Response to Offeror Questions document.docx

Q&A for RFP USD09162024-2 Media Planning

1. Could you specify any existing media contracts in place for the fiscal year as we plan future media engagements?

A: Current media contracts include:

· Book Your Billboard digital billboard contract for multiple spots throughout the Sioux Falls Community. Contract active through October 2025.

· Legacy Outdoor static billboard in Norfolk, NE. Contract active through August 2025.

· Verde Outdoor static billboards, one 2-sided location on Hwy 50 approaching Vermillion. One I-29 location in Sioux City and one I-29 location near Canton.

· Align Content Studios agreement for a monthly sponsored article on SiouxFalls.business.

2. Have you identified your target geography, and are there any areas that you consider priority?

A: Our primary marketing area is a 100 mile radius around Vermillion with a heavy emphasis on Sioux Falls as well as surrounding communities like Sioux City, Iowa and Norfolk Nebraska. Our secondary marketing area includes the state of South Dakota and broader coverage into NE Nebraska, NW Iowa and SE Minnesota.

3. Are you interested in taking an aggressive approach in Sioux Falls?

A: Yes, with a campus in Sioux Falls as well as a high population of traditional students, donors and collaborators, we would like to have a strong presence in Sioux Falls.

4. Could you outline the key KPIs we’ll be evaluated on—such as cost per student application, cost per enrolled student, or overall brand engagement?

A: At a high level, awareness and engagement metrics will be primary KPIs. While enrollment is always a key focus, we are also focused on brand awareness and brand advocacy through our efforts. We are also looking to establish additional KPI benchmarks with the selected agency partner.

5. How do you measure success/enrollment?

A: Enrollment growth is a standard success measure and will continue to be. Increasing our close ratio from application to enrollment is also top of mind. Beyond that, we are looking at a variety of measures like donations, event attendance and pr coverage (which will be the primary focus of the PR RFP).

6. How many campaigns are you running annually?

A: This varies based on needs of specific campus partners but on average 3-5 along with some smaller, digital efforts.

7. What is your recruitment and enrollment cycle?

A: Our traditional recruitment and enrollment cycle starts in August with messaging driving to the class that will be entering the following August, however we have several different communication flows that are reaching prospective students at all different time frames.

8. What is your biggest hurdle to overcome?

A: We are very focused on strengthening our brand awareness and advocacy.

9. Have you worked with a media agency before? Who is the current agency?

A: Yes, USD has had various relationships with media agencies in the past (Sextant, L&S, Click Rain) we have not had a media agency for approximately 5 years.

10. Can you share current or past media plans?

A: We’re looking for a fresh approach so recent plans won’t add a lot of value in the response.

11. Who does your campaign creative?

A: We have an in-house team that leads our creative. On occasion we will outsource for certain projects, but typically concept and creative development is handled by our team.

12. Who is your priority target audience?

A: We are focused on broader brand awareness with this effort. We want to make a strong impact on prospective undergraduate students, however there are many additional mediums (list purchases, email journeys, direct mail) that do a lot of the specific targeting for that audience. We are focused on influencers of prospective students, prospective graduate students and alumni.

13. What is your in-state and out-of-state breakdown? How do you want to shift that?

A: We are approximately 65% in-state, 35% out-of-state. We want to continue growing both populations, not necessarily looking for a major shift.

14. How are you evaluating familiarity and availability to project locale A: We are looking for an agency partner that can provide smart, data-driven insights to develop effective media recommendations. While there are some regional consumption habits that may be better understood by local vendors, that is just one factor in our consideration set.

15. Are you giving preference to in-state agencies?

A: No

16. What are you looking for in an agency partner?

A: We are looking for a partner who can provide strong, data driven recommendations to help meet our needs. Strong digital experience and expertise will be important in this relationship, as we have not been able to fully utilize many of the digital shifts over the past few years. Our team has agency experience and a strong marketing strategy mapped out, but we are looking to partner with experts that can maximize our dollars and work collaboratively on implementation and adjustments as needed.

17. Who is the primary point of contact once the contract is awarded?

A: Jennifer Lemaster

18. Is there a page limit? Or format requirements?

A: No

19. Please confirm that section 6.1. of the RFP is what you're asking for when you say ”a specific point-by-point response, in the order listed, to each requirement in the RFP. The response should identify each requirement being addressed as enumerated in the RFP.” If not, what section in the RFP needs to be addressed and enumerated?

A: This is a point-by-point response to Section 3.0 Scope of Work. You should identify each requirement in that section and offer your response. It is unnecessary to have it enumerated as it is not enumerated in the Scope of Work.

20. Please provide scoring details and weight of the technical and cost proposals.

A: All the evaluation criteria in Section 6 of the RFP will be weighted the same.

21. Who do you consider your biggest competitors?

A: Our single biggest competitor is people choosing not to go to college. Aside from that South Dakota State, University of Nebraska, University of Iowa, University of Minnesota and other mid-sized schools in the upper Midwest.

22. From a branding and marketing perspective, who do you think is “best in class” in higher education?

A: We always gravitate to University of North Dakota as a comparable university doing things well. We tend to also compare against other flagships in the area (Iowa, Minnesota, Nebraska). The academic vs. athletic brand can be difficult to separate in higher education marketing.

23. What prompted release of the RFP at this time? Do you have an incumbent media agency?

A: We have been managing all paid media in-house for the last 5+ years. While there have been some benefits to that, we don’t have the bandwidth to execute, particularly in the digital space, at the level we would like to be operating. There is no incumbent agency.

24. To confirm, this RFP is only for "additional media spend ranging from $100,000—$200,000"? Is that budget in totality (e.g. including fees and campaign management) or is it only media spend?

A: Correct, for this fiscal year (through June 2025), the maximum spend is $200k including fees. All existing contracts will be up for renegotiation next year, freeing up a larger total budget for FY26.

In addition, we are looking for guidance or clarity on how you would handle ad-hoc campaign opportunities that may come up throughout the year (e.g. a department within USD may allocate $30,000 for a campaign to support a specific set of programs they want to promote.)

25. We currently have an existing relationship with a department within the University of South Dakota and manage media campaigns for that department. Would this preclude us from submitting a proposal for this RFP?

A: No, this does not preclude you from submitting a proposal.

26. Could you provide the media tactics that have already been planned or committed for 2025 to help us avoid any overlap?

A: Existing contracts are primarily related to out-of-home advertising, with a number of different billboard contracts.

27. Are there any specific geographical areas that USD wants to grow their footprint in?

A: The SD Advantage program has made us a viable option for many states in the upper mid-west, however we continue to see South Dakota, Nebraska, Iowa and Minnesota as our primary geography.

28. Is the budget stated in the RFP intended to cover the entire two-year campaign, or is it allocated on a per-year basis?

A: The numbers outlined are for the current fiscal year, which goes through June 2025. We would anticipate a similar total media budget to be available for the next fiscal year.

29. Who are the target audiences for the campaign (e.g. prospective undergraduate students, prospective graduate students, current students, alumni, etc.) and what are the communications objectives (increase enrollment, build alumni base, raise funds, etc.)

A: We anticipate a broader brand awareness campaign that targets all audiences outlined above to strengthen our visibility and favorability. In addition, we will have some specific, targeted campaigns aimed at the individual audiences based on priority messages and programs.

30. What types of media have already been purchased for the fiscal year, i.e. local radio?

A: Answered above.

31. In regard to Company Qualifications, “Provide the following information related to at least three previous and current service/contracts, performed by the offeror’s organization, which are similar to the requirements of this RFP.” Please clarify if the State means previous OR current (3 case studies) or previous AND current (6 case studies)?

A: A minimum of 3 case studies of previous or current service/contracts.

32. Can you please provide the media markets that have been included in past buys?

A: Over the past 5 years, our primary markets have been the quad state region of South Dakota, Nebraska, Iowa and Minnesota. There are occasional one-off opportunities in targeted publications across the country (e.g. nursing journals in other states). Refer to previous questions regarding more specifics on primary market areas.

33. Section 3.0, bullet point three references digital media tracking, ongoing optimization and recommendations for all digital campaigns. Can you provide more details on the expectations as part of this RFP response?

A: Team qualifications and/or past experience with proper set-up and tracking of digital campaigns would be appropriate. In addition, clarification on how optimization and regular reporting are handled by your agency.

34. Can you provide clarity on audience demographics and segments as the focus of this RFP along with any existing audience research?

A: Details shared above. Additional audience research and specific details will be shared with the selected agency.

35. Are there any stakeholder or partner relationships/agreements that we should take into consideration? Example: working with KELO on an added value segment, or work with partner employers on outreach, etc.

A: We don’t have any current contracts or agreements other than listed above with media vendors. We have strong relationships with employers and partners throughout the region but I can’t think of anything relevant to this request.

36. What key stakeholders and outside organizations do you work with on programs surrounding recruitment?

A: We have a strong, established enrollment marketing communication flow. We don’t anticipate major changes to that flow as part of this RFP process.

37. What are the dates of your FY25?

A: July 1 2024 – June 30, 2025

38. The contract terms have a blank start date. Is there an anticipated start date for the contract?

A: We would like to have the contract in place shortly after selection of a vendor, so by the end of October 2024 would be ideal.

39. Are existing campaigns running for brand awareness, engagement, and lead generation? If so, can you help answer the following:

a. Benchmarks by brand awareness, engagement, and lead generation KPIs?

b. Are there target audience considerations?

A: Primarily brand awareness campaigns are actively running. See answers above regarding audiences and benchmarks.

40. For the existing contracts ($150,000 of media), what % has already ran and what % will be managed by the agency?

A: Approximately 30% has run as these are primarily 12-month contracts. We are open to discussion on how the transition of existing contracts is handled.

41. Is the additional media budget to be used for a specific purpose/program? Or just general brand awareness?

A: Primarily brand awareness, but some targeted program specific opportunities should be explored.

42. Will the creative assets for this media contract be produced in-house? Or do these items already exist?

A: Many exist and new campaign concepts are also in development currently.

43. Can you share more info related to the cost proposal request? How much detail are you wanting to see in this RFP response ahead of discussions with the selection committee?

A: Outlining how your agency handles fees and overall planning process would be ideal to include in the RFP.