Questions and Answers for RFP USD09082026 - Final.docx

Questions and Answers for RFP USD09082026 – Marketing, Communications and Public Relations

1. What services are currently provided by outside agency partners, and will this contract consolidate any existing PR, media or marketing agency relationships?

A: USD is seeking an agency partner to support public relations and paid media. In 2024, USD issued separate RFPs for these services and selected one agency to handle both. This RFP consolidates those services into one request.

2. How is the approximately $100K annual retainer allocated today across strategic communications, PR/media relations and other consulting services?

A: The $100,000 annual retainer is used for public relations support only.

3. Are media planning/buying/optimization fees intended to sit outside the $100K retainer and the stated media placement budget?

A: Yes.

4. Does USD anticipate a significant brand/positioning initiative associated with the development of its next strategic plan, or is the expectation primarily to work within the existing brand?

A: The selected agency will work primarily within USD’s existing brand.

5. Roughly how much additional creative/project work has USD historically commissioned outside its annual agency agreement?

A: USD outsources most video production. Nearly all other creative work is handled in-house.

6. Does “availability to” and “familiarity with” the project locale indicate an expectation for routine on-campus presence, and if so, at what cadence?

A: Yes. On-campus presence is expected at least quarterly.

7. Section 5.2.3.2 requires “a specific point-by-point response, in the order listed, to each requirement in the RFP” and states that “the response should identify each requirement being addressed as enumerated in the RFP.” However, the Scope of Work in Section 3.0 is presented as unnumbered bullet points, with several additional requests included in the narrative. Section 4.3 also requires information for at least three comparable contracts, but references are not identified as a separate heading under Section 5.2. Can you confirm which sections should be addressed within the point-by-point response, whether offerors should assign their own numbering to the Section 3.0 requirements and where the information required under Section 4.3 should appear in the proposal?

A: Offerors should respond to each point listed in Section 3.0. The responses do not have to be numbered, just addressed. References (Section 4.3) can be addressed after responding to the criteria in 3.0.

8. The Schedule of Activities lists the proposal submission deadline as October 16, 2026, but does not specify a submission time or time zone. Can you confirm the exact time and applicable time zone for the deadline?

A: We will accept responses up to 11:59 pm CST on the 16th.

9. Section 5.2.4 states that cost will be evaluated independently from the technical proposal. Should the cost proposal be submitted as a separate attachment or included as a separately labeled section within the primary proposal document?

A: Either approach is acceptable.

10. Section 6.1 outlines several evaluation factors. Could you share the percentage weights or point distribution assigned to each criteria?

A: All factors are evaluated equally.

11. With contract negotiations expected to wrap up in late October, what would be your ideal target date or launch window for having the initial work live in-market?

A: December 2026.

12. Have you previously worked with an external agency partner for these services, or would this be a new agency partnership structure for USD?

A: Yes. USD currently works with an external agency partner.

13. What have been USD’s biggest marketing challenges or pain points over the past few years that you’re hoping this partnership will help address?

A: Key challenges include public relations, consistent and relevant messaging, and brand identity.

14. What marketing tactics and media channels have you used in the past?

A: USD has used print, digital, out-of-home, television and radio.

15. The RFP notes that creative development may be handled on an as-needed project basis outside of the $100,000 retainer. Is there any creative development anticipated as part of the initial scope, or do you already have creative assets in place?

A: No creative development is requested as part of the initial scope. Existing creative assets are in place.

16. How do you envision our teams collaborating throughout the partnership, particularly around meeting frequency and format, project briefing, and decision-making and sign-off processes?

A: USD expects weekly meetings to review priorities, projects and performance. The agency will provide project management support and strategic recommendations, while USD will retain final approval authority.

17. Is the university open to awarding to more than one vendor?

A: No.

18. Is the university open to vendors submitting proposals for one specific aspect of the scope?

A: No.

19. How would the university define the primary, secondary, and tertiary geographic markets it serves?

A: Primary: eastern South Dakota. Secondary: the rest of South Dakota and South Dakota Advantage states. Tertiary: all other markets.

20. Section 3.0 indicates that USD will allocate funds for paid media placement, and asks offerors to identify all fees, commissions and costs associated with media planning, buying and optimization. Can you confirm whether media placement is expected to be invoiced through the selected agency or paid directly by USD to the media outlets? If media is invoiced through the selected agency, can you confirm whether media costs would be funded in advance of placement or reimbursed following placement?

A: The agency will pay media costs directly and USD will reimburse the agency after placement.

21. The RFP does not address sales or use tax. Should the cost proposal be presented exclusive of any applicable South Dakota sales or use tax, and can you confirm whether USD will provide a tax exemption certificate to the selected agency?

A: Please present exclusive of sales/use tax. USD will provide the awarded offeror with a certificate of exemption.

22. What existing first-party audience data will be available to the selected agency for targeting, retargeting and campaign measurement?

A: Data availability will vary by project.

23. Are there specific audiences or enrollment priorities USD would like the proposed strategy to emphasize, such as undergraduate, graduate, online, transfer or specific academic programs?

A: Reputation-focused audience engagement is the highest priority, and all stakeholder groups are important. From an enrollment perspective, undergraduate programs and USD-Sioux Falls are key priorities.

24. Are there specific KPIs or benchmarks USD will use to evaluate the success of the agency partnership, particularly related to enrollment, reputation, engagement and earned media?

A: Success will be measured primarily through earned media placements, impressions and audience engagement. The selected agency may also recommend additional benchmarks aligned with USD’s reputation and enrollment priorities.

25. Does the admissions team currently use a CRM that will need to be integrated into campaign tracking and measurement?

A: Yes. USD uses Slate.

26. Should the proposal include website creative or recommendations, even though website updates and management are not specifically included in the RFP?

A: Recommendations are welcome.

27. Does USD purchase prospect lists from Encoura, College Board or other sources? If so, will those lists be available to the selected agency?

A: Yes. Prospect lists may be shared on a case-by-case or campaign-by-campaign basis.

28. Are there specific geographic markets or priority areas USD would like the proposed media strategy to focus on?

A: See question 19.

29. What would the university like to see in their agency partnership?

A: USD seeks an agency partner that brings specialized expertise, works collaboratively with internal teams and serves as an extension of Central Marketing. The agency should provide strategic guidance, proactive recommendations and reliable support in advancing USD’s reputation and marketing priorities.

30. How does the university define success with an agency partnership?

A: See question 24.

31. On page 8, Section 3.0 of the RFP, first bullet: What measurable outcomes/KPIs will be evaluated to determine success?

A: See question 24.

32. On page 8, Section 3.0 of the RFP, second bullet: What markets should be included for consideration? Is it predominantly a radius around the Vermillion and Sioux Falls, or are there other priority markets?

A: See question 19.

33. On page 8, Section 3.0 of the RFP, fifth bullet: Does the university anticipate additional proactive public relations beyond reputational brand and market presence such as crisis communications?

A: No.

34. On page 8, Section 3.0 of the RFP, ninth bullet: How does the university weigh the importance of raising overall awareness in key markets vs. driving online events to prospective students? What percentage/weight would you apply to each?

A: Overall awareness: 70%. Prospective student actions: 30%.

35. On page 8, Section 3.0 of the RFP, 11th bullet: How does the university prioritize its target audiences?

A: See question 19.

36. What is the target geography for your enrollment strategy?

A: See question 19.

37. Do you have some national media examples you have worked with in the past?

A: No.

38. Can USD provide an overview of its current paid media mix and the channels that have historically represented the largest portion of its media investment?

A: Digital: approximately 35%; out-of-home: 20%; television: 20%; print: 15%; other: 10%.

39. Among the goals identified in the RFP, enrollment, reputation, engagement and advancement, are there specific priorities USD expects to receive greater emphasis during the first year of the engagement?

A: Priorities are reputation first; enrollment and engagement second; and advancement third.

40. What PR and media relations capabilities currently exist within USD's internal team? Is the selected agency expected to lead proactive media relations and pitching, or primarily supplement and provide strategic counsel to USD's existing communications staff?

A: The selected agency will lead proactive media relations and pitching.

41. Are there specific KPIs, reporting platforms or attribution methodologies USD currently uses and expects the selected agency to maintain, or is USD looking to the selected agency to recommend a measurement and reporting framework?

A: See question 31. Recommendations will also be welcome.

42. From your perspective, what is the current reputation of your university?

A: Most stakeholders view USD positively, although some have broader concerns about higher education in general.

43. Where do you think you’re already winning? Both academically and culturally.

A: USD is performing well academically, with strong programs and stable enrollment. Culturally, the university offers a vibrant campus community and a strong sense of connection. These strengths provide a strong foundation for building USD’s reputation and elevating faculty expertise and institutional thought leadership.

44. Where do you think you’re lagging? Both academically and culturally.

A: USD’s opportunity is not a lack of academic or cultural strengths, but a need to communicate those strengths more consistently and broadly. The university can do more to elevate faculty expertise, advance thought leadership and build greater awareness of USD’s impact beyond its traditional markets.

45. What is your ideal month/timing for the relationship to kick off?

A: December 2026

46. How many firms were invited to respond to this RFP?

A: There are not a specific number of firms that were invited. Any firm that wants to submit a proposal can.

47. How were agencies selected to respond to this RFP?

A: There are no criteria for agencies to be selected. All are welcome to submit offers.

48. When was the last time USD did a brand strategy/positioning exercise?

A: Fall 2025.

49. How often do you expect the agency partner to be on-site?

A: See question 6.

50. Are 100% of marketing projects currently handled in-house? If not, how many marketing partners do you currently have?

A: Most marketing projects are handled in-house. Third-party partners support video production, public relations and media buying.

51. How do you currently manage and execute creative/production projects?

A: USD uses ClickUp to manage creative requests, priorities and project status. Most work is completed in-house, with select projects outsourced when specialized expertise is needed.

52. How many creative/production related projects would you anticipate in one year?

A: 6 - 12

53. What are the priority programs (Undergraduate/postgraduate)? What are the program durations and the fees?

A: Undergraduate programs – business, health sciences, interdisciplinary sciences.

54. What are the key target markets, how do they differ for each faculty/program area?

A: See question 19.

55. Can the university share details on the demographic characteristics of the target audience (age, career aspirations, language proficiency etc)?

A: Target audiences include traditional undergraduate students, graduate and professional students, transfer students, working adults and individuals seeking career advancement or new skills. Career aspirations vary by program, and campaigns should be tailored accordingly. English is the primary language for recruitment communications.

56. What is the current split of enrollment between domestic and international students, and what proportion of the target audience is expected to come from domestic versus international markets?

A: The agency will prioritize domestic enrollment.

57. Regarding the current split of enrollment between domestic and international students, is the intake expected to remain at this level throughout the two-year contract period, or is USD planning for year-on-year growth?

A: Enrollment marketing is not the overarching subject of the RFP. Those numbers may help with specific campaigns on a case-by-case basis but should not be considered the focus of this request. USD Marketing will work with the selected vendor if and when those cases arise.

58. Regarding the current split of enrollment between domestic and internations students, are you able to share details of previous year lead, application and enrolment volumes?

A: See question 57.

59. Are there specific industry verticals, employers, job titles, seniority levels, or alumni cohorts that USD would like to target or exclude for professional audience targeting?

A: Priority areas include business programs, leadership and professional development, and opportunities for upskilling and reskilling. Key audiences include working professionals seeking career advancement, employers investing in workforce development and alumni looking to expand their skills. Geographic emphasis should be placed on Sioux Falls and the broader South Dakota market.

60. Can USD share the number of applications required for each program, along with historical recruitment conversion metrics? Can these metrics be broken down by quarter/month to help align campaigns with key recruitment deadlines?

A: This information is not available. See question 57.

61. What is the lead lifecycle and follow-up journey once a lead is submitted? Will USD share lead-to-application and lead-to-enrolment conversion data from its CRM to enable campaign optimization?

A: Yes. USD will share relevant conversion data, but the partnership will focus primarily on reputation management.

62. The annual media spend is expected to range from $250,000 to $350,000. Will USD be able to share the previous year’s budget breakdown between paid media campaigns (e.g., Meta, Google) and additional campaign-specific investments (e.g., thought leadership opportunities, creative asset development, content production, etc.)?

A: See question 38.

63. Are there existing approved creative templates and a central brand asset repository that the agency can access?

A: Yes. USD Brand Guidelines are available at https://www.usd.edu/About/Departments-Offices-and-Resources/Marketing-Communications-and-University-Relations/Brand-Guidelines

64. Will USD provide dedicated landing pages and enable the implementation of tracking pixels/tags for campaign measurement and optimization?

A: Yes.

65. What is the anticipated service start date, and are there specific deliverables or campaign launches required within the first 90 days?

A: December 2026.

66. Can USD provide anticipated monthly activity levels, the number of concurrent campaigns, and known seasonal peaks to help proposers establish appropriate staffing?

A: Activity is generally consistent throughout the year, with weekly public relations work and ongoing media placement. August is typically busier due to the start of the academic year.

67. To help us staff and price the annual retainer, can USD clarify the expected division of work between its internal team and the agency? For example, will USD provide draft announcements, source content, and existing monitoring/reporting tools, or should the agency plan to develop and manage these? We understand additional creative and content-development projects may be scoped separately.

A: USD will provide written content. The agency will manage distribution and reporting.

68. Will Marketing & University Relations serve as the central point for requests, priorities, and consolidated approvals, including work originating from individual colleges and departments?

A: Central Marketing will be the initial point of contact. The agency may work directly with academic units and departments on a project-by-project basis.

69. What response times, on-site attendance, and evening or weekend coverage are expected? Does the base engagement include crisis communications support?

A: Yes, base engagement includes crisis communications support. Minimal evening and weekend coverage is expected. Quarterly on-site attendance is required for strategy and planning, along with support for three to five events per year.

70. What process will be used to scope, authorize, and schedule work outside the annual communications plan?

A: One-time projects will be scoped and approved as they arise. Central marketing will lead initial planning discussions.

71. Will monthly retainer billing be permitted?

A: Yes.

72. Section 2.15 versus the creative scope in Section 3.0: does USD's blanket IP ownership clause apply to creative and content deliverables, and will the agency retain rights to use resulting work in its own portfolio and case studies?

A: USD will own material created for it during the contractual agreement. We generally allow vendors to use that creative in their portfolio and case studies.

73. Section 2.4 states the State will not pay Contractor's expenses as a separate item, but Section 7.0 explicitly asks the cost proposal to itemize reimbursable expenses. Which governs?

A: Submitted invoices must be all-inclusive. Travel costs and other expenses are considered part of the quoted fee and will not be reimbursed as separate line items. However, those costs can be identified in the cost proposal.

74. How does this RFP's scope, which includes media planning, buying, negotiating and optimizing (Section 3.0), relate to USD's separate FY25 media-buying solicitation and whatever contract resulted from it?

A: Existing contracts may be transferred to the selected agency, if needed.

75. Does the South Dakota Board of Regents hold any system-level approval rights, brand standards, or messaging constraints that apply above USD's own Marketing & University Relations office?

A: The South Dakota Board of Regents may occasionally provide messaging guidance, but its involvement is minimal. Branding is managed by each institution.

76. What does "familiarity with the project locale," scored explicitly in Sections 6.1.4 and 6.1.5, mean in practice, established South Dakota media relationships, required travel cadence, or general regional market knowledge?

A: The Marketing Agency should be very familiar with the University of South Dakota, South Dakota and higher education in South Dakota. The agency will be expected to have a regular on-site presence.

77. Does the scope of this contract include creative development and production, or is it limited to media strategy and placement?

A: The agency may support creative work on a case-by-case basis. Most creative work will be handled by USD Marketing.

78. Does the scope encompass both undergraduate and graduate enrollment efforts?

A: Yes. However, reputation management is the contract’s primary objective.

79. Does the contract require category exclusivity, or would the selected agency be permitted to work with other higher education institutions in South Dakota?

A: This RFP only includes services for the University of South Dakota. No other Board of Regents’ institutions are in scope.

80. Are there other higher education campaigns that you admire?

A: University of Nebraska-Lincoln.

81. Do you have an ideal start and end date for this work? What is the expected implementation timeline?

A: December 2026.

82. Do you have a database of visual assets (photos, videos, existing ad material) to utilize for ad campaigns or should the creation of those assets be included in the proposal?

A: Creative asset development is not required for the proposal. Recommendations are welcome.

83. Do you currently use or want to be using media monitoring services like Cision, MuckRack, etc.?

A: MuckRack.

84. How do you currently measure ROI with external communications efforts?

A: USD currently measures return on investment through impressions, clicks and video views. We are also interested in working with the selected agency to develop a more comprehensive framework for evaluating audience engagement, reputation growth and the broader impact of external communications.

85. Who are the priority external audiences? How would you define them?

A: A: Priority audiences include prospective students, families, alumni, donors, and business and community leaders.

86. Are there approval processes or other workflows that should be considered in this RFP?

A: No.

87. Can you describe your team and how you typically work, what tools you use, and rough skill/specialty areas?

A: Written communications is the team’s primary strength. The team uses Adobe Creative Cloud for creative work, Sprout for social media, and ClickUp to manage project requests.

88. Have you utilized other agencies in the past? What did that engagement look like?

A: Yes. Past engagements included regular communication, collaboration, research and strategic planning.

89. Do you have a preference for working with a local agency?

A: USD will award to the highest ranked offeror regardless of whether they are local or not. However, availability to and familiarity with the project locale are both evaluation factors.

90. Could you clarify what "availability to the project locale" and "familiarity with the project locale" mean in practice? Is on-site presence or regular travel expected, or is demonstrated experience with the South Dakota/regional higher-ed and media market enough for an out-of-state agency to be evaluated competitively?

A. See question 6.

91. Does the annual retainer cover strategic planning, PR, and media relations exclusively, with creative and content production billed separately as project-based work regardless of scale?

A: Yes. The retainer covers those services exclusively.

92. Within the media budget, does the agency have full planning and buying authority, and should media commissions or fees be proposed as a percentage of that budget or built into the retainer?

A: Yes. The agency will have planning and buying authority. Commissions should be included in the media planning budget.

93. Of the services listed in Section 3.0, which does USD consider core priorities for year one, and which are more opportunistic or as-needed?

A: Public relations and paid media.

94. Is there a current or recently departed agency of record for any of these services, and are there existing brand guidelines or recent campaign materials proposers should review?

A: USD Brand Guidelines are available at https://www.usd.edu/About/Departments-Offices-and-Resources/Marketing-Communications-and-University-Relations/Brand-Guidelines

95. Since the evaluation criteria in Section 6.1 are unweighted, can you indicate which factors carry the most relative importance?

A: See question 10.

96. Does USD have an existing performance measurement framework or reporting dashboard in place, or is establishing that part of the agency's scope?

A: See question 31.

97. Is USD Sioux Falls considered a distinct communications priority within the PR and media scope, or is it expected to be addressed as part of the broader institutional strategy?

A: Yes. USD-Sioux Falls is a distinct priority.

98. Beyond standard media reporting (impressions, reach, CPM), does USD have existing KPIs or enrollment-linked metrics it expects the agency to report against?

A: No.

99. How are you currently thinking about the handoff between brand awareness work and enrollment conversion? Is there a tactical link between Admissions and Marketing that the agency partner should consider?

A: This connection needs further refinement. Reputation is the priority, but those efforts should support enrollment goals.

100. You've hit 10,000+ students three years running. Is the goal to grow beyond that, or is the real challenge shifting the composition? More out-of-state, more graduate, more online, etc?

A: USD is focused on strategic enrollment growth, with opportunities to expand online programs and enrollment at USD-Sioux Falls.