FY27 Marketing & Advertising Services

Project Overview Winona State University is seeking proposals from qualified agencies to provide comprehensive advertising services for Winona State University. The selected vendor will collaborate primarily with Winona State’s Marketing and Communications Office, in partnership with Admissions and other stakeholders, to develop and execute strategies that drive enrollment growth and strengthen the university’s brand presence. The scope of work includes market research, advertising strategy, creative development, media buying, performance monitoring, and overall project management. All advertising should align with Winona State’s brand identity and admissions messaging, while allowing room for innovative approaches. During the second year of the contract, there will be an opportunity to refresh or redesign creative concepts and branding. The primary goal is to recruit, enroll, and retain successful students across all of Winona State campuses and all undergraduate programs. Target audiences include high school students, transfer students, and non-traditional adult learners, along with influencers of their postsecondary decisions. Target Audiences Winona Campus: Traditional residential setting serving first-time freshmen, transfer students, adult learners, and graduate students. Demographics trend younger, with an emphasis on increasing diversity. Rochester Campus: Focused on transfer students, adult learners, and graduate students. Demographics trend older and more ethnically diverse. Technical/Functional Requirements The selected vendor will provide professional services that include, but are not limited to: Discovery & Research Conduct discovery sessions to understand Winona State’s mission, values, academic offerings, and enrollment strategies. Perform primary and secondary market research to assess brand awareness, audience insights, and competitive positioning. Advertising Strategy & Planning Develop an annual advertising plan with campaigns tailored to priority audience segments. Recommend key messages, channels, and budget allocations to maximize impact. Strategies may include digital advertising, social media, SEO, print, broadcast, outdoor, and direct mail. Creative Development Provide copywriting, graphic design, and art direction for advertising campaigns. Ensure creative aligns with brand guidelines while allowing for innovative enhancements. Media Buying & Management Coordinate media buys and provide transparent cost estimates. Manage invoicing and reporting in compliance with Minnesota State procurement requirements. Performance Monitoring Track and evaluate campaign performance. Provide timely reports and recommendations for optimization. Collaboration & Account Management Maintain responsive communication and project oversight. Work collaboratively with Winona State’s in-house marketing team, leveraging internal resources where appropriate. Expected Outcomes Increase inquiries, campus visits, applications, enrollment, and retention across all target populations. Enhance Winona State’s visibility, brand awareness, and reputation among prospective students and influencers. Budget Winona State anticipates that approximately $400,000 will be available each year of the two (2) year contract to invest in advertising. The first year would run from July 1, 2026 through June 30, 2027; the second would run from July 1, 2027 through June 30, 2028. There is one additional optional year that may be added (bringing the 3 year total budget to $1,200,000). This budget must cover both the professional services to be provided by the selected vendor and out-of-pocket costs. As noted, proposals should include an estimate of the percent of the total annual advertising budget that will be required for professional services to be provided by the vendor (as opposed to out-of-pocket costs to be paid by vendor and reimbursed by Winona State). This budget includes: Agency fee Reporting costs Media buy SEO Consulting and strategy Note that all services and expenses (including travel, consumables, freelance and talent fees, rights fees, etc.) must be included in lump sum cost. Evaluation Factors The following factors and their identified weight will be used to evaluate the responses: Topic Factor Weight Adherence to Minnesota State Terms and Conditions. A statement of the objectives, goals, and tasks to show or demonstrate its view and understanding of the nature of the contract 2 Work Plan. A description of the deliverables to be provided by the Responder along with a detailed work plan that identifies the major tasks to be accomplished and be used as a scheduling and managing tool, as well as the basis for invoicing. Evidence that the proposer has the capacity to carry out the project and meet the goals outlined. Evidence that the proposer has awareness and understanding of the competitive higher education market in Minnesota, Wisconsin and surrounding region 30 Cost/Value. Identify the level of the participation of Minnesota State in the contract, as well as any other services to be provided by Minnesota State, and details of cost allowances for this participation. 30 Qualifications of Respondent and its personnel. An outline of the Responder’s background and experience with examples of similar work complete by the Responder and a list of personnel who will conduct the project, detailing their training, and work experience. Resumes or other information about project personnel should not, if possible, contain personal telephone numbers, home addresses or home email addresses. If it is necessary to include personal contact information, please clearly indicate in the proposal that personal contact information is being provided. Relevant experience, which may include prior experience with mid-sized, regional, public four-year universities or other higher education institutions and/or prior experience successfully advertising to stated target audiences of Winona State. 20 Completeness, thoroughness and detail of the response Completeness, thoroughness and detail of the response as reflected by the proposal's discussions and coverage of all elements of work listed above 18 Total: 100 Selection Process Members of the selection team will be drawn from the Offices of University Marketing and Communications, Admissions, Enrollment Management, Winona State University-Rochester, Equity and Inclusive Excellence and Senior Leadership. This group will evaluate the proposals and make the final decision. Winona State University reserves the right to enter into an agreement not necessarily based only on the cost to WSU, but which, in the sole opinion of WSU, is deemed to represent the best value to WSU. Contract Terms Winona State University desires to enter into a two-year contract with the successful vendor(s) effective June 1, 2026, through June 30, 2028. The contract may be renewed upon mutual agreement of both parties for one (1) one-year option not to exceed a maximum three (3) year contract. The vendor shall provide a 181 day advance written notice of the vendor’s intent not to renew the contract, or of any changes in pricing required by the vendor as a condition of contract extensions. If Minnesota State and Respondent are unable to negotiate and sign a contract by July 1, 2026, then Minnesota State reserves the right to seek an alternative Respondent(s). Minnesota State reserves the right to name a date which all responding Vendors will be invited to present demonstrations or participate in an interview. Minnesota State does not agree to reach a decision by any certain date although it is hoped the evaluation and selection will be completed by the contract terms date identified below. Oral Presentations & Demonstrations After evaluation of written proposals, Minnesota State will shortlist responders for oral presentations and demonstrations. Shortlisted responders will be notified in writing and provided with scheduling instructions. Demonstrations are intended to validate proposed solutions and allow clarification of responses. Responders should ensure that key personnel and subject matter experts are available for presentations the week of March 9-13, 2026. Minnesota State will make reasonable efforts to accommodate each responder’s scheduling preferences; however, Minnesota State reserves the right to assign dates and times at its discretion.