RFP ES25/26-001 Strategic Communications, Marketing & Partnership Development Services

The University of Maryland Eastern Shore (UMES) has issued a Request for Proposal (RFP) ES25/26-001 for Strategic Communications, Marketing & Partnership Development Services, seeking a qualified strategic communications and marketing agency with a physical presence in Maryland. The procurement aims to support an integrated brand and reputation-building program, with comprehensive services including brand identity development, marketing strategy, creative development, media planning and buying, strategic communications, message narrative development, media relations, reputation management, executive visibility, digital and social media strategy, and partnership and donor engagement. Minimum qualifications for bidders include having a Maryland business presence, demonstrating prior experience supporting Historically Black Colleges and Universities (HBCUs), being actively engaged in communications, advertising, marketing, and branding for at least seven years, and having media purchasing experience in the mid-Atlantic market. The proposal is due on Monday, August 11, 2025, at 2:00 p.m., with an anticipated award date of Monday, August 25, 2025. The contract will have an initial two-year term with an option for one additional year renewal at the university's discretion.

The RFP includes a significant 29% Minority Business Enterprise (MBE) and/or Small Business Enterprise participation goal, indicating a strong commitment to diverse vendor participation. The university currently maintains a small marketing and communication team that lacks core components such as audio/visual technicians, graphic designers, and content developers, suggesting the selected vendor will need to provide comprehensive staffing and expertise. The procurement recognizes the evolving landscape of public higher education marketing, seeking a vendor capable of developing innovative strategies beyond traditional brand management and promotional activities. Bidders are encouraged to provide a comprehensive brand identity study, marketing strategy, and recommendations for maximizing efficiency and effectiveness. While specific budget ranges are not explicitly stated in the available documentation, the comprehensive nature of the services and the two-year contract term suggest a substantial potential contract value for the selected strategic communications partner.