25-05 Marketing Campaign Services

Massachusetts College of Art and Design (MassArt) is seeking marketing campaign services for the MassArt Art Museum (MAAM) through a competitive Request for Proposal (RFP) process. The procurement, identified as RFP 25-05, aims to develop and launch a comprehensive marketing campaign to raise awareness and increase attendance during the Boston Public Art Triennial from May 22 to October 31, 2025. The selected communications firm will be responsible for creating a strategic marketing approach targeting local and regional audiences, including residents, families, art enthusiasts, and tourists, with the primary goal of increasing museum foot traffic and social media engagement. Proposal submissions are due by 3:00 PM EST on May 21, 2025, with finalist interviews scheduled for June 2-3, 2025, and an anticipated contract award during the week of June 9, 2025. The successful vendor must demonstrate experience in the cultural sector, particularly with arts and culture organizations, and provide a detailed project plan including firm overview, relevant experience, budget breakdown, client references, key performance indicators, and team member credentials. Evaluation criteria will focus on the vendor's ability to provide the best value and meet all mandatory performance and business specifications.

The RFP does not explicitly mention specific set-aside designations or restrictions for disadvantaged enterprises. The contract has a total budget of $50,000 and will initially run from the contract signing date through August 1, 2025, with MassArt reserving the right to extend the contract for up to two additional six-month periods. Payments will be processed in arrears, with immediate processing for paid media advertising invoices and all invoices due within 30 days of receipt. Interestingly, other Massachusetts state higher education institutions have the option to utilize this competitively bid contract, though MassArt will have no responsibility for additional agency agreements or payments. The marketing campaign should primarily focus on digital and social media platforms, with potential inclusion of targeted print ads, out-of-home advertising, and geomarketing tactics. The selected firm will be expected to provide transparent billing practices, assign a dedicated account manager, and be available for weekly meetings to ensure the campaign effectively promotes MAAM as a must-visit contemporary art museum in Boston.