AA25003 CSUF College of Business and Economics (CBE) Paid Digital Marketing and Advertising Services

California State University, Fullerton's Division of Administration and Finance is issuing a Request for Proposal to procure digital marketing and advertising services for the College of Business and Economics. The selected vendor will serve as the college's agency of record, managing comprehensive paid digital marketing and advertising campaigns across multiple platforms including display advertising, PPC, YouTube, OTT, geofencing, Meta, TikTok, and X. The primary focus will be on promoting two MBA programs (Fully Employed MBA and Flexible MBA), the MS in Accountancy and Taxation programs, and the online Bachelor of Arts in Business Administration degree-completion program, with the possibility of additional programs being added during the contract term. Deliverables include campaign setup and deployment, real-time custom reporting dashboards, event tracking and conversion optimization, A-B testing, and display ad production based on existing brand guidelines. The selected firm must demonstrate a minimum of seven years of experience delivering digital marketing services for higher education institutions and must exhibit expertise in recommending and executing online marketing strategies that achieve enrollment goals across diverse prospective student audiences. Evaluation criteria consist of qualifications and experience (40 points), response to scope of work (25 points), references (10 points), and cost (25 points). The proposal due date is February 25, 2026, at 3:00 PM PST, with a question deadline of February 4, 2026, at 4:00 PM PST, and the last day for addenda on February 11, 2026. The Notice of Intent to Award is scheduled for March 11, 2026, with contract award on March 25, 2026, and service commencement on June 30, 2026. The contract term is three years with the option of two additional one-year extensions at the university's sole discretion.

A five percent small business preference is available, not to exceed $50,000, and disabled veteran business enterprise participation incentives ranging from one to three percent are offered based on commitment levels of four to six-point-nine-nine percent. The estimated annual budget is $175,000 for graduate programs and $120,000 for the online degree-completion program, inclusive of both ad budget and agency fees, with no additional budget currently allocated for potential extensions. Proposers must submit itemized cost proposals on a firm and fixed basis for the three-year term, including campaign initiation and setup fees, monthly management fees, and any other fees and markups. The selected vendor must integrate with CSUF's existing CRM technology and carry comprehensive general liability insurance of $4,000,000 general aggregate and $2,000,000 per occurrence, business automobile liability insurance of $1,000,000, workers' compensation insurance as required by law, and cyber/data security liability insurance of $5,000,000 general aggregate and $5,000,000 per occurrence due to the handling of university data. No incumbent vendor or current contractor has been identified in the procurement documents.