ESBD_533555_1782857506455_On-Call Marketing RFQ-26-0003.pdf

REQUEST FOR QUALIFICATIONS

On-Call Marketing Services

EAST TEXAS A&M UNIVERSITY

PROJECT NO. RFQ-26-0003

DEADLINE FOR SUBMITTAL:

2:00 P.M., Thursday, July 23, 2026

PROPOSALS SHALL BE UPLOADED TO:

https://dms.tamuc.edu/Forms/Bid

NOTE: SUBMITTAL must be received by East Texas A&M University Procurement Office before the date and time specified for receipt of submittal as stated within Section 2.4 of this RFQ. After the response due date, only the names of Respondents will be made public.

REFER ALL INQUIRIES TO:

Travis A. Ball, MSc, CTCD East Texas A&M University

Procurement Services Phone 903-886-5060 Fax: 903-886-5039

Email: Travis.Ball@etamu.edu mailto:Travis.Ball@etamu.edu

East Texas A&M University RFQ-26-0003 Page 2 of 25

TABLE OF CONTENTS

SECTION 1 GENERAL

1.1 Scope

1.2 About East Texas A&M University

1.3 Purpose

1.4 Priorities/Expectations

1.5 Performance Period

SECTION 2 INSTRUCTIONS FOR RESPONDENTS

2.1 General Information

2.2 Calendar of Events

2.3 Examination of the Request for Qualifications

2.4 Submittal Instructions

2.5 Submittal Components

2.6 Inquiries and Interpretations

2.7 Selection Process

2.8 Public Information Act

SECTION 3 SCOPE OF WORK

3.1 Goal

3.2 Services Required

3.3 Statement of Qualifications

3.4 VetHUB Participation Plan

SECTION 4 GENERAL TERMS AND CONDITIONS

4.1 Dispute Resolution

4.2 Insurance

4.3 Terms and Conditions

EXHIBIT A – Execution of Offer EXHIBIT B – Non-Collusion Affidavit EXHIBIT C – HUB Participation Letter of Transmittal

East Texas A&M University RFQ-26-0003 Page 3 of 25

SECTION 1

GENERAL

1.1 Scope

East Texas A&M University (“ETAMU”) is soliciting statements of qualifications from firms (“Respondents”) with demonstrated expertise in marketing, communications, creative, media, public relations, web, and campaign support services for higher education. The objective is to establish a qualified pool of firms capable of executing rapid-turnaround marketing projects, with the ability to deliver within 90 days from project start to completion. Selected firms may be engaged on an as-needed basis for projects of varying size and complexity, which may include comprehensive campaign development, academic program or event promotion, digital ad sets, branding, market research, creative asset production, web strategy, public relations, media placements, social media management, analytics, and performance measurement. Projects can span audience research, direct marketing, target audience strategies, marketing plan and campaign development, earned media, media buying, content and creative development, sub-brand or program platform creation, web and digital support, UX/UI recommendations, event and activation support, and project management.

Firms are expected to demonstrate experience in higher education marketing, ability to deliver quality work rapidly, familiarity with the needs of diverse audiences, and capacity to support both quick-turn and more comprehensive marketing assignments. Respondents should identify their areas of specialization, provide evidence of relevant outcomes, and describe their pricing model and project management approach. Firms do not need to offer all services in the scope but must clearly identify the services they are best positioned to provide. All work must comply with East Texas A&M University’s brand guidelines, accessibility requirements, and be coordinated with and approved by the Chief Marketing Officer or designee.

Ownership of all deliverables and work products specifically created for East Texas A&M University will belong to the University upon completion and payment, unless otherwise agreed. All submissions should detail relevant higher education marketing experience, capacity for rapid execution, project management, quality assurance, and references, as well as the pricing structure. Any institution of higher education will have the option to utilize agreements resulting from this competitive RFQ process. By submitting a response, each Respondent certifies full understanding of the RFQ, including scope, requirements, conditions of service, and expected deliverables, and affirms their ability to meet ETAMU’s needs as outlined in this solicitation

1.2 About East Texas A&M University

East Texas A&M University was founded in 1889 as East Texas Normal, and at various times has been known as East Texas State Normal College; East Texas State Teachers College; East Texas State College; East Texas State University and became a component of the Texas A&M University System in 1996. The University is located in Commerce, Texas, approximately sixty-five (65) miles northeast of the Dallas/Fort Worth Metroplex.

East Texas A&M University is a multi-purpose, regional state university, serving the people of Texas, as well as out-of-state and international students. As a center of learning, East Texas A&M University accepts its responsibilities for teaching, scholarly research and creative activities, and public service.

East Texas A&M University encourages an active intellectual environment by supporting scholarly research and creative activities that advance human achievement and stimulate the intellectual growth of both faculty and students.

East Texas A&M University provides educational programs necessary for professional success of personal growth, and responsible citizenship. Through both formal and informal activities, students

East Texas A&M University RFQ-26-0003 Page 4 of 25 have the opportunity to acquire knowledge; learn reasoning and communication skills; examine their goals, values and potentialities; and develop an enduring commitment to learning.

East Texas A&M University serves its region by providing information, facilities, research and resources to address the needs of its constituency and by sharing its public educational programs, cultural activities, and the expertise of its personnel.

1.3 Purpose

The purpose of this RFQ is to solicit qualifications from Respondents who can provide the required services for ETAMU. Refer to Section 3 for the full Scope of Work and requirements.

The intent of this RFQ is to allow all interested / prospective firms to provide a sufficient amount of data that will enable ETAMU to assess the qualifications of the Respondent. To this end, each Respondent shall furnish, as a part of the qualifications, a complete general description of experience in their respective fields.

By submitting qualifications, each Respondent certifies that it understands this RFQ and has full knowledge of the scope, nature, quality, work to be performed, the detailed requirements of the services to be provided, and the conditions under which the services are to be performed. Each Respondent also certifies that it understands that all costs relating to preparing and responding to this RFQ will be the sole responsibility of the Respondent.

1.4 Priorities/Expectations

(a) Ensuring a Quality Level of Service. This priority encompasses the quality of the level of service that can be provided to ETAMU in a timely, cost-effective manner. ETAMU is seeking a Respondent(s) that will ensure the provision of such quality in its delivery of service through proven techniques and established practices.

(b) Level of Experience and Expertise. Respondent must demonstrate its capabilities in providing the utmost level of experience and expertise to ensure a successful project as determined by ETAMU.

(c) Delivery Efficiency. Respondent must demonstrate its ability to deliver the required services in a timely manner while not sacrificing the quality required by ETAMU.

1.5 Performance Period

The intention of this RFQ is to qualify multiple firms for the services defined in this RFQ. Should ETAMU, in its sole discretion, enter into an agreement with the successful Respondent(s) as a result of this RFQ, the agreement shall be effective as of the date that is agreed upon by ETAMU and successful Respondent(s). ETAMU anticipates that the initial term of such Agreement will extend for three (3) years, with the option to renew for up to two (2) one-year terms, providing all parties mutually agree on the extension. Any extensions shall be at the same terms and conditions plus any approved changes to be determined by ETAMU and negotiated in writing with the successful Respondent.

East Texas A&M University RFQ-26-0003 Page 5 of 25

SECTION 2

INSTRUCTION FOR RESPONDENTS

2.1 General Information

ETAMU is soliciting submittals from qualified firms, hereafter referred to as Respondent(s), who have significant experience in providing On-Call Marketing Services to institutions of higher education.

These basic services are outlined in the Scope of Work (Section 3).

Submittals are to be in accordance with the outline and specifications contained herein, are to remain in effect a minimum of 120 days from the date of submission and may be subject to further extensions as negotiated. A statement to this effect should be contained in the Respondent's cover letter.

The Respondent(s) selected shall have an excellent track record for providing these services relative to the size and scope of ETAMU and shall agree to provide these services to ETAMU with a top priority commitment. ETAMU may select as many Respondents as needed to ensure coverage for the university.

This RFQ contains specific requests for information. Respondents are encouraged to examine all sections of this RFQ carefully, in that the degree of interrelationship between sections is critical. In responding to this RFQ, Respondents are encouraged to provide any additional information they believe relevant.

Clause headings appearing in this RFQ have been inserted for convenience and ready reference. They do not purport to define, limit or extend the scope or intent of the respective clauses. Whenever the terms “must", "shall", "will", "is required”, or "are required” are used in the RFQ, the subject being referred to is to be a required feature of this RFQ and critical to the resulting submittal.

In those cases where mandatory requirements are stated, material failure to meet those requirements could result in disqualification of the Respondent's response. Any deviation or exception from RFQ specifications must be clearly identified by the Respondent in its submittal.

2.2 Calendar of Events

Activity Responsibility Date

Release of Request for Qualifications ETAMU June 30, 2026

Deadline to Submit Questions Respondent July 8, 2026

Release of Response to Questions ETAMU July 17, 2026

RFQ Responses Due Respondent July 23, 2026

Selection of Qualified Respondents ETAMU Month of August

Agreement Effective Date Both September 1, 2026

ETAMU will make every effort to adhere to the above schedule. The schedule, however, is subject to change. This may be in the event that further clarification of responses or terms of contract are in the best interest of ETAMU and/or in the event ETAMU requires more time to assure that the selection of the Respondent is in accordance with its policies, rules and regulations, as well as actual timing needs.

2.3 Examination of the Request for Qualifications

Before submitting, each Respondent will be held to have examined the ETAMU requirements outlined in Section 3 and satisfied itself as to the conditions and timeline under which it will be obligated to perform in accordance with specifications of this RFQ.

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No claim for additional compensation will be allowed due to unfamiliarity with the specifications and/or conditions.

2.4 Submittal Instructions

All qualification submittals must be received by ETAMU no later than 2:00:00 p.m. Central Time (CDT), July 23, 2026, electronically via the following link https://dms.tamuc.edu/Forms/Bid and fill in the appropriate information, including “RFQ-26-0003”. Late submittals will not be considered under any circumstances.

Submittal Format: Submission shall be saved as one (1) file in Adobe Portable Document Format (PDF) according to the items listed below.

2.5 Submittal Components

The following documents are to be returned as your qualification submittal. Failure to include these documents will be basis for response disqualification.

I. Forms

Signed Execution of Offer (Exhibit A) Signed and notarized Non-Collusion Affidavit (Exhibit B) VetHUB Participation Plan (Section 3.5)

II. Qualification Statement

Qualification Statement (Section 3.4)

III. Pricing Methodology

As part of your response to this RFQ, Respondents shall submit a comprehensive pricing proposal, including an hourly fee schedule and estimated costs associated with the marketing services described in the Scope of Work. The pricing proposal will be evaluated together with the qualifications to determine the most advantageous offer to the Owner.

The Owner may, at its sole discretion, negotiate pricing with the highest-ranked firm(s) prior to final award. All pricing shall be considered in the selection process in accordance with East Texas A&M Rules & Procedures, Texas A&M University System policies and applicable Texas State statutes.

Other Requirements:

• Qualification Statement shall be a MAXIMUM of forty (40) pages. The cover letter, table of contents, divider pages, VetHUB Participation Plan, and the Exhibits do not count toward this maximum page count.

• Additional attachments shall NOT be included with the Qualification Statement. Only the responses provided by the Respondent to the questions identified in Section 3 of this RFQ will be used by ETAMU for evaluation.

• Submittals shall include a “Table of Contents” and give page numbers for each part of the Qualifications.

• Number all pages of the submittal sequentially using Arabic numerals (1, 2, 3, etc.).

Qualification Statement shall consist of answers to questions identified in Section 3.4 of the RFQ. It is not necessary to repeat the question in the Qualifications; however, it is essential to reference the question number with the corresponding answer.

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Failure to comply with all requirements contained in this Request for Qualifications may result in the rejection of the submittal.

Note: Additional information regarding the Execution of Offer and Non-Collusion Affidavit.

• Execution of Offer: The signature in the Execution of Offer within the electronic copy shall serve as the official signature of record. Signature can be done electronically with DocuSign, Adobe or another similar tool.

• Non-Collusion Affidavit: The Respondent signature on this document may be done electronically with DocuSign, Adobe or another similar tool. While the document must also be notarized. An agreement may not be executed with the awarded Respondent(s) until this document is fully signed and notarized.

2.6 Inquiries and Interpretations

All technical and scope of work questions concerning this RFQ are to be directed to Travis A. Ball, Executive Director, Business Services & Chief Procurement Officer, in writing, at Travis.Ball@etamu.edu no later than July 8, 2026. Respondent may not contact other individuals at ETAMU to discuss any aspect of this RFQ, unless expressly authorized by ETAMU Procurement Office to do so. ETAMU will publish all questions with responses according to the calendar in Section 2.2.

Responses to inquiries which directly affect an interpretation or change to this RFQ will be issued in writing by addendum/amendment and posted to the Electronic State Business Daily (ESBD) at the following site; http://www.txsmartbuy.com/sp (Input Agency Number “751” and select “Posted” for the Status)

It is the responsibility of all REPONDENTS to check the ESBD for any and all addenda issued for this RFQ. All such addenda/amendments issued by ETAMU prior to the time that qualifications are received shall be considered part of the RFQ, and the Respondent shall consider and acknowledge receipt of such in the Execution of Offer.

Only those ETAMU replied to inquiries which are made by formal written addenda/amendments shall be binding. Oral and other interpretations or clarification will be without legal effect.

2.7 Selection Process

It is the intention of ETAMU to utilize the information received from responding firms to select multiple firms to perform the contract. ETAMU will base its choice on demonstrated competence, knowledge, qualifications, and pricing of the Respondent.

The Respondent selected will be the one whose experience and qualifications, as presented in response to this RFQ, establish them, in the opinion of ETAMU, as well qualified and offering the greatest benefits, experience and value to ETAMU. ETAMU may cancel this RFQ or reject Qualifications at any time prior to an award and is not required to furnish a statement of the reasons why a particular qualification was not deemed to be the most advantageous.

Submission of qualifications indicates Respondent's acceptance of the evaluation techniques and the recognition that subjective judgments must be made by ETAMU during the evaluation process.

It is the intent of ETAMU to qualify multiple firms. ETAMU, at its sole discretion, may select as many firms as deemed to be in ETAMU’s best interest to be included to meet the needs of the University.

The selection of the successful submission(s) may be made by ETAMU on the basis of the submissions initially submitted, without discussion, clarification, or modification. In the alternative, selection of the successful submission(s) may be made by ETAMU on the basis of negotiation with any of the Respondents. ETAMU shall not disclose any information derived from the submissions provided by competing Respondents in conducting such discussions.

http://www.txsmartbuy.com/sp

East Texas A&M University RFQ-26-0003 Page 8 of 25

All submissions must be complete and convey all the information requested to be considered responsive. If a submission fails to conform to the essential requirements of the RFQ, ETAMU alone will determine whether the variance is significant enough to consider the submission susceptible to being made acceptable, and therefore a candidate for further consideration, or not susceptible and therefore not considered for award.

ETAMU may perform reference checks and seek further information, as needed from all Respondents whose submission ETAMU, at its discretion, considers viable, based on the initial evaluation and ranking. The Respondent’s response to this requirement officially authorizes ETAMU to contact these organizations to discuss the services and other considerations which the Respondent has provided to such organizations and authorizes the organizations to provide such information to ETAMU and Respondent shall and hereby does release and hold harmless ETAMU, the state of Texas, and the organization of any and all liability whatsoever, in connection with providing and receiving all such information. Any negative responses received from reference checks may be grounds for disqualification of the submission.

ETAMU reserves the right to accept or reject any or all offers, to waive informalities and technicalities, to accept qualifications considered most advantageous, and/or to make the award to the most responsive Respondent(s).

2.8 Public Information Act

(a) Respondent acknowledges that ETAMU is obligated to strictly comply with the Public Information Act, Chapter 552, Texas Government Code, in responding to any request for public information pertaining to this Agreement, as well as any other disclosure of information required by applicable Texas law.

(b) Upon ETAMU’s written request, Respondent will promptly provide specified contracting information exchanged or created under this Agreement for or on behalf of ETAMU.

(c) Respondent acknowledges that ETAMU may be required to post a copy of the fully executed Agreement on its Internet website in compliance with Section 2261.253(a)(1), Texas Government Code.

(d) The requirements of Subchapter J, Chapter 552, Texas Government Code, may apply to this agreement and the Respondent agrees that the agreement can be terminated if the Respondent knowingly or intentionally fails to comply with a requirement of that subchapter.

East Texas A&M University RFQ-26-0003 Page 9 of 25

SECTION 3

SCOPE OF WORK

3.1 Goal

East Texas A&M University (“ETAMU”) is soliciting statements of qualifications from firms (“Respondents”) with demonstrated expertise in marketing, communications, creative, media, public relations, web, and campaign support services for higher education. The objective is to establish a qualified pool of firms capable of executing rapid-turnaround marketing projects, with the ability to deliver within 90 days from project start to completion. Selected firms may be engaged on an as-needed basis for projects of varying size and complexity, which may include comprehensive campaign development, academic program or event promotion, digital ad sets, branding, market research, creative asset production, web strategy, public relations, media placements, social media management, analytics, and performance measurement. Projects can span audience research, direct marketing, target audience strategies, marketing plan and campaign development, earned media, media buying, content and creative development, sub-brand or program platform creation, web and digital support, UX/UI recommendations, event and activation support, and project management.

Firms are expected to demonstrate experience in higher education marketing, ability to deliver quality work rapidly, familiarity with the needs of diverse audiences, and capacity to support both quick-turn and more comprehensive marketing assignments. Respondents should identify their areas of specialization, provide evidence of relevant outcomes, and describe their pricing model and project management approach. Firms do not need to offer all services in the scope, but must clearly identify the services they are best positioned to provide. All work must comply with East Texas A&M University’s brand guidelines, accessibility requirements, and be coordinated with and approved by the Chief Marketing Officer or designee.

Ownership of all deliverables and work products specifically created for East Texas A&M University will belong to the University upon completion and payment, unless otherwise agreed. All submissions should detail relevant higher education marketing experience, capacity for rapid execution, project management, quality assurance, and references, as well as the pricing structure. Any institution of higher education will have the option to utilize agreements resulting from this competitive RFQ process. By submitting a response, each Respondent certifies full understanding of the RFQ, including scope, requirements, conditions of service, and expected deliverables, and affirms their ability to meet ETAMU’s needs as outlined in this solicitation.

3.2 Services Required

Selected firms may be engaged to provide services including, but not limited to:

• Audience Research o Conduct qualitative and quantitative research to profile prospective students, current students, alumni, faculty, staff, parents, employers, community stakeholders, and other priority audiences.

o Analyze market trends in higher education, student enrollment patterns, audience behaviors, and competitor institutions.

o Support research related to undergraduate, graduate, transfer, online, adult learner, commuter, competency-based education, out-of-area, and out-of-state student markets.

o Deliver actionable insights and recommendations aligned with institutional goals, brand positioning, and campaign strategy.

• Direct Marketing o Develop and manage direct marketing campaigns targeting student recruitment, admissions, alumni engagement, event invitations, program promotion, and other institutional priorities through email, SMS, mailers, digital outreach, print pieces, and related channels.

East Texas A&M University RFQ-26-0003 Page 10 of 25 o Craft messaging and creative assets tailored to relevant audience segments.

o Measure and report on campaign effectiveness, including open rates, click-through rates, conversions, inquiry generation, applications, event registrations, and other agreed-upon metrics.

• Target Audience Marketing o Create and execute marketing strategies for undergraduate, graduate, transfer, online, competency-based education, adult learner, commuter, Dallas-area, out-of-area, out-of-state, and other key student segments.

o Develop strategies for academic program promotion, college or department campaigns, institutional priorities, public awareness, and community engagement.

o Support marketing for regional public university positioning within or near major metropolitan markets.

o Implement digital advertising, search, social, display, streaming, print, outdoor, and other channel strategies aimed at enrollment growth, program promotion, reputation building, or engagement.

o Optimize messaging and channels based on audience behavior, performance data, market conditions, and feedback.

• Marketing Plans and Promotional Campaign Development o Develop marketing plans and promotional campaigns for colleges, academic programs, campuses, instructional sites, modalities, departments, events, initiatives, and other University priorities.

o Create campaign strategies that identify target audiences, goals, key messages, recommended channels, creative needs, timelines, budget considerations, and performance measures.

o Support promotional planning for academic program launches, enrollment pushes, awareness campaigns, recruitment events, college-level initiatives, community events, donor or alumni engagement efforts, and other institutional activities.

o Develop campaign materials that may include digital ads, social media content, email copy, direct mail pieces, print materials, outdoor advertising concepts, web or landing page copy, event promotion assets, and public relations materials.

o Provide recommendations for how campaigns should be sequenced across channels to support awareness, engagement, inquiry generation, attendance, enrollment, or other defined outcomes.

• Public Relations, Media Relations, Editorial, and Earned Media Support o Prepare press releases, media advisories, talking points, story summaries, media briefing materials, editorial content, and related communications.

o Support institutional announcements, academic achievements, campus events, leadership messaging, faculty expertise, student success stories, research visibility, community engagement, and other University priorities.

o Develop earned media strategies that identify story angles, target outlets, timing, spokespeople, proof points, and recommended outreach approaches.

o Facilitate media outreach and engagement to highlight institutional priorities and strengthen regional, statewide, and national visibility where appropriate.

o Support management of media inquiries and coordination of press events, interviews, faculty expert opportunities, editorial placements, or other earned media activities.

o Provide writing, editing, and editorial support for public-facing institutional content, feature stories, campaign narratives, opinion pieces, executive messages, and related communications.

o Provide monitoring, reporting, and recommendations related to media coverage, earned media performance, audience reach, sentiment, and public visibility.

• Media Buying

East Texas A&M University RFQ-26-0003 Page 11 of 25 o Develop media plans across digital, print, broadcast, streaming, connected TV, social, search, outdoor, transit, and other paid channels tailored to prospective student recruitment, graduate enrollment, academic program promotion, campaign launches, public awareness, event promotion, or other institutional goals.

o Negotiate, place, traffic, and manage media buys in alignment with institutional budgets, timelines, brand standards, and compliance requirements.

o Monitor media performance and provide reporting on reach, engagement, cost efficiency, conversions, return on investment, and other relevant metrics.

o Provide optimization recommendations during and after campaign activity.

• Creative and Content Development o Conceptualize and produce campaign creative for admissions, academic programs, colleges, departments, institutional campaigns, public relations, events, social media, websites, and other uses.

o Develop graphics, advertising assets, digital content, print materials, social media content, videos, photography, copywriting, program brochures, one-pagers, templates, presentations, and related materials.

o Provide rapid production and adaptation of creative assets suitable for multiple platforms, audiences, and campaign needs.

o Support template development for repeatable use by colleges, departments, programs, and University teams.

o Translate complex academic, institutional, or technical information into clear, compelling, audience-ready communications.

• Program, Sub-Brand, and Brand Extension Platform Development o Develop marketing platforms, messaging systems, visual concepts, and campaign frameworks for academic programs, colleges, departments, campuses, modalities, initiatives, or other University priorities.

o Support the development of sub-brand or brand extension platforms that align with the University’s institutional brand while allowing distinct programs, campuses, modalities, or initiatives to communicate clearly to specific audiences.

o Translate complex academic models, delivery formats, or institutional priorities into clear market-facing platforms, including audience positioning, messaging architecture, creative direction, campaign concepts, and implementation guidance.

o Support work related to specialized offerings such as competency-based education, online programs, graduate programs, commuter-site programs, workforce-aligned pathways, academic program clusters, or new strategic initiatives.

o Provide guidance on how program-level, college-level, campus-level, modality-level, or initiative-level platforms should connect to the University’s broader brand standards, voice, visual identity, campaign direction, and enrollment goals.

o Develop sample applications or launch materials that may include digital ads, social media assets, landing page concepts, print materials, outdoor advertising concepts, email messaging, media narratives, or other campaign-ready assets.

• Digital, Web, UX/UI, and Landing Page Support o Support web strategy, digital experience planning, landing page strategy, and conversion-focused content structure.

o Provide user experience (UX) and user interface (UI) recommendations for marketing pages, academic program pages, campaign landing pages, college or department pages, and other public-facing digital experiences.

o Support page design, wireframing, layout concepts, content hierarchy, navigation recommendations, and calls-to-action designed to improve audience engagement and conversion.

o Support information architecture, web architecture recommendations, site structure improvements, page consolidation, and user journey improvements.

East Texas A&M University RFQ-26-0003 Page 12 of 25 o Provide recommendations for website redesign, page redesign, content redesign, and implementation planning in coordination with University web, marketing, communications, and digital teams.

o Provide landing page copy, web content planning, SEO support, metadata recommendations, digital template recommendations, and accessibility-aligned content guidance.

o Support web and digital work related to enrollment marketing, graduate programs, online programs, competency-based education, academic program pages, commuter-site recruitment, instructional sites, events, and other institutional priorities.

o Coordinate with University web, marketing, communications, and digital teams as required to support implementation, review, testing, and launch.

• Social Media Management o Develop and schedule organic and paid content for social channels targeting prospective students, current students, alumni, parents, community stakeholders, campus life promotion, academic programs, research highlights, events, and institutional priorities.

o Support social content planning, creative development, copywriting, short-form video concepts, and campaign extensions.

o Conduct social listening, community management support, and reporting where appropriate.

o Support paid social media campaigns, including creative adaptation, audience targeting, placement, monitoring, and optimization.

• Analytics and Performance Measurement o Configure campaign tracking and analytics tied to enrollment metrics, inquiry generation, applications, event participation, digital engagement, media performance, and other goals.

o Provide pre-campaign, in-campaign, and post-campaign reporting.

o Deliver insights, recommendations, and actionable next steps based on campaign performance.

o Support dashboarding, campaign summaries, executive reporting, or case-study-style final reporting as requested.

• Event and Activation Support o Support marketing, communications, creative, media, and public relations needs related to campus events, virtual open houses, informational sessions, community activations, recruitment events, academic showcases, and other institutional events.

o Develop event campaigns, promotional materials, digital ads, social content, signage, talking points, media materials, and follow-up communications as needed.

• Project Management and Reporting o Assign a primary institutional liaison for each project and provide regular project updates.

o Submit status reports, timelines, drafts, and final deliverables within agreed deadlines.

o Maintain transparent documentation of scope, timeline, budget, deliverables, approvals, and revisions.

o Utilize collaborative tools and maintain transparent documentation.

o Demonstrate the capacity to support both comprehensive engagements and smaller quick-turn assignments.

• General Requirements:

o Demonstrate capacity to initiate and complete projects within a strict 90-day window.

o Exhibit experience in higher education or closely related fields, and in marketing to diverse audiences including students, parents, alumni, faculty, staff, employers, community members, and regional stakeholders.

o Demonstrate understanding of regional public universities and the competitive environment in which they operate.

o Demonstrate understanding of urban, commuter, online, competency-based, graduate, out-of-area, and out-of-state recruitment markets.

o Display flexibility in staffing and resources to meet urgent institutional needs.

East Texas A&M University RFQ-26-0003 Page 13 of 25 o Provide clear scopes of work, timelines, deliverables, staffing plans, and pricing for each assignment.

o Ensure all work complies with relevant regulations, accessibility standards including ADA and WCAG where applicable, University policies, procurement requirements, and project-specific requirements.

o Ensure all work complies with East Texas A&M University brand guidelines, visual identity standards, editorial standards, communications protocols, and any project-specific guidance provided by Marketing and Communications.

• Coordination, Approval, and Brand Compliance:

o All work performed under this vendor pool must be coordinated with and approved by the East Texas A&M University Chief Marketing Officer or the Chief Marketing Officer’s designee.

o Vendors may not begin creative development, publish materials, distribute communications, place media, release public-facing content, or deliver final assets for use without appropriate review and approval by the Chief Marketing Officer or designee.

o Vendors are responsible for ensuring that all materials maintain consistency with the University’s approved brand expression, institutional messaging, tone, logo usage, typography, color palette, photography style, campaign direction, and communications standards.

o All use of East Texas A&M University names, logos, marks, trademarks, trade names, taglines, mascots, campaign marks, and related institutional identifiers must be reviewed and approved prior to use.

o Vendors may not alter, recreate, distort, combine, or otherwise modify University marks or identifiers except as expressly approved by Marketing and Communications.

o The University reserves the right to require revisions to any work that does not comply with approved brand standards, communications expectations, accessibility requirements, institutional messaging direction, trademark requirements, or trade name requirements.

Ownership of Work Product and Intellectual Property:

o Unless otherwise expressly agreed in writing, all deliverables, work products, concepts, copy, designs, templates, campaign materials, media materials, research reports, plans, strategies, source files, editable files, and other materials created specifically for East Texas A&M University under any awarded project shall become the property of East Texas A&M University upon completion and payment.

o The University shall have the perpetual right to use, reproduce, edit, adapt, publish, distribute, display, archive, and otherwise use the work products for University purposes without additional permission or additional fees, unless otherwise expressly stated in an approved agreement.

o Vendors shall provide final deliverables in agreed-upon formats and, when applicable, provide editable files, source files, native design files, working documents, templates, images, graphics, copy, and related production materials necessary for the University to use and maintain the work after project completion.

o Vendors shall not reuse, resell, license, publish, or distribute University-specific work products, confidential materials, institutional strategies, campaign materials, or deliverables created for East Texas A&M University without prior written approval from the University.

o Vendors are responsible for identifying any third-party materials, stock assets, fonts, software, licenses, or other items incorporated into the work and for ensuring that the University has appropriate rights to use those materials for the intended purpose.

o Any exceptions to University ownership, usage rights, or delivery of source files must be clearly identified in the vendor’s proposal and approved in writing before work begins.

Deliverables:

o Detailed project work plans, drafts, and completed deliverables as specified per assignment.

East Texas A&M University RFQ-26-0003 Page 14 of 25 o Research plans and findings, as applicable.

o Messaging frameworks, marketing plans, campaign strategies, program platforms, sub-brand platforms, or brand extension platforms, as applicable.

o Creative briefs, campaign concepts, draft and final copy, digital ads, social media assets, print materials, outdoor advertising creative, landing page concepts, templates, and related campaign-ready assets, as applicable.

o Web strategy, UX/UI recommendations, wireframes, page design concepts, information architecture recommendations, site structure recommendations, content hierarchy, navigation recommendations, redesign recommendations, and implementation plans, as applicable.

o Media plans, media buys, placement documentation, and performance reporting, as applicable.

o Public relations materials, press releases, media advisories, talking points, briefing materials, editorial content, and earned media reporting, as applicable.

o Final report or case study upon project completion.

3.3 Statement of Qualifications

RESPONDENTS SHALL CAREFULLY READ THE INFORMATION CONTAINED IN THE

FOLLOWING CRITERIA AND SUBMIT A COMPLETE STATEMENT OF

QUALIFICATIONS TO ALL ITEMS IN THEIR AREA OF STAFFING AND MANAGEMENT

EXPERTISE. RESPONSE SHALL BE FORMATTED AS DIRECTED. INCOMPLETE

QUALIFICATIONS MAY BE CONSIDERED NON-RESPONSIVE AND SUBJECT TO

REJECTION.

3.3.1 CRITERION ONE

Respondent’s Statement of Qualifications and Availability to Undertake the Services:

• Provide a statement of interest including a narrative describing the firm’s qualifications pertaining to personnel.

• Provide a statement on the availability and commitment of the firm and named assigned personnel to undertake the services.

• Provide a brief history of the firm including all office location(s), legal status and officers.

• Address the firm’s “Specific Qualifications” for and ability to perform the “Scope of

Services” in the specific area of expertise.

3.3.2 CRITERION TWO

Company Background:

• Is your firm currently for sale or involved in any transaction to expand or to become acquired by another business entity? If yes, please explain the impact both in organizational and directional terms.

• Provide any details of all past or pending litigation or claims filed against your firm that would affect your firm’s performance under a contract with ETAMU.

• Is your firm currently in default on any loan agreement or financing agreement with any bank, financial institution, or other entity? If yes, specify date(s), details, circumstances, and prospects for resolution.

• Does any relationship exist by relation, business association, or any other such kinship between your firm and any A&M System employee, officer or Regent? If so, please explain.

• Provide a claims history under insurance for the past five (5) years for the company and any team members proposed to provide services.

3.3.3 CRITERION THREE

Respondent’s Performance on Past Representative Projects:

List three (3) examples of relevant, previous projects undertaken by the firm that best demonstrate the firm’s capacity and expertise to fulfill the requirements of the stated services.

East Texas A&M University RFQ-26-0003 Page 15 of 25

Each example should be well organized, and, when applicable, identify key personnel proposed for the ETAMU contract who worked on the example project. List the projects in order of priority, with the most relevant project listed first. Provide the following information for each project listed:

o Project name, location, and description.

o Description of services the firm provided for the project and office location that supported the services.

References shall be considered relevant based on specific project participation and experience with the Respondent. ETAMU may contact the references provided or any other references deemed relevant at any time during this RFQ process.

Note: Examples that involve public higher education institutions are preferred. Past experience in the state of Texas and demonstrated knowledge and understanding of Texas markets is also preferred.

3.4 VetHUB Participation Plan

Each respondent is required to submit a VetHUB Participation Plan that details HUB outreach and recruitment efforts. FAILURE TO SUBMIT A COMPREHENSIVE, ACCEPTABLE VetHUB

PARTICIPATION PLAN WILL BE CONSIDERED A MATERIAL FAILURE TO COMPLY

WITH THE REQUIREMENTS OF THE RFP AND WILL RESULT IN REJECTION OF THE

RESPONSE.

The Participation Plan shall include the following:

• The Respondent shall state whether it is a Texas certified VetHUB.

• The Respondent shall state that it intends to meet or exceed the stated East Texas A&M

University VetHUB goal of 2%.

• Provide a sample solicitation notice letter that will be sent to VetHUB vendors for the subcontracting opportunities. The notice shall, in all instances, include the scope of work, information regarding location to review plans and specifications, information about insurance requirements, and identify a contact person.

• Provide a sample solicitation letter that will be sent to trade organizations or development centers for subcontracting opportunities. The notice shall, in all instances, include the scope of work, information regarding location to review plans and specifications, information about bonding and insurance requirements, and identify a contact person.

• Provide a list of the trade organizations or development centers that you intend to work with in your outreach efforts.

• Provide documentation that describes how you intend to locate the VetHUB vendors for solicitation – Will you use the CMBL listings? Will you advertise in trade organization newsletters or newspapers? Etc.

• Provide a statement if self-performing services include an explanation as to how your company will perform this entire scope with its own employees, supplies, materials and/or equipment.

In the event that the respondent determines a subcontractor(s) will be used, the respondent WILL BE required to make a good faith effort and complete the State of Texas Subcontracting Plan. The State of Texas Subcontracting Plan can be found at:

https://comptroller.texas.gov/purchasing/vendor/hub/forms.php

For information regarding the East Texas A&M University VetHUB Program and Subcontracting requirements, please contact Mr. Travis Ball, at Travis.Ball@etamu.edu or 903-886-5060.

https://comptroller.texas.gov/purchasing/vendor/hub/forms.php

East Texas A&M University RFQ-26-0003 Page 16 of 25

Awarded Respondents

If awarded a project as a result of an Agreement, the vendor may be required to complete a revised subcontracting plan in full to identify the subcontractors needed for that specific project and the applicable percentages.

East Texas A&M University RFQ-26-0003 Page 17 of 25

SECTION 4

GENERAL TERMS AND CONDITIONS

4.1 Dispute Resolution

The dispute resolution process provided in Chapter 2260, Texas Government Code, and the related rules adopted by the Texas Attorney General pursuant to Chapter 2260, shall be used by East Texas A&M and Vendor to attempt to resolve any claim for breach of contract made by Vendor that cannot be resolved in the ordinary course of business. Vendor shall submit written notice of a claim of breach of contract under this Chapter to the President and CEO, who shall examine Vendor’s claim and any counterclaim and negotiate with Vendor in an effort to resolve the claim.

4.2 Insurance

Respondent shall obtain and maintain, for the duration of a resultant agreement or longer, the minimum insurance coverage set forth below. With the exception of Professional Liability (E&O), all coverage shall be written on an occurrence basis. All coverage shall be underwritten by companies authorized to do business in the State of Texas or eligible surplus lines insurers operating in accordance with the Texas Insurance Code and have a financial strength rating of A- or better and a financial strength rating of VII or better as measured by A.M. Best Company or otherwise acceptable to A&M System. By requiring such minimum insurance, A&M System shall not be deemed or construed to have assessed the risk that may be applicable to Respondent under a resultant agreement. Respondent shall assess its own risks and if it deems appropriate and/or prudent, maintain higher limits and/or broader coverage.

Respondent is not relieved of any liability or other obligations assumed pursuant to a resultant agreement by reason of its failure to obtain or maintain insurance in sufficient amounts, duration, or types. No policy will be canceled without unconditional written notice to ETAMU at least ten days before the effective date of the cancellation.

Coverage Limit

A. Worker’s Compensation

Statutory Benefits (Coverage A) Statutory Employers Liability (Coverage B) $1,000,000 Each Accident $1,000,000 Disease/Employee $1,000,000 Disease/Policy Limit

Workers’ Compensation policy must include under Item 3.A. on the information page of the workers’ compensation policy the state in which work is to be performed for ETAMU. Workers’ compensation insurance is required, and no “alternative” forms of insurance will be permitted.

B. Automobile Liability Business Auto Liability Insurance covering all owned, non-owned or hired automobiles, with limits of not less than $1,000,000 Single Limit of liability per accident for Bodily Injury and Property Damage;

If a separate Business Auto Liability policy is not available, coverage for hired and non-owned auto liability may be endorsed on the Commercial General Liability policy.

C. Commercial General Liability

Each Occurrence Limit $1,000,000 General Aggregate Limit $2,000,000 Products / Completed Operations $1,000,000 Personal / Advertising Injury $1,000,000 Damage to rented Premises $300,000 Medical Payments $5,000

East Texas A&M University RFQ-26-0003 Page 18 of 25

The required commercial general liability policy will be issued on a form that insures Respondent’s or its subcontractors’ liability for bodily injury (including death), property damage, personal and advertising injury assumed under the terms of a resultant agreement.

Umbrella Liability Insurance $5,000,000

Additional Endorsements The Auto and Commercial General Liability Policies shall name the Texas A&M University System Board of Regents for and on behalf of The Texas A&M University System as additional insureds.

D. Professional Liability (Errors & Omissions) Insurance with limits of not less than $1,000,000 each occurrence, $2,000,000 aggregate. Such insurance will cover all professional services rendered by or on behalf of Respondent and its subcontractors under a resultant agreement. Renewal policies written on a claims-made basis will maintain the same retroactive date as in effect at the inception of a resultant agreement. If coverage is written on a claims-made basis, Respondent agrees to purchase an Extended Reporting Period Endorsement, effective for two (2) full years after the expiration or cancellation of the policy. No professional liability policy written on an occurrence form will include a sunset or similar clause that limits coverage unless such clause provides coverage for at least three (3) years after the expiration of cancellation of a resultant agreement.

E. Respondent will deliver to ETAMU:

Evidence of insurance on a Texas Department of Insurance approved certificate form verifying the existence and actual limits of all insurance after the execution and delivery of a resultant agreement and prior to the performance of any services by Respondent under a resultant agreement. Additional evidence of insurance will be provided on a Texas Department of Insurance approved certificate form verifying the continued existence of all required insurance no later than thirty (30) days after each annual insurance policy renewal.

All…