Online Digital Marketing

Project Overview SCSU is seeking proposals from potential suppliers to provide comprehensive digital marketing services to increase St. Cloud State University’s brand awareness and drive traffic to SCSU's website. Requirements The selected vendor (“Contractor”) will be responsible for providing comprehensive digital marketing services that support St. Cloud State University’s goals to increase brand awareness, drive qualified traffic to the University website, generate inquiries and applications, and enhance visibility among key target audiences. Contractor’s duties shall include, but are not limited to, the following: Strategic Planning & Campaign Development Develop a comprehensive digital marketing strategy aligned with the University’s enrollment, brand, and communication priorities. Conduct audience research to identify prospective student segments, behavioral indicators, geographic markets, and content preferences. Provide a detailed media plan including recommended platforms, audiences, messaging approaches, budgets, scheduling, and anticipated outcomes. Collaborate with University stakeholders to refine campaign goals, creative direction, and success metrics. Creative Development & Asset Production Develop all required creative assets for the campaign, including copywriting, static and motion graphics, paid social ads, display ad creative, video assets (as needed), and landing page recommendations. Depending on the asset/campaign, collaborate with the internal team on shared components produced internally or externally (eg. video editing, existing internal creative) to ensure all deliverables are cohesive and consistent. Ensure all creative aligns with St. Cloud State University brand standards and accessibility requirements (WCAG 2.1 AA). Adapt creative content for each platform’s specifications and best practices. Campaign Implementation & Management Plan, execute, and optimize paid digital advertising campaigns across targeted channels, which may include: Paid search (e.g., Google Ads, Bing Ads) Paid social media (Facebook, Instagram, YouTube, LinkedIn) Display advertising, including keyword retargeting and site retargeting Email marketing campaigns and marketing automation support (if applicable) Continuously monitor performance and adjust bids, creative, targeting, and placements to maximize ROI. Ensure compliance with platform policies, higher‑education advertising regulations, and data privacy standards. Tracking, Analytics & Reporting Implement tracking solutions, including UTM parameters, conversion tracking, audience tagging, and pixel implementation across campaign components. Set up dashboards or other real‑time reporting tools that the University can access at any time. Provide written monthly performance reports that include: Spend summaries Impressions, clicks, CTR, CPC, conversions, and cost‑per‑conversion Audience insights and year‑over‑year comparisons (if available) Narrative analysis with recommendations for optimization Conduct monthly or quarterly review meetings to present results, insights, and strategic adjustments. Collaboration & Communication Attend regular project meetings (virtual or in person) as requested by the University. Provide a single, dedicated account manager who will be responsible for communication, escalation, and coordination of deliverables. Respond to University requests and inquiries within 2 business days. Work collaboratively with internal departments—including Admissions, University Communications, Web/IT, and academic program units—to ensure integration with broader institutional goals. Compliance, Data Security & Accessibility Adhere to all University, state, and federal privacy requirements, including FERPA, CAN‑SPAM, and applicable data‑handling policies. Ensure responsible management of user data, cookies, retargeting lists, and paid platform accounts. Provide ad creative and campaign assets that meet accessibility standards. Deliverables Vendor shall provide, at minimum, the following deliverables: A finalized digital marketing strategy and media plan Creative assets in all required formats to be owned by the University Campaign setup and launch across all approved platforms Ongoing optimization recommendations Monthly performance reports A final comprehensive campaign summary at project completion Budget The budget for this contract is anticipated to be between $100,000 to $400,000 per year of the contract. Selection Committee The selection process includes Brandie Yale, Associate Vice President of Strategic and Presidential Communications; Marie Madgewick, Communications Specialist 2 (Graphic Design); and Caryn Engleman, Office and Administrative Specialist. This group will evaluate the proposals and make the final decision. The selection process, in some instances, may require an interview. The University reserves the right to name a date at which all responding vendors will be invited to present demonstrations or participate in an interview. General Selection Criteria General criteria upon which proposals will be evaluated include, but are not limited to, the following: a. Proposal: 10% · Proposal is complete, clear, well‑organized, and responsive to all RFP requirements. · All required forms and documents are included. · Proposal demonstrates a strong understanding of the University’s objectives. b. Qualifications, experience, personnel and capacity: 30% · Demonstrated experience producing successful digital marketing campaigns for higher education institutions or similarly complex organizations. · Proven results in driving conversions (inquiries, applications, enrollments) using paid search, paid social, display, retargeting, and email. · Qualifications and experience of key personnel, including account management and analytics staff. · Ability to deliver cutting‑edge digital marketing services using current and emerging technologies. · Demonstrated ability to pivot campaigns quickly based on real‑time data. · Evidence of effective communication practices and collaborative project management. c. Proposed Services and Campaign Approach: 30% · Quality, clarity, and completeness of the proposed strategic approach. · Demonstrated understanding of the University’s marketing objectives, audiences, and timelines. · Strength of proposed media plan, targeting strategy, creative approach, and optimization methods. · Ability to establish KPIs and measurement frameworks. · Approach to accessibility, data privacy, compliance, and ethical marketing practices. · Innovation and value-added recommendations (AI-driven optimization, audience segmentation, automation, etc.). d. Cost 30% · Competitiveness of pricing relative to proposed scope. · Cost transparency and alignment with deliverables. · Overall value to the University. e. Accessibility 6% · 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). f. Preference, Service Disabled / Veteran-Owned Business and Individuals 6% 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 Term St Cloud State University to enter into a contract with the successful vendor(s) to be effective July 1, 2026 for three (3) years with two (1) one year renewals upon mutual written amendment for a total of up to five years. If the University and the vendor are unable to negotiate and sign a contract by July 1, 2026, then the University reserves the right to seek an alternative vendor(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.