Advertising and Marketing Services

The University of Texas at Dallas Executive Education, part of the Naveen Jindal School of Management, is soliciting advertising and marketing services through Request for Proposal UTD20260427-TB to support enrollment growth and strengthen brand visibility for graduate-level programs including the Executive MBA, Customized Online MBA, and MS in Leadership and Organizational Development. The selected vendor will manage, optimize, and expand paid media campaigns across search, display, and social platforms (Google, LinkedIn, Meta) targeting mid to senior-level professionals, with core responsibilities encompassing strategic planning, media planning and buying, creative development, campaign execution and monitoring, performance tracking with monthly reporting, and quarterly account management reviews. Key deliverables include campaign strategy documents and media plans within 30 days of project kickoff, campaign launches within 6-8 weeks of contract execution, monthly performance reports with impressions, clicks, conversions, and cost per lead metrics, and final summary reports with ROI analysis. Required qualifications include current Google Ads and Google Analytics certifications, demonstrated experience managing multi-platform paid campaigns for lead generation, advanced analytics and reporting proficiency, expertise in audience targeting and retargeting for niche professional audiences with longer decision cycles, and capacity to manage advertising budgets ranging from $20,000 to $60,000 annually per program. The question period opens May 7, 2026 at 8:30 AM CDT and closes May 25, 2026 at 5:00 PM CDT, with proposal submissions due June 8, 2026 at 5:00 PM CDT through the Bonfire Hub portal. Evaluation uses best-value determination with weighted criteria: Terms and Conditions (pass/fail), Cost Proposal (25%), Relevant Work Samples (15%), Experience with Similar Clients (10%), Team Expertise (10%), Budget Alignment and Value (10%), Client References (10%), and Reporting/Dashboards (20%). Technical proposals may not exceed 30 pages excluding cover page and appendices, formatted with 10.5-point minimum font and 1-inch margins.

The University of Texas at Dallas welcomes proposals from all qualified vendors, with optional certifications available for Historically Underutilized Businesses (HUB) certified by Texas and Small Business Administration (SBA) entities under government-wide procurement preference programs. Vendors are encouraged to make offers available under Group Purchasing Organizations including TXMAS, BUYBOARD, E&I, DIR, UT Alliance, Premier, ESC Region 19, and Vizient, with potential extension to other University of Texas System institutions and additional government agencies. No incumbent vendor information is identified in the solicitation documents. The contract term is one year with two optional one-year renewals, and the annual paid media budget per program will range between $20,000 and $60,000 exclusive of agency management fees, with monthly agency management fees and hourly rates as negotiated. Additional project-based creative development fees may apply, and the contractor may receive reimbursement for reasonable approved expenses subject to Texas Comptroller travel rates up to a specified maximum. The total cumulative contract value, inclusive of all fees and reimbursable expenses, shall not exceed a fee cap to be specified in the final executed agreement, and the contractor must maintain comprehensive insurance including workers' compensation, commercial general liability ($1,000,000 minimum), professional liability/errors and omissions ($1,000,000 per claim, $3,000,000 aggregate), cyber liability ($5,000,000 per incident), and business auto liability ($1,000,000 single limit), with the university named as additional insured.