Advertising Firm for Multistate Marketing Campaign

Yavapai College (YC) is seeking a creative and strategic advertising agency to develop and execute a multistate marketing campaign for its online bachelor's degree programs. The Request for Proposal (RFP) YC#26-374 aims to increase awareness, inquiries, and enrollment across targeted Designated Market Areas (DMAs). The selected agency will be responsible for comprehensive marketing services, including market research, competitive analysis, strategic advertising planning, tactical implementation, campaign execution, and ongoing tracking and reporting. Proposing agencies must demonstrate full-spectrum expertise in higher education marketing, with a focus on shaping the college's brand evolution and driving real-world impact for students. The proposal is due by 2:30 PM AZ MST on October 10, 2025, with an anticipated award in December 2025 and a project start in January 2025. The evaluation process will involve a four-step approach: initial compliance verification, a points-earned matrix assessment, demonstrations by top-scoring offerors, and reference checks.

The procurement includes several specific compliance requirements and restrictions. Potential contractors must complete multiple appendices, including a Boycott of Israel Disclosure, Forced Labor of Ethnic Uyghurs Ban, and various certification forms. The contract has an estimated annual budget of $300,000 for agency retainer fees, media purchases, and associated commissions, with an initial one-year term and four additional one-year renewal options. Vendors must comply with Arizona Revised Statutes and provide detailed documentation, including insurance certificates, tax identification information, and responsibility certifications. The college has implemented specific provisions to ensure vendor integrity, such as requiring disclosure of legal proceedings, administrative actions, and potential conflicts of interest. Exemptions exist for sole proprietorships, companies with fewer than 10 employees, and non-profit organizations for certain disclosure requirements. The procurement allows for potential cooperative purchasing, enabling other public and nonprofit agencies to potentially utilize the resulting contract.