Futuriti - Digital Marketing

The Kentucky Council on Postsecondary Education (CPE) has issued a Request for Information (RFI) for a digital marketing campaign targeting Futuriti.org, a college and career navigation website. The procurement seeks digital marketing strategies designed to drive website traffic from specific Kentucky-based audiences, with a primary focus on reaching approximately 1.4 million working-age Kentuckians without credentials. The key objective is to inspire 5% (55,000 individuals) to pursue educational credentials or career training by 2026. Target audiences include adults without high school diplomas, individuals with some college but no degree, those with prior incarceration, people receiving unemployment or Medicaid benefits, households with median income below $25,000, and individuals with employment or college-related search histories. The RFI requires vendors to develop and execute digital marketing strategies across web pages, search engines, online streaming services, and other visual mediums, with CPE providing marketing visuals. The solicitation was issued on 07/29/2025, with responses due by 08/15/2025 at 2:00 PM EST, covering a potential year-long campaign from July 1, 2026 to June 30, 2027.

This RFI is an information-gathering exercise and will not result in a direct contract award. No specific set-aside designations or restrictions on responding organizations were explicitly mentioned in the documents. The campaign's previous marketing efforts, as demonstrated in the April 2025 monthly report, showed impressive performance metrics, including 357,920 total impressions, 25,956 video views, and 7,223 clicks across digital platforms. While no specific budget range was provided, the RFI requests vendors to submit estimated costs for the year-long campaign. The marketing data suggests a focus on male demographics, particularly the 25-34 age group, with Louisville emerging as the top-performing geographic location. Vendors are expected to have technological capabilities to identify and target specific demographic groups, with a maximum five-page PDF response detailing their firm's experience, proposed strategies, alternative methods, and estimated campaign costs. The RFI emphasizes that responding is not a prerequisite for future procurement opportunities, and all response-related costs will be borne by the vendors.