Digital Advertising and Enrollment Marketing Services

The University of Houston-Clear Lake (UHCL) is seeking a digital advertising and enrollment marketing services provider through Request for Proposal RFP759-25-011, with proposals due on April 16, 2025, at 3:00 P.M. CT. The selected vendor will be responsible for executing comprehensive multi-channel enrollment marketing campaigns targeting prospective undergraduate and graduate students, including paid search, display advertising, social media marketing, mobile advertising, geofencing, and targeted yield campaigns. Key deliverables include lead generation, application growth, and improved enrollment outcomes through strategic digital marketing approaches. The proposal will be evaluated using a 100-point scoring system, with points allocated across proposer's experience (30 points), strategic approach and capability (25 points), cost and value (20 points), technology and data capabilities (10 points), proposal completeness (10 points), and reference quality (5 points). The university specifically seeks a vendor with demonstrated higher education marketing experience, ability to integrate with their Slate CRM, provide real-time analytics, and support enrollment marketing strategies that complement digital advertising efforts. The anticipated contract term is one year, with options to renew for two additional one-year periods.

The procurement includes a robust Historically Underutilized Business (HUB) Subcontracting Plan, with statewide HUB goals of 26% for digital advertising and enrollment marketing services. Contractors must demonstrate good faith efforts to subcontract with Texas certified HUB vendors, including notifying at least three certified HUB vendors and two trade organizations about subcontracting opportunities. Respondents must provide comprehensive documentation of their HUB inclusion efforts, with potential contract penalties for non-compliance. The solicitation requires contractors to have specific insurance coverages, including commercial general liability and professional liability insurance. While no specific budget range is explicitly stated, the comprehensive nature of the digital marketing services and the integration requirements suggest a potentially significant contract value. Contractors must also certify compliance with various state and federal regulations, including Executive Order GA 48 regarding state government hardening and provisions related to potential conflicts of interest and tax obligations. The contract will be governed under Texas state law, with jurisdiction in Harris County.