RFP_ES_2526_001_Strategic_Communications_Marketing.pdf

OFFICE OF PROCUREMENT

REQUEST FOR PROPOSAL (RFP)

STRATEGIC COMMUNICATIONS, MARKETING &

PARTNERSHIP DEVELOPMENT SERVICES

SOLICITATION NO. RFP ES25/26-001

EMMA No. BPM052282

“Minority & Small Businesses Are Encouraged to Respond to this Solicitation”.

NOTICE: Prospective Offerors who obtained this document from a source other than the Issuing Office should immediately contact the Office of Procurement and provide their name and email address to ensure receipt of addenda and other communications regarding this solicitation. Any prospective Offeror who fails to notify the Issuing Office with this information assumes complete responsibility in the event they do not receive communications timely prior to the closing da

UNIVERSITY OF MARYLAND EASTERN SHORE

RFP KEY INFORMATION SUMMARY SHEET

Request for Proposal:

Solicitation Number:

RFP Issue Date:

RFP Issuing Office:

Procurement Officer:

Project Management:

Pre-Proposal Conference:

Question Deadline:

STRATEGIC COMMUNICATIONS, MARKETING &

PARTNERSHIP DEVELOPMENT SERVICES

ES25/26-001 EMMA No. BPM052282

Thursday, July 24, 2025

University of Maryland Eastern Shore (UMES)Office of Procurement Student Development Center, 2nd Floor 30617 Backbone Road Princess Anne, MD 21853

Robert Drayton Phone: 410-651-7940 / Fax: 410-651-7913

Department of Strategic Communications & Marketing

No Pre-Proposal Conference

Thursday, July 31, 2025 – 2:00 p.m.

Email Questions to:

procurementsolicitations@umes.edu

Technical/Price Proposals Due Date: Monday, August 11, 2025 - 2:00 p.m.

Oral Presentations: To Be Determined (may or may not be requested)

Anticipated Award Date: Monday, August 25, 2025

SECTION I. INFORMATION FOR OFFERORS……….…………………………… ………1

A. SUMMARY STATEMENT …………………………………………………………………1

B. ISSUING OFFICE AND PROCUREMENT OFFICER ………………………………….1

C. PRE-PROPOSAL CONFERENCE ……………………………………………………….1

D. QUESTIONS AND INQUIRIES …………………………………………………………..1

E. RECEIPT OF PROPOSAL AND PROPOSAL DUE DATE …………………………….1

F. DURATION OF PROPOSAL OFFER …………………………………………………… 1

G. PROCUREMENT METHOD

H. BASIS FOR AWARD ………………………………………………………………………2

I. ALTERNATE PROPOSALS ……………………………………………………………….2

J. MINORITY BUSINESS ENTERPRISE ……………………………………………………2

SECTION II. GENERAL INFORMATION FOR OFFERORS ………………………………3

A. PURPOSE ………………………………………………………………………………… ..3

B. ADDENDA TO THE RFP …………………………………………………………………..3

C. PRE-PROPOSAL MODIFICATION OR WITHDRAWAL OF OFFERS ……………….3

D. CANCELLATION OF SOLICITATION/REJECTION OF ALL PROPOSALS …………3

E. DISCUSSIONS ……………………………………………………………………………..3

F. ORAL PRESENTATIONS ………………………………………………………………….3

G. INCURRED EXPENSES …………………………………………………………………3

H. ARREARAGES ……………………………………………………………………………..3

I. VERIFICATION OF REGISTRATION AND TAX PAYMENT .……………………………3

J. ECONOMY OF PREPARATION ………………………………………………………….4

K. PUBLIC INFORMATION ACT NOTICE ………………………………………………….4

L. EXECUTION OF PROPOSALS ………………………………………………………….4

M. DISCREPANCIES, EXPLANATIONS AND CLARIFICATIONS ……………………….4

N. ORDER OF PRECEDENCE ………………………………………………………………5

O. REQUIRED CONTRACT PROVISIONS ………………………………………………..5

P. OFFEROR RESPONSIBILITIES ......……………………………………………………5

Q. FALSE STATEMENTS ………………………………………………………………….5

R. PAYMENT TO THE CONTRACTOR; TAXES …………………………………………5

S. PRESS RELEASES ………………………………………………………………………5

T. RECIPROCAL PREFERENCE …………………………………………………………..5

U. VENDOR ELECTRONIC FUNDS TRANSFER REGISTRATION …………………..6

V. NON-VISUAL ACCESS …………………………………………………………………..6

W. PARKING …………………………………………………………………………………..6

X. SMOKING …………………………………………………………………………….……6

SECTION III. EVALUATION PROCEDURE …………………………………………………..7

A. EVALUATION COMMITTEE ………………………………………………………….…..7

B. QUALIFYING PROPOSALS ………………………………………………………7

C. TECHNICAL EVALUATION ………………………………………………………………..7

D. FINANCIAL EVALUATION ……………………………………………………………….7

E. DISCUSSIONS - BEST AND FINAL OFFERS ……………………………………… .7

F. EVALUATION CRITERIA …………………………………………………………………7

G. FINAL RANKING AND SELECTION …………………………………………………….8

H. DEBRIEFING ……………………………………………………………………….…

SECTION IV. INFORMATION REQUIRED IN ALL PROPOSALS ………………….…...9

A. ORGANIZATION OF PROPOSAL SUBMISSION ……………………………………..9

B. TRANSMITTAL LETTER

C. TECHNICAL PROPOSAL ………………………………………………………..……

D. TECHNICAL PROPOSAL CONTENTS …………………………………………..…. ..9

E. BID/PROPOSAL AFFIDAVIT ……………………………………………………. … . .11

F. CONTRACT AFFIDAVIT ……………………………………………………………

G. MBE UTILIZATION AFFIDAVIT ……………………………………………………. …. 11

H. PERFORMANCE BOND ………………………………………………………….… .… 11

I. ADDENDA ACKNOWLEDGMENT ……………………………………………….….….11

J. EXCEPTIONS OF TERMS AND CONDITIONS FROM OFFEROR ….… 11

K. PRICE PROPOSAL AND CONTENTS…………………………………………………..12

SECTION V. SPECIFICATIONS ………………………………………………….….….14

EXHIBITS

Exhibit A – Sample Contract/Required Contract Provisions/Purchase Order

Terms and Conditions (Submit Exceptions with Technical Proposal) Exhibit A –1 Required Contract Provisions Exhibit B – Bid/Proposal Affidavit (Submit with Technical) Exhibit C – Contract Affidavit Exhibit D – Acknowledgement of Addenda Form (Submit with Technical) Exhibit E – Minority Business Enterprise (MBE) Forms

PRICE PROPOSAL FORM Attachment A (Submit with Financial Proposal)

NOTE:

Copies of this RFP and related addenda can be obtained from eMaryland Marketplace Advantage (eMMA) and the college’s website. To download the RFP and Addenda, all interested firms must register as a vendor with eMMA at https://emma.maryland.gov. Firms assume the responsibility of downloading these documents and all addenda from this website prior to submission of their response.

The University assumes no liability for damages incurred directly or indirectly as a result of errors, omissions, discrepancies, unauthorized modification of electronic data, errors in transmission, HTML browser incompatibilities, and other aspects of electronic communications that are beyond the university’s control. Firms are encouraged to check eMMA and the University’s website on a regular basis for updates on this project.

Addenda and additional information often times get posted within 48 hours prior to the submission date.

https://emma.maryland.gov/

SECTION I. INFORMATION FOR OFFERORS

A. SUMMARY STATEMENT

The University of Maryland Eastern Shore (UMES) is issuing this RFP to secure a new strategic communications and marketing agency to support an integrated brand and reputation-building program.

B. ISSUING OFFICE AND PROCUREMENT OFFICER

The sole point of contact in the State for purposes of this RFP is the Procurement Officer or his/her representative (hereinafter referred to as Procurement Officer) noted on the Key Information Summary Sheet. Only the information communicated by the Procurement Officer shall be deemed the official position of the University; no other State or University employee, official, or representative has authority to change the requirements of this solicitation. Under no circumstances are firms, including third party firms or their staffs, to contact other University staff, faculty, or any related constituency for purposes associated with the RFP, including but not limited to, obtaining or providing information unless specifically noted herein. Firms failing to comply with this requirement will be disqualified.

C. PRE-PROPOSAL CONFERENCE

A Pre-Proposal conference will not be held.

D. QUESTIONS AND INQUIRIES

Offerors shall direct all communications regarding this solicitation to the Procurement Officer ONLY. Submit questions to the Procurement Office Representative in email procurementsolicitations@umes.edu no later than the date indicated on the Key Information Summary Sheet. Addenda, if required, will be furnished to all potential offerors known to have received the RFP.

E. RECEIPT OF PROPOSAL AND PROPOSAL DUE DATE

Proposals must be received at the Issuing Office by the date and time indicated in the Key Information Summary Sheet. Requests for extensions will not be granted, nor will late proposals, late requests for modification, or late requests for withdrawal be considered. Proposals submitted by email or by fax will not be accepted.

Proposals will not be opened publicly; nor, can the identity of persons (individuals or entities) submitting proposals (“Offerors”) be disclosed prior to actual contract award.

However, a register of proposals, identifying each Offeror, shall be prepared and open to public inspection after the contract award. Proposals shall not be open to public inspection until after the contract award.

F. DURATION OF PROPOSAL OFFER

Proposals submitted in response to this RFP are irrevocable for 120 days following the closing date for proposals or, if requested, the due date for best and final offers (BAFO).

This period may be extended by mutual written agreement between the offeror and the University.

G. PROCUREMENT METHOD

This solicitation shall be conducted in accordance with the University System of Maryland (USM) Board of Regents Procurement Policies and Procedures. The procurement method is Competitive Sealed Proposals.

H. BASIS FOR AWARD

1. The University may classify a proposal as "not reasonably susceptible of being selected for award" if it is incomplete or does not meet minimum requirements. The University may also determine that an offeror is non-responsible, i.e., does not have the capacity in all respects to perform the work required. Should a proposal be judged not reasonably susceptible of being selected for award, or an offeror found not responsible, the proposal will not be considered further; offeror will be notified accordingly.

2. Proposals will be evaluated by an evaluation committee. The committee will recommend award to the responsible offeror whose proposal is determined to be the most advantageous to the University, considering both technical factors and price.

3. Award pursuant to this solicitation is final only upon approval by the appropriate office of the University System of Maryland (USM) and/or the State of Maryland, and contract execution on behalf of the University.

I. ALTERNATE PROPOSALS

Neither multiple nor alternate proposals will be accepted.

J. MINORITY BUSINESS ENTERPRISE UTILIZATION

Minority Business Enterprise (MBE) and Women Owned Business Enterprise (WBE) will be afforded full opportunity to submit bids and will not be subject to discrimination based on race, color, national origin, or sex in consideration of this award.

SECTION II. GENERAL INFORMATION FOR OFFERORS

A. PURPOSE

The purpose of this solicitation is to provide information to offerors interested in preparing and submitting proposals to meet the requirements contained herein. Offerors shall familiarize themselves with each section and subsection of this document.

B. ADDENDA TO THE RFP

The University reserves the right to amend this solicitation at any time prior to the proposal due date. If it becomes necessary to amend any part of this solicitation, the Procurement Officer will furnish addenda to all prospective offerors known to the University to have received a copy of the RFP. Receipt of the addenda, amendment and/or change issued must be acknowledged in writing by prospective Offerors and each included in the technical proposal.

C. PRE-PROPOSAL MODIFICATION OR WITHDRAWAL OF OFFERS

Proposals may be modified or withdrawn by written notice via email only received at the

Issuing Office at any time before the proposal due date and time.

D. CANCELLATION OF SOLICITATION/REJECTION OF ALL PROPOSALS

The University reserves the right to cancel this RFP, to accept or reject any or all proposals, in whole or in part, received in response to this RFP, and to waive or permit cure of minor irregularities as its best interests may require.

E. DISCUSSIONS

The University reserves the right to conduct discussions with all qualified or potentially qualified offerors, in any matter necessary to serve its best interests. The University also reserves the right to award a contract based upon written proposals received, without discussion or negotiations.

F. ORAL PRESENTATIONS

Offerors may be required to make oral presentations to University representatives. The

Procurement Office will provide notice of the time and place for presentations. The University anticipates requesting oral presentations from shortlisted proposers.

Presentations may be web-enabled or in person (to be determined later).

G. INCURRED EXPENSES

The University assumes no responsibility for expenses incurred by offeror in preparing and submitting a proposal, making an oral presentation, or participating in discussions or any other activity in response to this RFP.

H. ARREARAGES

By submitting a response to this RFP, the offeror represents that it is not in arrears in the payment of any obligation due and owing to the State of Maryland, including the payment of taxes and employee benefits, and that it shall not become so in arrears during the term of the contract if selected for the award.

I. VERIFICATION OF REGISTRATION AND TAX PAYMENT

Each prospective offeror is encouraged to ensure that it is appropriately registered to do business in the State of Maryland, and in good standing with respect to taxes, personal property returns, unemployment insurance, etc., before the closing date. Failure to complete registration with the State Department of Assessments and Taxation (SDAT) will disqualify an otherwise successful offeror from recommendation for contract award.

J. ECONOMY OF PREPARATION

Proposals should be prepared simply and economically, providing a straight-forward, concise description of the offeror's ability to fulfill the requirements of this solicitation.

K. PUBLIC INFORMATION ACT NOTICE

The offeror shall give specific attention to identification of those portions of its proposal considered confidential, or containing proprietary information or trade secrets. Upon request, the offeror shall provide justification why such material should not be disclosed by the University under the Public Information Act, Title 4, Subtitle 3 of the State Government General Provisions Article, Annotated Code of Maryland.

L. EXECUTION OF PROPOSALS

Proposals shall be typewritten, and signed in ink as follows, depending on the offeror's form of business organization:

1. Sole Proprietorship. The proprietor shall sign full name, with address.

2. Partnership and Joint Venture. Submit the proposal in the name of the partnership or joint venture. Clearly state the partnership name and the identity of each general partner and execute all affidavits and certificates on behalf of the partnership, or on behalf of each general partner. No provision of any agreement among partners will be binding on the University unless it is disclosed in the offeror’s proposal.

Reasonable evidence satisfactory to the University of the authority of one partner to bind other purported partners is required. It is recommended that the proposal contains a copy of the partnership agreement, if one exists. If no partnership agreement exists, and if the number of general partners is reasonably small, each general partner should execute all required documents included in the proposal.

At the University's option, all general partners may be required to sign the proposal.

Failure to present the University with satisfactory information concerning a purported partnership or joint venture may be grounds for finding a proposal unacceptable.

3. Corporation. An officer or authorized agent of the corporation shall sign with full name, indicate title, and include the name and address of the corporation. In the case of an authorized agent, enclose a letter from an officer of the corporation authorizing said individual to act on behalf of the corporation.

M. DISCREPANCIES, EXPLANATIONS AND CLARIFICATIONS

Should offeror find discrepancies in the specifications or other provisions included in this solicitation or be in doubt as to the meaning or intent of any section or subsection herein, offeror shall request clarification from the Procurement Officer. Failure to request clarification prior to the due date shall be a waiver of any claim by the offeror for expenses made necessary by reason of later interpretation of the contract documents, and offeror shall be bound to the University's interpretation. Request clarifications in accordance with the instructions above.

N. ORDER OF PRECEDENCE

The contract to be entered into as a result of the RFP ("Contract") will consist of the following Contract Documents, listed in their order of precedence:

1. The contract executed by the parties and/or Purchase Order issued by the University.

2. The solicitation, including Exhibit A (Required Contract Provisions) and all other exhibits; and

3. Offeror's proposal.

No modifications to this order of precedence will be accepted.

O. REQUIRED CONTRACT PROVISIONS

All proposals submitted, and the contracts executed by the successful offeror(s), are subject to Exhibit A.

By submitting a proposal, the offeror is deemed to have accepted the terms of this RFP, including exhibits; a proposal that takes exception to the terms of the RFP may be rejected.

Exceptions, if there are any, must be clearly identified in the Transmittal Letter enclosed with the technical proposal. Mutually agreeable modifications of the solicitation provisions, if allowed by law, will be documented by express identification in the final contract as superseding the pertinent provisions of the solicitation.

P. OFFEROR RESPONSIBILITIES

The successful offeror shall be responsible for all products and services required by this

RFP. Subcontractors, if any, must be identified and a complete description of their role relative to the project must be identified.

Q. FALSE STATEMENTS

Offerors are advised that the Annotated Code of Maryland provides that in connection with a procurement contract, a person may not willfully: Falsify, conceal or suppress a material fact by any scheme or device; make a false or fraudulent statement or representation of a material fact; use a false writing or document that contains a false or fraudulent statement or entry of a material fact; or aid or conspire with another person to commit any of the aforementioned acts. A person who violates these provisions is guilty of a felony, and on conviction is subject to a fine not exceeding $20,000 or imprisonment not exceeding five

(5) years, or both.

R. PAYMENT TO THE CONTRACTOR; TAXES

Payment is governed by Title 15, Subtitle 1 of the State Finance and Procurement Article, Annotated Code of Maryland. The State of Maryland is exempt from Maryland Retail Sales Tax and Federal Excise Tax.

S. PRESS RELEASES

The successful offeror shall issue no press release to any publication, including newspapers, regarding work being conducted under this contract.

T. RECIPROCAL PREFERENCE

While Maryland law does not authorize state agencies to favor resident offerors, some other states grant preferences to their residents over Maryland businesses. Therefore, a resident business preference may be given to a Maryland firm if: A responsible offeror whose headquarters, principal base of operations, or principal site that will provide the services required by this RFP is located in another state submits the most advantageous offer; the other state gives a preference to its residents through law, policy, or practice;

and the preference does not conflict with a federal law or grant affecting the contract. The preference given shall be identical to the preference that the other state gives to its residents.

U. VENDOR ELECTRONIC FUNDS TRANSFER REGISTRATION

Contractors of the State are required to complete a COT/GAD Form X-10, Vendor

Electronic Funds Transfer (EFT) Registration Request Form, for each new contract with a value greater than $200,000. Vendors must register for EFT by submitting a completed COT/GAD Form X-10 to the Comptroller’s General Accounting Division (GAD) or request an exemption from GAD. The revised form is on the Comptroller’s Web site at https://www.marylandtaxes.gov/divisions/gad.php (double-click on link). The form will be provided to all successful bidders as part of the contract process.

V. NON-VISUAL ACCESS

The Contractor shall ensure compliance in any applicable contract with State of Maryland

IT Non-Visual Access Standards. The standards should be incorporated to the fullest extent possible for information technology contracts. These standards/policies may be revised from time to time and the Contractor shall comply with all such revisions. The Non-visual Access Clause noted in COMAR 21.05.08.05 and referenced in this RFP is the basis for the standards that have been incorporated in the Maryland regulations.

W. PARKING

All vehicles parked on University property must strictly observe University parking regulations. Parking on sidewalks or unpaved areas is prohibited at all times. All fines for parking or other vehicle violations are the responsibility of the Contractor. This applies to vendors, salespeople, company vehicles, and Contractor employees’ personal vehicles. The University’s parking rules and regulations as they relate to visitors can be found at https://www.umes.edu/Police/Pages/Campus-Parking-Regulations/.

X. SMOKING

Smoking, defined as the burning of tobacco or any other material in any type of smoking equipment, including but not restricted to cigarettes, cigars or pipes, is prohibited on all property owned, leased or operated by the University. This consists of all buildings, including residence halls, leased restaurants and lodging facilities; all grounds, including exterior open spaces, parking lots and garages, on-campus sidewalks, streets, driveways, stadiums, recreational spaces and practice facilities; and in all University-owned or leased vehicles. The policy applies to all individuals on the University campus, including faculty, staff, students, parents, vendors and visitors. Contractors and its employees and subcontractors who violate the policy may be denied access to the University campus.

https://www.marylandtaxes.gov/divisions/gad.php https://www.marylandtaxes.gov/divisions/gad.php

SECTION III. EVALUATION PROCEDURE

A. EVALUATION COMMITTEE

All technical proposals received by the closing deadline will be evaluated by a committee appointed by the Procurement Officer. The committee may request additional technical assistance from any source within the University System of Maryland, state government, or other sources deemed appropriate. Technical and price proposals will be evaluated independently.

B. QUALIFYING PROPOSALS

Proposals shall be initially reviewed for compliance with the solicitation requirements.

Failure to comply with solicitation requirements will result in a proposal being classified as not reasonably susceptible to being selected for an award. Minor irregularities in proposals that are immaterial or inconsequential in nature may be cured or waived whenever it is determined to be in the University's best interest.

C. TECHNICAL EVALUATION

1. After determining compliance with the RFP’s minimum requirements, the evaluation committee will assess and rank technical merit of each proposal in accordance with the criteria below.

2. At the discretion of the Procurement Officer following recommendations by the evaluation committee, a shortlist of qualified proposals may be established during the technical evaluation. Only shortlisted offerors would continue in the evaluation process; offerors not short-listed shall be so advised.

D. FINANCIAL EVALUATION

Price proposals will be evaluated separately from Technical Proposals.

E. DISCUSSIONS - BEST AND FINAL OFFERS

1. The Procurement Officer may invite one or more qualified offerors for oral presentations of their proposals. Discussions or negotiations may be conducted with qualified offerors. The Procurement Officer reserves the right to make the award without discussion or negotiations.

2. When in the best interest of the University, the Procurement Officer may request that qualified offerors revise their initial proposals by submitting best and final offers.

F. EVALUATION CRITERIA

1. Technical merit shall carry greater weight than financial merit.

2. The technical evaluation criteria are listed below in descending order of importance:

a. Extent to which the offeror’s proposal meets the RFP objectives

b. Extent to which the offeror’s proposal evidences research experience, creativity and innovative digital strategy knowledge and skills; experience in providing guidance and counsel on messaging concept development and implementation

c. Qualifications and experience of the proposed Project Manager and implementation staff; offeror capacity, management and personnel.

d. Past Performance: Examples of previous engagements of a comparable size and scope including experience in branding.

G. FINAL RANKING AND SELECTION

Following evaluation of the technical and price proposals, the evaluation committee will recommend the Procurement Officer award to the responsible offeror whose proposal is determined to be the most advantageous.

H. DEBRIEFING

Unsuccessful offerors may request debriefing by written request to the Procurement Officer, made prior to the award. Debriefings shall be limited to discussion of each unsuccessful offeror's proposal.

SECTION IV. INFORMATION REQUIRED IN ALL PROPOSALS

A. ORGANIZATION OF PROPOSAL SUBMISSION

1. Two-Volume Submission. Submit the proposal in sealed envelopes or packages, with the RFP number, due date, and offeror's name on the outside of each package or envelope. Offerors must paginate each volume and provide SECTIONS to separate responses per the technical criteria; LABEL EACH SECTION as indicated below.

2. The technical proposal shall be sealed separately from the financial proposal but submitted simultaneously. Submit one (1) original, so identified, each shall be page numbered beginning with "1."

3. Enclose one (1) electronic version (USB) of both the technical and financial proposal in the original technical and financial volumes, respectively. Electronic media must be labeled on the outside with RFP number, title and offeror name. (DO NOT INCLUDE ONE USB with both proposals).

4. If product literature and other publications are needed to supplement offeror's response, include a reference to the document name and page in text, and insert the product literature, etc. following the last section of the response.

B. TRANSMITTAL LETTER

Each technical proposal shall be covered by a transmittal letter, prepared on the offeror’s business stationery, signed by an individual who is authorized to bind the firm to all statements, proposed services, and prices offered. Do not include price information in the transmittal letter.

C. TECHNICAL PROPOSAL

1. Submit the technical proposal in a separate package apart from the financial proposal.

Ensure that it is page-numbered and prepared in a clear and concise manner that addresses each part of the RFP. Do not include price information in the technical proposal.

2. Organize the technical proposal in the same sequence as Section V of this RFP, and address each separate item herein, confirming compliance and describing in detail how the offeror proposes to meet or exceed each requirement.

D. TECHNICAL PROPOSAL CONTENTS

In addition to addressing each requirement of Section V, a completed technical proposal should include the following.

Proposal Submissions - Please label SECTIONS as specified below; failure to do so may disqualify your proposal.

Section # Section Title Section Description

Section 1 Transmittal Letter Transmittal Letter - Introduction expressing desire to be considered for this opportunity and demonstrating an understanding of the scope of services and requirements set forth in the RFP. In the introduction, outline how QUALIFICATIONS OF THE CONSULTANT set forth in this RFP are met by the responding organization.

Section 2 Experience In this section provide:

Specify the number of years the firm has been in business, history of firm, and capabilities.

Evidence of the firm’s successful experience in academic strategic planning and all other aspects of this

RFP.

Scope of Services and necessary qualifications of the Consultant.

Demonstrate experience in developing new pieces of intellectual property, survey development and fielding services, compiling research findings, and releasing and promoting research findings.

Demonstrate experience in identifying appropriate success metrics, monitoring progress, and reporting on metrics.

Section 3 Project Approach In this section provide:

A proposed approach to reach the goals as stated in the Scope of Services as described in this RFQ.

Timetable for conducting data collection, analysis, and delivery of reports.

Demonstrate experience and creativity in academic strategic planning, social media outreach, and creative development: copywriting and design, including multiple versions, electronic and paper; and promotion capabilities and related experience with work samples provided on a flash drive or web link.

Description of metrics, tools and reports for measuring success and return on investment if applicable.

Provide a timeline for Services listed under the scope of work.

Section 4 References In this section provide:

A list of current or recent clients (at least 3) whose institutions are similar in size and nature to the University. Include contact information. The University of Maryland Eastern Shore should not be one of the references. The University reserves the right to make such investigations as it deems necessary to confirm the responsibility of offeror.

Section 5 Staff Qualifications In this section provide:

Personnel names (or TBD), positions on the project (do not include daily rate, number of workdays, and total cost in this section, it should be included in the Financial Section).

Include a brief description of the qualifications and experience of the staff that would be assigned to this project if awarded a contract; provide an overview of roles and responsibilities.

Section 6 Other Information Offeror may include other information to illustrate competency and quality of services.

Section 7 Exhibits/Exceptions/Contracts Exhibits B and D, (Exhibit required after award) Exceptions to any University terms and conditions.

VENDOR SHOULD INCLUDE A SAMPLE OF THEIR

CONTRACT IN THIS SECTION FOR THE UNIVERSITY’S

REVIEW.

E. BID/PROPOSAL AFFIDAVIT

Complete the Bid/Proposal Affidavit (Exhibit B) and enclose with the technical proposal.

F. CONTRACT AFFIDAVIT (REQUIRED PRIOR TO AWARD)

The Contract Affidavit included in this solicitation as Exhibit C is a sample, for information purposes only. If a contract is awarded as a result of this procurement, only the successful offeror must complete the Contract Affidavit.

G. MBE UTILIZATION AFFIDAVIT

Exhibit E

H. PERFORMANCE BOND

Not applicable to this solicitation.

I. ADDENDA ACKNOWLEDGMENT

Should one or more addenda be issued to this RFP, offerors shall acknowledge receipt of each one by signing and returning as part of the technical proposal, Exhibit D.

J. EXCEPTIONS – Detail any exceptions taken to the Scope of Services, University’s sample contract (Exhibit A.1), required contract provisions and purchase order terms and conditions (Exhibit A) sections of this RFP. For each exception, specify the page number, section number and the exception.

K. PRICE PROPOSAL AND CONTENTS

1. Use the Price Proposal Form included in RFP to submit the fees, rates and/or total cost for the requested services. Submit the price proposal separately sealed, and apart from the technical proposal.

Include in the Price Proposal form any charges that may be applicable to the work but have not been requested. All prices and rates offered shall be firm for the initial contract term.

The price bid should be submitted as a paper Price Proposal in a separately packaged envelope as explained in this section.

Price Proposals shall be signed by an authorized firm representative and shall be in accordance with the requirements of this RFP and all addenda. It should be noted that the University is a tax exempt entity; as a result, all proposals may not include tax.

By submitting a proposal, it is understood that your firm agrees to provide said services as specified and that those services shall be performed in accordance with the RFP specifications, stipulations and terms and conditions specified and that your firm has read and agrees to the University's terms, conditions, stipulations and specifications and any University approved or authorized exceptions, and that your firm will adhere to said terms and conditions in any contact resulting.

It is also understood that the proposed price will be firm for a period of 90 days from the deadline for receipt of price proposals and that if the authorized signatory is notified of acceptance of this price within this time period, the firm shall execute a contract for the proposed compensation.

2. Information to be Included in the Price Proposal

Section 1 Price Proposal Form In this section provide:

Proposed itemized budget as described in the Scope of Services for each deliverable of the integrated plan proposed. Include all direct (and indirect) professional fees, including hourly rates for proposed consultants, and an estimate of travel costs and other reimbursable expenses.

Schedule of rates to be firm for the entire duration of the contract.

Include daily rate, number of workdays, and total cost for staff

SECTION V. SPECIFICATIONS

A. Background

As marketing and communication continues to increase in terms of strategic importance, the University of Maryland Eastern Shore (UMES) is seeking proposals for our organizational strengths and opportunities and focus on inventorying and evaluating current institutional communication efforts; reviewing organizational structure and associated responsibilities;

assessing current staffing levels and providing best practice recommendations to position these activities for maximum efficiency and effectiveness. The expected outcome of this process is a written report that reviews and evaluates the current communication strategies of the University and presents a holistic analysis of institutional communication activities, enterprise investment, technical competencies and business models that inform best practice recommendations. These recommendations should include analysis of current return on investment, opportunities for increased investment, and formative/summative measures to track promotional and communication efforts.

UMES has a very small group dedicated to overall marketing and communication across the university. These include writers and editors for publications, PR and Social Media. The team is missing core components such as audio/visual technicians, graphic designers, and content developers to manage a multi-media presence needed in the 21st century.

Research suggests that public higher education organizations have historically focused heavily on brand management and promotional activities, but that the current higher education environment requires different strategies.

B. Scope & Requirements

The University of Maryland Eastern Shore seeks a qualified strategic communications and marketing agency with a physical presence in Maryland to support an integrated brand and reputation-building program. The agency will be responsible for delivering the following services:

1. Brand Identity and Marketing Strategy Services

- Conduct and refine a comprehensive brand identity study.

- Develop and implement a marketing strategy to elevate UMES's visibility among target audiences.

- Creative development for print, digital, and video assets.

- Media planning and buying, including traditional and digital media.

- Media optimization, monitoring, and monthly reporting.

- Video production services (with capped hard costs outlined in approved budgets).

2. Strategic Communications

- Message and Narrative Development

- Media Relations and Public Relations

- Reputation Management and Crisis Communications Planning

3. Executive Visibility and Thought Leadership

- Secure speaking engagements and earned media

- Develop executive content, bios, and ghostwritten op-eds

4. Digital and Social Media Strategy

- Content strategy and execution across UMES platforms

- Multimedia content creation

- Analytics and reporting

5. Partnership and Donor Engagement

- Stakeholder mapping and segmentation

- Tailored donor and partner communications

- Support for campaign messaging and engagement strategies

Minimum Qualifications

• Must have a physical business presence in Maryland

• Must demonstrate prior experience supporting HBCUs

• Must be actively engaged in communications, advertising, marketing, and

• branding for a period of no less than seven (7) years.

• Must demonstrate prior experience purchasing media in the mid-Atlantic market

• Must meet the 29% Minority Business Enterprise (MBE) and/or

• Small Business Enterprise participation goal

C. Duration

The University of Maryland Eastern Shore (UMES) intends to award a fixed-fee contract for an initial term of two (2) years, with the option to renew for one (1) additional year at the University's sole discretion.

EXHIBIT A UMES PURCHASE ORDER TERMS AND CONDITIONS

1. Maryland Law Prevails. The laws of Maryland shall govern the interpretation and enforcement of this Contract.

2. Changes. This Contract may be amended with the consent of both parties. Amendments may not change significantly the scope of the Contract. If deemed necessary, the Procurement Officer may at any time, by written order, make unilateral changes within the general scope of this contract. Increases or decreases in cost caused by any changes in the description, time, place, method of shipment, place of delivery, the purchase order will be modified accordingly.

3. Contractor's Invoices. Contractor agrees to include on the face of all invoices billed to the University, its Taxpayer Identification Number, which is the Social Security Number for individuals and sole proprietors and the Federal Employer Identification Number for all other types of organizations. This Purchase Order Number must be included on the invoice. Contractor shall send a separate invoice for each Purchase Order.

4. Incorporation by Reference. All pricing, scope of work, terms and conditions of the solicitation, and any changes thereto, the submitted bid, proposal or quote, are made a part of this purchase order contract.

5. Tax Exemption. The State is generally exempt from federal excise taxes, Maryland sales and use taxes, District of Columbia sales taxes, and transportation taxes. Exemption certificates shall be completed upon request. Where a contractor is required to furnish and install material in the construction or improvement of real property in performance of a contract, the Contractor shall pay the Maryland Sales Tax and the exemption does not apply.

6. Specifications. All materials, equipment, supplies or services shall conform to federal and State laws and regulations and to the specifications contained in the solicitation (if applicable).

7. Delivery and Acceptance. Delivery shall be made in accordance with the solicitation specifications. The University, in its sole discretion, may extend the time of performance for excusable delays due to unforeseeable causes beyond the Contractor's control. The University unilaterally may order in writing the suspension, delay, or interruption of performance hereunder. The University reserves the right to test any materials, equipment, supplies, or services delivered to determine if the specifications have been met. The materials listed in the bid or proposal shall be delivered FOB the point or points specified prior to or on the date specified in the bid or proposal. Any material that is defective or fails to meet the terms of the solicitation specifications shall be rejected. Rejected materials shall be promptly replaced. The University reserves the right to purchase replacement materials in the open market.

Contractors failing to promptly replace materials lawfully rejected shall be liable for any excess price paid for the replacement, plus applicable expenses, if any.

8. Non-Hiring of Officials and Employees. No official or employee of the State, as defined under State Government Article § 15-102 whose duties as such official or employee include matters relating to or affecting the subject matter of this contract shall, during the pendency or term of this contract and while serving as an official or employee of the State, become or be an employee of the contractor or any entity that is a subcontractor on this contract

9. Nondiscrimination in Employment. The Contractor agrees not to discriminate in any manner against an employee or applicant for employment because of race, color, religion, creed, age, sex, marital status, national origin, ancestry, or physical or mental disability of a qualified individual with a disability and to post in conspicuous places available to employees and applicants for employment, notices setting forth the substance of this clause.

10. Financial Disclosure. The Contractor shall comply with State Finance and Procurement Article, §13-221, Annotated Code of Maryland, which requires that every business that enters into contracts, leases or other agreements with the State and receives in the aggregate $100,000 or more during a calendar year shall, within 30 days of the time when the $100,000 is reached, file with the Secretary of State certain specified information to include disclosure of beneficial ownership of the business.

11. Political Contribution Disclosure. The Contractor shall comply with Election Law § 14-101 through 14-108, Annotated Code of Maryland, which requires that every person that enters into contracts, leases, or other agreements with the State of Maryland or a political subdivision of the State, including its agencies, during a calendar year in which the person receives in the aggregate $100,000 or more, shall file with the State Administration Board of Election Laws a statement disclosing contributions in excess of $500 made during the reporting period to a candidate for elective office in any primary or general election.

12. Anti-Bribery. The Contractor warrants that neither it nor any of its officers, directors, or partners nor any of its employees who are directly involved in obtaining or performing contracts with any public body has been convicted of bribery, attempted bribery, or conspiracy to bribe under the laws of any state or of the federal government or has engaged in conduct since July 1, 1977, which would constitute bribery, attempted bribery, or conspiracy to bribe under the laws of any state or the federal government.

13. Registration. Pursuant to §7-201 et seq. of the Corporations and Associations Article of the Annotated Code of Maryland, corporations not incorporated in the State shall be registered with the State Department of Assessments and Taxation, 301 West Preston St., Baltimore, Maryland 21201, before doing any interstate or foreign business in this State. Before doing any intrastate business in this State, a foreign corporation shall qualify with the Department of Assessments and Taxation.

14. Contingent Fees. The Contractor warrants that it has not employed or retained any person, partnership, corporation, or other entity, other than a bona fide employee or agent working for the Contractor, to solicit or secure this agreement, and that it has not paid or agreed to pay any person, partnership, corporation, or other entity, other than a bona fide employee or agent, any fee or any other consideration contingent on the making of this agreement.

15. EPA Compliance. Materials, supplies, equipment, or services shall comply in all respects with the Federal Noise Control Act of 1972, where applicable.

16. Occupational Safety and Health Act (O.S.H.A.). All materials, supplies, equipment, or services supplied as a result of this contract shall comply with the applicable U.S. and Maryland Occupational Safety and Health Act standards.

17. Termination for Convenience. Upon written notice to the Contractor, the University may terminate this contract, in whole vendor in part, whenever the University shall determine that such termination is in the best interest of the University. The University shall pay all reasonable costs incurred up to the date of termination and all reasonable costs associated with termination of the contract. However, the Contractor may not be reimbursed for anticipatory profits. Termination hereunder, including the determination of the rights and obligations of the parties, shall be governed by the provisions of USM Procurement Policies and Procedures.

18. Termination for Default. When the Contractor has not performed or has unsatisfactorily performed the contract, payment shall be withheld at the discretion of the University. Failure on the part of a Contractor to fulfill contractual obligations shall be considered just cause for termination of the contract and the Contractor is not entitled to recover any costs incurred by the Contractor up to the date of termination. Termination hereunder, including the determination of the rights and obligations of the parties, shall be governed by the provisions of USM Procurement Policies and Procedures.

19. Disputes. This purchase order shall be subject to USM Procurement Policies and Procedures. Pending resolution of a claim, the Contractor shall proceed diligently with the performance of the contract in accordance with the procurement officer's decision.

20. Multi-Year Purchase Orders. If funds are not appropriated or otherwise made available to support continuation in any fiscal year succeeding the first fiscal year, this contract shall terminate automatically as of the beginning of the fiscal year for which funds are not available. The Contractor may not recover anticipatory profits or costs incurred after termination.

21. Intellectual Property. Contractor agrees to indemnify and save harmless the University, its officers, agents and employees with respect to any claim, action, cost or judgment for patent infringement, or trademark or copyright violation arising out of purchase or use of materials, supplies, equipment or services covered by this contract.

22. Pre-existing Policies and Procedures. The USM Procurement Policies and Procedures in effect on the date of execution of this Purchase Order are applicable to this Purchase Order.

23. Indemnification. The University shall not assume any obligation to indemnify, hold harmless, or pay attorneys' fees that may arise from or in any way be associated with the performance or operation of this agreement.

24. Conflicting Terms. Any proposal for terms in addition to or different from those set forth in this purchase order or any attempt by the Contractor to vary any of the terms of this offer by Contractor's acceptance shall not operate as a rejection of this offer, unless such variance is in the terms of the description, quantity, price or delivery schedule, but shall be deemed a material alteration thereof, and this offer shall be deemed acceptable by the Contractor without the additional or different terms. If this purchase order is an acceptance of a prior offer by the Contractor, the acceptance is expressly conditioned upon Contractor's assent to any additional or different terms contained herein. The Contractor understands and agrees that the terms and conditions of this purchase order may not be waived.

25. Drug and Alcohol-Free Workplace. The contractor warrants that the contractor shall comply with COMAR

21.11.08 Drug and Alcohol-Free Workplace, and that the contractor shall remain in compliance throughout the term of this purchase order.

26. Retention of Records. The Contractor shall retain and maintain all records and documents relating to this Contract for three years after final payment by the State hereunder or any applicable statute of limitations, whichever is longer, and shall make them available for inspection and audit by authorized representatives of the State, including the procurement officer or designee, at all reasonable times.

27. Smoke Free Policy Smoking is not permitted in any UMES building or facility. Smoking is not permitted on UMES property except in designated areas around the campus perimeter. In addition, smoking is not permitted in any UMES shuttle bus or other UMES vehicle.

28. Compliance with Laws. Vendor hereby represents that (a) it is qualified to do business in the State of Maryland (whether a domestic business or a foreign corporation subject to registration under the Corporations and Associations Article of Maryland Annotated (Code) and that it will take such action as, from time to time hereafter may be necessary to remain so qualified; (b) it is not in arrears with respect to the payment of any moneys due and owning the State of Maryland, or any department or unit thereof, including but not limited to the payment of taxes and employee benefits, and that it shall not become so in arrears during the term of this Agreement; (c) it shall comply with all Federal, State and local laws, regulations and ordinances applicable to its activities and obligations under this Contract, including but not necessarily limited to: Maryland Building Codes, Americans with Disabilities Act, and the Maryland Occupational Safety and Health Act and related regulations; and (d) it shall obtain, at its expense, all licenses, permits, insurance and governmental approvals, if any, necessary to the performance of its obligations under this Agreement.

29. Payment of State Obligations. Unless a payment is unauthorized, deferred, delayed or set off under COMAR 21.02.07, payments to the Vendor pursuant to this Agreement shall be made no later than thirty (30) days after UMES’ receipt of a proper invoice from the Vendor. The Vendor may be eligible to receive late payment interest as a rate of 9% per annum if:

(1) Vendor submits an invoice for late payment interest within thirty (30) days after the date of UMES’ payment of the amount on which the interest accrued; and (2) a contract claim has not been filed under State Finance and Procurement Article, Title 15, Subtitle 2, Annotated Code of Maryland. UMES is not liable for interest:

(2) Accruing more than one year after the thirty-first (31st) day after UMES receives the proper invoice; or

(3) On any amount representing…