Final_RFI_415_2500000005_1_SO_FORM.PDF

Document ID: RFI 415 2500000005 Page: 1

Commonwealth of Kentucky

SOLICITATION

Modification: No Version #:

TITLE: Futuriti - Digital Marketing

Date Issued:

07/10/2025 Record Date:

07/02/2025

Solicitation Closes Date:

08/07/2025 Time:

14:00

Solicitation No:

RFI 415 2500000005

Online Bidding Prohibited: No For Information Call:

Claudette Tracy 502-782-3018

Bid Receiving Location:

Council on Postsecondary Education Kara Couch 100 Airport Road, 2nd Floor

Frankfort KY 40601

Vendor Customer Number:

Vendor Name:

Phone Number:

Fax Number:

Email Address:

Ordering

Address:

City, State, Zip:

Contact Name:

Contact Email:

Contact Phone Number:

Payment

Address:

City, State, Zip:

Contact Name:

Contact Email:

Contact Phone Number:

Ownership Type

__ Sole Proprietorship __ Partnership __ Corporation __ Other_________________________

SIGNATURE OF AUTHORIZED AGENT IS REQUIRED UNLESS RESPONSE

IS SUBMITTED ELECTRONICALLY. FAILURE TO SIGN SHALL RENDER

THE BID INVALID.

Signature X_________________________________________ FEIN#____________________ Date____________

All offers subject to all terms and conditions contained in this solicitation.

Document ID: RFI 415 2500000005 Page: 2

Line Items

Commodity Group: Default

Line CL Description Quantity UOM Unit Cost Line Total or Contract Amnt

1 Futuriti Digital Marketing

Comm Code Comm Description Manufacturer Model # Manuf Part #

96153 Marketing Services (Incl. Distribution, Research, Sales Prom

Extended Description

4 Futuriti Digital Marketing

91876 Marketing Consulting

5 Futuriti Digital Marketing

96179 Trade Services (Facilitation, Information, Marketing, Promot

Shipping Information Council on Postsecondary Education

100 Airport Road, 2nd Floor

Frankfort KY 40601

Billing Information Council on Postsecondary Education

100 Airport Road, 2nd Floor

Frankfort KY 40601

Document ID: RFI 415 2500000005 Page: 3

Submission Checklist

The following items will be required to be submitted with bid:

Item

Request for Information (RFI)

SECTION A: INTRODUCTION

The Kentucky Council on Postsecondary Education (CPE) Student Access and Success Unit is soliciting informational proposals from qualified parties in accordance with the terms of this Request for Information (RFI).

CPE seeks information and suggestions for solicitation documents and procurement process related to the execution of an online digital campaign aimed at driving website traffic from specific Kentucky-based audiences (as defined below) to the college and career navigation website, Futuriti.org. As funding is made available, CPE intends to procure a vendor to employ digital marketing strategies to reach households in the state where at least one of the following demographics or conditions exist:

- Adults with no high school diploma

- No college credential

- Prior incarceration

- Some college experience but no degree

- Receiving unemployment benefits

- Receiving Medicaid or other public benefits

- Median household income below $25,000 per year

- Search engine history of employment opportunities

- Search engine history of college opportunities

Responding vendors should have the technology and data to identify these households and the means to reach them through various digital strategies. CPE will provide marketing visuals including images, text, and videos to the marketing agency which will develop and execute a strategy to deliver the ads via web pages, search engines, online streaming services and other visual mediums. CPE reserves the right to require the agency to target specific geographic regions where an above average percentage of median household incomes are below the state average.

This is a Request for Information (RFI). No award will be made because of this solicitation.

Instructions and Notifications to Offerors:

• CPE invites feedback from the industry on any questions or requirements posed in this RFI.

Please note it is not a requirement to answer all questions.

• All costs associated with developing or submitting responses to this RFI, or to provide oral or written clarification of its content shall be borne by the vendor. CPE assumes no responsibility for any costs.

• Responding to this RFI is not a pre-requisite to participating in a future procurement process. A respondent may choose to not respond to this RFI and still participate in any

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2500000005 Final Futuriti - Digital Marketing Total Pages: 7 subsequent Request for Proposals (RFP) process for the Project. Respondents choosing to respond to this RFI will not, merely by virtue of submitting such a response, be deemed to be “bidders” or “proposers” on the Project in any sense, and no such respondent will have any preference, special designation, advantage or disadvantage whatsoever in any subsequent procurement process for the Project.

Project Overview:

By 2031, 63% of Kentucky careers, or 1.3 million jobs, will require training or education after high school. Right now, only 55% of people in the state have a certificate or degree. Futuriti was created to help Kentuckians find opportunities to get these credentials. The website, futuriti.org, provides a space where Kentuckians can find information about careers, education, financial aid, and job opportunities—all in one place.

The site includes job descriptions and wages for more than 700 careers; Highlights of in-demand Kentucky careers; Cost, completion and debt information on all public and private universities, community colleges, and technical schools in the Commonwealth; A listing of the majors offered at Kentucky public and private universities; All career pathways offered at each high school and technical center.

Futuriti’s mission is to inspire Kentuckians to become trained and credentialed, with increased earnings. Kentucky’s current working-age population is more than 2.7 million people. Futuriti’s target audience is the 1.4 million working-age Kentuckians without credentials. If just 5% of those

1.4 million are inspired by Futuriti, 55,000 working-age Kentuckians could have a credential or be working towards one this time next year.

The goal of this marketing campaign will be to drive traffic of the working-age audience described above to Futuriti.org and for those audience members to meaningfully engage with the website contents.

SECTION B: REQUEST FOR INFORMATION

This RFI outlines the type of information being solicited and response structure requested from potential respondents.

Scope and Objectives

CPE is seeking input from digital marketing agencies on costs, timelines, and success rates of similar campaigns to reach the audiences described above through digital means, which could include internet, streaming television, mobile phones and other digital devices.

To that end, CPE is issuing this RFI to gather ideas, costs to include in budget requests, and recommendations on how to proceed with delivering the Project.

Information Requested

In responding to the items below, please include details and/or example projects in your responses for clarification, as applicable. Please skip questions that do not apply to your organization.

1. Firm Information

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Provide your name, contact information, and the firm you represent.

2. Prior Experience

Please provide a summary of your firm’s experience with projects of similar size and scope.

3. Cost

Can you estimate the total cost for a year-long campaign? If so, how much could CPE expect to spend from July 1, 2026 to June 30, 2027?

4. Technology Strategies

Can you describe the technological strategies you will employ to reach the audiences outlined in the introduction?

5. Alternative Methods

Based on the mission of Futuriti as described in the Project Overview, would you propose any alternative methods to reach the intended audiences? If so, please describe.

6.Other

a. Are there any other considerations or factors you believe should be considered to ensure the success of this project?

b. Confirm if your organization is interested in participating in a potential one-on-one meeting to further explore and explain your responses to this RFI.

SECTION C: SUBMISSION REQUIREMENTS AND DUE DATE

Respondents are asked to provide, by August 07, 2025, written responses to the questions posed above in a concise format. Responses shall be no longer than five (5) pages in PDF format.

Responses shall be submitted by email no later than 2:00 PM EST on August 07, 2025, and marked as follows:

To: Claudette Tracy

Claudette.Tracy@ky.gov

Subject: RFI #1 Futuriti Digital Marketing Strategies

SECTION D: POTENTIAL IN-PERSON CLARIFICATION MEETING

In the event CPE would like to seek clarification on any responses provided, responders may be invited to participate in an in-person meeting with representatives from CPE. Contact to schedule the meeting will be made following the closing date for submissions under this RFI. If a meeting is held, the content of the meeting shall be restricted to clarifications of the provided responses and responders will not be allowed to ask questions regarding the planned solicitation of procurement documents.

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Any costs associated with the in-person meeting shall be borne by the Respondent, and CPE will not reimburse participating responders for their attendance and participation in the meeting.

Disclaimer

This Request for Information is solely for information and planning purposes and does not constitute a Request for Proposal. All information received in response to the RFI and marked as “Proprietary” will be handled accordingly. Responses to the RFI cannot be accepted by the Government to form a binding contract. No award will be made because of this solicitation, and because no award will be made, proposals WILL NOT be in the public domain. Responses to the RFI will not be returned. Respondents are solely responsible for all expenses associated with replying to this RFI.

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