QuestionsAnswers.docx

Question/Answers for Mobile Media Advertising RFQ

Q) Open for companies outside the U.S. - Answer - No.

Q) Face to Face meeting - Answer - After the contract is awarded a progress meeting can be scheduled.

Q) Performing the tasks (related to RFP) outside USA – Answer - No.

Q) Submitting proposal via email - Answer - Yes

Q) To clarify, there are 2 separate deliverables.

1) Mobile media campaign

- Two (3) month periods

- targeting 20 DMAs

- 250,000- 500,000 impressions per DMA per month

- 25 million impressions total

2) 1st party, addressable media campaign

- 1st-party mobile media campaign targeting USMA's list of prospects

- 2 million impressions on target prospects.

Q) What is the first party data set?

Answer - Name, email, full mailing address, school, phone (cell) for up to 300K individual leads.

Q) For the 1st-party ad campaign can you confirm you want available impressions for the two (3) month time periods and corresponding media cost?

Answer - The contract will be funded for the total cost.

Q) For the mobile media campaign, are there other targeting parameters such as age, looking for college scholarships, interests such as athletics?

Answer - Yes the DMAs (per the SOW) are HIGH SCHOOLS in the top 20 metropolitan markets. This is for college admission ergo. We are looking for potential applicants e.g., high school age.

Q) If you find a competitive, qualified offering would you consider making the solicitation a SDVOSB set-aside?

Answer – At this time it is set-aside for small business.

Q) What are the goals/objectives of the campaign?

Answer - Between 0.66% - 1.49% CTR

Q) First Party Data: What format is this data in? Email addresses? Names? Device IDs?

Answer - Full name, full mailing address, most (not all) email addresses, many (not all) phone numbers, high schools of attendance.

Q) Specific Task b: By coordinating “best ROI opportunities” do they mean media mix (social vs. mobile advertising)?

Answer - Vendor should coordinate with our other vendors who provide the data sets and our predictive model, so as to determine which targets are most likely to respond to the campaign.

Q) Specific Task c: Talks to digital vs. mobile vs. social, but deliverable s are specific to 1st party advertising and mobile advertising—does digital mean desktop display in addition to mobile and social?

Answer - Yes - absolutely. This campaign will target mobile devices but it will also retarget other devices associated with individual leads.

Specific task d:

Q) What are the stages of the recruitment cycle? i.e. Seeing the impression, visiting website, filling out application, etc.

Answer - Yes + completing the application + being offered + accepting + enrolling.

Q) What are the specific qualifications of “best fit students for West Point”? i.e. GPA (4.0+), affiliations (ROTC), classes (Biology), etc.

Answer - Best fit is based upon the predictive model provided by USMA's other vendor as well as requirements for entry e.g., academic, physical, and leadership.

Specific task e:

Q) How are enrollments being tracked? i.e. Applications submitted online from ads, matching submitted email addresses to those targeted, etc.

Answer - Correct. Opened applications are recorded, and from there each stage is recordable e.g., opened application, completed application, tests taken, medical exam completed, etc

Q) When do the “advanced notification of enrollment insights” need to be delivered?

Answer - Before the campaigns begin so as to confer and agree with course of action.

Specific task f:

Q) What is the “online portal for on-demand data/information search for professional development and market intelligence for enrollment marketing?” Are these reporting dashboards with real time information on impressions, clicks, conversions, etc.? Is this a proprietary audience analysis database we need to build?

Answer - Yes - proprietary of the vendor for whom the contract was intended, but not awarded.

However - whoever is awarded this contract WILL have to provide a similar mechanism so as to allow the COR to access and search market intelligence info on-demand re: high school enrollment marketing info/trends/best practices/research/et al.

Q) Deliverables a: How large is the first party data set?

Answer - Anywhere between 50K - 300K

Q) Please confirm if all creative, including social images and copy, will be provided by the Office of Admissions.

Answer - All images/iconography/licensed indicia/tag lines/etc will be provide. Creation of the media is the responsibility of the vendor.

Q) Are there any other regular reporting requirements in addition to the EDR?

Answer - No.

Q) Will USMA be tying campaign results directly to enrollment?

Answer - Yes - as best as can be inferred or directly correlated.

Q) Is this a new requirement for USMA, or renewal of an existing contract? If a renewal of an existing contract, please from the current contract number/task order and contractor name.

Answer - this is a new contract.

Q) Can USMA provide the estimated budget range for this requirement?

Answer - No.