Integrated Out-of-Home and Digital Marketing Services

Cobb County School District (CCSD) issued Request for Information (RFI) I26122 on April 28, 2026, seeking vendor information on integrated out-of-home (OOH) and digital marketing services designed to combine outdoor advertising awareness with measurable digital engagement and conversions. The primary objective is to support lead generation for Cobb Virtual Academy (CVA), with future expansion to broader enrollment messaging and Education Special Purpose Local Option Sales Tax (Ed-SPLOST) awareness campaigns serving the district's 105,738 students. Vendors must demonstrate comprehensive capabilities including proficiency with digital platforms (Google Ads, Meta, programmatic, display, connected TV, and audio), digital billboard deployment in Metro Atlanta, audience segmentation and retargeting strategies, first-party data capture, OOH exposure verification methodologies, campaign-specific landing page support, and conversion tracking for email signups, form fills, and applications. Key deliverables include weekly performance reporting with spend, impressions, clicks, click-through rates, conversion actions, targeting logic, and placement transparency, as well as building an email nurture list of 2,500 to 5,000 qualified leads and establishing cost-per-enrollment benchmarks to achieve 1,000 new CVA enrollments with measurable attribution from OOH exposure through digital engagement to completed enrollment. The RFI timeline includes written questions due by May 5, 2026 at 10:00 AM ET, question responses posted by May 8, 2026, and RFI responses due by May 27, 2026 at 3:00 PM ET through the CCSD Euna Procurement Portal at https://cobbk12.bonfirehub.com/portal/?tab=openOpportunities, with all submissions required to be electronic and no late submissions accepted. The contact for this procurement is Daphne Farley at 770-429-5870 or daphne.farley@cobbk12.org.

This RFI is informational in nature and does not obligate CCSD to issue a future formal solicitation, award a contract, or commit to any specific procurement path; however, CCSD reserves the right to use all or portions of submitted information to draft future specifications and to consider any and all resources for acquisition. No set-aside designations, disadvantaged enterprise restrictions, or specific organizational type limitations are identified in the solicitation documents. CCSD currently has no incumbent vendor for this work, as the district manages all paid search and social media internally through the Communications Department with no external marketing partners; however, vendors are encouraged to propose partnership structures, subcontracting arrangements, and teaming approaches provided the full RFI scope is addressed. CCSD has not established a budget for this initiative and does not request cost proposals at the RFI stage, indicating that specific award values or budget ranges have not been determined at this planning phase. Data sharing agreements and pixel/tag infrastructure details will be provided to selected vendors following RFI evaluation, and CCSD will maintain internal approval processes and provide creative assets, with legal counsel reviewing all Ed-SPLOST messaging for compliance with Georgia law prohibiting public fund advocacy on referendums.