Advertising and Media Buying services

Saint Paul College, a Minnesota State system member, is requesting proposals for advertising and media buying services to plan and manage a paid media campaign supporting student enrollment, with proposals due September 14, 2026 at 4:00 p.m. CDT.

The scope spans media planning and strategy, digital media (paid social, search, display, video, programmatic), streaming and connected TV, traditional broadcast and print, and out-of-home transit placements; optional creative and production services are available. Performance-based optimization toward inquiries, applications, and enrollments — rather than impressions alone — is emphasized, along with comprehensive reporting and attribution capabilities. Target audiences include adult learners, career changers, first-generation students, and working parents.

Rather than specify a fixed budget, Saint Paul College requests tiered recommendations at foundational, recommended, and expanded levels, each with defined annual spend inclusive of agency fees and commissions, with working media shown separately. The initial contract term is one year with two optional one-year renewals at the College's discretion based on performance and available funding. The campaign flight runs October 2026 through May 2027, with contract start October 1, 2026, and anticipated award September 25, 2026.

Evaluation weights are relevant experience (25%), quality and strategic fit of the proposed media plan (30%), cost effectiveness and fee transparency (20%), reporting and attribution capabilities (15%), references (5%), and supplier diversity commitments of 10% or more of contract value to certified Targeted Group Businesses (5%). Proposals must be submitted through Minnesota State's SWIFT Supplier Portal and include a completed, notarized Affidavit of Non-Collusion. Written questions are due September 2, 2026 at 4:00 p.m. CDT. Contact Ryan Mayer (ryan.mayer@saintpaul.edu, 651-846-1746) or Austin Calhoun (austin.calhoun@saintpaul.edu).