Marketing & creative services

The State of South Carolina's Fiscal Accountability Authority, on behalf of Aiken Technical College (ATC), is seeking comprehensive marketing and creative services through a Request for Proposal (RFP) targeting three distinct audience segments: traditional students (ages 15-21), adult learners (ages 25 and over), and continuing education participants. The solicitation requires a marketing agency to develop and execute strategic marketing initiatives, manage creative branding, develop collateral and promotional materials, guide paid media strategy, provide website redesign consultation, assist with public relations, and offer advertising support. Key deliverables include comprehensive marketing strategies across digital and traditional platforms, with specific focus on enrollment initiatives for fall, spring, and summer periods. The procurement process required proposals to be submitted by October 3, 2022, at 11:00 AM EST, with prior questions due by September 13, 2022, at 2:00 PM EST. The contract is structured as an initial one-year agreement with four potential one-year renewals, resulting in a maximum five-year term from November 11, 2022, through November 10, 2027. Evaluation will likely focus on the agency's ability to meet ATC's marketing needs, proposed strategies, timelines, resources, and comprehensive approach to reaching diverse student populations.

The solicitation does not specify explicit set-aside designations or restrictions for specific enterprise types. The contract requires the selected vendor to maintain specific insurance coverages, including $1,000,000 in Commercial General Liability, $1,000,000 in Auto Liability, and appropriate Worker's Compensation coverage. The procurement will integrate with existing marketing technology platforms, including Google Analytics, Hootsuite, and the upcoming Ellucian Recruit CRM system. While specific budget amounts were not disclosed, the pricing structure requires vendors to submit hourly rates across 12 service categories totaling 388 estimated annual hours, including account management, strategic planning, creative direction, brand implementation, and digital marketing services. The agency's two-person marketing team, consisting of a Director of Marketing and Communications and a Marketing and Communications Specialist, will oversee the contract. Payments will be project-specific, with no retainer fees, and reimbursements will cover actual third-party service costs plus approved commissions or service charges.