Project Overview Dakota County Technical College and Inver Hills Community College are requesting proposals for an agency to assist with strategy, messaging, creative direction, and media buying to support marketing and communication efforts. The colleges are seeking an experienced agency to plan, develop, and execute a comprehensive digital and non-digital advertising strategy on behalf of the colleges. We are looking for a strategic partner that can provide expertise, mentorship, and collaboration with the college’s Marketing Team. Our partnering agency will optimize our digital advertising dollars and unify our messages across all platforms producing qualified leads, increasing program enrollment, and engaging prospective students. Additionally, the agency will work with the colleges to improve Search Engine Optimizations for the websites. Project Requirements Digital Advertising Strategy Development: Create a detailed digital marketing strategy that aligns our advertising messages and meets our enrollment goals. Advertising Campaign Management: Plan, execute, and manage advertising campaigns across various digital platforms including but not limited to paid search, retargeting, social media, display, and geo-targeting. Provide guidance and placement services for additional channels that may include print, radio, billboard, and other media. The colleges prefer an agency that does not add extra charges above advertising placement. Analytics and Reporting: Monitor campaign performance, adjust in near-real time to maximize, and provide regular analytics reports to measure effectiveness and ROI. Provide the college Marketing team dashboard access. Provide meaningful analytics beyond views and clicks. Creative Content Collaboration: Work with the team to develop engaging content for all assets including landing pages, graphics, videos, and written content. Streamlining Creative Production: Provide training and tools to generate content for multiple placements that meet brand guidelines. Explore dynamic landing pages and other assets to create highly customized experiences. Search Engine and Website Optimization: Analyze search terms and work with the colleges to optimize websites for SEO. Analyze websites to provide impactful, data-based recommendations. Mentorship and Training: The ideal vendor will be knowledgeable in community and technical college marketing best practices and will share that knowledge with the college Marketing Team. Technical/Functional Requirements Provide a search engine optimization strategy (SEO) and tactics to improve the colleges’ websites. Outline any expectation of services or commitments to be provided by the colleges and a timeline for those services. Hold strategy meeting to discuss goals, key messages, budget, and channels Provide recommendations for yearly media buy based on marketing plan and goals Secure media inventory and provide creative direction for advertising Obtain approval for all ads Monitor results Meet monthly or as needed with marketing team to review results, make recommendations for adjustments, and finalize coming month’s plans Provide monthly written reports Maintain media calendar to ensure media is timely and according to specs Project Objectives Increase visibility of the colleges. Increase applications from prospects who are likely to enroll (qualified applicants). Increase applications from diverse prospects who are likely to enroll (qualified applicants). Vendor Requirements Budget must provide line items with detailed pricing broken down by stages/elements. The proposal must clearly demonstrate understanding of the project objectives and the company's ability to meet the objectives. The work done by the company should be a custom fit for the client and not a template adjusted for the client. Experience in higher education preferred. The company would have examples and references from three large, diversified organizations, including higher education. The company must do market research. Budget The budget for this 2-year contract is anticipated to be $375,000-420,000. This budget includes: Agency fee Reporting costs Media buy SEO Consulting and strategy Selection Process The selection process includes Marketing Director, Marketing Team, and Buyer. This group will evaluate the proposals and make the final decision. 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 10 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. 25 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. 25 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 10 100 Total: 100 Minnesota State reserves the right to name a date which all responding Respondents 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. Contract Terms Minnesota State desires to enter into a contract with the successful Respondent(s) effective October 1, 2025 or on the date the last recognized signature is obtained, whichever occurs later. The length of such contract(s) will be two years with the option to extend three one-year contracts. If Minnesota State and Respondent are unable to negotiate and sign a contract by September 20, 2025, then Minnesota State reserves the right to seek an alternative Respondent(s). Inquiries and Submission Instructions Minnesota State accepts all questions and bid submissions exclusively through Minnesota State's e-procurement system. Hard copy submissions, emails, or submissions through any other medium will not be considered. Each Respondent is solely responsible for the timely delivery of its questions and bids by the RFx date and time deadlines. Failure to meet the deadlines shall be grounds for rejection. Short-list interviews and presentation Minnesota State will conduct interviews with the Key Personnel/Teams from each of the Shortlisted Responders the week of August 20, 2025. Minnesota State reserves the right to name a date which all responding Responders will be invited to present demonstrations or participate in an interview.
