Digital Programmatic Marketing

BASIS Charter Schools, a network of tuition-free public charter schools operating across Arizona, Louisiana, Texas, and Washington, D.C., is issuing a Request for Proposal for digital programmatic marketing services. The procurement seeks vendors to manage year-round programmatic advertising with seasonal emphasis on fall Open Enrollment campaigns. Deliverables include placement and optimization of digital display, connected TV, online video, audio, over-the-top, and digital out-of-home advertisements targeting parents of children K-12 across multiple demographics, geographics, and behavioral/interest categories. Key objectives include increasing brand awareness in target markets, driving traffic to the BASIS website, and generating email list subscriptions, tour sign-ups, and school applications. Required qualifications include a minimum of one year of experience providing similar services and prior work with at least one comparable K-12 school client; all employees must undergo background checks including fingerprint verification and Raptor ID screening. Vendors must provide comprehensive reporting and analytics including key performance indicators (impressions, click-through rate, conversions, cost per lead, return on ad spend), weekly status meetings, and monthly detailed performance reports with continuous optimization through A/B testing. Proposals will be evaluated on company experience and qualifications (35% weight), understanding and products proposed (30% weight), vendor team qualifications (10% weight), and financial terms (25% weight). The RFP opened May 20, 2026, with questions due by June 4, 2026 at 2:00 p.m. MST and proposals due by June 8, 2026 at 4:00 p.m. MST through the Bonfire electronic procurement portal; the evaluation period runs June 8-10, 2026, with a tentative award date of June 11, 2026.

The RFP does not specify set-aside designations or restrictions on organization types that can respond. Vendors must maintain comprehensive liability insurance including general commercial liability of $1,000,000 per occurrence/$2,000,000 aggregate, abuse and molestation coverage of $1,000,000 per occurrence, automobile liability of $1,000,000 combined single limit, worker's compensation at statutory limits, and excess liability of $5,000,000 per occurrence. The contract period runs one year from July 1, 2026 through June 30, 2027, with four optional one-year renewal periods available under the same terms and conditions. Pricing should include all costs with daily rates preferred, though monthly rate options will be considered; however, no specific budget range or award value is stated in the available documentation. BASIS reserves the right to terminate the contract at any time with 30 days' written notice and requires 30 days' written notice prior to any price increases during the contract period. No incumbent vendors, current contractors, or existing infrastructure requiring integration are identified in the RFP materials.