RFP-730-UofH-3139 Bauer Graduate Programs Digital Marketing FY26

The University of Houston, through the C.T. Bauer College of Business, is seeking qualified firms to deliver a comprehensive digital marketing strategy and execution plan for its graduate business programs. The scope of work encompasses paid advertising campaigns across Meta, Google, LinkedIn, and other strategic platforms, alongside retargeting initiatives, advanced audience segmentation, landing page optimization, conversion rate enhancement, search engine optimization, large language model optimization, generative engine optimization, and continuous A/B testing to refine performance. The vendor will be responsible for driving high-quality lead volume, increasing engagement, and improving conversion rates throughout the graduate admissions funnel while strictly aligning with the Bauer College’s brand standards and enrollment objectives. All deliverables must be supported by detailed performance reporting and analytics to demonstrate impact and inform ongoing improvements. The solicitation, identified as RFP-730-UofH-3139, was posted on July 30, 2026, with proposals due by August 20, 2026, and must be submitted electronically through the Texas SmartBuy portal. The NAICS code 541613 categorizes this as professional, scientific, and technical services, and performance is expected to be conducted remotely with Texas as the designated place of performance. No contract value is disclosed, and cost analysis is not part of the evaluation process, suggesting the award will prioritize technical merit over price. There are no specified evaluation weights, adjectival ratings, or formal inspection criteria; instead, success will be measured against stated deliverables including campaign effectiveness, lead quality, and alignment with institutional goals. No packaging, shipping, or physical delivery requirements apply, as all services are digital in nature. Key contact for inquiries is Selene Cisneros, and while general administrative elements like payment terms and contracting officer details are not yet defined, they will be established post-award.