Statement of Work.pdf
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- Attached to
- Market Research and Public Opinion Services
- Solicitation number
- N0016123USNAENROLLMENT
About this file
This document contains a statement of work and sources sought notice for market research and public opinion services for the United States Naval Academy. The statement of work requires a vendor to provide enrollment management research, campaigns, consulting services and capabilities including search engine optimization, integration of a virtual tour experience into marketing campaigns, access to proprietary student data, use of an enrollment migration model, and execution of multi-platform enrollment marketing campaigns. The vendor must also provide customized analytics reporting and a 12-month period of performance with two optional one-year extensions. The sources sought notice requests capability statements from potential vendors by April 14th, 2023 to support a potential 12-month contract for the same services with the Naval Supply Systems Command on behalf of the Naval Academy. Responses should include company and small business information, a cost estimate, system registration, past performance, and any other relevant details.
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US Naval Academy Enrollment Services Admissions Department – Strategic Outreach
U.S. Naval Academy
Statement of Work N0016123RCxxxxx
Background In accordance with Title 10 of US Code, the United States Naval Academy has a mandate to admit qualified applicants from every congressional district in the United States. As a result of this mandate, our outreach and marketing efforts have a national focus, and also include territories outside of the continental United States. The Office of Admissions seeks to leverage channels that support marketing and outreach activities nationwide.
Summary Channels to connect with prospective candidates and other influencers are vital to Naval Academy Office of Admissions outreach efforts, because they increase the awareness of students in areas of the United States that have minimal exposure to the opportunities available to them at the Naval Academy. Enrollment services encompassing email, print media and social media marketing is crucial to meeting enrollment goals. Enrollment services campaigns are vital to high school students’ search and to stakeholders who work with school aged students, and for students and families who may not be engaged in the Admissions process. These campaigns are a means of engaging stakeholders who otherwise would have no way of obtaining information about USNA. A virtual tour also provides access to viewing the institution for those who are not able to physically visit due to personal limitations. Engaging students via this channel with a robust presence is of the utmost importance in order to continue to attract a Brigade of Midshipmen that reflects the needs of the naval service and the diversity of the men and women they will lead.
Requirements
Provide a fully comprehensive suite of innovative enrollment management research, campaigns, consulting services and capabilities
Fully integrate search engine optimization uniquely capable of automatically syncing leads that are organically captured through our website into our Enroll360 marketing campaigns, enabling more robust and effective “speed to lead” practices.
Fully integrate the US Naval Academy’s virtual tour experience in its enrollment marketing campaigns and conduct analyses of data elements derived from our virtual tour interactions and marketing campaigns.
Provide access to proprietary data within the Cappex, Intersect, and Greenlight, Inc, databases.
Provide us of a proprietary Enrollment Migration Model to target new markets for the US Naval Academy across the national landscape. In an effort to leverage numerous public and proprietary datasets and analyze the underlying demographics and college-going migration patterns of individual markets specifically as they relate to the US Naval Academy
Execute enrollment marketing campaigns across multiple platforms (print and digital).
Provide a customized analytics portal that enables self-service data analysis and reporting at each stage of the enrollment funnel, containing proprietary data sets, reports, and analyses.
The vendor will provide 12 months of services (POP 1 July 2023 to June 30 2024) with 2 option years for an additional 24 months (POP 1 July 2024 to June 30, 2025 and POP 1 July 2025 to June 30, 2026).
Qualifications
Provides access to a nationwide network students, families, and influencers.
Ability to provide creative consultation, on demand customer service, and build enrollment services campaigns.
Ability to provide detailed metrics and reporting via a self-service portal.
Provides calls to action and conversational inquiry forms throughout the virtual experiences, print marketing, and on social platforms.
Period of Performance
July 1, 2023 to June 30, 2024
Delivery Address
Office of Admissions
U.S. Naval Academy 52 King George Street Annapolis, MD 21402
File details come from the government source that posted it. Updated .