CCU digital advertising services

Coastal Carolina University (CCU), through the State Fiscal Accountability Authority's Division of Procurement Services, is seeking a digital advertising services contractor to execute comprehensive marketing campaigns for university departments and programs. The primary objective is to increase brand awareness and enrollment among qualified students through various digital marketing strategies. Required services include search engine optimization (SEO), search engine marketing (SEM) with pay-per-click capabilities, mobile and banner displays with targeting and retargeting, social media management, market research and analysis, campaign performance tracking, and strategic campaign development. The university anticipates approximately twenty campaigns annually, though no minimum is guaranteed. Offerors must demonstrate a minimum of five years of experience providing similar digital advertising services, with proven work at least four higher education institutions of comparable size. The solicitation follows a detailed evaluation process, with points allocated as follows: experience and qualifications (50 points), methodology and approach (30 points), and business proposal (20 points). Key dates include a non-mandatory pre-proposal conference on March 15, 2022, at 10:00 AM EST, with written questions due by March 15, 2022, at 3:00 PM EST. Proposals are due April 12, 2022, at 11:00 AM EST, with award notification planned for June 20, 2022.

The contract will be awarded to a single responsive and responsible offeror, with no specific set-aside designations or restrictions on organization types mentioned in the solicitation documents. The incumbent vendor is Nexstar Media Group, Inc. The current annual budget for digital marketing is approximately $35,000, though this does not include paid traditional or social media advertising. The contract term is structured as one initial year with four potential one-year renewal options, creating a maximum five-year contract period from July 1, 2022, to June 30, 2027. The University requires the selected contractor to be responsible for all platform costs, third-party affiliate payments, and lead list expenses, with strict compliance to brand standards that prohibit partnerships with sites associated with alcohol, tobacco, weapons, or explicit content. Pricing must be submitted as a separate business proposal with detailed itemization of all costs and a proposed payment structure for the entire five-year contract period. The University will evaluate price competitiveness using industry publications and return on investment metrics, ensuring that proposed costs remain competitive throughout the contract duration.