RFP_-_SBR_-_TU-2528__for_Strategic_Marketing_Plan__Published.docx

REQUEST FOR PROPOSALS (RFP)

FOR

STRATEGIC MARKETING PLAN

SOLICITATION NO. TU-2528

Prospective offerors who obtained this document from the university’s website, e-Maryland Marketplace Advantage (eMMA), or any source other than the procurement officer, should provide their names and email addresses to the issuing office by contacting (410) 704-2171, to ensure receipt of addenda and other communications regarding the solicitation.

CAMPUS LOCATION: Directions to the university and a campus map can be found at the following link:

http://www.towson.edu/maps/index.html

PARKING INFORMATION: Free 20-min. Parking meters are available near the 1st-floor building entrance. Please visit the following link for more information: http://www.towson.edu/parking/visitors/index.html

The University is committed to ensuring that persons with disabilities have equally effective opportunities to participate in and benefit from the University's programs and services. Persons who may require reasonable ADA accommodations should contact the Issuing Office at 410-704-2171 at least five (5) days prior to any meeting scheduled in connection with this solicitation.

NOTICE TO OFFERORS

SMALL BUSINESS RESERVE PROCUREMENT

This is a Small Business Reserve Procurement for which the award will be limited to certified small business vendors. Only businesses that meet the statutory requirements set forth in State Finance and Procurement Article, §§14-501—14-505, Annotated Code of Maryland, and that are certified by the Governor’s Office of Small, Minority & Women Business Affairs (GOSBA) Small Business Reserve Program are eligible for award of a contract. Before awarding a contract under a procurement designated as a small business reserve procurement, the Procurement Officer shall verify that the apparent awardee is certified by the GOSBA as a small business through eMMA. However, if small businesses do not show interest in this solicitation, the Procurement Officer has the right to remove the SBR designation via an Amendment on eMMA.

MINORITY BUSINESSES ARE ENCOURAGED TO RESPOND TO THIS SOLICITATION

NOT TO EXCEED $100,000

KEY INFORMATION SUMMARY SHEET

STRATEGIC MARKETING PLAN

SOLICITATION NO. TU-2528

Towson University Procurement Department Administrative Building, 4th Floor 7720 York Road Towson, MD 21204

Email:

Phone Number:

nnekagray@towson.edu

(410) 704-2050

To submit a proposal, offerors must first register on emma.maryland.gov. We recommend registering in advance to become acquainted with the site.

https://towson.webex.com/towson/j.php?MTID=m7b39d723f10b0b29270f631b22c2af02

Join by meeting number

Meeting number (access code): 2866 409 1225

Meeting password: WaUVX3nJM85

Questions Due Date and Time April 29, 2025, Local Time at 4:00 PM

NO BID/PROPOSAL FEEDBACK FORM

To help improve the quality of solicitations and to make our procurement process more responsive and "business friendly," we ask that you provide comments and suggestions regarding the enclosed solicitation. Please return your comments with your bid, proposal or "no bid," response, as the case may be. Thank you for your assistance.

Project No.: TU-2528 Project Title: Strategic Marketing Plan If you have responded with a “no bid” please indicate the reasons below (check applicable boxes):

|_| Other commitments preclude our participation at this time.

|_| The subject of the solicitation is not something we normally provide.

|_| We are inexperienced in the work/commodities required.

|_| The specifications are either unclear or too restrictive (explain below).

|_| The scope of work is beyond our current capacity.

|_| Doing business with Maryland Government Agencies is simply too complicated (explain below).

|_| We cannot be competitive (explain below).

|_| Time allotted for completion of the bid/proposal response is insufficient.

|_| Start-up time is insufficient.

|_| Bonding/insurance requirements are prohibitive (explain below).

|_| MBE requirements (explain below).

|_| Bid/Proposal requirements (other than specifications or scope) are unreasonable or too risky (explain |_| below)

|_| Prior experience with Towson University contracts were not profitable or otherwise unsatisfactory (explain below).

|_| Payment schedule too slow.

|_| Other:

Explanation:

If you have submitted a bid or proposal, but wish to offer suggestions or express concerns, please use the remarks section below:

Remarks:

Bidder/Offeror Name:

Contact Person: Date:

Address:

Email: Phone:

Table of Contents

The remainder of this page is intentionally left blank.

SECTION I. INFORMATION FOR OFFERORS

A. SUMMARY STATEMENT

Towson University (TU or university), through the Division of Marketing and Communications, is issuing this Request for Proposals (RFP) to procure a marketing consultant, marketing consulting team or marketing consulting firm (marketing partner) who shall help discover, facilitate, draft and present a new 3–5-year institutional strategic marketing action plan. The marketing partner must be collaborative, knowledgeable, and highly engaged to guide and inform TU through the stages of the strategic marketing planning process.

Please note: TU is not seeking a creative marketing agency or a partner to do any kind of creative marketing execution. The university has a current agency of record and work with that partner is ongoing.

The anticipated duration of services to be provided under this Contract is one (1) year.

TU intends to make up to one award as a result of this solicitation.

An Offeror, either directly or through its subcontractor(s) must be able to provide all goods and services and meet all of the requirements requested by in this solicitation and the successful Offeror (the Contractor) hall remain responsible for Contract performance regardless of participation in the work.

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. Attempts by offeror to contact members of the evaluation committee or otherwise circumvent this procedure in any manner may be grounds for disqualification.

C. PRE-PROPOSAL CONFERENCE

A pre-proposal conference will be held as noted on the Key Information Summary Sheet. Offerors shall submit questions in writing to the Procurement Officer prior to the pre-proposal conference. Offerors are encouraged to attend.

To ensure adequate seating, all potential offerors should confirm attendance by returning the Pre- Proposal Conference Response Form (Exhibit A), not less than 48 hours in advance of the conference.

The University is committed to ensuring that persons with disabilities have equally effective opportunities to participate in and benefit from the University's programs and services. Persons who may require reasonable ADA accommodation should contact the Issuing Office at (410) 704-2171 at least five (5) days prior to any meeting scheduled in connection with this solicitation.

D. QUESTIONS AND INQUIRIES

Offerors shall direct all communications regarding this solicitation to the Procurement Officer. Submit questions to the Procurement Officer, in writing (email preferred) not 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. INSURANCE

1. The Bidder shall secure, pay the premiums for, and keep in force until the expiration of the contract, and any renewal thereof, adequate insurance as provided below, such insurance to specifically include liability assumed by the Bidder under the contract. Upon award, the successful Bidder shall furnish certificates of insurance.

a. Commercial General Liability Insurance including all extensions; $2,000,000 each occurrence; $2,000,000 personal injury; $2,000,000 products/completed operations; and $2,000,000 general aggregate.

b. Workmen’s Compensation Insurance and Unemployment Insurance as required by the laws of the State of Maryland.

c. If automotive equipment is used in the operation, automobile liability insurance of $1,000,000 combined single limit, each accident.

d. If food products are used in the operation, food products liability insurance, if not included in the Comprehensive, with limits of not less than $1,000,000 for each person and $2,000,000 for each accident.

2. Each policy for liability protection, bodily injury or property damage must specifically name, on its face, Towson University, as an additional named insured as respects operations under the contract and premises occupied by the Contractor provided, however, with respect to the Contractor’s liability for bodily injury or property damage under items 1.a.-1.e. above, such insurance shall cover and not exclude Contractor’s liability for injury to the property of the University System and to the persons or property of employees, students, faculty members, agents, officers, regents, invitees or guests of the University System.

3. Each insurance policy shall contain the following endorsements: “It is understood and agreed that the Insurance Company shall notify in writing procurement officer forty-five (45) days in advance of the effective date of any reduction in or cancellation of this policy.” A certificate of each policy of insurance shall be furnished to the procurement officer. With the exception of Workmen’s Compensation, upon the request of the procurement officer, a certified true copy of each policy of insurance, including the above endorsement, manually countersigned by an authorized representative of the insurance company, shall be furnished to the procurement officer. A certificate of insurance for Workmen’s Compensation together with a properly executed endorsement for cancellation notice shall also be furnished. Following the notice of contract award, the requested certificates and policies shall be delivered as directed by the procurement officer. Notices of policy changes shall be furnished to the procurement officer.

4. All required insurance coverages must be acquired from insurers authorized to do business in the State of Maryland and acceptable to the University. The insurers must have a policyholders’ rating of “A-” or better, and a financial size of “Class VII” or better in the latest edition of Best’s Insurance Reports.

F. 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. Unless specifically requested, proposals submitted by fax will not be accepted.

G. DURATION OF PROPOSAL OFFER

Proposals submitted in response to this RFP are irrevocable for 90 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.

H. 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.

I. 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.

J. ALTERNATE PROPOSALS

Neither multiple nor alternate proposals will be accepted.

K. MINORITY BUSINESS ENTERPRISE UTILIZATION

Minority business enterprises are encouraged to respond.

L. LIQUIDATED DAMAGES PROVISION RELATED TO MBE GOAL

This contract requires the Contractor to make good faith efforts to comply with the Minority Business Enterprise (“MBE”) Program and contract provisions. The University and the Contractor acknowledge and agree that the University will incur damages, including but not limited to, loss of goodwill, detrimental impact on economic development and diversion of internal staff resources if the Contractor does not make good faith efforts to comply with the requirements of the MBE Program and MBE contract provisions. The parties further acknowledge and agree that the damages the University might reasonably anticipate to accrue as a result of such lack of compliance are difficult to ascertain with precision.

Therefore, upon a determination by the University that the Contractor failed to make good faith efforts to comply with one or more of the specified MBE Program requirements or contract provisions, the Contractor agrees to pay liquidated damages to the University at the rates set forth below. The Contractor expressly agrees that the University may withhold payment on any invoices as a set-off against liquidated damages owed. The Contractor further agrees that for each specified violation, the agreed upon liquidated damages are reasonably proximate to the loss the University is anticipated to incur as a result of such violation.

1. Failure to submit each monthly payment report in full compliance with COMAR 21.11.03.13B (3):

$24.93 per day until the monthly report is submitted as required.

2. Failure to include in its agreements with MBE subcontractors a provision requiring submission of payment reports in full compliance with COMAR 21.11.03.13B (4): $ 87.24 per MBE subcontractor.

3. Failure to comply with COMAR 21.11.03.12 in terminating, canceling, or changing the scope of work/value of a contract with an MBE subcontractor and/or amendment of the MBE participation schedule: the difference between the dollar value of the MBE participation commitment on the MBE participation schedule for that specific MBE firm and the dollar value of the work performed by that MBE firm for the contract.

4. Failure to meet the Contractor’s total MBE participation goal and sub-goal commitments: the difference between the dollar value of the total MBE participation commitment on the MBE participation schedule and the MBE participation actually achieved.

Notwithstanding the use of liquidated damages, the University reserves the right to terminate the contract and exercise all other rights and remedies provided in the contract or by law.

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.

C. PRE-PROPOSAL MODIFICATION OR WITHDRAWAL OF OFFERS

Proposals may be modified or withdrawn by written notice 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 discussions 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.

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, offeror represents that it is not in arrears in the payment of any obligation due and owing 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 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) may 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

Offeror shall give specific attention to identification of those portions of its proposal considered confidential, or containing proprietary information or trade secrets. Upon request, 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 General Provisions Article, Annotated Code of Maryland.

L. EXECUTION OF PROPOSALS

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

1. Sole Proprietorship. 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 contain 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 the 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 M (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 M.

By submitting a proposal, 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 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, with regard to 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 GAD X-10 Form.

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. INTERGOVERNMENTAL COOPERATIVE PURCHASING

The University reserves the right to extend the terms, conditions, and prices of the contract awarded pursuant to this solicitation to other institutions of the University System of Maryland, and to other state educational institutions (e.g., St. Mary’s College, Morgan State University, and Baltimore City Community College) and public agencies with similar requirements. Each such entity will issue its own purchasing documents; Towson University assumes no contractual obligations on behalf of other users of its contracts. The forgoing applicability of terms, covenants, and conditions to future contracts is intended to provide consistency in contracts among contractors. It is not intended to preclude an institution from negotiating terms unique to its specific need or circumstances.

X. PARKING

All vehicles parked on Towson University property must strictly observe University parking regulations. Each vehicle parked on campus between 6 am and 8 pm, Monday through Thursday, and from 6 am to 3 pm on Fridays, must display a valid University permit unless parked at a paid meter. 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, salespersons, company vehicles, and Contractor employees’ personal vehicles. Long- and short-term permits are available, at designated rates, for vendors with contracts that require them to park regularly on the campus; see the parking website at http://www.towson.edu/parking/visitors/index.html for permit rates and information to support preparation of Bid/Price Proposal. Parking Transportation phone: (410) 704-7275. NOTE: Include parking fees in Price Proposal.

Y. 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.

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 may result in a proposal being classified as not reasonably susceptible of being selected for 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 recommendation 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 and shall be submitted separately. Do not submit price information in the technical proposal.

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 award without discussions 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 and financial merit shall be accorded equal importance.

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. proposed timeline and project plan,

c. offeror past performance and experience in higher education settings,

d. offeror capacity, management, and personnel, and

e. overall quality of proposal relative to adherence to instructions and requested format.

G. FINAL RANKING AND SELECTION

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

H. DEBRIEFING

Unsuccessful offerors may request a debriefing. If the offeror chooses to do so, the request must be submitted in writing to the Procurement Officer within ten days after the offeror knew, or should have known its proposal was unsuccessful. Debriefings shall be limited to discussion of the specific offeror's proposal only and shall not include a discussion of a competing offeror's proposal. Debriefings shall be conducted at the earliest feasible time.

SECTION IV. INFORMATION REQUIRED IN ALL PROPOSALS

A. ORGANIZATION OF PROPOSAL SUBMISSION

1. Two Part Submission: Offerors shall submit proposals in separate volumes:

· Volume I -Technical Proposal shall be submitted by the due date and time stated in the Key Information Summary Sheet.

· Volume II – Financial Proposal shall be submitted by the due date and time on the Key information Sheet.

2. Two Part (Double Envelope) Submission:

· Technical Proposal consisting of a searchable Adobe PDF format, and a second searchable Adobe copy of the Technical Proposal with confidential and proprietary information redacted.

· Financial Proposal consisting of a financial proposal entered into the Microsoft Excel spreadsheet provided, a searchable Adobe PDF format, and a second searchable Adobe copy of the financial proposal with confidential and propriety information redacted.

3. Submit via eMMA (RFP submission instructions).

4. If product literature and other publications are needed to supplement the 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. 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: Scope of Work of this RFP, and address each separate item herein, confirming compliance and describing in detail how offeror proposes to meet or exceed each requirement. The technical proposal shall include the specific methodology, techniques, and number of staff, if applicable, to be used by the Offeror in providing the required goods and services as outlined in RFP Section V: Scope of Work. The description shall include an outline of the overall management concepts employed by the Offeror and a project management plan, including project control mechanisms and overall timelines. Project deadlines considered contract deliverables must be recognized in the Work Plan.

D. TECHNICAL PROPOSAL CONTENTS

1. Executive Summary. A brief synopsis that demonstrates offeror’s understanding of the University’s requirements, highlighting offeror’s proposed solution, why the offeror is interested in partnering with TU, why they are best suited to lead and consult on this important strategic marketing plan and a statement attesting to all terms and conditions or contract terms that the Offeror is taking exception to.

2. Technical Proposal. Narrative discussing all objectives and requirements as outlined in Section V of this RFP. Organize the technical response in the same sequence as Section V of this RFP, and address each separate item herein, confirming compliance and describing in detail how offeror proposes to meet or exceed each requirement.

3. Key Personnel. Using Exhibit G, provide the names of key offeror personnel proposed for the University’s project, if awarded, emphasizing specific experience on contracts similar in scope and volume to the requirements of this RFP. Note: offeror shall submit forms only for personnel reasonably expected to be committed to the University for the duration of the project. Include, a minimum, information on the shop manager, and the service representative proposed for assignment to the University’s contract.

4. Company Profile. Complete the Company Profile Form included with this RFP (Exhibit F), noting the website to be consulted for additional company information.

5. Subcontractors. List each subcontractor proposed for the University’s contract, with a complete description of its role and involvement. Use the Company Profile Form (Exhibit F) as necessary for this response and complete the Subcontract Information Form (Exhibit H).

6. Experience on Similar or Relevant Projects. Provide not less than three comparable projects previously undertaken by the offeror. Identify the similarities and differences between projects recently completed and the proposed project. Documented success with higher education institutions (IHEs) is preferred. The University reserves the right to make such investigations, as it deems necessary to confirm the responsibility of offeror. In the absence of information clearly indicating that the offeror is responsible, the Procurement Officer shall make a determination of non-responsibility.

7. Additional Documentation. Furnish any additional documents that may become part of the final agreement (e.g., Software License Agreements, General Terms & Conditions, etc.).

8. References. Furnish reference data for not less than three (3) comparable projects currently underway or completed within the past 10 years, including the name, email and telephone number of the project manager and/or procurement officer for each; dollar value of the project; and the term of the project. The University reserves the right to make such investigations as it deems necessary to confirm the responsibility of offeror.

9. Financials.

The Offeror must include a commonly acceptable method to prove its fiscal integrity. The University reserves the right to request offeror to furnish its most recent annual financial statements or other financial report to confirm financial capacity and stability.

E. BID/PROPOSAL AFFIDAVIT

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

F. CONTRACT AFFIDAVIT

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; do not enclose it with the technical proposal.

G. MBE UTILIZATION AFFIDAVIT

Not applicable to this solicitation.

H. PERFORMANCE BOND

Not applicable to this solicitation.

I. ADDENDA ACKNOWLEDGMENT FORM

Should one or more addenda be issued to this RFP, offerors shall acknowledge receipt of each on the Transmittal Letter by identifying each addendum by number and date.

J. CONFLICT OF INTERST AFFIDAVIT AND DISCLOSURE

Complete the Conflict of Interest Affidavit and Disclosure (Exhibit K) and enclose with the technical proposal.

SECTION V. SCOPE OF SERVICES

A. BACKGROUND AND PURPOSE

Founded in 1866, Towson University (TU or university) is among the nation’s top public institutions. A comprehensive research and teaching university, TU offers more than 190 competitive bachelor’s, master’s, and doctoral programs in the liberal arts, sciences and applied professional fields. With a vibrant and diverse community of nearly 20,000 students and more than 3,000 faculty and staff, TU has established unprecedented momentum creating opportunities for Maryland. The largest university in greater Baltimore, TU is an anchor institution and engine of opportunity for our region and state generating sizable economic impact, spearheading significant research, investing in innovative entrepreneurship and partnering with communities and businesses to improve lives. TU is redefining the role of a university and going beyond academic excellence to serve the greater good.

Notable TU facts and accolades include:

· Ranked Maryland’s #1 public university by the Wall Street Journal (2024)

· Ranked the #5 public university by U.S. News & World Report, 2024 (North Region)

· Ranked a top 100 national public university by Forbes, 2024

· Ranked the #1 university in the nation for gender equality by Times Higher Education Impact Rankings (2024)

· Named #1 Bang for the Buck University in Maryland by Washington Monthly, 2024

· Recognized as a top performing school in social mobility, U.S. News & World Report, 2024

· Active in more than 330 community engagements and partners with more than 500 organizations throughout the region

· More than 192,000 alumni worldwide

· 19 NCAA Division I sports programs

· 15:1 student-to-faculty ratio

· Recently completed capital projects include a state-of-the-art-science complex (2021), a renovated and expanded University Union (2021) and a first-ever College of Health Professions building (2024).

More information about TU and its role as Maryland’s university of opportunities is available at www.towson.edu.

1. Marketing Initiatives. In 2019, TU launched a comprehensive institutional rebrand. This foundational project was the first of its kind for the university, and it was driven by a presidential priority to help TU tell its contemporary story of excellence after decades of extraordinary growth and regional impact. Research served to inform every step of the process including the development of the university’s first-ever brand platform and key messages. This inclusive and intentional multi-year project culminated with new institutional messaging and the university’s first brandmark update in more than 20 years. Thanks to feedback and buy-in from all of TU’s many audiences the branding effort has successfully helped to re-establish the power and the possibility behind TU as Maryland’s university of opportunities. A comprehensive look at TU’s updated brand identity can be accessed at towson.edu/brand.

In 2024, TU conducted extensive quantitative and qualitative research to assess brand health and equity. In addition to providing valuable insights from key audiences, this comprehensive brand perception study confirmed the effectiveness of TU’s brand and key messages while also providing new areas of opportunity for the institution to expand its reach and impact. TU’s updated brand serves as a firm foundation for robust institutional marketing efforts to drive enrollment, athletics engagement and key brand awareness campaigns. Leveraging extensive paid advertising strategies (digital, traditional and integrated) along with enhanced communications and media relations, the university’s Division of Marketing and Communications has established a more unified and strategic approach to achieving institutional goals through consistent, compelling messages and highly targeted audience engagement. These centralized, focused and collaborative Marcom efforts are continuing to fuel improvements to both internal and external marketing and communications. As part of TU’s commitment to building on this success, the university is eager to create a new comprehensive, documented, campus-wide strategic marketing plan to achieve even greater institutional outcomes.

2. Current Environment. TU continues to make impressive strides in creating opportunities, mentoring students, building an inclusive environment of academic excellence and working on behalf of the public good. As the university plans strategically for the future and nears an R2 Carnegie Classification, it’s clear effective marketing strategies will play an important role in engaging TU’s many diverse stakeholders and audiences.

The university’s Division of Marketing and Communications is the central unit on campus responsible for defining, leading and executing marketing strategies for the institution - and in some cases for departments and divisions. Current marketing priorities center around enrollment of prospective undergraduate and graduate students in addition to attendance/revenue generation for the university’s 19 Division I sports teams. Beyond these key objectives there are many other institutional marketing needs that must be assessed, prioritized and integrated on an ongoing basis. While there are defined strategies for specific marketing initiatives, there is a need for a more singular, overarching plan to guide campus-wide marketing efforts and inform effective use of institutional resources.

Beyond the university’s centralized marketing and communications team there are marketing functions and needs that exist within many departments and divisions. TU’s central Marcom team regularly collaborates with academic colleges and business units across campus to support strategic Marcom planning and routinely discuss marketing and communications initiatives within these key campus divisions. Strong partnerships and growth in these departmental and divisional relationships have set the stage for a collaborative strategic marketing planning process. The goal is to create an inclusive plan that doesn’t simply advance institution-wide goals but creates a new data-driven, highly transparent, and mutually supported plan that can be utilized by all parts of the university community.

3. Project Goals. As a result of this project, TU shall have a marketing plan strategy the University can use for the next 3-5 years.

4. TU Staff and Roles. University Marketing and Communications will serve as the primary partner and contact for this work. The TU team will provide support with all materials, information, current plans and any other discovery materials for the successful Offeror. The TU team will additionally assist with the planning process and any necessary project management or logistical support.

B. CONTRACTOR RESPONSIBILITIES AND TASKS

1. General Requirements The Contractor shall:

a. Support both TU’s Strategic Plan (https://www.towson.edu/about/mission/strategicplan.html) and President Mark Ginsberg’s Presidential Priorities (https://www.towson.edu/about/administration/president/priorities.html).

b. Build, lead, consult and guide TU through the strategic planning process, while providing insights and recommendations throughout each step of the process.

c. Provide an actionable strategic marketing plan and presentation within one year of starting services.

d. Meet at least twice a month virtually and in-person at least 4 times.

e. Provide a timeline and project plan that includes the following:

1) High-level overview of the proposed engagement;

2) Define the project steps and stages of the project.

3) Identify resources and estimate the potential number of hours and timeframes needed to complete the work.

4) Identify areas where TU can support the work with both efficiency and effectiveness.

f. Collaborate with TU and describe how the marketing partner will work with TU and the preferred methods of engagement.

2. Consultation The Contractor shall:

a. Lead and direct the process from start to finish;

b. Conduct a discovery and background assessment;

c. Review all relevant institutional documentation and data;

d. Provide recommendations for stakeholder roles and responsibilities;

e. Facilitate conversations, interviews and group discussions as needed;

f. Distill feedback and interpret stakeholder input;

g. Develop both a draft and final version of the plan;

h. Incorporate revisions based on stakeholder feedback;

i. Present finalized and approved plan to leadership and select campus groups; and

j. Assist in strategies to socialize the final plan.

3. Plan Development The Contractor shall provide:

a. A situation analysis;

b. Objectives and goals;

c. An Institutional Strengths, Weaknesses, Opportunities and Threat (SWOT) analysis;

d. A Competitive analysis;

e. A targeting and positioning analysis;

f. Budget and financial recommendations;

g. Action items;

h. Performance metrics and Key Performance Indicators (KPIs); and

i. Recommendations based industry expertise and knowledge.

j. Ensure that all stages of the project are completed in accordance with the timeline and project plan (section B.1.e) and is managed efficiently.

4. Plan Execution The Contractor shall:

a. Prioritize action items;

b. Socialize the plan;

c. Recommended change management;

d. Recommend resources to achieve the plan’s objectives (for both financial and human capital);

e. Make structural recommendations for marketing functions and roles;

f. Recommended workflows or processes;

g. Propose other ways in which the plan should be operationalized; and

h. Provide a final plan that is actionable with specific and detailed action items along with comprehensive recommendations that are achievable and aligned with institutional goals.

i. Create and provide a formal presentation of the final strategic marketing plan report.

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C. DELIVERABLES

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