Project Overview Minnesota State Community and Technical College (M State), Workforce Development Solutions (WDS), is requesting proposals from one or more qualified respondents to develop, execute, and manage a comprehensive marketing strategy in support of Workforce Development Solutions. The selected contractor will partner with WDS to provide strategic marketing leadership, website design and implementation, lead generation, advertising campaign development and management, branding and storytelling, and analysis of marketing effectiveness. The goal of this engagement is to increase awareness of Workforce Development Solutions, generate qualified leads, support employer engagement, and align marketing activities with the WDS Strategic Plan and institutional objectives. The selected contractor will need to be able to get to Fargo-Moorhead area to provide on-site support and develop photo and video content for use in WDS marketing within two hours. Technical/Functional Requirements Develop and implement a comprehensive marketing strategy that aligns with the WDS Strategic Plan and supports institutional goals. Design, develop, and implement a new WDS website that includes a contact form for prospective customers, easy-to-navigate course and curriculum listings, and search functionality. Identify and select the most effective media outlets based on target audience and geographic location and determine optimal placement timing aligned with WDS events and key audience touchpoints. Provide expertise in the design, setup, and management of lead generation systems, including execution and optimization of advertising campaigns. Supply WDS with advertising strategy, creative development, execution, and ongoing optimization. Advertising may include digital, radio, print, billboards, and social media. Assist with WDS branding and storytelling by developing photography, videography, employer success stories, testimonials, case studies, email marketing, newsletters, and other digital content. Meet monthly or as needed with the WDS team to review performance and plan initiatives. Provide access to an analytics dashboard for campaign reporting. Audit media placements and track impressions and engagement. Ensure accurate invoicing and record keeping. The contractor will be accountable to the Director of Workforce Development Solutions. Collaborate closely with the Director of Workforce Development Solutions to design a media plan and deliver measurable outcomes. Budget The budget for this contract is anticipated to be $30,000 per year of the contract. Selection Process The selection process includes the below members of MSCTC. This group will evaluate the proposals and make the final decision: Director, Workforce Development Solutions Vice President of Institutional Effectiveness and Technology Customized Training Representative Customized Training Representative Finance Representative 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 5 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 Accessibility A completed response to the linked Voluntary Product/Service Accessibility Template(s)®(VPAT) for all software, hardware, and websites as applicable (guidance available in the ‘Products’ tab). The response must contain adequate information to evaluate the responsiveness to the accessibility standards (e.g., a completed VPAT or equivalent). 5 Total: 100 Contract Terms Minnesota State desires to enter a contract with the successful Respondent(s) effective 2/9/2026 or on the date the last recognized signature is obtained, whichever occurs later. The length of such contract will be 12 months with 2 – 6 month extension options. If Minnesota State and Respondent are unable to negotiate and sign a contract by 2/6/2026, then Minnesota State reserves the right to seek an alternative Respondent(s). Minnesota State reserves the right to name a date which all responding 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. 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.
