Addendum # 1 Clarification to Questions

Transcription

1 UNC School of the Arts Marketing Services # Addendum # 1 Clarification to Questions Questions were received regarding the initial. Please find answers to those questions below: SECTION Vendor Question Answer 1.0, P. 4 What is the percent breakdown for UNCSA s current media outlets? 1. Historically, the existing $220,000 budget (which is often supplemented with year- end expenditures) has been divided as equitably as possible across the five arts schools. Approximately 16 percent of the budget has been devoted to dance; approximately 16 percent, to design and production; approximately 16 percent, to drama; approximately 16 percent, to film; approximately 16 percent, to music. The primary use for the budget has been trade publications, from American Theatre to Dramatics Magazine to Pointe magazine to Live Design to The Hollywood Reporter to Clavier. The remaining 20 percent has been used for all- school image ads, in such outlets as Our State, Charlotte, and Winston- Salem Monthly magazines as well as visitor and relocation guides. Approximately 85 percent of the ads have been print; the remainder, digital, although we have been moving toward doing more digital. No radio or TV or billboards for recruitment (we do use them for 2.6, page 6 4.2, page Along with the.pdf upload, are you open to receiving hard copies of our completed proposal as well? Has an overall budget range been established for this project? If so, what is the range? performance marketing). 2.No, we do not wish to receive any hard copies of proposals. All proposal material should be uploaded to the Bonfire system. 3.For the actual job (market research, assessment, strategy development and creative), there are funds allocated, but the actual budget will be determined by the winning proposal. UNCSA has an annual budget of $220,000 for recruitment/ institutional marketing, but part of the deliverables for this project is a strategic assessment of the sufficiency of that budget as well as the media mix.

2 4.6, page , page , Page 5.1, Page 5.2, P. 5.3, Page 17 Can bios be substituted for resumes of personnel assigned to this work? Are you asking that any subcontractor information also be included in the proposal response? 5.1 mentions three available levels of professional training: high school, baccalaureate, and master s. How will the third goal of the new collateral (stimulate inquiry for more information) be assessed and tracked by UNCSA for each of these audiences? What are the current and desired student population counts for each of the three main audiences: high school, baccalaureate, and master s? In regards to your objectives, what are your numeric goals for the each academic level of UNCSA? Under the heading "Current UNCSA Ad Campaign for each of the 5 art schools plus All- School Ads, the dates given for starting the campaign are in 20. Can you provide clarification around the timing expectations for development and 4.Yes, BIOS may be substituted, as long as they provide the same required information. 5. According to the Instructions to Bidders, #21 on page 22 of the Document, the proposal must clearly document what work it plans to subcontract and shall also include in its proposal all information regarding to employees, business experience, etc. for each proposed subcontractor that is also required for the vendor itself. 6.We currently have very basic Google analytics with our former website. The new site launching this month will provide a robust analytical system for measuring ROI. We are asking our vendor partner for best practices and ideas to help achieve this goal as well. 7.We currently have 1,240 student enrolled; that includes 270 high school, 856 undergraduate (including 6 special students), 114 graduate. The school is not an enrollment growth institution as is the case with many research and liberal arts schools; because of the nature of our instruction, we will always stay small. Growth is not a primary objective; although we are adding some graduate programs that will require modest enrollment numbers (fewer than 20 per program). Increasing the number of quality applicants is a goal, which may necessitate increasing the overall applicant pool. 8.See response No. 7 above. 9.The implementation of the ad campaign will be mid- to late- summer 2016 for recruitment for academic year The high recruitment season is typically August to December; however, we have auditions January to March. We have rolling admissions.

3 5.3, Page 5.3.1, Page 5.3.1, Page 5.3.1, P , page implementation of the campaign? Is the $220,000 budget noted for advertising execution, etc. stand alone or is it inclusive of Market Research? states that UNCSA will provide a list of peer institutions to the awarded contractor. How many peer institutions will be included on this list and can you provide a listing of the top three institutions at this time? Is there any existing research or data regarding why students currently enrolled at UNCSA selected it over peer institutions? Where can we find your list of peer institutions? Has any research, either qualitative or quantitative, been conducted recently that we can review as part of this work? 10.Stand- alone. Also response to No There are total peer institutions, though some of them are aspirational peers and a number of them are private peers (we are public). The top three are UCLA, Yale, and Savannah College of Art and Design, followed by Columbia College Chicago, Massachusetts College of Art and Design, SUNY/Purchase College, The Juilliard School, NYU, University of Cincinnati, The University of the Arts, Carnegie Mellon, UT Austin, and Cornish College of the Arts. However, because of the unique offerings of UNCSA, we really have no peer institutions because no one offers our breadth of programs. Juilliard, for example, only offers dance, drama and music. We also have peers for our individual arts schools, which is a more accurate comparison. For example, peers for our films school include AFI, USC Film, UCLA Film and NYU Film. 12.No formal data. Our admissions office has sent out surveys about how students learn about us, and we have conducted focus groups. Much of our information is anecdotal, based on conversations with students and their parents. We know that much of our challenge is providing scholarships that compete with awards from other universities. And while some students decide they want to be in the big city, others prefer the small- town vibe of Winston- Salem, where they can concentrate on their art and where cost of living is more affordable..see No. 11 above. 14. No quantitative research has been conducted. See above for more information on very limited qualitative research. We will make any research we have available to the awarded vendor.

4 What quantitative and/or qualitative research was conducted to inform development of the new logo/brand identity? It is assumed any/all relevant research will be available for this engagement. What quantitative image, awareness, and perception research has been conducted by/for UNCSA within the last 5 years? It is assumed that any/all relevant research will be available for this engagement. In terms of our target audience, is the specific focus on prospective undergraduate audiences or are we considering prospective graduate students as well? Additionally, are we considering prospective student influencers as well (i.e., parents of prospects, high school counselors, teachers, fine arts instructors, etc.)? Please specifically define our target audience. 15.No research was conducted. The firm that was engaged had a creative brief that was produced by the firm previously engaged to produce recruitment collateral materials. This brief will be made available to the awarded vendor. 16.No such research has been conducted. 17.All as mentioned. This has been part of the challenge of recruitment; how to reach student audiences of widely different ages (high school to college) and remain relevant to all. Yes, we are also considering influencers as well: parents, counselors, teachers, etc. Through our surveys, we have found that most of our prospects have found us through word- of- mouth; either a teacher (dance studio, music teacher, drama teacher, etc.) or a UNCSA alumnus/a. We must add, however, that the biggest challenge is not differentiating messaging among the age levels; the challenge is differentiating messaging among the arts disciplines (dance, drama, music, etc.). While all are artists, dancers are different from actors who are different from filmmakers. They all come to UNCSA knowing what they plan to be: professional artists. They are placed in their arts classes based on their level of accomplishment rather than age. That s why we have high school students playing alongside graduate students in our symphony orchestra, and why we have high school dancers performing alongside undergraduate dancers in performances such as The Nutcracker.

5 5.3.2, Pages , Pages , Pages , P , P. For the purposes of market research, does UNCSA consider the Fletcher Opera Institute to be a separate target audience from the overall School of Music or merely a sub- area of study from within that program? Does UNCSA have an existing database of prospective students for each of the three main audiences (high school, baccalaureate, and master s) to share with the awarded contractor for use in recruitment for market research? What types of demographic and psychographic data does UNCSA currently have on both current and prospective student populations that can be shared with the awarded contractor? Can you provide a percent breakdown of the current budget of $220,000? What have been your Marketing/ Branding Budgets for the past 5 years? What budgetary increases do you anticipate in the next 5 years? 18.Sub- area of Music, which has a concentration in voice/vocal performance. Fletcher Opera does have separate auditions because they are for fellowships; it is an endowed institute. 19. Yes. 20. Current students: Data on city/county/state/country of origin, gender, racial composition, etc., is available in factbooks for high school ok.pdf and college ok.pdf Psychographic data is largely anecdotal, both current and prospective students could be surveyed as part of the market research component of this project. 21. See answer No Five years ago, there was no marketing budget per se. The school used year- end funds to pre- buy campaigns for the next fiscal year. The school spent about $210,000 to $240,000 per year; that included recruitment advertising and production of recruitment collaterals. Three years ago, the $220,000 budget was established as a line item in the university s budget. It was for recruitment advertising and production of recruitment collaterals. Significantly more (approximately $85,000 per year) was spent in the past two years because year- end funds were available. This year, the $220,000 is for recruitment advertising only; separate budgets were created for image/brand building (since we have a new logo, we must change out the old logo university- wide) and production of recruitment collaterals. The university also has a separate budget for

6 5.3.2, page , page , page 16 What are the requirements in order for the collateral to integrate with Hobson s? Is there a detailed advertising plan document available to review to inform the proposal? To clarify, are you requesting that a media plan be included with the strategy recommendation? And, would this plan be based on a $220,000 budget? Please describe UNCSA s existing orientation materials and/or what you are seeking with regard to orientation materials. Is UNCSA defining parameters for the suite of recruitment collateral? Do you want pricing on what you currently have as a way to compare vendor pricing even though the research may suggest other / additional collateral? performance marketing, which is primarily receipt- supported. With a chancellor who is a brand expert, we anticipate that funding for these needs will be a priority in the future, as the new website has been. 23. We are looking for a communications plan that integrates the collateral materials with the Hobson s communications. In other words, each touchpoint needs to be outlined. For example, first search piece, then viewbook, then poster, then direct mail, then , then telephone call from admissions counselor, then telephone call from faculty member, etc. There are no technical requirements. 24. We would supply the awarded vendor with past year s plans to assist with analysis. 25. Yes. The media plan would be based on the results of the market research and assessment. In other words, are we missing the mark with our current advertising media outlets? Where are the best places to reach prospective dancers, actors, designers, etc.? Yes, $220,000 is what we currently have available; however, we need our agency partner to recommend the optimal media mix and buy given practical considerations. 26. UNCSA seeks to develop coordinated collateral to support orientation activities. Examples would include an informative brochure for parents and students, and a detailed schedule in both digital and printed format, and various wayfinding pieces (banners, pop- ups, etc) to help students navigate students and inform their first days. 27. No. We developed the current suite of materials based on needs expressed by admissions counselors and deans three years ago. We realize times are changing and things are becoming more web and mobile dependent. That s why we are in the process of launching a new website that is responsive. We want to better understand current or emerging industry practices. However, our admissions counselors still visit numerous admissions fairs during the year, and faculty go to numerous auditions during the year, and need some type of collateral and giveaways to distribute. We are not wedded to any particular pieces.

7 , Pages , page , page 14 What is the anticipated budget (or budget range or not to exceed amount) for the research, strategy/consulting/planni ng, and creative development for this engagement? Would you like vendors to provide printing pricing for the recruitment pieces? If so, please provide estimated quantities. The current collateral materials listing provided in provides overall and 5- school specific materials. Are these materials further customized in some manner for the three main audiences (high school, baccalaureate, and master s) or is the same set of materials currently utilized for all audiences? To clarify, the current collateral materials are shared for reference, correct? Is UNCSA open to recommendations for an alternative collateral suite with differing specs? Based on the outlined timeline, does this mean that you do not anticipate inviting vendors to campus for presentations ahead of selecting a partner for this work? How many agencies were invited to participate in this? 28. See No. 3 above. 29. No. 30. The current suite of materials is utilized for all ages. See No. 17 above for more information. We are open to other recommendations. 31. Correct. We welcome all recommendations. 32. Our selection process provides the opportunity for us to meet with prospective vendors once the process has closed and we have narrowed the selection to a smaller pool of select vendors. 33. There is no way to determine the number of agencies invited. The proposal was posted to the NC IPS System, which grants access to the to any registered user.

8 Attachmen t C, page 27 Is there a budget or budget range in place that you and the UNCSA team are working within? What is the geographic radius in which UNCSA wants to draw from for the recruitment of potential students? In the past, what analytic tools has your previous vendor/in- house marketing department used? In a few words, what does an ideal UNCSA potential student look like? Is there a specific brand you, as an institution of higher education, envy in regards to that brand s advertising and marketing efforts? If so, who are they? What are the things you really like about them? Are all additional expenses, such as travel, to be included in the pricing? Are printing costs to be included? We offer many of the services requested however we do have third party partnerships in place for others (eg; viewbooks, collateral, etc.) Will you accept Partial Response in terms of services provided/quoted? 34. See No. 3 above. 35. Though we have concentrated on the United States, we also have international students (fewer than two dozen). However, our budget has not permitted us extensive international recruitment. Many of our international students come from overseas engagements of our faculty members. 36. See Nos. 6, 12, 14, 16 and 17 above. 37. Exceptionally talented in their particular arts discipline, with the potential for personal and artistic development; dedicated; passionate; and disciplined. Often our students are also academically gifted; sometimes, this does not become evident until they are in the affirming artistic environment rather than the confines of a particular high school. 38. We are looking to build the best campaign for our distinct university. While we may admire elements of our peer institution s marketing strategies, these may or may not be the best tactics to serve our needs or practical considerations. 39. Yes, additional expenses such as travel are to be included in the pricing. Printing costs are not. 40. The proposal shall be all- inclusive. Vendors may subcontract (see No. 5 for more information); however, the contract will only be awarded to ONE vendor, who will have the sole responsibility for completion of all work.

9 A signed copy of this Addendum must be included in your Proposal. Bidder: Name and Title (Typed): Authorized Signature: Date: