MEDIA AGENCY SERVICES

Project Overview Century College, a member of Minnesota State, seeks proposals from experienced media agencies to develop and implement a comprehensive, data-informed, and multi-channel marketing strategy that supports student recruitment and enrollment goals. The selected agency will serve as a strategic partner to the Century College Marketing and Communications Department, providing expertise in media strategy, planning, buying, optimization, and reporting. Campaigns will focus on promoting awareness of Century College’s high-quality academic offerings, affordability, and accessibility while driving measurable increases in inquiries, applications, and enrollments. The scope of work will include traditional and digital media planning, audience research, campaign execution, and ongoing data analysis to ensure campaigns are optimized for performance. The agency will utilize Century College’s existing brand equity, audience familiarity, and strong market visibility to continue building awareness and conversion outcomes through precise targeting, continuous learning, and integrated media tactics. PROJECT REQUIREMENTS The selected agency must demonstrate the capacity to plan, execute, and manage comprehensive media campaigns that align with institutional goals and deliver measurable results. Requirements include: 1. Strategic Planning and Collaboration Partner with Century College to develop annual and campaign-specific media strategies aligned with enrollment objectives, academic calendars, and program priorities. Collaborate with Century College’s creative and internal teams to ensure message consistency across all channels. Conduct regular strategic planning meetings, performance reviews, and post-campaign evaluations. 2. Audience and Market Research Conduct market and audience research to refine target segments, validate audience personas, and identify new opportunities. Leverage industry tools and data (e.g., Google Analytics, Resonate, MRI/Simmons, or equivalent) to inform audience insights and channel selection. Integrate demographic, psychographic, and behavioral data to improve targeting precision. 3. Media Buying and Negotiation Develop and manage full-funnel media plans incorporating both digital and traditional channels. Negotiate favorable placements, rates, and added value with vendors. Manage all aspects of media purchasing, trafficking, and vendor communication to ensure accurate and timely execution. 4. Campaign Management and Optimization Execute and monitor campaigns in real time to ensure alignment with KPIs and budget pacing. Provide ongoing optimization across all channels (search, display, social, video, OOH, etc.) based on performance analytics. Utilize A/B testing, learning agendas, and data-driven refinements to enhance performance over time. 5. Measurement and Reporting Establish clear measurement frameworks for awareness, engagement, and conversion goals. Deliver regular reports (bi-monthly or monthly) with actionable insights and recommendations for improvement. Provide access to live performance dashboards and present detailed analysis on ROI, cost per lead, cost per application, and website engagement metrics. 6. Compliance and Accountability Adhere to Minnesota State’s purchasing, accessibility, and data privacy requirements, including FERPA compliance. Ensure that all campaign materials and placements reflect Century College’s values of equity, inclusion, and accessibility. Maintain detailed documentation of campaign budgets, media placements, and performance analytics. TECHNICAL / FUNCTIONAL REQUIREMENTS 1. Tools, Technology, and Analytics Demonstrated use of professional-grade media management and analytics platforms (e.g., Google Ads, Campaign Manager, Meta Business Manager, The Trade Desk, LinkedIn Ads, etc.). Proficiency in Google Analytics 4 (GA4), Google Tag Manager (GTM), and conversion tracking setup across all paid media channels. Ability to integrate tracking, tagging, and reporting systems for seamless data flow and campaign transparency. Capability to generate custom dashboards and real-time performance views. 2. Data Utilization and Segmentation Experience using first-party data to improve efficiency and conversion outcomes through: Audience exclusions (e.g., current students). Lookalike modeling for high-value prospects. Retargeting and re-engagement strategies. Commitment to full compliance with privacy, security, and data governance standards. 3. Campaign Trafficking and Quality Assurance Ability to handle full campaign setup, trafficking, and launch QA, including tag verification, pixel testing, and creative preview validation. Maintain clear documentation and pre-launch checklists to ensure all deliverables meet technical specifications. 4. Reporting and Optimization Provide continuous optimization across campaigns through testing, pacing adjustments, and budget reallocation. Deliver transparent, data-driven reporting and insights aligned with Century College’s institutional KPIs. Maintain open access to campaign data and ensure that the college retains ownership of all analytics and accounts. 5. Experience and Capacity Proven record of managing annual paid media budgets of at least $75 million, including $10 million or more within Minnesota. Demonstrated experience in higher education marketing—preferably with Minnesota State Colleges and Universities or comparable public systems. Dedicated account team including strategy, analytics, media buying, and project management professionals, with proven success in enrollment marketing. Established relationships with local, regional, and statewide media vendors. Qualification Criteria: A demonstrated history of crafting and executing prosperous media plans, specifically within the higher education sector. Proven capability of placing over $75 million in media annually, with a minimum of $10 million specifically within the state of Minnesota. Established connections with an array of media outlets – local, regional, and statewide – as well as other pertinent advertising platforms. Budget The annual budget for this contract shall not exceed $400,000 per year. This annual budget is intended to cover all costs associated with the agency partnership, including but not limited to: Agency Fees Tracking and Reporting Media Buy (traditional and digital) Paid Search and Programmatic Advertising Consulting and Strategic Services The agency will be expected to manage and allocate these funds efficiently to achieve the highest possible return on investment and to provide full transparency in all budget tracking and reporting. Selection Process The selection process includes representatives from the Marketing and Communications Department. This group will evaluate the proposals and make the final decision. RFP Evaluation Factors The following factors and their identified weight will be used by Minnesota State 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. 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. 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 15% 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 date identified in the Selection and Implementation Timeline. A proposal may be rejected if it is determined that a Vendor’s ability to work with the existing infrastructure will be too limited or difficult to manage. Contract Terms Minnesota State desires to enter into a contract with the successful Respondent(s) effective January 1, 2026 or on the date the last recognized signature is obtained, whichever occurs later. The length of such contract(s) will be a five (5) year contract. If Minnesota State and Respondent are unable to negotiate and sign a contract by January 1, 2026, 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.