RFP# 92284 - Digital Advertising Services

The University of Maryland Global Campus (UMGC) issued RFP #92284 on May 19, 2026, seeking a single exclusive vendor to provide comprehensive digital advertising services targeting veteran and military-affiliated populations across the United States and overseas. The procured services encompass display advertising, artificial intelligence-enabled tools, search engine optimization, social media marketing, audio streaming, over-the-top (OTT) video streaming, and podcast advertising, with the primary objective of increasing UMGC awareness among veterans and military populations to drive student enrollment growth. Deliverables include a 12-month Digital Media Calendar with native content services, AI-enabled SEO management, real-time reporting capabilities, monthly reporting and analysis, quarterly performance meetings, and campaign email match-back analysis. The contractor must assign an Account Lead and Executive-in-Charge to manage the account and demonstrate significant proven experience in digital marketing with an integrated national network of digital media services. Technical proposals are due June 10, 2026, at 10:00 AM ET, with oral presentations anticipated for the week of June 29, 2026, via Zoom; price proposals are due July 14, 2026, at 10:00 AM ET, with contract award anticipated by July 29, 2026, and commencement in August 2026. Written questions must be submitted by May 27, 2026, at 10:00 AM ET. Technical merit will be weighted more heavily than pricing in the evaluation process, and the contractor must maintain Commercial General Liability, Workers' Compensation, and Professional Liability insurance, with preference given to vendors that complete a SOC 2 Type 2 audit or Higher Education Community Vendor Assessment Tool (HECVAT) for data security compliance.

This procurement is classified as a Tier 1 Living Wage contract, requiring the contractor to pay covered employees in Maryland's Tier 1 jurisdictions a minimum of $17.17 per hour as of September 29, 2025. The RFP does not indicate any specific set-aside designations for disadvantaged enterprises or restrictions on organizational types eligible to respond. No incumbent vendor or current contractor information was provided in the procurement documents, and no existing technology infrastructure requiring integration was specified. The cumulative contract value shall not exceed $1,000,000 across the initial one-year term and all optional renewal periods combined, with UMGC retaining sole discretion to exercise up to three additional one-year renewal options at no increase in cumulative dollar value. The award represents a significant opportunity for qualified digital marketing service providers with demonstrated expertise in military and veteran population outreach through integrated media channels and artificial intelligence technologies.