Vendor Questions and Responses - RFP 120-RCC04212026.pdf

Vendor Questions and Responses – RFP 120-RCC04212026

1. Could you let us know if you have a local preference or are you open to a

Canadian agency that has done similar work with clients across the United States, with some currently being the States of California, Hawaii, Michigan, Virginia, Colorado and Wyoming? Vendors must be registered with NC eProcurement system to bid on a contract. The Vendor eVP number must be provided.

2. Could you let us know what the budget is for this work? Preference would be for this budget to not exceed $100,000.

3. Do you have an incumbent and would they be participating in this RFP? Rockingham Community College currently does not have an incumbent on contract for this type of service.

4. The RFP mentions integration with the Element451 CRM. Can the college elaborate on how they envision this integration functioning? Rockingham Community College currently does not use Element451. The college utilizes Watermark Enterprise (Student Success & Engagement). We envision using this tool to facilitate campaigns with prospective students.

5. Is direct, two-way integration with the Element451 CRM a requirement in order to qualify as a supplier for this RFP? No.

6. Is the college open to alternative suggestions that do not involve direct synchronization with Element451? Yes.

7. Does the college intend that suppliers source their own lists of prospective targets, or simply to scrub against existing lists provided by the college (i.e.

"matchback")? Rockingham Community College already has existing lists, but we would like the vendor to suggest additional resources for population lists.

8. How does RCC define success for this engagement (e.g., inquiries, applications, enrollments, start rates, retention)? Increased enrollment, retention of current students, make our community aware of educational opportunities and partnerships

9. Are there specific enrollment targets or KPIs the selected vendor will be accountable to? Yes.

10. What historical performance benchmarks (cost per inquiry, application conversion rates, etc.) can be shared? The college can share results from digital ads and application conversion rates from our Admissions team once contract is awarded.

11. How does RCC currently measure ROI on marketing efforts? CTR, enrollment

12. What is the current level of implementation and usage of Element451 (e.g., inquiry capture, segmentation, automation, reporting)? Rockingham Community College currently does not use Element451. The college utilizes Watermark Enterprise (Student Success & Engagement). We envision using this tool to facilitate campaigns with prospective students.

13. Are there existing workflows, journeys, or campaigns currently active in the CRM? The college has several workflows utilizing data from Watermark Enterprise.

14. What internal resources are available to support CRM execution (e.g., staff roles, technical expertise)? The staff members within the college would include the Director of Admissions, VP of Student Development, Director of Public Information, and Technical Support Services team.

15. What data sources are currently integrated with Element451 (e.g., SIS, application systems, third-party lead sources)? Not Applicable.

16. What level of access will the vendor have to the CRM? To be determined based on initiatives and marketing requests.

17. Besides Element451, are there any other marketing, recruitment, or retention platforms used? Rockingham Community College currently does not use Element451. The college utilizes Watermark Enterprise (Student Success & Engagement). We envision using this tool to facilitate campaigns with prospective students. The Director of Public Information submits articles and various correspondence to newspapers, television and radio networks.

18. Are there specific program areas or pathways that are a higher priority for enrollment growth? Career and Technical Education programs are the current focus and priority, but the college would like an overall marketing plan for all programs.

19. How does RCC currently segment prospective students? The college has traditional-aged high school students (particularly dual enrollment and recent graduates), adult learners seeking career change or advancement, and returning students completing credentials and degrees.

20. What is the current mix of traditional vs. adult/continuing education audiences?

The college’s current enrollment base consists of CCP/dual enrolled students from various high schools within the county including charter, public and private along with continuing education students.

21. What is the anticipated annual budget range for this engagement (separately for media spend vs. agency fees)? Preference would be for this budget to not exceed $100,000.

22. Should vendors propose a fully bundled solution, or separate strategy/creative from media buying? The college would like any recommendations on strategy, creativity and results regarding marketing/advertising to the general public.

23. Which components of the scope are most critical for RCC in year one? The college would like to create a scope of a timeline for the overall marketing plan.

24. Are there existing vendors or internal teams handling any portion of this scope currently (e.g., creative, web, CRM)? Marketing currently handles the bulk of the college’s advertising initiatives except for the usage of Watermark Enterprise, which is overseen by Student Development and Technology Support Services.

25. Is the agency expected to create video and audio assets for media campaign?

Does RCC create those in-house? The college is currently working with a vendor to provide B-roll with video and photography for various programs.

The contracted agency of this RFP will have access to utilize these items.

26. What reporting tools or dashboards are currently in place? The college utilizes dashboards and other reporting tools, which were built internally by college personnel.

27. What internal teams (marketing, admissions, IT) will be involved? Is there a group of stakeholders who will have final approval at specific stages?

Marketing/Public Information, Admissions, Technology Support Services are the departments. There will be approvals within each stage of the marketing process.

28. Who will be the primary day-to-day point of contact for this engagement?

Director of Public Information

29. Can you clarify the expectations around the agency responding to leads that are generated? Does that include student outreach? Or is that specific to CRM workflows? Current internal workflows will be reviewed, analyzed and changed if needed to enhance the college’s marketing plan and increase the college’s community outreach.

30. Does this scope of work extend beyond enrollment marketing to include student communications? Yes.

31. Will this scope include outreach to any audience groups besides students and parents of students (ex: local business partners)? Yes.

32. Does RCC currently buy lists of prospective students? Rockingham Community College already has existing lists, but we would like the vendor to suggest additional resources for population lists.

33. Will the vendor also be responsible for updates to the RCC website as it relates to recruitment? The college would like recommendations and guidance on content used on the RCC website.

34. Are there any known specific deadlines that must be met throughout the contract period? Yes. Timelines and detailed expectations will be discussed when contract is awarded.

35. Will the vendor be responsible for managing RCC’s social media platforms and postings, or does the scope only extend to placing paid social ads? It will depend on the scope of work. Detailed expectations will be discussed when contract is awarded.