UMGC_RFP_92284_-_Digital_Campaign_Services_FINAL.pdf

UMGC RFP # 92284– Digital Campaign Services – Page 1 of 53 (May 2026)

REQUEST FOR PROPOSAL #92284

Digital Campaign Services

ISSUE DATE: MAY 19, 2026

NOTICE: Prospective Offerors who have received this document from a source other than the Issuing Office should immediately contact the Primary Procurement Officer and provide their name and email address in order to ensure that amendments to the Request for Proposal or other communications can be sent to them. Any Prospective Offeror who fails to provide the Issuing Office with this information assumes complete responsibility in the event that they do not receive communications from the Issuing Office prior to the closing date. It is the responsibility of the Prospective Offeror to monitor eMMA for updates to advertised Solicitations.

University of Maryland Global Campus

3501 University Boulevard East

Adelphi, Maryland 20783 www.umgc.edu eMaryland Marketplace Advantage (eMMA) https://emma.maryland.gov/

SIGNIFICANT MILESTONES TIME: DATE

Last Day for Questions 10:00 AM ET 05/27/2026

Technical Proposal Due Date 10:00 AM ET 6/10/2026

Oral Presentation/Discussion Date TBD Anticipated 6/29/26-7/2/26

Price Proposal Due Date 10:00 AM ET Anticipated 7/14/2026 http://www.umgc.edu/ https://emma.maryland.gov/

UMGC RFP # 92284– Digital Campaign Services – Page 2 of 53

SOLICITATION SCHEDULE

RFP # 92284

Issue Date May 19, 2026

Last Day for Questions: May 27, 2026, 10:00 AM ET

Technical Proposal Due Date: June 10, 2026, 10:00 AM ET

Oral Presentation/Discussion Session(s): Week of June 29, 2026 (via Zoom)*

Price Proposal Due Date: July 14, 2026*, 10:00 AM ET

Contractor(s) Selection Anticipated to be Finalized: July 29, 2026*

Agreement Executed by Selected Contractor(s): TBD*

Contract Commencement: August 2026*

*Anticipated.

UMGC RFP # 92284– Digital Campaign Services – Page 3 of 53

UNIVERSITY OF MARYLAND GLOBAL CAMPUS

RFP # 92284

TABLE OF CONTENTS

SECTION DESCRIPTION

Solicitation Schedule

Section I General Information (Instructions to Offerors)

Section II Scope of Work

Section III Procurement Phases and Evaluation Process

APPENDIX A: Technical Proposal Forms

A-1 Acknowledgement of Receipt of Addenda

A-2 Bid/Proposal Affidavit

APPENDIX B: Price Proposal Forms

B-1 Price Proposal Forms

B-2 Living Wage Requirements and Affidavit

APPENDIX C: Contract Forms

C-1 Sample Contract

C-2 Contract Affidavit

APPENDIX D: Electronic Fund Transfer Schedule

APPENDIX S: Solicitation Terms and Conditions

UMGC RFP # 92284– Digital Campaign Services – Page 4 of 53

REQUEST FOR PROPOSALS

FOR

SECTION I. GENERAL INFORMATION

1. Summary.

1.1. Solicitation: The intent of this Request for Proposals (“RFP” or “Solicitation”) is to provide qualified firms an opportunity to present their qualifications, experience, and conceptual approach to providing the scope of services in relation to the needs of UMGC. Proposals that concisely present the information requested in the order and manner requested will be considered more favorably than a Proposal (“Proposal” or “Offer”) from an Offeror of commensurate qualifications that displays a lack of organization, conciseness or attention to detail.

1.2. Procurement Regulations: This RFP shall be conducted in accordance with USM

Procurement Policies and Procedures. The procurement method is Competitive Sealed Proposals.

The text of the Policies and Procedures is available at http://www.usmd.edu/regents/bylaws/SectionVIII/VIII300.html.

1.3. Background: Go to http://www.umgc.edu/experience for a profile of the University.

2. Issuing Office.

2.1. Issuing Office:

Office of Procurement Services

3501 University Blvd. East

Adelphi, MD 20783

Primary Procurement Officer:

Eric Pfister, Director, Procurement eric.pfister@umgc.edu

Secondary Procurement Officer:

Lisa Dillard, Assistant Director, Procurement lisa.dillard@umgc.edu

2.2. The Procurement Officer(s) shall be the point(s) of contact with the University for purposes of the preparation and submittal of proposals in response to this solicitation.

3. Questions and Inquiries.

All questions and inquiries regarding this procurement must be directed to the individual(s) referenced with the Issuing Office above. Questions must be submitted in writing via email to lisa.dillard@umgc.edu AND eric.pfister@umgc.edu. Inquiries will receive a written reply.

Copies of replies will be sent to all other Offerors, but without identification of the inquirer. All http://www.usmd.edu/regents/bylaws/SectionVIII/VIII300.html http://www.umgc.edu/ mailto:eric.pfister@umgc.edu mailto:lisa.dillard@umgc.edu mailto:lisa.dillard@umgc.edu mailto:eric.pfister@umgc.edu

UMGC RFP # 92284– Digital Campaign Services – Page 5 of 53 such questions and inquiries must be received by the date and time as listed on the Cover and the

Solicitation Schedule of this RFP. Please read the relevant parts of this document before submitting questions. UMGC will not answer questions regarding future budget or prior spend

(if applicable), during the question and answer period for this RFP.

4. Pre-Proposal Meeting.

A Pre-Proposal Meeting will not be held.

5. Proposal Closing Date/Due Date and Time.

5.1. Technical Proposal: Technical Proposals must be uploaded electronically at the UMGC

Bid Locker link provided below no later than the date and time indicated in the Solicitation

Schedule. File names for the Technical Proposal documents are to include the RFP number and the Proposer’s name. NO PRICING INFORMATION is to be provided in the Technical Proposal.

Bid Locker link for Technical Proposal upload:

https://bidlocker.us/details/6089_Umgc_Rfp_92284_Digital_Campaign_Services

Proposers must be registered on Bid Locker prior to uploading proposals.

To register* for a Bid Locker account, go to:

https://bidlocker.us/Account/Signup/UMGC.

Should you encounter any issues during account set-up or require additional assistance with

Bid Locker, please reach out to Bid Locker directly at help@bidlocker.us or 267-225-1407.

(*DO NOT wait until the due date for Proposals to sign up for an account; sign up as soon as possible.)

The University advises Proposers to allocate an adequate amount of time to create a Bid

Locker account prior to any submission due date. It is also advisable to familiarize yourself with the Bid Locker site and the upload features and functionality related to uploading documents.

Proposers shall allow sufficient time in uploading the Technical Proposal to ensure timely receipt by the Issuing Office via the Bid Locker site. Upon successful submission, Proposers may download a submission receipt on Bid Locker. Proposers will also receive an email confirmation within a few minutes from Bid Locker. Proposers that do not receive confirmation should immediately notify the Issuing Office, and contact Bid

Locker at help@bidlocker.us or 267-225-1407 to confirm that their Proposal has been received. Proposers will not be able to upload Proposals after the due date and time, and late Proposals will not be considered.

If any pricing information is included in the Technical Proposal, the Proposal may be deemed non-responsive by the Issuing Office. Hyperlinks to software products that indicate that the Technical Proposal is posted by the Proposer on an electronic site may be https://bidlocker.us/details/6089_Umgc_Rfp_92284_Digital_Campaign_Services https://bidlocker.us/Account/Signup/UMGC mailto:help@bidlocker.us mailto:help@bidlocker.us

UMGC RFP # 92284– Digital Campaign Services – Page 6 of 53 rejected or be considered non-responsive if a “Click-Through Agreement” is required to be accepted by UMGC in order to download the Technical Proposal.

By providing the Technical Proposal electronically to UMGC, the Proposer grants UMGC an unlimited right to generate additional electronic and/or paper copies for distribution solely for the purpose of evaluation and review.

5.2. Price Proposal: Refer to the Solicitation Schedule for the anticipated due date and time of

Price Proposals. Price Proposals will be requested at the appropriate time via addendum to all applicable shortlisted firms.

5.3. Proposals should be provided in accordance with the Solicitation Schedule. Late Proposal submissions will not be accepted.

5.4 Neither Technical nor Price Proposals will be opened publicly. The identity of Offerors will not be disclosed prior to the Contract Award.

5.5 The Technical Proposal and/or Price Proposal, either individually or collectively, is considered by UMGC to be an Offer.

6. Minority Business Enterprises.

N/A

7. Acceptance of Terms and Conditions.

By submitting a Proposal, an Offeror shall be deemed to have accepted the terms, conditions, and requirements set forth in this RFP. The RFP including all addenda in total shall be incorporated into the Contract by reference.

8. Contractual Agreement and Term.

It is intended that one (1) contract will result from this Solicitation.

The Initial Term of this Contract shall commence upon full execution and shall continue for one

(1) year, unless otherwise expired, extended, or terminated in accordance with the provisions of this Contract. The cumulative value of all services performed under the resulting contract shall not exceed $1,000,000. Following the Initial Term of the contract, at the sole discretion of

UMGC, there will be an option for renewal for a period not to exceed a cumulative total of three additional years. Any renewal will be for time extension only with no increase in the anticipated cumulative dollar value of the contract(s).

9. Confidentiality of UMGC’s and Offeror’s Information.

Refer to Appendix S for the terms of confidentiality of UMGC’s and Offeror’s information.

10. Post-Award Confidentiality.

Refer to Appendix C for the confidentiality obligations of awardees and UMGC.

UMGC RFP # 92284– Digital Campaign Services – Page 7 of 53

SECTION II. SCOPE OF WORK

1. Purpose / Description.

The University of Maryland Global Campus (UMGC) operates as Maryland’s open university, serving working adults, military servicemembers, their families, and veterans across the United

States, and around the world. Founded in 1947 originally as the College of Special and

Continuation Studies, the University of Maryland Global Campus (UMGC) has maintained a singular focus on the needs of adults for whom a traditional education is impractical or impossible. At the core of UMGC’s capability is the ability to serve students who need more flexible class schedules and convenient locations. In the ensuing 75 plus years, UMGC has established a global presence in Asia, Europe, and across the United States. UMGC has over

185 worldwide locations and over 91,000 students across the globe, with over 57,000 of those students having military affiliation (e.g., uniformed service members, their dependents, and veterans).

Within Stateside Military Operations (SMO), UMGC has experienced tremendous growth within the last decade, with locations now across Maryland, District of Columbia, and 12 additional states. That growth has been supported in large part by an integrated, robust marketing campaign composed of a wide range of digital target marketing outreach services.

The goal of SMO is to partner with the right vendor to achieve a successful AI integrated digital marketing campaign that includes display ads, artificial intelligent tools, enhanced seo, social media, audio streaming, ott video streaming, online podcast advertising outreach, to veteran populations in targeted locations in the US and overseas. To increase the awareness of UMGC to veteran and military affiliated populations online that ultimately results in increased student enrollment growth. Accordingly, SMO seeks a strong partner with an integrated, national network of digital media services, and significant and proven experience in digital marketing to target the needs of veterans, active-duty and military affiliated populations seeking to further their post-secondary higher education needs. Using tools like short-long form audio files for promoting

UMGC on various targeted podcast stations, audio streaming, targeted display ads, ott video, artificial intelligence tools (chatgbt, gemini, copilot, etc.), digital branding promotion, etc. to target the needs of veterans and other military affiliated.

2. Scope of Services. UMGC seeks a single vendor as an exclusive partner that can provide digital advertising services (the “Services”). The Services include Section 2.1-2.4 below:

2.1 Digital Campaign Services: Vendor shall provide a 12 month “Digital Media Calendar” that outlines digital media services requested for the 12-month period to include: Native Content

Services. Vendor shall include military and veteran related educational content as determined by

UMGC based on coordination between the Vendor and the designated UMGC Project

Coordinator. Coverage and promotion of the UMGC annual Veterans Day ceremony to be conducted on or about November 11, and other selected events as determined by UMGC.

Digital & Native Content Services expected:

2.1.1 Native Content Services (via social media channels):

UMGC RFP # 92284– Digital Campaign Services – Page 8 of 53

a) Promotional ads sponsored in various Social Media Feeds dedicated to native content promotion.

b) Podcast advertising: Audio files promoting UMGC on targeted vendor podcast stations

c) Post native content from UMGC via vendors OTT video and Audio streaming media platforms

2.1.2 Digital Advertising AI Enabled SEO Management Services: Focus is centered around target market geographies, as determined by UMGC, related to search terms in the veteran

& military education/college category.

a) Promotional dedicated UMGC branding ads sponsored in Facebook/Instagram Feeds

b) Cross Device (desktop & mobile) Targeted Display ads

c) Targeted OTT video – veterans & active-duty education seekers

d) Streaming services – targeting veterans and active-duty military

e) Display Banner ads on Vendor website(s)

f) AI Enabled SEO Management – veteran and military keyword search capability that facilitates use of AI tools when conducting internet searches, as identified by UMGC, Stateside Military Operations

g) Precision geo-targeting capabilities of content and messaging

h) Podcast advertising: Access to vendors network of stations to advertise UMGC audio content (short-long form clips) on targeted podcast stations

2.1.3 Reporting and Adjustments Requirements:

a) Vendor shall obtain prior approval from UMGC for media placement with a variance of

10% or more from the media estimate/plan or within the plan estimate as outlined in the deliverables and time periods specified above.

b) Vendor shall provide reconciliation documentation and post-deployment analysis with the exception of Search Engine Optimization (SEO) - for each Product / Deliverable, with each invoice. For SEO, Contractor shall provide real-time data analytics capability with weekly updates at the discretion of UMGC. Vendor shall execute changes to the plan, as far as the markets to be targeted by SEO, at UMGC’s discretion. Any remaining funding obligation for SEO Management shall be reallocated by the Contractor to another contract deliverable, as directed by UMGC.

c) Vendor shall clearly identify reconciliation adjustments on each invoice where applicable.

d) Provide Campaign Email match back analysis every quarter.

2.2 Reconciling Media/Invoicing. The awarded vendor shall ensure all media has run as scheduled, billing in arrears for the given media placements, providing back-up information (vendor invoices, reports, etc.) by placement that confirms the invoiced media totals.

2.3 Account Management. At a minimum, UMGC expects the awarded vendor to assign the following personnel to UMGC’s account to handle projects as they arise:

a) Account Lead. Responsible for day-to-day management of all work associated with the account with capability of assigning additional staff resources, as needed.

b) Executive-in-Charge. Responsible for designing adequate resources to the account and for problem escalation/resolution.

2.4 Vendor Capabilities: The awarded vendor shall be able to:

UMGC RFP # 92284– Digital Campaign Services – Page 9 of 53

a) Offer a national footprint, with large scale audio streaming capabilities. As well as have experience facilitating digital marketing outreach campaigns utilizing those capabilities to successfully engage military veterans, active-duty personnel and those affiliated with the military online.

b) Demonstrate ongoing expertise for any channels/placements vendor is actively managing on behalf of the university, tracking, and providing POVs on new opportunities and/or possible changes.

c) Provide comprehensive recommendations for each media tactic and media plans overall based on meeting the University’s outreach goals, within agreed upon budget.

d) Experience in successfully integrating AI tools into digital marketing campaigns to hit/exceed media goals.

e) Provide company-generated monthly reporting and comprehensive analysis on performance.

f) Quarterly meetings to discuss performance of campaign as it aligns to the goals of

Stateside Military Operations.

g) Recommend optimization of and/or testing opportunities for content and products delivered pursuant to this contract, based on the goal of continually driving improved performance against established contract goals.

h) Communicate and apply the most relevant and competitive trends and performance measures in the markets in which the vendor is placing content supporting contractual requirements and provide recommendations on additional markets or content for UMGC consideration.

3. Data Security Requirements

Where applicable, the awarded vendor must be able to adhere to UMGC’s Information

Governance, Security, and Technology policies (https://www.umgc.edu/administration/policies-and-reporting/policies/info-governance-security-technology).

If needed, UMGC’s preference is for the awarded vendor to have undergone a SOC 2 Type 2 audit. In the absence of a SOC 2 Type 2 audit, a completed Higher Education Community

Vendor Assessment Tool (“HECVAT”) will be acceptable.

https://www.umgc.edu/administration/policies-and-reporting/policies/info-governance-security-technology https://www.umgc.edu/administration/policies-and-reporting/policies/info-governance-security-technology

UMGC RFP # 92284– Digital Campaign Services – Page 10 of 53

SECTION III. PROCUREMENT PHASES

AND EVALUATION PROCESS

ARTICLE 1. TECHNICAL PROPOSAL REQUIREMENTS

1. General Requirements.

1.1 Transmittal Letter: A transmittal letter from the Offeror must accompany the Technical

Proposal. The letter should be an executive summary that clearly and concisely summarizes the content of the Technical Proposal. The letter must be signed by an individual who is authorized to bind the firm to all statements, including services and financial statements, contained in the

Proposal. (See 1.2 below.) Include the Offeror’s official business address and state in which it is incorporated or organized (if Offeror is not an individual). An appropriate contact name, title, phone number, and email address should also be provided for UMGC’s use during the procurement process. Do not include price information in the transmittal letter.

1.2 Signing of Forms: A Proposal, if submitted by an individual, shall be signed by the individual. If submitted by a partnership, a Proposal shall be signed by such member(s) of the partnership with authority to bind the partnership. If submitted by a corporation, a Proposal shall be signed by an officer, and attested by the corporate secretary or an assistant corporate secretary;

if not signed by an officer, there must be attached a copy of a board resolution or that portion of the by-laws, duly certified by the corporate secretary, showing the authority of the person so signing on behalf of the corporation.

2. Initial Technical Criteria.

Clear, concise, yet detailed responses to the technical criteria below are to be provided in the

Technical Proposal. In addition, the Bid/Proposal Affidavit and Acknowledgement of Receipt of

Addenda (if applicable) must be included. Standard sales material may be provided but must be attached as an appendix rather than included within the body of the Proposal. Offerors must paginate the Technical Proposal and are requested to separate their responses to each of the technical criteria.

The following information must be furnished in the Technical Proposal per this solicitation, as more fully described below in items 2.1 through 2.9. Failure to include any of the items listed below may disqualify your firm’s response. The Technical Criteria, items 2.1 through 2.5 are listed below in order of importance. Offerors are requested to compile their Proposals in the same order. It is the Offeror’s responsibility to tailor its response to demonstrate its qualifications to perform the scope of work specifically for UMGC.

2.1 Approach: Provide a narrative of how your firm will provide the Services outlined in the RFP. Your response should demonstrate ability, quality of work, experience, and expertise within the Scope of Work as outlined in the RFP. Also be sure to include a narrative on the performance metrics and criteria that your firm tracks to measure program success.

2.2 Case Studies and References: Submit at least two (2) case studies of services provided to clients with requirements similar UMGC’s scope, within the last 4 years.

Describe the client’s size, need, and results. In addition to case studies, provide no less

UMGC RFP # 92284– Digital Campaign Services – Page 11 of 53 than three references for recent clients. Higher education clients are preferred. The full name, title, and phone number for each reference shall be included. UMGC will inform the proposer prior to contacting any reference.

2.3 Firm Profile: Provide an overview of your company and capabilities in providing the services as outlined in the Solicitation

2.4 Staffing Organization and Proposed Key Personnel Qualifications: Identify the personnel who will serve on UMGC’s account. Provide the titles and resumes for each person identified.

2.5 Special/Unique Qualifications: Describe any special or unique qualifications that your firm possesses.

2.6 Proposal Affidavit: Complete and sign the Proposal Affidavit enclosed in Appendix A and enclose with the Technical Proposal.

2.7 Insurance: Provide a copy of a Certificate of Insurance verifying your firm's Coverage for Commercial General Liability, Workmen's Compensation, and Professional Liability.

2.8 Acknowledgement of Receipt of Addenda Form: If any addenda to the RFP documents are issued prior to the due date and time for Proposals, this form (found in Appendix A) must be completed, signed, and included in the Offeror's Technical Proposal.

2.9 Acknowledgement of Review of Contract: The UMGC Sample Contract for this

Procurement will contain the mandatory provisions in Appendix C as well as any additional terms required by the University of the State of Maryland. By submitting a Proposal, the Offeror warrants that they have reviewed Appendix C and will execute a contract: a) in substantially the same form; and b) with these terms and conditions upon request by UMGC. For accounting purposes only, UMGC will also issue a purchase order to the awarded Contractor.

3. Modifications of Technical Proposal.

Offerors may modify their Technical Proposals and upload them electronically at the UMGC Bid

Locker link provided in the solicitation at any time prior to the due date and time indicated in the

Solicitation Schedule. Offerors must email written confirmation of the modification, including the signature of the Offeror, to the Procurement Officer prior to the Proposal due date and time.

Technical Proposals may not be modified, supplemented, cured, or changed in any way after the due date and time, unless specifically requested by the University.

UMGC RFP # 92284– Digital Campaign Services – Page 12 of 53

SECTION III

ARTICLE 2. TECHNICAL EVALUATION PROCESS

1. Qualifying Proposals.

1.1 Procurement Officer Review: The Procurement Officer shall first review each

Technical Proposal for compliance with the mandatory requirements of this RFP (i.e., susceptibility of award). Failure to comply with any mandatory requirement will normally disqualify a Proposal. The University reserves the right to waive a mandatory requirement when it is in its best interest to do so and when permitted by law.

1.2 Evaluation and Selection Committee: All Qualifying Proposals will be reviewed by a

UMGC Evaluation and Selection Committee (the “Committee”) established by the Procurement

Officer. As the procurement progresses, the Committee may seek input from other appropriate

UMGC staff or request additional technical assistance from any other source.

2. Technical Evaluation of Qualifying Proposals.

2.1 Initial Technical Evaluation: Following the Procurement Officer’s qualifying review, the Committee shall conduct its evaluation of the technical merit of the Proposals in accordance with the Evaluation Criteria listed in Article 1, § 2, above. Minor irregularities contained in

Proposals, which are immaterial or inconsequential in nature, may be waived wherever it is determined to be in the University’s best interest and when permitted by law. The decision for progressing in the procurement process will be made based on the strengths, weaknesses, advantages, and deficiencies that the Technical Proposals represent.

2.2 Shortlisting: In accordance with the Evaluation Criteria set forth in Article 1, § 2, a shortlist may be developed based on the Initial Technical Evaluation results. All Offerors will be notified of the results as they pertain to their respective Technical Proposal.

3. Oral Presentations/Discussion Sessions.

3.1 Purpose: Based on the Evaluation Committee’s Initial Technical Evaluation, the

University may invite, without cost to itself, the shortlisted Offerors to a virtual presentation/discussion session (“Discussion Session”). The purposes of the Discussion Session are as follows:

(i) To provide the Offeror the opportunity to demonstrate its product;

(ii) To discuss/clarify any and all aspects of the Technical Proposal, in particular the proposed product, cost model options, approach/methodologies, implementation process, schedule, staffing of the contract, and ongoing support of the product and other applicable professional services;

(iii) To allow the University to meet the Offeror's key personnel and for these personnel to directly convey their experience and expertise in the proposed product and its implementation; and

(iv) To provide an opportunity to clarify the scope of services for the intended contract and discuss any items addressed in the Technical Proposal that may require additional clarification.

UMGC RFP # 92284– Digital Campaign Services – Page 13 of 53

3.2 Format: The Discussion Session will be informal, as the University is not interested in a sales presentation by executives and business development staff. It is important that those key personnel who are proposed to be assigned to the University fully participate in the presentation and discussion. Ample time will be available for the University and the Offeror to ask questions and discuss issues and concerns related to the the scope of the services, and the Offeror’s capabilities and qualifications. We anticipate that the Discussion Session will be approximately

60 minutes in length.

Each shortlisted Offeror will be required to have key personnel attend the virtual session.

Following the Discussion Session, additional follow-up, clarification documentation may be requested of each Offeror.

3.3 Date: The times and dates for the Discussion Session(s) will be set upon completion of the Initial Technical Evaluation; however, it is anticipated that the Discussion Session(s) will be conducted on the times and dates listed per the Solicitation Schedule, as well as on the cover of this RFP. Offerors are therefore advised to set this(ese) date(s) aside in its (their) entirety on the calendars of the appropriate key personnel.

4. Second Phase Technical Evaluation.

4.1 Criteria: Following the Discussion Session held with shortlisted Offerors, a Second

Phase Technical Evaluation will be conducted. The Evaluation Committee will re-evaluate all criteria of the Technical Proposals of shortlisted Offerors, incorporating assessments of the

Discussion Session and outcomes of reference checks. The University reserves the right to make a determination that an Offeror is not shortlisted prior to completing reference checks. The order of Evaluation Criteria remains the same.

4.2 Process: Further shortlists may result as the procurement progresses. At each phase of the process, those firms that do not remain shortlisted will not progress in the procurement. All

Offerors will be notified of the results of the Technical Evaluation as they pertain to their respective

Technical Proposals. It is UMGC’s intent to incorporate references prior to establishing the final shortlist of proposals. Once a final shortlist of proposals is established, the Committee will rank the remaining Technical Proposals from highest to lowest.

UMGC RFP # 92284– Digital Campaign Services – Page 14 of 53

ARTICLE 3. PRICE PROPOSALS

1. Submission.

Price Proposals will be requested at the appropriate time via addendum to all applicable shortlisted firms.

2. Content.

Refer to Appendix B for Price Proposal Information.

If applicable, hourly rates will be requested for the assigned personnel and other professional services positions. These quoted hourly rates must be good for the first year of the Contract. The

University will consider adjustments to labor rates only based upon federal minimum wage increases, increases in Maryland Living Wage, and increases in the Consumer Price Index (CPI), as published by the Bureau of Labor Standards in February of the appropriate year (i.e., for 7/1/23 renewal the University will look at the CPI published for February 2023, and so on). Requested increases above a 5% cap will not be considered. In order to receive consideration for a price increase, the Contractor must submit a request in writing to the UMGC Procurement Office sixty

(60) days prior to the end of the initial term. The request must specify any change in the hourly labor rate wage to be paid to employees during the renewal term. The University will not consider late requests for adjustments to the hourly rate. Increases that are cumulative for prior years will not be considered; for example, if the Contractor does not request an increase for the first renewal year and then requests an increase for the second renewal year, the Contractor cannot include a cumulative amount which includes the first renewal year.

Upon approval by the University, any such modified hourly rate will constitute the labor cost figure for the contract renewal period. The University reserves the right to terminate the Contract at any time upon giving thirty (30) days written notice.

There are no reimbursables associated with this Contract. All expenses, including domestic travel, must be included in the Offeror’s price for the implementation as well as in the hourly rates of the assigned personnel. (Or, if reimbursables are allowed [such as travel, printing of documents, etc.], describe them here.)

3. Evaluation.

Price Proposals will be evaluated based on the total cost of the products and/or services requested above. The University may elect to request Best and Final Price Proposals (BAFO’s).

The Committee will establish a financial ranking of the final Price Proposals from lowest to highest total offers.

UMGC RFP # 92284– Digital Campaign Services – Page 15 of 53

ARTICLE 4. FINAL EVALUATION, RANKING AND SELECTION

1. Recommendation of Award or Further Discussions.

The Committee may recommend an Offeror for contract award(s) based upon the Offeror’s

Technical Proposal and Price Proposal without further discussion. However, should the

Committee find that further discussion would benefit the University and the State of Maryland, the Committee may recommend such discussions to the Procurement Officer. Should the

Procurement Officer determine that further discussion would be in the best interest of the

University and the State, the Procurement Officer shall establish procedures and schedules for conducting discussions and will notify responsible Offerors.

2. Final Ranking and Selection.

2.1 Process: Following evaluation of the Technical Proposals and the Price Proposals (and

Best and Final Offers, if applicable), the Evaluation and Selection Committee will make an initial overall ranking of the Proposals and recommend to the Procurement Officer the award of the contract(s) to the Offeror whose Proposal(s) is (are) determined to be the most advantageous to the University and the State of Maryland. The decision of the award(s) of the Contract will be made at the discretion of the Procurement Officer and will depend on the facts and circumstances of the procurement. All Offerors will be notified of the award(s) selection.

2.2 Basis for Award: Technical merit will have a greater weight than cost in the final ranking.

Award may be made to the Offeror with a higher technical ranking even if its Price Proposal is not the lowest. The Procurement Officer retains the discretion to examine all factors to determine the award of the contract. The goal is to contract with the Offeror(s) that would best meet the needs of the University as set forth in the RFP.

2.3. Negotiations: The University may select for award one or more Offeror(s) to negotiate the terms and conditions of the Contract. The University reserves the right to make an award with or without negotiation.

3. Debriefing.

3.1 Request: Unsuccessful Offerors may request a debriefing. A request must be submitted in writing to the Procurement Officer within ten (10) days after the date on which Offeror knows, or should have known, that its Proposal was unsuccessful. Debriefings shall be conducted at the earliest feasible time.

3.2 Discussion: Debriefings shall be limited to discussion of the Offeror’s Proposal only and shall not include a discussion of a competing Offeror’s Proposal. The debriefing may include information on areas in which the unsuccessful Offeror’s Proposal was deemed weak or insufficient.

The debriefing may not include discussion or dissemination of the thoughts, notes, or ranking from an individual Evaluation Committee Member. A summary of the Procurement Officer’s rationale for the selection may be given.

UMGC RFP # 92284– Digital Campaign Services – Page 16 of 53

APPENDIX A

TECHNICAL PROPOSAL FORMS

(NOTE: Refer to Section III, Article 1, for all required contents of the Technical Proposal.

Completion of these forms in this Appendix A is NOT the complete contents required.)

A-1. Acknowledgement of Receipt of Addenda Form

A-2. Bid Proposal/Affidavit

UMGC RFP # 92284– Digital Campaign Services – Page 17 of 53

APPENDIX A-1

ACKNOWLEDGEMENT OF RECEIPT OF ADDENDA FORM

RFP NO.: 92284

TECHNICAL PROPOSAL DUE DATE: June 10, 2026 at 10:00 AM

RFP FOR: Digital Campaign Services

NAME OF OFFEROR: ________________________________________________

ACKNOWLEDGEMENT OF RECEIPT OF ADDENDA

The undersigned, hereby acknowledges the receipt of the following addenda:

Addendum No. dated

As stated in the RFP documents, this form is included in our Technical Proposal.

Signature

Printed Name

Title

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APPENDIX A-2

BID/PROPOSAL AFFIDAVIT

A. AUTHORIZED REPRESENTATIVE

I HEREBY AFFIRM THAT: I am the (title) ____________________________________ and the duly authorized representative of (business)

_____________________________________________ and that I possess the legal authority to make this Affidavit on behalf of myself and the business for which I am acting.

B. NOT USED

B-1. CERTIFICATION REGARDING MINORITY BUSINESS ENTERPRISES (applicable if an MBE goal is set)

The undersigned bidder hereby certifies and agrees that it has fully complied with the State Minority Business Enterprise Law, State Finance and

Procurement Article, §14-308(a)(2), Annotated Code of Maryland, which provides that, except as otherwise provided by law, a contractor may not identify a certified minority business enterprise in a bid or proposal and:

(1) Fail to request, receive, or otherwise obtain authorization from the certified minority business enterprise to identify the certified minority proposal;

(2) Fail to notify the certified minority business enterprise before execution of the contract of its inclusion in the bid or proposal;

(3) Fail to use the certified minority business enterprise in the performance of the contract; or

(4) Pay the certified minority business enterprise solely for the use of its name in the bid or proposal.

Without limiting any other provision of the solicitation on this project, it is understood that if the certification is false, such false certification constitutes grounds for the State to reject the bid submitted by the bidder on this project, and terminate any contract awarded based on the bid.

B-2. CERTIFICATION REGARDING VETERAN-OWNED SMALL BUSINESS ENTERPRISES (if applicable to the solicitation)

The undersigned bidder hereby certifies and agrees that it has fully complied with the State veteran-owned small business enterprise law, State Finance and

Procurement Article, §14-605, Annotated Code of Maryland, which provides that a person may not:

(1) Knowingly and with intent to defraud, fraudulently obtain, attempt to obtain, or aid another person in fraudulently obtaining or attempting to obtain public money, procurement contracts, or funds expended under a procurement contract to which the person is not entitled under this title;

(2) Knowingly and with intent to defraud, fraudulently represent participation of a veteran–owned small business enterprise in order to obtain or retain a bid preference or a procurement contract;

(3) Willfully and knowingly make or subscribe to any statement, declaration, or other document that is fraudulent or false as to any material matter, whether or not that falsity or fraud is committed with the knowledge or consent of the person authorized or required to present the declaration, statement, or document;

(4) Willfully and knowingly aid, assist in, procure, counsel, or advise the preparation or presentation of a declaration, statement, or other document that is fraudulent or false as to any material matter, regardless of whether that falsity or fraud is committed with the knowledge or consent of the person authorized or required to present the declaration, statement, or document;

(5) Willfully and knowingly fail to file any declaration or notice with the unit that is required by COMAR 21.11.12; or

(6) Establish, knowingly aid in the establishment of, or exercise control over a business found to have violated a provision of §B-2(1)—

(5) of this regulation.

C. AFFIRMATION REGARDING BRIBERY CONVICTIONS

I FURTHER AFFIRM THAT: Neither I, nor to the best of my knowledge, information, and belief, the above business (as is defined in Section 16-101(b) of the State Finance and Procurement Article of the Annotated Code of Maryland), or any of its officers, directors, partners, or any of its employees directly involved in obtaining or performing contracts with public bodies (as is defined in Section 16-101(f) of the State Finance and Procurement Article of the

Annotated Code of Maryland), has been convicted of, or has had probation before judgment imposed pursuant to Article 27, Section 641 of the Annotated

Code of Maryland, or has pleaded nolo contendere to a charge of bribery, attempted bribery, or conspiracy to bribe in violation of Maryland law, or of the law of any other state or federal law, except as follows (indicate the reasons why the affirmation cannot be given and list any conviction, plea, or imposition of probation before judgment with the date, court, official or administrative body, the sentence or disposition, the name(s) of person(s) involved, and their current positions and responsibilities with the business):

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D. AFFIRMATION REGARDING OTHER CONVICTIONS

I FURTHER AFFIRM THAT: Neither I, nor to the best of my knowledge, information, and belief, the above business, or any of its officers, directors, partners, or any of its employees directly involved in obtaining or performing contracts with public bodies, has:

(1) Been convicted under state or federal statute of a criminal offense incident to obtaining or attempting to obtain, or performing a public or private contract, fraud, embezzlement, theft, forgery, falsification or destruction of records, or receiving stolen property;

(2) Been convicted of any criminal violation of a state or federal antitrust statute;

(3) Been convicted under the provisions of Title 18 of the United States Code for violation of the Racketeer Influenced and Corrupt

Organizations Act, 18 U.S.C. §1961, et seq., or the Mail Fraud Act, 18 U.S.C. §1341 et seq., for acts arising out of the submission of bids or proposals for a public or private contract;

(4) Been convicted of a violation of the State Minority Business Enterprise Law, Section 14-308 of the State Finance and Procurement

Article of the Annotated Code of Maryland;

(5) Been convicted of a violation of §11-205.1 of the State Finance and Procurement Article of the Annotated Code of Maryland;

(6) Been convicted of conspiracy to commit any act or omission that would constitute grounds for conviction or liability under any law or statute described in subsection (1), (2), (3), (4) or (5), above;

(7) Been found civilly liable under a state or federal antitrust statutes for acts or omissions in connection with the submission of bids or proposals for a public or private contract;

(8) Admitted in writing or under oath, during the course of an official investigation or other proceedings, acts or omissions that would constitute grounds for conviction or liability under any law or statute described above, except as follows (indicate reasons why the affirmations cannot be given, and list any conviction, plea, or imposition of probation before judgment with the date, court, official or administrative body, the sentence or disposition, the name(s) of the person(s) involved and their current positions and responsibilities with the business, and the status of any debarment):

E. AFFIRMATION REGARDING DEBARMENT

I FURTHER AFFIRM THAT: Neither I, nor to the best of my knowledge, information, and belief, the above business, or any of its officers, directors, partners, or any of its employees directly involved in obtaining or performing contracts with public bodies, has ever been suspended or debarred (including being issued a limited denial of participation) by any public entity, except as follows (list each debarment or suspension providing the dates of the suspension or debarment, the name of the public entity and the status of the proceedings, the name(s) of the person(s) involved and their current positions and responsibilities with the business, the grounds of the debarment or suspension, and the details of each person's involvement in any activity that formed the grounds of the debarment or suspension):

F. AFFIRMATION REGARDING DEBARMENT OF RELATED ENTITIES

I FURTHER AFFIRM THAT:

(1) The business was not established, and it does not operate in a manner designed to evade the application of or defeat the purpose of debarment pursuant to Sections 16-101, et seq., of the State Finance and Procurement Article of the Annotated Code of Maryland; and

(2) The business is not a successor, assignee, subsidiary, or affiliate of a suspended or debarred business, except as follows (you must indicate the reasons why the affirmations cannot be given without qualification):

G. SUBCONTRACT AFFIRMATION

I FURTHER AFFIRM THAT: Neither I, nor to the best of my knowledge, information, and belief, the above business, has knowingly entered into a contract with a public body under which a person debarred or suspended under Title 16 of the State Finance and Procurement Article of the Annotated code of Maryland will provide, directly or indirectly, supplies, services, architectural services, leases of real property, or construction.

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H. AFFIRMATION REGARDING COLLUSION

I FURTHER AFFIRM THAT: Neither I, nor to the best of my knowledge, information, and belief, the above business, has:

(1) Agreed, conspired, connived, or colluded to produce a deceptive show of competition in the compilation of the accompanying bid or offer that is being submitted;

(2) In any manner, directly or indirectly, entered into any agreement of any kind to fix the bid price or price proposal of the bidder or Offeror or of any competitor, or otherwise taken any action in restraint of free competitive bidding in connection with the contract for which the accompanying bid or offer is submitted.

I. FINANCIAL DISCLOSURE AFFIRMATION

I FURTHER AFFIRM THAT: I am aware of, and the above business will comply with the provisions of Section 13-221 of the State Finance and Procurement

Article of the Annotated Code of Maryland, which require that every business that enters into contracts, leases, or other agreements with the State of Maryland or its agencies during a calendar year under which the business is to receive in the aggregate $100,000 or more shall, within 30 days of the time when the aggregate value of these contracts, leases or other agreements reaches $100,000, file with the Secretary of State of Maryland certain specified information to include disclosure of beneficial ownership of the business.

J. POLITICAL CONTRIBUTION DISCLOSURE AFFIRMATION

I FURTHER AFFIRM THAT: I am aware of and that the above business will comply with the provisions of Article 33, Sections 30-1 through 30-4 of the

Annotated Code of Maryland, which require that every person that enters into contracts, leases, or other agreements with the State of Maryland, including its agencies or a political subdivision of the State, during a calendar year under which the person receives in the aggregate $10,000 or more shall, on or before

February 1, of the following year, file with the Secretary of State of Maryland certain specified information to include disclosure of political contribution in excess of $100 to a candidate in any primary or general election.

K. DRUG AND ALCOHOL-FREE WORKPLACE

(Applicable to all contracts unless the contract is for a law enforcement agency and the agency head or the agency head's designee has determined that application of COMAR 21.11.08 and this certification would be inappropriate in connection with the law enforcement agency's undercover operations.)

I CERTIFY THAT:

(1) Terms defined in COMAR 21.11.08 shall have the same meaning when used in this certification.

(2) By submission of its bid or offer, the business, if other than an individual, certifies and agrees that, with respect to its employees to be employed under a contract resulting from this solicitation, the business shall:

(a) Maintain a workplace free of drug and alcohol abuse during the term of the contract;

(b) Publish a statement notifying its employees that the unlawful manufacture, distribution, dispensing, possession, or use of drugs, and the abuse of drugs or alcohol is prohibited in the business' workplace and specifying the actions that will be taken against employees for violation of these prohibitions;

(c) Prohibit its employees from working under the influence of drugs and alcohol;

(d) Not hire or assign to work on the contract anyone whom the business knows, or in the exercise of due diligence should know, currently abuses drugs or alcohol and is not actively engaged in a bona fide drug or alcohol abuse assistance or rehabilitation program;

(e) Promptly inform the appropriate law enforcement agency of every drug-related crime that occurs in its workplace if the business has observed the violation or otherwise has reliable information that a violation has occurred;

(f) Establish drug and alcohol abuse awareness programs to inform its employees about:

(i) The dangers of drug and alcohol abuse in the workplace,

(ii) The business' policy of maintaining a drug and alcohol-free workplace,

(iii) Any available drug and alcohol counseling, rehabilitation, and employee assistance programs; and

(iv) The penalties that may be imposed upon employees who abuse drugs and alcohol in the workplace;

(g) Provide all employees engaged in the performance of the contract with a copy of the statement required by K(2)(b), above;

(h) Notify its employees in the statement required by §K(2)(b) above, that as a condition of continued employment on the contract, the employee shall:

(i) Abide by the terms of the statement, and

(ii) Notify the employer of any criminal drug or alcohol abuse conviction for an offense occurring in the workplace not later than five (5) days after a conviction;

(i) Notify the procurement officer within 10 days after receiving notice under §K(2)(h)(ii), above, or otherwise receiving actual notice of a conviction;

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(j) Within 30 days after receiving notice under §K(2)(h)(ii), above, or otherwise receiving actual notice of a conviction, impose either of the following sanctions or remedial measures on any employee who is convicted of a drug or alcohol abuse offense occurring in the workplace:

(i) Take appropriate personnel action against an employee, up to and including termination, or

(ii) Require an employee to satisfactorily participate in a bona fide drug or alcohol abuse assistance or rehabilitation program; and,

(k) Make a good faith effort to maintain a drug and alcohol-free workplace through implementation of §K(2)(a)-(j), above.

(3) If the business is an individual, the individual shall certify and agree, as set forth in K(4), below, that the individual shall not engage in the unlawful manufacture, distribution, dispensing, possession, or use of drugs or the abuse of drugs or alcohol in the performance of the contract.

(4) I acknowledge and agree that:

(a) The award of contract is conditional upon compliance with COMAR 21.11.08 and this certification;

(b) The violation of…