RFP 03282024.pdf

Digital Marketing and Lead Generation

RFP# 24-ODU-15-JNH

March 28, 2024

A VASCUPP Member Institution

Issued by Old Dominion University

OLD DOMINION UNIVERSITY

REQUEST FOR PROPOSALS

SEALED - RFP # 24-ODU-15-JNH

Title: Digital Marketing and Lead Generation

Issue Date: March 28, 2024

Due Date and Time: May 7, 2024 NLT 2:00 P.M. Local Time (Time Stamped 2:01 P.M. or Later Will Not Be Accepted)

Issuing Agency: Old Dominion University Procurement Services, Suite 111 4401 Powhatan Avenue Norfolk, Virginia 23529-0308

Period of Contract: From Date of Award through June 30, 2025, with five (5) additional twelve (12) month renewal options

THIS DOCUMENT CONSTITUTES A REQUEST FOR SEALED PROPOSALS FROM QUALIFIED INDIVIDUALS AND/OR ORGANIZATIONS TO PARTNER WITH ODUGLOBAL’S IN HOUSE STAFF TO IMPLEMENT A DIGITAL ENROLLMENT

MARKETING AND LEAD GENERATION PLAN.

ACKNOWLEDGE RECEIPT OF ADDENDUM: #1____ #2____ #3____ #4____ #5____ (Please Initial)

In compliance with this Request for Proposal (“RFP”) and to all the conditions imposed herein, the signatory agrees to faithfully execute any resulting contract, and offers to furnish the goods/services in accordance with the attached signed proposal or as mutually agreed upon by subsequent negotiation. An ‘Agent’ authorized to bind the company to same shall sign the following section.

Name and Address of Firm:

Date:

_________________________________________ By:

Signature Name:

Typed or Printed (Name and Title)

Phone #:

FEI/FIN #: _________________________________ Fax #:

E-mail address:

Are you or your company registered with eVA? Yes No eVA ID#:_________________________

Is your firm registered with the Commonwealth’s State Corporation Commission (SEC)? If yes, please indicate identification number:

Are you or your firm certified through the Commonwealth’s Department of Small Business and Supplier Diversity? Yes No

If yes, please indicate the following:

SWaM Designation:

Certification #:

Expiration Date:

TABLE OF CONTENTS

RFP # 24-ODU-15-JNH

Digital Marketing and Lead Generation

I. INSTRUCTIONS TO OFFERORS PAGE 3

II. PURPOSE PAGE 6

III. BACKGROUND PAGE 6

IV. STATEMENT OF NEEDS PAGE 8

V. REPORTING & DELIVERY REQUIREMENTS PAGE 10

VI. GENERAL TERMS AND CONDITIONS PAGE 11

VII. SPECIAL TERMS AND CONDITIONS PAGE 16

VIII. ADDITIONAL TERMS AND CONDITIONS PAGE 17

IX. EVALUATION AND AWARD CRITERIA PAGE 20

X. PROPOSAL PREPARATION AND SUBMISSION

REQUIREMENTS PAGE 22

XI. FEES AND PRICING PAGE 23

XII. METHODS OF PAYMENT PROCESSING PAGE 24

XIII. ATTACHMENTS

ATTACHMENT A PAGE 26

ATTACHMENT B PAGE 27

ATTACHMENT C PAGE 28

ATTACHMENT D PAGE 29

SUBSTITUTE W-9 FORM PAGE 30

I. INSTRUCTIONS TO OFFERORS:

A. General:

1. The University reserves the right to accept or reject any and all proposals in whole or in part, and waive any informality that may occur during the competitive negotiation process. Further, the University reserves the right to enter into any contract deemed to be in the best interest of the University.

a. Sealed proposals will be received by and in the office of issuing agency specified on page 1 of this RFP until May 7, 2024 NLT 2:00 PM local time. Proposals time-stamped 2:01 P.M. or later will not be considered, and will be returned to the Contractor unopened. The University is not responsible for late delivery by U. S. Postal mail or other couriers.

b. Should the University experience an ‘unofficial’ closing on and/or during the date and time specified herein for the receipt of sealed proposals, the closing date shall automatically extend to the next day the University is officially opened for business, with the receiving time remaining the same.

c. It shall be the Offeror’s responsibility to confirm any ‘unofficial’ closing(s).

2. All inquiries and questions regarding this solicitation must be directed to Janis Hall, Procurement IT

Solutions Manager, Department of Procurement Services via email at jnhall@odu.edu, and are due NLT 2:00 P.M. (EST) April 11, 2024. A response via an addendum shall be issued for any such requests deemed to have any bearing on service delivery or cost.

3. IDENTIFICATION OF PROPOSAL ENVELOPE: The signed proposal should be returned in a separate envelope or package, sealed and identified as follows:

From: May 7, 2024 2:00 P.M.

Name of Offeror Due Date Time

_______________________________ 24-ODU-15-JNH

Street or Box Number RFP No.

City, State, Zip Code RFP Title

Name of Contract/Purchase Officer or Buyer Janis Hall

The envelope should be addressed as directed on Page 1 of the solicitation.

Proposals may be hand delivered to the designated location in the office issuing the solicitation. No other correspondence or other proposals should be placed in the envelope.

4. The University may make such reasonable investigations as deemed proper and necessary to determine the ability of the Offeror to perform the services/furnish the goods and the Offeror shall furnish to the University all such information and data for this purpose as may be requested. The University reserves the right to inspect Offeror’s physical facilities prior to award to satisfy questions regarding the Offeror’s capabilities.

The University further reserves the right to reject any proposal if the evidence submitted by, or investigations of, such Offeror fails to satisfy the University that such Offeror is properly qualified to carry out the obligations of the contract and to provide the services and/or furnish the goods contemplated therein.

5. Announcement of Award: Upon the award or the announcement of the decision to award a contract as a result of this solicitation, the University will publicly post such notice on the eVA VBO website for a minimum of 10 days.

6. Proposal Binding Period: Any response to this solicitation shall be valid for (120) days. At the end of the

(90) days the proposal may be withdrawn at the written request of the Offeror. If the proposal is not withdrawn at that time it remains in effect until an award is made or the solicitation is canceled.

7. Offeror Certification: By submitting their proposals, Offeror’s certify to the University that:

a. Their proposals are made without collusion or fraud and that they have not offered or received any kickbacks or inducements from any other Offeror, supplier, manufacturer or subcontractor in connection with their proposal, and that they have not conferred on any public employee having official responsibility for this procurement transaction any payment, loan, subscription, advance, deposit of money, services or anything of more than nominal value, present or promised, unless consideration of substantially equal or greater value was exchanged. (the VPPA §2.2-4367 through §2.2-4377.)

b. They will conform to the provisions of the Federal Civil Rights Act of 1964, as amended, as well as the Virginia Fair Employment Contracting Act of 1975, as amended, where applicable, the Virginians with Disabilities Act, and the Americans with Disabilities Act.

c. If awarded the contract as a ‘faith-based’ organization, they shall not discriminate against any recipient of goods, services, or disbursements made pursuant to the contract on the basis of the recipients religion, religious belief, refusal to participate in a religious practice, or on the basis of race, age, color, gender or national origin and shall be subject to the same rules as other organizations that contract with public bodies to account for the use of the funds provided; however, if the faith-based organization segregates public funds into separate accounts, only the accounts and programs funded with public funds shall be subject to audit by the public body. (the Rules §36.E.)

d. They do not and will not during the performance of any resulting contract employ illegal alien workers or otherwise violate the provisions of the federal Immigration Reform and Control Act of 1986.

e. They are not currently debarred by the Commonwealth of Virginia from submitting proposals on contracts for the type of goods and/or services covered by this solicitation, nor are they an agent of any person or entity that is currently so debarred.

f. They agree to faithfully enter into any resulting contract and further conveys, sells, assigns, and transfers to the Commonwealth of Virginia all rights, title and interest in and to all causes of action it may now have or hereafter acquire under the antitrust laws of the United States and the Commonwealth of Virginia, relating to the particular goods or services purchased or acquired by the Commonwealth of Virginia under said contract.

8. Offeror Obligation: Offeror shall carefully examine the terms and conditions set forth in this Request for

Proposal and any subsequent addenda. Failure to do so shall not relieve a Offeror of an obligation to furnish the goods and/or services specified in this Request for Proposal and its addenda.

9. Discrimination by University Prohibited:

a. The University shall not discriminate against any Offeror during this solicitation or award of any resulting contract because of race, religion, color, sex, national origin, age, disability, any other basis prohibited by state law relating to discrimination in employment. (the Rules §9.A.)

b. The University shall not discriminate against any Offeror during this solicitation or award of any resulting contract because the Offeror employs ex-offenders unless the University has made a written determination that employing ex-offenders on the specific contract is not in its best interest. (the Rules §9.D.)

c. The University shall not (i) discriminate against a faith-based organization on the basis of the organization's religious character or (ii) impose conditions that (a) restrict the religious character of the faith-based organization, except as provided in subsection F of the Rules §36 , or (b) impair, diminish, or discourage the exercise of religious freedom by the recipients of such goods, services, or disbursements. (the Rules §36.C.)

10. eVA Website Portal: The eVA Internet electronic procurement solution, website portal www.eVA.virginia.gov, streamlines and automates government purchasing activities in the Commonwealth.

The eVA portal is the gateway for Contractors to conduct business with state agencies and public bodies.

All Contractors desiring to provide goods and/or services to the Commonwealth shall participate in the eVA Internet eprocurement solution either through the eVA Basic Contractor Registration Service or eVA Premium Contractor Registration Service. If selected for award by the University, selected Offeror must register in eVA and agree to pay the Contractor Transaction Fees specified on the eVA website. Failure to register will result in cancellation of contract.

11. Ownership Of All Data and Trade Secrets or Proprietary Information:

a. Materials and documentation originated and prepared for the University pursuant to this RFP shall belong exclusively to the university and be subject to public inspection in accordance with the Virginia Freedom of Information Act, Chapter 37 (§ 2.2-3700 et seq.) of Title 2.2 of the Code of Virginia.

b. Trade secrets or proprietary information submitted by an Offeror shall not be subject to public disclosure under the Freedom of Information Act; however, the Offeror must invoke the protections of §23-38.90 of the Code of Virginia, specifically the ‘Rules Governing Procurement of Goods, Services, Insurance, and Construction by a Public Institution of Higher Education of the Commonwealth of Virginia (the “Rules”), subsection F. of §34, in writing either before or at the time the data or other material is submitted.

c. The written notice must specifically identify the data or materials to be protected and state the reasons why protection is necessary. The proprietary or trade secret material submitted must be identified by some distinct method such as highlighting or underlining and must indicate only the specific words, figures, or paragraphs that constitute trade secret or proprietary information.

d. The classification of an entire proposal document, line item prices and/or total proposal prices as proprietary or trade secrets is not acceptable and will result in rejection of the proposal.

a.

12. Quantities: Quantities set forth in this solicitation are estimates only, and the Contractor shall supply at proposal prices actual quantities as ordered, regardless of whether such total quantities are more or less than those shown.

13. Specifications:

Specifications used herein are to be considered a quality indicator and acceptance will be based on Offeror’s compliance with the intent of the specifications. Deviations and/or exceptions taken to the specifications herein may be considered if they are deemed to meet the intent of the solicitation.

14. Tax Exempt: Sales to the Commonwealth of Virginia are exempt from State sales tax. State sales and use tax certificates of exemption, Form ST-12, will be issued upon request. Deliveries against this contract shall usually be free of Federal excise and transportation taxes. The Commonwealth’s excise tax exemption registration number is 54-73-0076K.

II. PURPOSE

The purpose of this Request for Proposal (RFP) is to solicit proposals to establish a contract through competitive negotiations, sealed proposals from qualified individual, vendor or group of vendors (depending on the offeror’s level of expertise, experience and demonstrated efficiencies in specific platforms or channels), to provide digital marketing and admissions lead generation services for ODUGlobal. Specifically, the University is issuing this RFP for a full range of digital media and media development services and a partner interested in teaming with the Division of Digital Learning to further the University’s ODUGlobal enrollment.

ODUGlobal currently has campaigns in PPC, search, display, and re-targeting is looking for partners to continue and improve upon these campaign efforts, as well as introduce new digital marking channels in recruitment mix. ODUGlobal will be the awarded vendor’s point of contact throughout the contract. ODUGlobal also reserves the right to use in-house services and resources for all or part of any project.

All potential Offerors should be experienced in higher education digital marketing and lead generation strategy and execution, including, but not limited to, PPC, search, display, re-targeting, for multi-dimensional, complex organizations similar to ODUGlobal. We are interested in building a partnership with the potential offeror, working collaboratively with our internal Marketing & Outreach team to leverage internal resources when possible.

III. BACKGROUND

A. Current Environment:

Old Dominion University is Virginia’s forward-focused research university with rigorous academics, an energetic residential community, entrepreneurial research and collaboration, and initiatives that contribute nearly $2.6 billion annually to Virginia’s economy. Located along the Elizabeth River in Norfolk, Virginia, the ODU campus boasts state of the art academic facilities, 14 residence halls and amenities such as the Student Recreation Center.

The 24,500 Monarch enrolled at ODU can choose from over 120 undergraduate programs, over 130 graduate programs at the master’s, education specialist and doctoral levels and a wealth of certificate and professional development programs. The learn from experts in their chosen field, as our award-winning faculty bring their real-world expertise to classrooms that foster innovation and collaboration.

B. ODUGlobal:

Old Dominion University is a pioneer in online learning and continuing education, and it has been a leader in distance learning since the mid-1980s. the Division of Distance Learning, through ODUGlobal, extends the value of an R1 designated, regionally accredited university education through a variety of synchronous and asynchronous online distance learning instructional options. Digital Learning at Old Dominion University strives to make higher education more convenient, flexible, and easily accessible for online learners around the world.

Old Dominion offers nationally ranked programs in the sciences, engineering, arts and letters, heather sciences, business and education. No matter where our students are located, we are committed to providing them with high quality instruction, advising, and student support services from the point of inquiry through graduation.

More than 20,000 students have graduated from Old Dominion University’s Digital Learning programs. Our students have been recognized for outstanding academic achievement and have been chosen for a wide variety of exiting professional positions following graduation.

ODUGlobal is a complex organization with a number of in-house resources supporting functional areas critical to a successful, large scall online organization including marketing and outreach, student support services, academic technology support infrastructure, instructional design and faculty development expertise, and more. Expertise in the areas of creative multimedia development, marketing, lead management and data analytics will be available as needed in support of the digital marketing and lead generation activity partnership with the selected vendor.

B. Good Faith Small, Women, and Minority (SWaM) Owned Business Participation Efforts:

1. Old Dominion University is committed to the preservation and strengthening of small businesses, small businesses owned by women and minorities and to encouraging their participation in State procurement activities. Subsequently, the University is committed to achieving its FY2015 aspirational target of forty-seven and one-half percent (47.5%) with firms certified by the Commonwealth’s Department of Small Business and Supplier Diversity (“DSBSD”) for combined prime contractor and subcontractor spend. The University requests assistance from all potential prime contractor’s in reaching this goal by specifically meeting or exceeding expenditure targets equal to:

a. 8% for MBE spend;

b. 6.5% for WBE spend; and

c. 33% for SBE spend.

2. It is the University’s goal to achieve these targets through Offeror’s willingness to provide for participation of small businesses, and businesses owned by women and minorities through partnerships, joint ventures, subcontracts, or other contractual opportunities. Submission of a report of past efforts to utilize the goods and services of such businesses, and plans for involvement on this contract are required. By submitting a response, /Offeror certifies that all information provided in response to this solicitation is true and accurate.

Failure to provide the information required by this solicitation may ultimately result in the response being deemed non-responsive, and ultimately rejected.

3. Plans submitted that include involvement and participation of certified DSBSD SWAM firms will be evaluated based on commitment to meeting the University’s targets specified in above paragraph 1., and as applicable, will be awarded associated points as calculated and described herein.

4. The University also encourages Offeror’s to provide for participation of small businesses, and businesses owned by women and minorities through partnerships, joint ventures, subcontracts, or other contractual opportunities. Submission of a report of past efforts to utilize the goods and services of such businesses, and plans for involvement on any resulting contract are required. By submitting a response, Offeror certifies that all information provided in response to this solicitation is true and accurate. Failure to provide the information required by this solicitation may ultimately result in response being deemed non-responsive, and ultimately rejected.

5. While it is the University’s intent to enter into an exclusive agreement with one Offeror, whenever possible, all potential Offerors are encouraged to subcontract any applicable services by partnering with qualified vendors that have also been certified as small, small woman-owned, small minority-owned, businesses through the Commonwealth of Virginia’s DSBSD.

6. In order for Offerors to be given consideration for award of a contract, each Offeror shall provide with their response (and/or no later than ten (10) business days after request, but prior to award, such statement(s)) setting forth:

a. The good faith SWaM owned business participation efforts which the Offeror has undertaken in the past: and

b. The good faith SWaM owned businesses participation efforts which the Offeror intends to undertake in connection with the performance of this contract; including name of firm, contact name and phone number, total dollar amount to be subcontracted, category type (small, women, or minority owned), type of product/services.

7. If, in the statement submitted in the response to above sections 4.a and 4.b, the Offeror indicates that it has not undertaken any good faith SWaM business participation efforts in the past and/or does not intend to undertake any such efforts in connection with the performance of any resulting contract, the Offeror must also submit a statement setting forth the reason why it has not undertaken such efforts in the past and/or does not intend to undertake them in connection with the performance of this contract.

8. Any Offeror that can qualify for certification through DSBSD must do so prior to the award of any contract.

The qualification information shall be evidenced by that information specified in the Offeror’s completed and submitted W-9 form.

9. Regardless of whether or not the Offeror is able to qualify for DSBSD certification, selected Offeror shall also agree to provide reports to the University’s Department of Procurement Services, identifying the subcontractors used during the performance of any subsequent contract, as follows:

A. Goods and Services – Quarterly Reports:

i. DSBSD Certified subcontractors:

(a) Firm name;

(b) DSBSD certification number;

(c) DSBSD Designation (Small, Woman, Minority);

(d) Value of subcontractor’s contract;

(e) Amount paid current quarter;

ii. Non-DSBSD Certified subcontractors – Contracts >$100,000:

(a) Firm name;

(b) DSBSD certification number;

(c) DSBSD Designation (Small, Woman, Minority);

B. Construction:

i. DSBSD Certified subcontractors:

(a) Firm name;

(b) DSBSD certification number;

(c) DSBSD Designation (Small, Woman, Minority);

Note: Contractor(s) may be deemed in “breach of contract” for failure to provide the required subcontractor data and reports as specified above, and the contract and/or purchase order may be cancelled. Additionally, the University may withhold payment(s) for any and all services provided and invoiced during the period, and those same services will remain unpaid until such data and reports are provided.

C. Authorized Contract Participation: In accordance with the University’s Rules Governing Procurement of Goods, Services, Insurance and Construction (“Rules Document”), specifically §6, Cooperative Procurement, it is the intent of this solicitation to allow any public body, public or private health or educational University’s, or Old Dominion University’s affiliated agencies and/or corporations, access and use of any subsequent contract(s), as authorized by the Contractor(s).

Participation in this cooperative procurement is strictly voluntary. If authorized by the Contractor(s), any resultant contract(s) may be extended to the entities as indicated above to purchase at contract prices in accordance with contract terms and conditions. The Contractor(s) shall notify Old Dominion University in writing of any entities accessing the contract. No modification of this contract or execution of a separate contract is required to participate.

The Contractor(s) will provide semi-annual usage reports for all entities accessing the contract(s). Participating entities shall place their own orders directly with the Contractor(s), and shall fully and independently administer their use of the contract(s), including contractual disputes, invoicing and payments, without direct administration from Old Dominion University. Old Dominion University shall not be held liable for any costs or damages incurred by any other participating entity as a result of any authorization by the Contractor(s) to extend participation and use of the contract(s). It is understood and agreed that Old Dominion University is not responsible for the acts or omissions of any entity, and will not be considered in default of the contract(s) no matter the circumstances.

Use of this contract does not preclude any participating entity from using other contracts or competitive processes as the need may be.

IV. STATEMENT OF NEEDS/SCOPE OF WORK:

A. GENERAL

ODUGlobal looks to scale its current lead generation efforts to double enrollment to 11,700 by 2028, as envisioned in the University strategic plan. This entails developing lead generation campaigns and strategies across new channels, audiences, and markets, as well as bolstering undergraduate and graduation admissions recruitment and yield through mid-funnel conversions. Additionally, the chosen agency may be called upon to develop digital marking enrollment campaigns for strategic initiatives and individual colleges and programs within the division.

The selected firm will provide digital recruitment marketing within existing markets (local, regional, and out of state), and testing and deployment in new markets and audiences, as identified by the divisions ongoing strategic enrollment planning and competitive market analysis.

ODUGlobal has recently implemented Salesforce Education Cloud and enhanced Marketing Cloud to support increasing enrollment, significantly improve its intake and enrollment systems and capacity, and expand communications to learners. Additionally, ODUGlobal is in the process of unveiling an updated brand identify. These developments present significant opportunities to develop more robust qualified lead generation strategies and develop deeper audience engagement across a wider variety of target audiences and markets than our previous enrollment marketing campaigns.

B. SPECIFIC

1. General:

a. The University seeks a qualified organization that will partner with ODUGlobal’s in house staff to implement a comprehensive digital enrollment marketing and lead generation plan.

b. The Division of Digital Learning’s overall goal in solicitating a contract to provide these services is to increase enrollment in online programs by increasing the number of qualified prospective online student inquiries and bolstering undergraduate and graduate admissions enrollment.

c. Proposals must address:

i. Experience managing campaigns in PPC, search, display, re-targeting, social media advertising, personalization and content marketing strategies for improving upon these campaign efforts, as well as introduce new digital marketing channels in the recruitment mix.

The selected firm shall provide strategic direction on topics such as channel selection and blend, budget allocation, audience targeting and keyword strategy, and how to best leverage new platforms, channels, or best practices that evolve in digital enrollment marketing. Higher education marketing experience is required.

ii. Level of expertise, experience, and demonstrated efficiencies in specific platforms or channels and how the two teams (the Offeror’s team and the ODUGlobal team) will work collaboratively to quickly develop plans and advertise in market.

d. Selected Offeror will be required to provide engagement, conversion, and media spend evaluation data on a real-time basis, as well as regularly recurring campaign reporting with executive analysis, and in a fashion that is usable and understandable by ODUGlobal staff and leadership.

2. Objectives:

In order to achieve the goals for ODUGlobal’s enrollment marketing, the successful Offeror will:

a. Expand the reach and engagement with ODUGlobal as a provider of high-quality, affordable, value-driven, online degrees and programs.

b. Increase awareness of specific programs, services, and initiatives in coordination with ODUGlobal’s Marketing & Outreach teams.

c. Work with the ODUGlobal team in the collection of inquiry audience data to be used for audience segmentation and outreach.

3. Expertise Requirements:

The prospective partner should demonstrate a profound understanding of digital marketing strategies, particularly in the context of higher education enrollment. The preferred vendor will be expected to showcase:

a. Proven Experience: Detailed examples of previous successful digital marketing campaigns, especially in the education sector, with a focus on online learning. These examples should align in scope and budget with ODUGlobal's current digital ad spend of $4 million.

b. Strategic Proficiency: Clear demonstration of strategic thinking in targeting, engagement, and conversion optimization, with a focus on measurable outcomes such as Request for Information (RFI) and application conversions.

c. Innovative Approach: Evidence of utilizing innovative tools and approaches in digital marketing, including but not limited to SEM, social media, content marketing, and data analytics.

4. Scalability Requirements:

Given ODUGlobal's objective to double its online learner enrollment, the digital marketing partner must exhibit robust scalability in its services and strategies:

a. Adaptability: Ability to scale up operations swiftly and efficiently to meet increasing demands without compromising on quality or outcomes.

b. Resource Management: Demonstrable capability to optimize and allocate resources effectively, ensuring that increased ad spend translates into proportionate enrollment growth.

c. Sustainable Growth: Strategies should not only aim for immediate scale but also ensure sustainable growth and adaptability to evolving market trends and institutional goals.

5. Specific Tasks:

In order to achieve the objectives outlined above, the successful Offeror will provide a number of activity and task related services, to include, but not limited to:

a. Select and retain a highly skilled team of digital and project management professionals, specifically led by a capable and experienced Account Manager.

b. Provide measurable digital media forecasting, planning, negotiation, purchase, placement, monitoring, and optimization to meet lead generation goals.

c. Provide creative services consistent with the established ODUGlobal brand and coordinate with other ODUGlobal Marketing & Outreach efforts to support it’s holistic brand development.

d. Specialize in innovative digital marketing and social media strategies that generate measurable results.

e. Demonstrate ROI through analysis of advertising performance, assessment and adjustment, and clear communication and reporting on both cost and key performance indicators.

f. Work collaboratively with the ODUGlobal team to develop and/or carry out all elements of the digital marketing mix including creative concepting and planning, as well as the production of digital advertising assets and the creation of templates for client use.

g. Impact evaluation of selected elements of digital marketing and communication campaign including but not limited to the tracking and monitoring of campaign engagement and performance, conversion goals, assessment of channel strategies and creative executions, and cost-benefit analysis when possible and appropriate.

h. Provide engagement, conversion, and media spend evaluation data in real-time or as close to real-time as is feasible through a client-accessible dashboard that is usable and understandable by ODUGlobal.

i. Provide data validation strategies where possible to improve the quality of data secured through the lead generation process.

j. For campaigns that require a variety of technical services (e.g.CRM integration, web site integration or personalization, Marketing Cloud integration, etc.) ODUGlobal may contract specifically for the management, planning and coordination of the technical work required. In such cases, Vendor must demonstrate organizational willingness and capacity to work cooperatively within a collaborative management structure.

6. Proposal Submission Guidelines:

In your proposal, please include the following details to demonstrate your expertise and scalability:

a. Case Studies: Detailed case studies of similar campaigns, highlighting the scope, budget, strategies employed, and results achieved, particularly focusing on RFI conversions and enrollment growth.

b. Service Outline: Comprehensive description of the services provided during these campaigns, including campaign management, creative services, media buying, data analysis, and any other relevant services.

c. Engagement Duration: Information on the length of engagement for each highlighted campaign and the evolution of strategies over time.

d. Testimonials or References: Client testimonials or references that can attest to your performance, reliability, and contribution to achieving enrollment targets.

e. Scalability Framework: A clear and concise framework detailing how your organization will manage the scaling of operations to double ODUGlobal's online learner enrollment, including timelines, resource allocation, and risk mitigation strategies.

V. REPORTING AND DELIVERY REQUIREMENTS:

UTILIZATION OF SMALL BUSINESSES AND BUSINESSES OWNED BY WOMEN AND MINORITIES:

A. Any subsequent contract(s) that include a final SWAM Plan must provide for expenditure percentages for each proposed SWAM subcategory, as mutually negotiated and agreed to.

B. Periodic Progress Reports/Invoices: For those contract(s) that include a final SWAM Plan, the Contractor shall provide on a quarterly basis to the appropriate University contact, a report on involvement of small businesses and businesses owned by women and minorities. This report will specify (i) the proposed total spend percentage and proposed total spend in dollars during the contract term for each proposed SWAM subcategory, (ii) the proposed total spend percentage and proposed total spend in dollars during the contract term with each identified and specified business, (iii) the actual spend percentage and actual spend in dollars to date and/or current period with each identified and specified business. This information shall be provided separately for small businesses, women-owned businesses and minority businesses.

C. Final Actual Involvement Report: The Contractor(s) shall submit to the appropriate University contact, within 60 days of contract completion, a report on the actual dollars spent with small businesses and businesses owned by women and minorities during the performance of the contract. At a minimum, this report shall include for each firm contracted with and for each such business class (i.e., small, women-owned) a comparison of the total actual dollars spent on this contract with the planned involvement of the firm and business class as specified in the proposal, and the actual percent of the total estimated contract value.

D. If at any time during the contract term, as evidenced by review of required quarterly and report submittals, the awarded Contractor fails to meet proposed SWAM expenditure percentages, the University may deem same in ‘breach of contract’, and take appropriate action as necessary, which may include:

1. An agreed to period to allow Contractor ‘time to cure’.

2. Cancellation of remaining term(s) of contract; or

3. The withholding of funds due to Contractor equal to the difference between proposed expenditure amount versus actual expenditure amount for any and all SWAM subcategories.

E. In the event Contractor provides satisfactory resolution to any SWAM subcategory spend deficiency, the University will release to Contractor the associated funds withheld.

F. The University’s right to withhold any funds due the Contractor pursuant to this section, shall not relieve the

Contractor of their contractual obligations.

VI. GENERAL TERMS AND CONDITIONS

The following ‘general’ terms and conditions shall govern this solicitation, associated Offeror response(s), and as applicable, may be incorporated into any resulting contract.

A. ADVERTISING: Offeror agrees that that no indication of such sales or services to the University will be used in product literature or advertising during the contract term of any contract award for supplies, equipment, or services resulting from this proposal.

B. APPLICABLE LAWS AND COURTS: This solicitation and any resulting contract shall be governed in all respects by the laws of the Commonwealth of Virginia and any litigation with respect thereto shall be brought in the courts of the Commonwealth. The agency and the Contractor are encouraged to resolve any issues in controversy arising from the award of the contract or any contractual dispute using Alternative Dispute Resolution (ADR) procedures (Code of Virginia, § 23-38.90). The Contractor shall comply with all applicable federal, state and local laws, rules and regulations and policies of the University.

C. APPLICABLE LEGISLATION AND MANUAL: This solicitation and any resulting contract is subject to the provisions of the Commonwealth of Virginia, specifically § 23-38.90 of the Code of Virginia and its associated Rules Governing the Procurement of Goods, Services, Insurance and Construction (“the Rules”) and the Purchasing Manual for Universities of Higher Education and their Contractors and any revisions thereto, which are hereby incorporated into this contract in their entirety. A copy of the manual is accessible on the Internet at www.odu.edu/procurement under “Information for Contractors”.

D. ASSIGNMENT OF CONTRACT: Any resulting contract shall not be assignable in whole or in part without the written consent of the University.

E. AVAILABILITY OF FUNDS: The University shall be bound hereunder only to the extent of the funds available or which may hereafter become available during each subsequent fiscal year and/or contract term, as applicable, and any requirement by Contractor for any total or partial compensation or payment by the University of unpaid fees, whether current or future, for lost profit and/or as liquidated damages in the event of early termination of the then current term if for other than breach by the University is prohibitive.

F. AUDIT: Offeror agrees that they shall retain all books, records, and other documents relative to any resulting contract for five (5) years after final payment, or until audited by the Commonwealth of Virginia, whichever is sooner. The University, its authorized agents, and/or state auditors shall have full access to and the right to examine any of said materials during said period.

G. CHANGES TO THE CONTRACT: During the term of any resulting contract, including any and all applicable extensions and/or renewals, changes may be made to the contract in any of the following ways:

1. The parties may agree in writing to modify the scope of the contract. An increase or decrease in the price of the contract resulting from such modification shall be agreed to by the parties as a part of their written agreement to modify the scope of the contract.

2. The University may request and issue change orders within the general scope of the contract at any time by written notice to the Contractor. Changes within the scope of the contract include, but are not limited to, things such as services to be performed, the method of packing or shipment, and the place of delivery or installation. The Contractor shall comply with the notice upon receipt. The Contractor shall be compensated for any additional costs incurred as the result of such order and shall give the University a credit for any savings. Said compensation shall be determined by one of the following methods:

i. By mutual agreement between the parties in writing; or

ii. By agreeing upon a unit price or using a unit price set forth in the contract, if the work to be done can be expressed in units, and the Contractor accounts for the number of units of work performed, subject to the University’s right to audit the Contractor’s records and/or to determine the correct number of units independently; or

iii. By ordering the Contractor to proceed with the work and keep a record of all costs incurred and savings realized. A markup for overhead and profit may be allowed if provided by the contract. The same markup shall be used for determining a decrease in price as the result of savings realized. The Contractor shall present the University with all vouchers and records of expenses incurred and savings http://www.odu.edu/procurement realized. The University shall have the right to audit the records of the Contractor as it deems necessary to determine costs or savings. Any claim for an adjustment in price under this provision must be asserted by written notice to the University within thirty (30) days from the date of receipt of the written order from the University. If the parties fail to agree on an amount of adjustment, the question of an increase or decrease in the contract price or time for performance shall be resolved in accordance with the procedures for resolving disputes provided by the Disputes Clause of this contract or, if there is none, in accordance with the disputes provisions of the Commonwealth of Virginia Purchasing Manual for Universities of Higher Education and their Contractors. Neither the existence of a claim nor a dispute resolution process, litigation or any other provision of this contract shall excuse the Contractor from promptly complying with the changes ordered by the University or with the performance of the contract generally.

H. DEFAULT: In case of failure to deliver goods or services in accordance with the contract terms and conditions, the

University, after due oral or written notice, may procure them from other sources and hold the Contractor responsible for any resulting additional purchase and administrative costs. This remedy shall be in addition to any other remedies which the University may have.

I. DISCOUNTS

1. Prompt Payment Discounts: The University will pay within 30 days after acceptance. A prompt payment discount offered for prompt payment of (20) calendar days or longer will be calculated in determining net low proposal.

2. Special Educational Or Promotional Discounts: The Contractor shall extend any special educational or promotional sale prices or discounts immediately to the University during the term of the contract. Such notice shall also advise the duration of the specific sale or discount price.

J. DRUG-FREE WORKPLACE: (the Rules §11.)

During the performance of any resulting contract, the Contractor agrees to (i) provide a drug-free workplace for the Contractor's employees; (ii) post in conspicuous places, available to employees and applicants for employment, a statement notifying employees that the unlawful manufacture, sale, distribution, dispensation, possession, or use of a controlled substance or marijuana is prohibited in the Contractor's workplace and specifying the actions that will be taken against employees for violations of such prohibition; (iii) state in all solicitations or advertisements for employees placed by or on behalf of the Contractor that the Contractor maintains a drug-free workplace; and (iv) include the provisions of the foregoing clauses in every subcontract or purchase order of over $10,000, so that the provisions will be binding upon each subcontractor or Contractor.

For the purposes of this section, “drug-free workplace” means a site for the performance of work done in connection with a specific contract awarded to a Contractor, the employees of whom are prohibited from engaging in the unlawful manufacture, sale, distribution, dispensation, possession or use of any controlled substance or marijuana during the performance of the contract.

K. EMPLOYMENT DISCRIMINATION: (the Rules §10.)

During the performance of any resulting contract, the Contractor agrees that:

1. The contractor will not discriminate against any employee or applicant for employment because of race, religion, color, sex, or national origin, except where religion, sex, or national origin is a bona fide occupational qualification reasonably necessary to the normal operation of the contractor. The contractor agrees to post in conspicuous places, available to employees and applicants for employment, notices setting forth the provisions of this nondiscrimination clause, including the names of all contracting agencies with which the contractor has contracts of over $10,000.

2. The contractor will, in all solicitations or advertisements for employees placed by or on behalf of the contractor, state that such contractor is an equal opportunity employer. However, notices, advertisements and solicitations placed in accordance with federal law, rule or regulation shall be deemed sufficient for the purpose of meeting the requirements of this chapter.

3. If the contractor employs more than five employees, the contractor shall (i) provide annual training on the contractor's sexual harassment policy to all supervisors and employees providing services in the Commonwealth, except such supervisors or employees that are required to complete sexual harassment training provided by the Department of Human Resource Management, and (ii) post the contractor's sexual harassment policy in (a) a conspicuous public place in each building located in the Commonwealth that the contractor owns or leases for business purposes and (b) the contractor's employee handbook.

4. The contractor shall include the provisions of subdivisions 1, 2, and 3 in every subcontract or purchase order of over $10,000, so that such provisions shall be binding upon each subcontractor or vendor.

L. ENVIRONMENTAL LIABILITY: Any costs or expenses associated with environmentally related violations of the law, the creation or maintenance of a nuisance, or releases of hazardous substances, including, but not limited to, the costs of any cleanup activities, removals, remediations, responses, damages, fines, administrative or civil penalties or charges imposed on the Contractor, whether because of actions or suits by any governmental or regulatory agency or by any private party, as a result of the storage, accumulation, or release of any hazardous substances, or any noncompliance with or failure to meet any federal, state or local standards, requirements, laws, statutes, regulations or the law of nuisance by Contractor (or by its agents, officers, employees, subcontractors, consultants, sub consultants, or any other persons, corporations or legal entities employed, utilized, or retained by Contractor) in the performance of any resulting Contract or related activities, shall be paid by Contractor. This paragraph shall survive the termination, cancellation or expiration of this Contract.

M. EXCLUSIVITY: The University reserves the right to procure goods or services covered under any resulting contract from a third party when, in the University’s sole discretion, it is deemed to be in the University’s best interest.

N. FORCE MAJEURE: Neither party will be responsible for any losses resulting from delay or failure in performance resulting from any cause, event, or occurrence beyond the control and without the negligence of the parties. Such events, occurrences, or causes include, without limitation: war, strikes or labor disputes, civil disturbances, government orders, pandemics, fires, natural disasters, and acts of God.

O. INDEMNIFICATION: Contractor agrees to indemnify, defend and hold harmless the University, its officers, agents, and employees from any claims, damages and actions of any kind or nature, whether at law or in equity, arising from or caused by the use of any materials, goods, or equipment of any kind or nature furnished by the Contractor/any services of any kind or nature furnished by the Contractor, provided that such liability is not attributable to the sole negligence of the University or to failure of the University to use the materials, goods, or equipment in the manner already and permanently described by the Contractor on the materials, goods or equipment delivered.

P. PAYMENT PROVISIONS:

1. By the University:

a. Prompt Payment: (the Rules §42.)

i. The University shall promptly pay for the completely delivered goods or services by the required payment date.

ii. Payment shall be deemed to have been made when offset proceedings have been instituted, as authorized under the Virginia Debt Collection Act (§ 2.2-4800 et seq.) of the Code of Virginia.

iii. Separate payment dates may be specified for contracts under which goods or services are provided in a series of partial deliveries or executions to the extent that such contract provides for separate payment for such partial delivery or execution.

b. Defect Or Impropriety In The Invoice Or Goods And/Or Services Received: (the Rules §43.)

In instances where there is a defect or impropriety in an invoice or in the goods or services received, the University shall notify the Contractor of the defect or impropriety, if the defect or impropriety would prevent payment by the payment date. The notice shall be sent within 15 days after receipt of the invoice or the goods or services.

c. Date Of Postmark Deemed To Be Date Payment Is Made: (the Rules §44.)

In those cases where payment is made by mail, the date of postmark shall be deemed to be the date payment is made for purposes of these Rules.

d. Interest Penalty; Exceptions: (the Rules §44.)

i. Interest shall accrue, at the rate determined pursuant to subsection ii., on all amounts owed by the University to a Contractor that remain unpaid after seven days following the payment date.

However, nothing in this section shall affect any contract providing for a different rate of interest, or for the payment of interest in a different manner.

ii. The rate of interest charged the University pursuant to subsection i. shall be the base rate on corporate loans (prime rate) at large United States money center commercial banks as reported daily in the publication entitled The Wall Street Journal. Whenever a split prime rate is published, the lower of the two rates shall be used.