Dakota State University External Marketing Services

Dakota State University ("DSU" or "University") is seeking proposals from qualified marketing firms to serve as a strategic marketing partner in support of the University's enrollment, reputation, and brand-awareness goals. The University seeks a partner with demonstrated expertise in higher education marketing, enrollment marketing, brand strategy, creative development, media strategy and placement, audience and market research, digital strategy, and performance measurement. The successful firm should demonstrate the ability to translate institutional priorities into integrated, data-informed campaigns that reach distinct audiences, generate meaningful engagement, and contribute to enrollment and institutional awareness. The University's primary areas of focus are: • Recruitment of undergraduate and graduate students, including traditional first-time, transfer, adult, nontraditional, returning, online-only, and international students, as applicable; • Recruitment and marketing for certificates, non-degree programs, continuing education, workforce-development offerings, and other alternative credentials; • Marketing of priority academic programs and new program launches; • Institutional brand awareness, reputation, and market positioning, including promotion of DSU’s distinctive leadership in cyber, technology, applied research, and workforce innovation; • Strategic consultation, research, creative services, media strategy and placement, measurement, analytics, and campaign optimization in support of these efforts. DSU is not seeking a vendor solely to execute predetermined advertising tactics. The University seeks a strategic partner capable of evaluating markets and audiences, challenging assumptions, identifying opportunities, recommending appropriate strategies and investments, and continually optimizing campaigns based on performance. The selected partner will work collaboratively with DSU Marketing and Communications, Enrollment Management, academic leadership, and other University stakeholders. The successful partner will be expected to complement and extend the capabilities of DSU's internal teams rather than replace them. DSU anticipates selecting a lead marketing partner capable of supporting the breadth of this scope. However, the University reserves the right to award all or portions of the Scope of Work to one or more firms when doing so is determined to be in the University's best interest. Offerors may email inquiries concerning this RFP to obtain clarification of requirements. No inquiries will be accepted after the date and time indicated in the Schedule of Activities. Inquiries must be emailed to Andrew Sogn at contact@example.gov with the subject line “RFP # DSU-27001-Marketing”. The State will respond to offeror’s inquiries (if required) via e-mail. In addition, all inquiries and the State’s response will be posted on the state’s e-procurement system. The identity of the offeror submitting a question will not be disclosed. DSU may consolidate substantially similar questions into a single response. Offerors may not rely on any other statements, either of a written or oral nature, that alter any specification or other term or condition of this RFP. Offerors will be notified in the same manner as indicated above regarding any modifications to this RFP.