MARKETING AND ADVERTISING SERVICES REQUEST FOR PROPOSAL # UMUC MARKETING AND ADVERTISING INFORMATIONAL BACKGROUND

Transcription

1 MARKETING AND ADVERTISING SERVICES REQUEST FOR PROPOSAL # UMUC MARKETING AND ADVERTISING INFORMATIONAL BACKGROUND July 10,

2 Agenda I. Introduction/Solicitation Schedule/General Information Valerie Rolandelli II. Marketing needs and agency capabilities desired Joe Adams III. Summary of Procurement Process Valerie Rolandelli 2

3 Solicitation Schedule July 13, Questions due (earlier if possible) July 20, 2012, 3:00 pm Technical Proposals Due August 2, Anticipate notifying proposing firms regarding initial technical evaluation August 14, 15, and/or 16, Times to be announced Oral Presentations/Discussion Sessions with Shortlisted Firms August 20, 2012 Anticipate advising of technical eval. results August 29, 2012 Anticipated due date for Price Proposals By mid-october - Contracts signed by recommended contractors November/December anticipate USM Board of Regents Approval January 2013 anticipate Board of Public Works Approval 3

4 General Information Issuing Office all questions s to be directed to Valerie Rolandelli at valerie.rolandelli@umuc.edu and Vera Jones at vera.jones@umuc.edu Due Date/Number of copies Friday, July 20, 2012, by 3:00pm (Original and 9 copies + CD/flash drive) Contract Form Appendix C Term of the Contract Initial term through June 30, 2018 with renewal options through June 30,

5 General Information (continued) Confidentiality of UMUC Information and Public Information Act Notice Living Wage 5

6 Agenda I. Introduction/Solicitation Schedule/General Information II. Marketing needs and agency capabilities desired d Joe Adams III. Summary of Procurement Process 6

7 UMUC History Proud Military Heritage classes for GIs returning from World War II 1949 first institution to send a team overseas for servicemembers. Taught (teaching) in Europe, Japan, Korea, Vietnam, Bosnia, Iraq, Afghanistan and other locations. A leading higher h education provider to the U.S. military, enrolling 55,000 Setting the Standard for Long Distance Learning First university in the United States to offer online degree programs. Recognized as a global leader in online education. Campus of the 21st century. Leading the Next Generation of Higher Education Largest enrollment of any public university in the United States, serving more than 92,000 students at more than 150 locations worldwide and online. 7

8 Trends Online Higher Ed no longer novel For-profit organizations have established well recognized brands Traditional universities committing to online Widespread evidence and agreement that Higher Ed is being disrupted and transformed UMUC desires to accelerate ahead, again 8

9 Disruption: Opportunity and Risk Identify and lead the next wave of growth strategy/insights operational excellence Develop marketing capabilities so they become a true competitive advantage 9

10 UMUC Marketing Objectives 1. Establish brand vision and clear positioning All stakeholders, not just marketing 2. Develop great advertising Breakthrough image Attract new students; online and offline 3. Drive best in class acquisition efforts Online and offline campaigns to meet enrollment goals Target marketing for niche programs Add value and help through decision making process 4. Build an awesome digital experience Prospect and Student portal Design and Technology investment 10

11 Marketing Plans structured around both programs & audiences Audiences UMUC Brand - Umbrella spot Key Audience(s) Home market of MD/DC Military campaign First step into national advertising Programs Signature programs Cybersecurity and MBA Targeted programs Emergency Management, Fire Science, Masters in Teaching, etc

12 Selected UMUC Graduate Programs MBA MS in Management Accounting and Financial Management Accounting and Information Systems Marketing Public Relations Acquisition and Supply Chain Management Human Resource Management Intelligence Management Project Management Nonprofit and Association Management Masters of International Management Health Care Administration Health Care Infomatics Masters of Arts in Teaching Masters in Information Technology Information Systems and Services Telecommunications Software Engineering Project Management Cybersecurity Technology Management Information Systems and Services Emergency Management Homeland Security Masters in Biotechnology Biotechnology Management Bioinformatics Biosecurity and Biodefense 12

13 Marketing Budget Current FY Marketing Budget of $24.4 million Budget allocation expected to change significantly, driven by 1. Measurement and optimization to increase efficiency 2. Improved opportunities, from working differently Budget total expected to increase as strategic investments get defined, realistic budgets established, and plans get approved. (i.e. new website, CRM programs, brand research) Current FY allocations as planned: Strategy, Research, Brand 2-4% Offline 65-70% Online 20-25% Design/Dev 2-4% CRM 1-2% 13

14 Marketing Organization VP and CMO Joe Adams AVP- Brand AVP- Digital AVP Student Marketing Marketing Portal AVP Creative Services 14

15 We need partners to bring expertise Drive business results through highly disciplined and innovative approaches to student acquisition Build a new brand positioning Bring it to life in new creative and interactive experiences 15

16 5 Categories of Marketing Support (per RFP) Strategy, market research and branding; Offline marketing including TV, radio, print creative development, promotions, and media buying Online marketing including planning and metrics, SEO, SEM, Display, mobile and other online marketing Digital design and development services website/mobile (re) design, information architecture, user flows, site development, search optimization, and development working with UMUC Information Technology group. Customer relationship management customer data strategy, measurement, database marketing campaigns for early stage funnel activities, direct mail, etc. 16

17 5 Categories of Marketing Support Strategy, market research and branding; Offline marketing Online marketing Digital it design and development services Customer relationship management 17

18 Strategy, market research and branding; In the RFP Perform market research to support comprehensive recommendations and assistance for all aspects of marketing, planning and development. Brand planning and development, conduct brand discovery activities, brand positioning and enhancement. Innovation support Measurement and optimization of overall marketing plans. Marketing strategy and project planning work 18

19 Strategy, market research and branding Execute market research and Market Research Strategic Advisor provide information which leads to market success Strategy Consultant Generate e e new insights s and recommendations e o for marketing, supported by research data Truly understand business and how data drives the overall strategy. Generate new ideas which move the business forward Lead development of strategy for selected growth initiatives and build business plans 19

20 5 Categories of Marketing Support Strategy, market research and branding; Offline marketing Online marketing Digital it design and development services Customer relationship management 20

21 Offline marketing In the RFP Brand positioning and overall brand campaigns and direction. Creative development, including campaigns and production, of all aspects of offline media. Media planning, buying, research and measurement. Providing insight, input and guidance for all other aspects of offline marketing. Developing integrated campaigns and promotions (strategy and creative) for use in all channels 21

22 Offline marketing Develop solid brand positioning, Agency Partner Brand Champion creative and media plans Take initiative to be responsible s e for business results. Monitor impact of offline marketing and recommend adjustments (metrics driven) Act as a partner to deeply understand d and influence all aspects of UMUC to drive results and inspire us to live the brand Drive a powerful new, iconic brand which defines the new face of Higher Ed and results in significant growth 22

23 5 Categories of Marketing Support Strategy, market research and branding; Offline marketing Online marketing Digital it design and development services Customer relationship management 23

24 Online Marketing Advertising and promotions through digital channels including search engine marketing, display advertising, social media sites, mobile, etc All other digital it marketing opportunities and techniques which may be recommended by the vendor and approved by UMUC Landing page development, web site optimization, SEO and related services with maximize the results of digital marketing activities Measurement, analysis and optimization 24

25 Online Marketing Metrics driven, effective online campaigns Innovative targeted-marketing campaigns at scale Digital marketing expert Digital business innovator New digital marketing initiatives which engage prospects in meaningful ways and which h place UMUC in a leadership position Develop a powerful new digital strategies which materially improve the business model of higher ed 25

26 5 Categories of Marketing Support Strategy, market research and branding; Offline marketing Online marketing Digital it design and development services Customer relationship management 26

27 Digital Design and Development All activities which may be needed to support digital design and development projects to fill objectives of the marketing office Website, mobile, and social site development, management and operational activities including information architecture, content management, site design, metrics and other expertise as needed to enhance the digital impact of UMUC s digital channels Develop customer-facing technology and services, particularly focused on the user experience to bring to life the UMUC prospect/student experience (and for other user roles). Vendor will be expected to collaborate with UMUC s Marketing and Information Technology groups to plan and execute work. Manage integration and data sharing between public website and internal data sources, such as ERP, CRM, and LMS Search engine optimization i and other tasks which h enhance the results and impact of UMUC s digital channels Testing and business readiness activities in support of launching new digital initiatives 27

28 Digital Design and Development Highly effective delivery of design & development programs (large and small) Design and Dev expert Digital business innovator Drive best in class digital designs to deliver elegant customer experience Drive rapid concept-to-delivery cycle and use executional excellence as a competitive advantage Develop a powerful, practical new ideas which materially improve the business model and success of higher ed delivered digitally 28

29 5 Categories of Marketing Support Strategy, market research and branding; Offline marketing Online marketing Digital it design and development services Customer relationship management 29

30 Customer Relationship Management Support prospecting and nurturing leads to the point where they are qualified to be sent to advising for follow up and to assist with admissions and enrollment Database marketing Direct mail Lead management and marketing to prospects throughout the early stages (of marketing funnel) Lead analytics, scoring and other activities as needed to optimize attracting and converting potential students 30

31 Customer Relationship Management Prospect and leads database support/assistance and metrics CRM campaigns CRM driving new economic model Marketing funnel management, with positive ROI marketing programs Innovative, differentiating program(s) which drives new prospect marketing model via ongoing engagement Drive step-change in higher ed business model via digital relationships and new marketing model 31

32 Need agencies to drive success We do not currently have all these practices in place Implementing more disciplined project management processes Enhancing marketing planning process: analysis, forecasting, budgeting, etc Strengthening acquisition marketing disciplines We re not looking for order takers. UMUC will Drive the strategy, teamwork and processes Make good decisions s on a timely basiss Set everyone up for success We expect our partners to Bring great capabilities, best practices and talent Lead the implementation and work across all functions Bring insights and strong, positive drive for UMUC success Deliver results 32

33 Agenda I. Introduction/Solicitation Schedule/General Information II. Marketing needs and agency capabilities desired d III. Summary of Procurement Process 33

34 Proposals, Evaluation and Forms Procurement Phases Technical lproposal Submittal due 7/20/12 at 3:00pm (one original and 9 copies plus CD/flash drive) ONLY shortlisted firms will be asked to attend Oral Presentation/Discussion Sessions (8/14; 8/15; 8/16) Transitional Plan including high level implementation timeline Price Proposal anticipated to be due 8/29/2012 / Will only be requested of short-listed firms following technical evaluation Anticipate BOR/BPW approval by early yjanuary 2013 Contract start no later than January 2013 Only Technical Proposals requested at this time 34

35 Technical Proposal Submittal pp III-17 to III-21 1) Transmittal Letter (form provide so that it clearly lists those marketing service areas being proposed) 2) Responses to Technical Criteria 2.1 through 2.5 3) Bid/Proposal Affidavit Form 4) Evidence of Insurance 5) Acknowledgement of Review of UMUC Contract T&C 6) Acknowledgement of Receipt of Addendum Form Notes: - Paginate -Tabs/Separation between response criteria -Criteria listed in order of importance -Clear/Concise tailored for UMUC 35

36 Technical Criteria 2.1 Executive Summary Introduce proposal Approach to Contract/Questionnaire - Agency s Philosophy, Culture, and Approach - Questionnaire Appendix A -Answer Section I, II, III, and V -Answer Section IV only for services being offered 2.3 Firm Profile/Firm Experience/References - Describe your firm s relevant qualifications - Provide 3 similar/relevant contracts higher consideration if expertise is demonstrated in specific services being offered higher consideration if higher education/academic institutions 36

37 Technical Criteria 2.4 Key Personnel/Staffing Qualifications/References -Organizational Chart showing management and staffing -Resumes of Executive-in-Charge and Account Manager -List and brief summary/description of qualifications of other Key People 2.5 Back-up Plan for servicing UMUC in the absence of the Account Manager 37

38 Technical Criteria Note Regarding References of Firm and Key Personnel: Provide references in the Technical Proposal UMUC intends to check references only of short-listed t proposals following the Oral Presentation/Discussion Sessions Accurate contact information (name, title, , phone including extension number) Reference should be able to speak to the firm and/or the person s performance in a similar role UMUC may use any source available to it, including past performance with UMUC, even if not provide by Proposer UMUC holds references in strictest of confidence 38

39 Other Requirements Procurement Forms Bid/Proposal Affidavit Evidence of Insurance Acknowledgement of Review of UMUC T&C s Acknowledgement of Receipt of Addenda Form 39

40 Initial Technical Evaluation By UMUC Evaluation and Selection Committee Order of Importance of Technical Criteria Shortlist developed of those firms who are susceptible of the award In general, firms must demonstrate that the proposed firm and, in particular, the project team will have: Substantial experience in providing the marketing services the firm is offering to the University Proven ability to strategically partner with the University Strong media and creative department for the offered services available to the University it Proven results-oriented background in the offered services Extensive mid-atlantic region, in particular Maryland, and national experience Some international i experience Added value the firm brings to the engagement. 40

41 Oral Presentation/Discussion Sessions pp. III-23 Only those Proposers who are short-listed based on the initial technical evaluation will be asked to attend an oral presentation/discussion ti i session Anticipated on August 14/15/16, These dates to be set aside in their entirety for Executive-In-Charge and Account Manager calendars (anticipate notification 08/02/12) Purposes: Meet Proposer s Key Personnel and to have these key people convey their expertise and experience in similar services; Discuss all aspects of technical submittal, especially the approach and staffing portions Discuss Proposer s Transitional Plan including high level implementation timeline (also to be provided in writing) Address specific questions from UMUC, if any To clarify scope of services, if needed Second Phase Technical Evaluation to be conducted after the Oral Presentations 41

42 Second Phase Technical Evaluation Re-evaluate all criteria based on Oral Presentation/Discussion i Sessions Incorporate Transitional Plan, High Level Implementation Timeline, and Financial Statements References* Technical Criteria have same order of importance 42

43 Second Phase Technical Evaluation, continued *Note regarding References: -UMUC reserves the right to further shortlist prior to incorporating references if deemed in its best interest -UMUC intends to incorporate references of the Key Personnel and the Firm prior to establishing final shortlist Note regarding Shortlists: -Further shortlists may result as the procurement progresses 43

44 Price Proposal Only those proposers who remain susceptible of the award at the completion of the technical evaluation will be asked to submit a Price Proposal Price Proposal anticipated to be due 8/29/2012 Pricing Details requested will be issued to shortlisted firms Hourly Billing Rates Percent mark-up of subcontractors Percent mark-up of media buys Possibly, monthly retainer fee 44

45 Final Evaluation & Selection At conclusion of Technical Evaluation, Final Shortlist is ranked from highest to lowest Price Proposals are ranked from lowest to highest h total t price Based on the technical and price rankings, Evaluation and Selection Committee makes initial overall ranking of proposals and recommends awards to Procurement Officer Technical merit weighs greater 45

46 Final Evaluation & Selection Goal is to award to those contractors that provide the best overall value to UMUC Multiple Awards are anticipated A primary and a secondary provider may be awarded in each marketing category; may have more (or less) than two awards in each category UMUC reserves the right to award to one full service agency if demonstrated best in class capabilities i 46

47 Contract Awards Recommended awardees must sign UMUC Contract (refer to Appendix C) Anticipated issuing contracts in late September; must be signed by contractors by mid-october; Once contracts are signed, UMUC must obtain both Board of Regents and Board of Public Works approval Contract(s) fully executed by UMUC after external approvals are received 47

48 Use of Resulting Contracts As the need for marketing services arises, UMUC will generally first contact the primary agency for the applicable service area. UMUC may utilize secondary if: Primary doesn t have qualified resources Primary can t meet required timeline Primary doesn t have applicable expertise It is to UMUC s advantage to use another firm For some marketing projects, UMUC may elect to solicit proposals from several or all of the awarded contractors For some marketing projects, UMUC may compete its internal resources with the external marketing agencies 48

49 Request for Proposal RFP# Questions?