ESBD_401271_1741614704240_RFP 25-22 Advertising Creative Services.pdf

RFP 25-22 Advertising Creative Services 1

REQUEST FOR PROPOSALS (RFP) #25-22

Advertising Creative Services

PROPOSED SOLICITATION SCHEDULE

This schedule may be modified or changed at the sole discretion of SJCCD.

DATE ACTION

March 10, 2025 RFP issued.

March 25, 2025

Virtual Pre-Proposal Meeting (non-mandatory)

9:00 a.m. Central Time

Request a link to the virtual meeting by sending an email to the Procurement Contact by 2:00 p.m. March 24, 2025.

March 26, 2025

Questions and/or Clarifications Deadline

Requests for questions and clarifications regarding RFP documents shall be submitted through the Questions tab in IonWave by 5:00 p.m. Central Time to be considered.

March 28, 2025 Issuance of final addendum, if necessary.

April 4, 2025

Proposal Submission Deadline

All proposal documents shall be submitted before 2:00 p.m. Central Time in IonWave.

The RFP opening will take place digitally through IonWave immediately following time due. A list of vendors who submitted will be made available upon written request to the Procurement Contact.

April 21 – April 22, 2025 Virtual Presentations / Interviews (top-ranked firms only) “may” be scheduled within these dates.

June/July Recommendation of award and approval to enter into contract.

Award will be announced after approval received.

E-Bidding Website: IonWave:

https://sanjac.ionwave.net

PROCUREMENT CONTACT

Buyer, Melissa Fuqua 281-998-6378 melissa.fuqua@sjcd.edu https://sanjac.ionwave.net/ mailto:melissa.fuqua@sjcd.edu

RFP 25-22 Advertising Creative Services 2

SCOPE OF WORK

1. General

San Jacinto Community College District (“SJCCD” or “College”) is soliciting sealed proposals from qualified firms to provide advertising creative services.

All work performed must be in compliance with existing federal, state and local codes, statutes and requirements.

SJCCD is a public community college district organized under Chapter 130 of the Texas Education Code and is tax exempt in the State of Texas.

SJCCD prefers to hire a firm that has demonstrated connections and expertise working in Texas.

The budget for this project is not to exceed $100,000.

2. Specifications

SJCCD is seeking qualified firms to create the College’s next advertising campaign, and to create all assets associated with the campaign, including:

a. Campaign theme, images, graphics, evolution strategy and messaging

b. Radio commercials for digital and traditional radio

1) 3 spots; :10, :15 and :30

2) English and Spanish version of each

3) Total: 12 files

c. Television commercials for digital and traditional television

1) 2 commercials; :15 and :30

2) Pre-roll; :10 and :15

3) English and Spanish version of each

4) Total: 8 files

d. Print advertisements - 1 concept applied to three different ad sizes

1) 9.944” w x 10.25” h

2) 6.219” w x 12” h

3) 9.5” w x 4.75” h

4) English and Spanish version of each

5) Total: 6 files

e. Out of Home / Billboard advertisements

1) English

2) Spanish (as needed basis)

RFP 25-22 Advertising Creative Services 3

f. Digital advertisements – 1 concept applied to different ad sizes

1) Banner ads o 160x600 o 300x250 o 728x90 o English and Spanish version of each o Total: 6 files

2) Social Media ads o Facebook 1080x1080 o Instagram 1080x1080 o English and Spanish of each o Total: 4 files

3. Service Details

Services shall include, but are not limited to, the following:

a. All creative must reflect the SJCCD brand and graphic standards. Information on the College’s brand and graphic standards can be accessed at:

https://www.sanjac.edu/information-for/business-partners/doing-business-with-san-jac/brand-standards.

b. SJCCD shall own full rights with unlimited usage of selected campaign and associated creative.

c. The project shall be turnkey with the Contractor.

d. The advertising campaign shall be in both English and Spanish and shall reflect and appeal to the SJCCD’s diverse district and student body.

e. All filming shall take place in Harris County and shall use San Jacinto College students and employees as much as possible for on camera talent.

f. Radio voices and video / commercial voice overs are not required to be SJCCD students or employees.

g. Contractor is responsible for all travel fees not included with price proposal.

h. All creative content shall be approved by the Vice President, External Relations. The Vice President, External Relations reserves the right to require test marketing of new creative and campaign concepts with students, faculty, staff and the College community.

4. College Locations

a. District Offices – 4620 Fairmont Parkway, Pasadena, TX 77504

b. Central Campus – 8060 Spencer Hwy, Pasadena, TX 77505

c. North Campus – 5800 Uvalde, Houston, TX 77049

d. South Campus – 13735 Beamer Road, Houston, TX 77089 https://www.sanjac.edu/information-for/business-partners/doing-business-with-san-jac/brand-standards https://www.sanjac.edu/information-for/business-partners/doing-business-with-san-jac/brand-standards

RFP 25-22 Advertising Creative Services 4

e. Maritime – 3700 Old Hwy 146, La Porte, TX 77571

f. Generation Park Campus – 13455 Lockwood Rd., Houston, TX 77044

g. Edge Center – 13150 Space Center Blvd., Houston, TX 77059

5. Supplier Diversity Reporting

SJCCD does not give preference to historically underutilized or small business in the awarding of contracts. However, if the awarded contractor utilizes a subcontractor(s) to fulfill the proposed requirements, the contractor will be required to track and report the amount paid to each subcontractor along with the subcontractor’s supplier diversity classification. This information will only be used for the purpose of statistical tracking. The reportable classifications include:

• African American

• Asian Pacific American

• Caucasian

• Hispanic American

• Native American

• Small Business

• Veteran Owned

• Minority Owned

• Woman Owned

• LGBTQ

• Other / Non-disclosed

6. Special Requirements

All contractors, subcontractors or company representatives working at any college property or college facility shall wear a clearly visible name tag, badge, embroidered or labelled uniform shirt, or other personal or company identification at all times. Failure to comply with this requirement could result in removal from the campus until corrected.

7. Contract Term

The contract term, if any, for contract(s) awarded from this solicitation will be from project effective date through project completion no later than August 31, 2025, subject to the termination provisions as further described in the sample contract terms and conditions on the Attachments tab section of this solicitation.

RFP 25-22 Advertising Creative Services 5

EVALUATION CRITERIA

An Evaluation Committee will review all proposals according to the criteria stated herein. The committee’s evaluations will be based on all available information, including qualification statements, subsequent interviews/presentations, reports, discussions, reference checks, and other appropriate review.

Proposals will be evaluated using the following criteria:

Factor Points

Section 1: Qualifications and Experience of Firm 20

Section 2: Qualifications and Experience of Personnel 10

Section 3: Scope Understanding, Approach, and Management 30

Section 4: References 5

Section 5: Exceptions to Terms and Conditions 5

Section 6: Price Proposal* 30

Total 100

* The price proposal for each firm will be evaluated in comparison with the other firms’ price proposals;

however, the number of points possible may be evaluated in proportion to each respondent’s evaluation score received for Section 3: Scope Understanding, Approach, and Management.

The College’s Evaluation Committee will evaluate and rank each submittal based on the criteria detailed above. The highest rated proposer(s) evaluated by the Committee may be invited to presentations / interview with the Evaluation Committee. If interviews occur, they will be evaluated on the following criteria:

Presentation / Interview Max Points Presentation/Interview 20 Total 20

If interviews are held, the final score for selection of a firm will be obtained by combining the Evaluation Committee’s total points of the qualifications, price, and interviews as follows:

Qualifications and Price 100 points maximum Interviews 20 points maximum Total 120 points maximum

RFP 25-22 Advertising Creative Services 6

PROPOSAL RESPONSE REQUIREMENTS

All proposal response requirements must be submitted through IonWave. The system does not allow a proposal submission unless all requirements have been met, including Attributes and Response Attachments. These requirements include, but are not limited to, the following:

Written Proposal:

Written Proposal shall be submitted as a Response Attachment in IonWave and shall include responses to Section 1 – 3. Written Proposals shall be a single PDF document with a maximum of thirty (30) pages (numbered 1-30). Sections must be in order and clearly labeled as outlined below.

Include a coversheet that includes your firm’s name, representative, and contact information.

Coversheet does not count towards the 30-page limit.

1. Qualifications and Experience of Firm

a. This section shall include a description of the firm, including firm’s history, size, and professional staff composition. Provide information regarding how long the proposer has provided the service requested in this RFP. Include a description of the firm’s past and current contracts/assignments which are related to the type of services required by this solicitation.

b. Provide samples of previous campaign creation and elaborate on the process from concept to completion to execution. This shall include a detailed description of the firm’s process in reaching the “big idea” for a client’s advertising campaign. Samples of previous creative work shall include the full campaign (television, radio, digital and traditional ads, and out of home). Contractor shall provide a link to their online digital portfolio.

c. Provide a client list (or sampling of) and expound upon your work with 2-3 clients, specifically focused on connections and expertise working in Texas.

2. Qualifications and Experience of Personnel

a. This section shall include a project-staffing plan that includes key staff member responsibilities for this project and resumes or professional experience for all proposed key staff members who will be assigned to this project. If personnel substitutions are contemplated on a contingency basis, they should also be identified.

b. Identify any sub-contracted employees or vendors.

RFP 25-22 Advertising Creative Services 7

3. Scope Understanding, Approach, and Management

a. Describe how your services meet the scope and specifications listed in this RFP. Address capabilities as they are relevant to advertising creative services, as outlined in Scope of Services for project expectations, and address any variances between your proposal and the scope/specifications.

b. Include details pertaining to your firm’s management and technical approach to complete this project by August 31, 2025.

c. Include your understanding of community colleges, their role in the education process, the higher education landscape in the Houston DMA, and how that will impact your approach to this account.

d. Explain your client-firm relationships and expectations (i.e., how do you work with and communicate with clients? How do you make decisions for each client?).

4. References

Include references in the Attributes tab in IonWave for the following:

a. The proposer shall provide at least five (5) references on recent projects for which the proposer's company is currently providing or has provided the same type and level of service required in this RFP within the past three years. Include the name, telephone number, and valid email address of a reference person who will be contacted for further information. It is highly preferable that these references are other colleges or public sector accounts comparable in size or larger.

b. All references will be contacted by email. Evaluations will be based on responses received from references. It is advisable to notify your references ahead of time that a reference will be requested by email.

5. Exceptions to Terms and Conditions

An exception includes any addition, deletion, or other modification. Submit exceptions to terms and conditions as an attachment in the Response Attachment tab in IonWave as follows:

a. If you select Yes to “EXCEPTIONS TO TERMS AND CONDITIONS” under the Attributes tab, you must submit a written summary of each exception to this RFP, including the scope, specifications, and/or sample contract, as applicable. The summary shall include supporting justification that clearly identifies the specific reference, page, section, and sub-section of the change, relevance of the change, the vendor’s rationale for the change, and benefit to the College for accepting the change for the submitted exceptions to be considered in the evaluation.

RFP 25-22 Advertising Creative Services 8

b. The College’s evaluation of submitted exceptions will address the quantity of exceptions, type of exceptions, and justification(s) for exceptions. Fewer exceptions and/or exceptions with a lower risk to the College, if accepted, will equate to a higher score.

c. Any exceptions not explicitly stated may not be considered during contract negotiations, if any. The submittal of exceptions to terms and conditions does not guarantee the College’s acceptance of exceptions. The College reserves the right to accept or reject any exceptions as necessary to negotiate a mutually beneficial contract.

6. Price Proposal

Include pricing on the Line Items tab in IonWave for the following:

1. Creative costs – campaign concept creation.

2. Production costs – TV, radio, print ads, out of home/billboards, digital ads

3. Administrative costs

Additional Cost Sheet: Upload a Response Attachment document to provide travel costs and disclose all services and fees that would be charged to SJCCD that are not listed in the Line Items section. If research will need to be conducted as part of the creative process and is not included in the proposal price, provide your firm’s pricing structure for research services. Any costs not explicitly stated in a proposal response shall not be charged to the College.

The College reserves the right to consider pricing submitted through the Line Items, Line Notes, and Response Attachments.

List of Response Attachments:

Include the following documents in the Response Attachments tab in IonWave.

All forms are available to download under the Attachments tab in IonWave. Except when listed as Optional, all Response Attachment documents are required and failure to provide a required document may deem the proposer non-responsive and disqualify the response from consideration for award.

1. Written Proposal

2. Additional Costs Sheet

3. Conflict of Interest form

4. Proof of Insurance Requirements

5. Exceptions to Terms and Conditions (optional)