Robert H. Smith School of Business Advertising Services

The contract involves engaging an advertising agency with specialized expertise in digital marketing, advertising, and brand strategy, particularly within the higher education sector, to support the Robert H. Smith School of Business at the University of Maryland. The scope encompasses developing comprehensive marketing campaigns, including annual media and tactical plans, creative content, brand implementation, and production schedules, with an emphasis on strategic planning, creative development, media buying, and performance analysis. Deliverables include multiple creative concepts, revisions, high-quality final files, and ongoing campaign performance reports, all aligned with Maryland’s branding guidelines and industry standards. The contract emphasizes collaboration with university departments, Maryland-based vendors, and subcontractors, with a focus on measurable outcomes such as KPIs, economic benefits to Maryland, and local business participation. The estimated contract value ranges from $500,000 to $2 million, with performance expected to be carried out primarily at the University of Maryland campus, including scheduled face-to-face meetings and coordination with campus service providers. Regarding contractual and regulatory details, there are no explicitly incorporated FAR clauses or standard federal contract clauses referenced within the available documentation. The agreement is governed by operational requirements, including quality assurance, ownership of creative materials, and compliance with university branding standards, rather than specific legal clauses or regulatory citations. The documents do not specify a formal period of performance, delivery schedule, or shipping and packaging requirements; instead, they outline project milestones, review processes, and approval procedures centered on university review and acceptance of deliverables. Payment procedures involve submission of invoices for approved work, with no detailed payment terms or designated payment offices specified. The solicitation emphasizes qualifications, experience, project management capabilities, subcontracting practices, and economic impact reporting, but lacks explicit weights or scoring rubrics. Proposal submission instructions are minimal, with no detailed format, volume, or submission portal specified, other than a due date of November 13, 2025, and a contact email for inquiries. Overall, the contract prioritizes performance standards, creative and strategic deliverables, and economic benefits to Maryland, with operational and administrative processes outlined but lacking detailed legal or regulatory clauses.