Rfp Alsde 2025-03 Marketing Campaign For Teachers

Purpose: The purpose of the RFP is to solicit competitive, sealed proposals to establish a contract for marketing services to promote teacher recruitment/retention, as well as other public education initiatives statewide. The selected company/agency should be able to promote the benefits of teaching in Alabama in an effort to attract the best and brightest educators possible. Nothing has a greater impact on the educational outcomes of a student than the caliber of their teacher. For educators who want to remain in the education field, as well as people who are contemplating education for a career, outreach is critical. The desire is to reach existing and potential educators, as well as tout the programs and initiatives of the Alabama State Department of Education (ALSDE) in an effort to improve public perception, as well as promote and elevate the noble profession of teaching. A successful marketing campaign will bring to fruition two fundamental results: 1) An increase in the number of highly qualified people wanting to receive or maintain a valid Alabama teaching certificate. 2) An increase in the favorable perceptions that the public has both the input into education, and the outcome of public education's product - students who are prepared for life after high school. This statewide/regional (including some neighboring states) effort is expected to reach a diverse audience in multiple demographic groups that have an interest in staying in or starting a career in public education. The outreach desired will be consistent with the image and style of ALSDE branding, and will include, but is not limited to, the following: . Internet/Online and Other Electronic Marketing: Targeted ad campaigns utilizing electronic media including but not limited to social media, music, audiobook, and professional training platforms, email newsletters, Search Engine Marketing, Search Engine Optimization, native ads, remarketing, video ads, and geofencing marketing. . Recruitment Materials: The production of tangible marketing materials (example: lanyards, pens, notepads, lapel pins, mouse pads, etc.) giveaways for recruitment purposes. . Broadcast Television: The production of 30 second and/or one-minute commercials for use on major broadcast networks, and online television platforms (Hulu, Prime, Spectrum, etc.) . Targeted Marketing: Billboard. Radio, You Tube, and television recruitment efforts; some, specifically targeted towards Alabama's Blackbelt region, recruiting diverse populations. . Target Career Changers: A focused effort to recruit middle-aged individuals who may be exploring post-career options or changing careers midstream. . Billboards: To optimize premium visibility, traditional billboards at strategic streets and intersections in major cities and near prominent venues around the state... particularly in the Black Belt area. . Radio: From 30 second/one-minute advertisements to possible sponsorship on a diverse variety of radio broadcasts, the radio campaign needs to reach wide audiences with positioning on multi-cultural radio platforms, and be available both in English and Spanish, depending on the primary audience of the station. . Print Media: Both online and physical versions of print media are encouraged - particularly those publications with an emphasis on education, parenting, housing, health, and community.

Background: Every Child, Every Chance, Every Day is not only our department's motto, but a guiding philosophy about the work that we undertake on behalf of the more than 740,000 children who enter into our public schools every day. Our guiding philosophy is that every child should be afforded every chance to succeed in school and, thus, make wise choices every day leading to success in career, family, and life after high school. Our hope is that with our support, all Alabama students will seize the opportunities, rise to the challenges, and overcome any barriers