ESBD_369555_1723217611450_Addendum 1 735-2024-8241 Digital Marketing Services 08.09.2024.pdf

August 9, 2024

ADDENDUM ONE (1)

RE: RFP 735-2024-8241 Digital Marketing Services

TO WHOM IT MAY CONCERN,

The following questions were received and below are the following responses in red:

For the services listed in the RFP, is the agency responsible for creating the content for the ads, or will the agency only handle the implementation, reporting, and campaign management once assets are provided? Yes, agency is responsible for ad creation, but not video.

Is there a specific budget allocated for the ads, or should the total cost of the digital marketing services include the ad spend? Present as a complete package with ad spend with itemization.

1. Is this a new Digital Marketing Services program for Midwestern State University or the continuation of an existing program? Continuation

2. Has Midwestern State University worked with any advertising or digital marketing agencies in the last 3 years? If so, what are the names of those companies? Yes, LocaliQ

3. Is there an incumbent contractor currently supporting this requirement? If so, what is the name of that company? Is MSU satisfied with their work? See above.

4. Is there a budget range or ceiling that has been established for this contract? $175,000 - $200,000

5. What is your projected budget for digital media spend in 2024 and 2025? See above.

6. Are there any page limits for our proposal response? Length of submission: Please keep proposal submission straightforward and concise manner, identifying clearly and concisely any deviations, enhancements and other differences that exist between RFP and the respondent’s proposed services not to exceed 50 pages.

7. Does location of vendor factor into evaluation of proposals? I.e. are you looking for a local Wichita Falls based company? Prefer vendor to have knowledge of Texas metro areas

8. Can MSU provide more detail on the scope of work, specifically the paid media budget, to allow bidders to responsibly respond to section 6.3 Proposal Sheet / Pricing Schedule? See

6.2 Specifications & Scope of Work on page 14 of RFP.

9. How will Price be evaluated? Will the lowest cost bid receive the highest price score? See page 4 of RFP, section 1.14.

10. Will the selected vendor be responsible for producing digital ad units (e.g. YouTube video ads, OTT ads, social media ads, etc.)? Yes, but no video.

11. Can MSU provide more detail, including geographic and demographic focus of the following listed target audiences of: Primarily targets Texas residents

a. Traditional high school students Yes

b. Adults returning to school some college not degree

c. Parents of high school students

d. Community general awareness

1. Have a set of KPIs been identified that will provide a criteria for success? N/A

2. What is the current capacity of your marketing staff for implementing a marketing strategy? Will the chosen vendor be responsible for all implementation services? Yes, vendor will implement all services

3. What are your top marketing challenges? Decline in traditional college students; reach for adult completion programs

4. What marketing strategies have you tried before? N/A

5. Are there opportunities in your market that you feel you haven’t capitalized on? N/A

6. What technologies and systems do you currently use to track marketing efforts? Third party vendor.

7. Have you conducted any previous research related to your marketing goals? (E.g.

Target audiences, Competitive analysis, Qualitative feedback, Quantitative analytics) Yes, for brand, select degree programs, regional workforce demands

8. If so, can you compile and share that existing research? No

9. If no research exists, do you plan on investing in research? N/A

10. What metrics do you currently track? N/A

11. Do you have GA set up? Yes

12. Do you use Tag Manager? Yes

13. Have you run digital ad campaigns before? What was the outcome? Yes, mixed

14. Do you have any campaigns running currently? Yes

15. Once the project has started, what will the makeup of the decision-making committee be like? Will decisions be made by a large group, a small committee, or a single person? Small team of 2-3 individuals.

16. As cost considerations will make up 70% of the scoring rubric, please provide general budget guidelines. Even a rough ballpark estimate or range would be very helpful. $175,000 - $200,000

17. Can you please extend the due date to allow vendors a minimum of 2 weeks to respond after questions have been answered? No

Is there a historical budget spent on the services listed in the scope? $175,000 - $200,000.

Will there be multiple awardees? No What does the vendor onboarding process like? Do contracts require solicitation from vendors or is there a system for delegating work across vendors? We are looking for one vendor to coordinate and implement the campaign.

Is this proposal specific to the university's marketing efforts or any department/program needing these services? The University’s marketing efforts though some maybe for targeted areas such as undergraduate, graduate, military or online.

"Vendor shall list pricing minimum purchase and indicate timeframe for minimum purchase" Is proving hourly pricing for each service/role appropriate? We need this itemized in way to show the total budget for services over the next year.

Any submission requirements, size, or delivery method. Are we able to share via a hosting link (dropbox or google drive link) since some emails limit file sizes? Yes, you can use google drive link (dropbox is prohibited) or mail a flash drive to the address listed on RFP.

1. Is there an estimated budget in mind for the one-year contract? $175,000 to $200,000 per year.

2. We would like to include client names and proprietary strategies in our proposal. Should we also provide you a redacted copy of the proposal with proprietary portions removed or blacked out that can be used for public disclosure? We cannot tell you how to submit your proposal. Please follow the instructions in the RFP or in the Addendum.

Please remember to acknowledge this addendum on the Addenda Checklist.

Regards, Thank you, Tracy Nichols MSU Purchasing/Contract Management