measurable impact on enrollment, persistence, and student success at comparable institutions.

Evidence must be specific: institution name, program type, metric, and

CSU / Public Institution Experience

Active, current experience with CSU campuses or comparable California public universities. Proposer must name current clients and provide verifiable references.

Full-Service Integrated Capability Demonstrated ability to deliver all five service components under one contract and management structure. Evidence that marketing and advising functions are operationally unified, not loosely bundled.

Cost Effectiveness & Value Total cost relative to scope and demonstrated outcomes. Transparency of cost structure. Pricing model alignment with CSUCI's interest in quality enrollment over raw lead volume.

Technology, Data & Reporting CRM integration capability, student-level data passback process, reporting cadence, and quality of real-time analytics provided to institutional leadership.

PROPOSAL TOTAL 200

Interview Scoring for Finalists Only

� Clarity and depth of proposed approach and SOW

� Demonstrated expertise of proposed team

� Responsiveness to questions � Alignment with CSUCI goals and operational needs

TOTAL 240

CSUCI will evaluate all proposals based on the written proposal criteria for a maximum of 200 points.

Based on these scores, the University may, at its sole discretion, select the highest-ranked Proposers as finalists.

Finalists may be invited to participate in a 60-minute virtual Zoom interview consisting of a presentation and question-and-answer session. Interviews will be scored for a maximum of 40 points using predefined evaluation criteria.

Interview scores will be added to the written proposal scores of the finalists to determine the final ranking.

The award, if any, will be made to the finalist whose submittal best meets the requirements of this RFP and achieves the highest total combined score. CSUCI reserves the right to make an award based on overall best value, consistent with the evaluation criteria set forth in this RFP and is not obligated to select the Proposer with the highest numerical score.

CSUCI further reserves the right to determine, in its sole discretion, whether a Proposer is capable of successfully performing the Contract. Failure to demonstrate such capability, including during the interview process, may result in a lower final score or determination that the Proposer is not capable of performing the Contract. CSUCI also reserves the right to make an award without conducting interviews.

SECTION VII

PROPOSAL INSTRUCTIONS AND FORMAT

7.1 Instructions

Proposers must respond completely to all information requested in this RFP. Proposals shall be prepared in a clear, organized, and concise manner that directly addresses the requirements, evaluation criteria, and Scope of Work.

Proposals should provide specific, verifiable evidence of the Proposer’s ability to deliver measurable enrollment outcomes. General marketing language or unsupported claims will not be considered sufficient.

The proposal, excluding resumes and appendices, shall not exceed forty (40) pages in length, utilizing 8.5" x 11" pages with one-inch margins. Font size shall be no smaller than 12 point.

Failure to follow the required format or to address all required components may result in the proposal being deemed non-responsive.

7.2 Submission Format

Proposer shall submit one (1) complete proposal in electronic format (PDF) via the Planet Bids E-Bidding Platform in accordance with Section 1.5. Proposals will go into either the Response File and/or General Attachment Tabs. A separate General Attachment tab will be created by CSUCI for the pricing proposal upload.

7.3 Proposal Format

Proposals shall adhere to the following format and must be divided into the individual sections listed below:

Cover Letter. Shall include: identification of proposer firm, official company name and year established, Federal Tax ID, organization type, name and contact information of authorized officer, a statement that the offer and all pricing shall remain valid for a period of not less than ninety (90) days from date of submittal, acknowledgment of acceptance of CSU Terms & Conditions of Purchase and the Data Privacy & Security Rider, and signature of a person authorized to make the proposal offer. Unsigned proposals may be rejected.

Table of Contents. Provide a table of contents identifying the contents of the proposal.

Company Background. Include a summary of the Proposer's organization: background and ownership, year founded, number of full-time employees, office locations, current and former client organizations, and core capabilities relevant to this RFP.

If subcontractors will be used, they must be clearly identified, including company name, scope of work, and rationale for use. Failure to identify subcontractors in the proposal may result in disallowance in accordance with Section 1.17.

Enrollment Outcomes & Student Results. Provide documented, measurable outcomes from comparable engagements. Evidence must include institution name, program type, timeframe, and quantified results (e.g., enrollment growth, conversion rates, persistence). General or unsupported statements will not be scored favorably.

CSU / Public Institution Experience. Demonstrate active, current or recent experience with CSU campuses or comparable California public universities. Include institution name, scope of engagement, and verifiable reference contact information.

Full-Service Integrated Capability. Demonstrate the ability to deliver all required service components under a single, integrated model. Clearly explain how marketing, advising, technology, and reporting functions are operationally unified. Proposals that present siloed or loosely bundled services may be evaluated unfavorably.

Technology, Data & Reporting. Describe CRM integration capability, student-level data passback process, reporting structure, and real-time analytics. Demonstrate ability to integrate with CSUCI’s required platforms (GA4, Google Tag Manager, Google Search Console).

Approach and Work Plan. Describe your approach to each of the five service components in Section III.

Provide a comprehensive implementation plan including onboarding timeline, integration milestones, initial campaign launch, and performance targets for the first 90-day review period. Clearly explain how the full enrollment funnel will be managed from first inquiry through enrolled student. Please demonstrate your firm's understanding of the SOW.

Staffing, Organization, and Management. Identify the account manager and dedicated Enrollment Advisors proposed for this engagement. Include brief resumes for key personnel (appendix acceptable).

State the percentage of time each person will dedicate to CSUCI. Confirm that named personnel will remain assigned for the duration of the contract and will not be replaced without CSUCI's written approval.

Cost. Complete the Proposal Cost Sheet in Section V exactly as specified. Do not deviate from the format. Provide the supporting rate sheet for all staff levels. Pricing must reflect full-service delivery across all required components.

Proposal Certification. Complete the proposal certification Section 5.2

Case Studies and References. Provide at least two (2) and no more than four (4) relevant case studies of work completed within the past five (5) years. At least one case study must demonstrate experience with a CSU campus or comparable California public university. Each case study must include: institution name; verifiable reference contact; dates of engagement; objectives; services and deliverables;

measurable outcomes; key personnel; and project cost.

Legal Actions. Identify any pending or completed legal actions within the past five (5) years related to services performed, including failure to perform, breach of contract, or regulatory violations. If none, state so explicitly.

Conflict of Interest Disclosure. Disclose any actual, potential, or perceived conflicts of interest in accordance with Section 1.16, including financial interests, prior or current relationships, or any potential “consulting into” future work.

Appendices. Supplemental information not specifically required above may be included as an appendix, including resumes, organizational charts, or technical documentation. Appendix content will not be scored but may provide supporting context.