Futuriti - Digital Marketing

The Commonwealth of Kentucky's Council on Postsecondary Education (CPE) is issuing a Request for Information (RFI) seeking digital marketing services to promote Futuriti.org, a college and career navigation website serving working-age Kentuckians. CPE is soliciting proposals from qualified digital marketing agencies to develop and execute a comprehensive online campaign targeting approximately 1.4 million individuals without college credentials or professional certifications, including those with no high school diploma, limited education, prior incarceration, unemployment or public benefits, household incomes below $25,000 annually, or demonstrated interest in employment or college opportunities. The selected vendor must develop digital marketing strategies utilizing CPE-provided creative assets (images, text, and videos) and deploy campaigns across multiple channels including search engines, display advertising, online streaming services, YouTube, connected TV devices, and other digital mediums, with particular emphasis on reaching rural Kentucky populations and Eastern and Western regions of the state. Deliverables include campaign strategy development, media execution, and analytics monitoring through Google Analytics, with success metrics defined as website engagement exceeding two minutes, return visits, and increased college enrollment. Required qualifications include prior experience with similar-sized projects, technological capabilities to identify and reach specified demographic audiences, and data analytics expertise. The RFI was originally scheduled to close on August 7, 2025, at 2:00 PM EST, but the deadline has been extended to August 15, 2025, at 2:00 PM EST. Responses must be submitted via email to Claudette Tracy at Claudette.Tracy@ky.gov in PDF format not exceeding five pages and should address firm information, prior experience, year-long campaign cost estimates for July 1, 2026 to June 30, 2027, technological strategies, and alternative outreach methodologies.

This RFI is open to digital marketing firms located both inside and outside the state of Kentucky, with no set-aside designations or restrictions based on organizational type or disadvantaged enterprise status indicated in the solicitation materials. The RFI is strictly informational and does not constitute a binding contract or guarantee of future procurement preference; responding vendors will not be returned their proposals, which will not be made public. All costs associated with RFI response development, clarification meetings, and site visits are the sole responsibility of responding vendors, with CPE assuming no obligation for vendor expenses. Currently, the CPE is utilizing Futuriti's existing digital infrastructure and Google Analytics platform, which demonstrated strong campaign performance during the February through April 2025 period with 357,920 impressions, 25,956 video views, and 7,223 clicks across integrated Google Search, Display, and YouTube campaigns. Funding amounts have not been finalized as CPE continues evaluating vendor availability and proposal submissions. Potential respondents selected for in-person clarification meetings may be required to participate at their own expense.