Media Planning

The University of South Dakota (USD) has issued a Request for Proposal (RFP) for comprehensive media planning services, seeking a qualified vendor to develop, execute, and optimize digital and traditional advertising campaigns. The procurement targets marketing services specifically focused on planning, buying, and managing media strategies to support university branding and recruitment efforts. Desired deliverables include a comprehensive media plan, negotiated media placements, digital advertising optimization, and regular performance reporting. Key objectives involve increasing brand awareness and engagement across target audiences including prospective undergraduate and graduate students, current students, alumni, and influencers. Evaluation criteria will assess vendors' specialized expertise, available resources, past performance, and ability to meet project requirements. The RFP schedule indicates a proposal submission deadline of October 11, 2024, with an anticipated award decision by October 18, 2024. Vendors must email inquiries to chris.phillips@usd.edu with the subject line "RFP # USD09162024-2" and are prohibited from contacting USD staff outside the designated communication channel.

The RFP does not specify specific set-aside designations or restrictions for disadvantaged enterprises, and no incumbent vendor is explicitly identified. While the RFP indicates a preference for vendors with higher education marketing experience, no geographical or organizational limitations are imposed. The total media budget ranges from $250,000 to $350,000, with an additional $0 to $150,000 available for ad-hoc campaigns. The contract term is two years with an optional one-year extension, and USD will award a single contract to the most cost-effective and advantageous proposal. Vendors must provide detailed cost proposals including agency pricing structures such as hourly rates, fixed fees, or media commissions. The maximum spend for the current fiscal year is $200,000, including fees, with the budget intended to supplement existing contracts for digital billboards, static billboards, and sponsored content. The State reserves the right to reject any or all proposals and negotiate final contract terms with the highest-ranked offeror.