TO: All Prospective Bidders Cc: Procurement File. RE: UMBC Digital Advertising Consultant, Bid # BC R, ADDENDUM # 1

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1 Department of Procurement University of Maryland, Baltimore County 1000 Hilltop Circle Baltimore, MD DATE: September 23, 2016 PHONE: FAX: VOICE/TTY: WEB: TO: All Prospective Bidders Cc: Procurement File FROM: Mallela Ralliford RE: UMBC Digital Advertising Consultant, Bid # BC R, ADDENDUM # 1 The following amends the above referenced RFP documents. Receipt of this addendum must be acknowledged by completing the enclosed "Acknowledgement of Receipt of Addenda" form and submitting it along with the Technical Proposal you return to the University. The due date and time for the Bid to be submitted to the University is EXTENDED TO as FRIDAY, SEPTEMBER 30, 2016 by 2:00 p.m. A. ADDITIONS to the RFP Document: DELIVERABLES Phase I Develop Strategy Strategic guidance document for establishing and maintaining integrated digital Advertising; Document containing marketplace, keywords, and current advertising trends; Document containing review of website(s), marketing collateral and data. Must include suggestions for optimization; Assistance identifying ideal user personas. Document with final results; Strategy document on implementing YouTube advertising; Strategy document on Social Media advertising; Identify ideal implementation calendar. Phase II Testing and Implementation Creation (design, write copy and program) of responsive landing pages specific to campaigns. Approximately 6 landing pages; Assist in implementation of Google Analytics & goal tracking; Conduct and report on A/B testing of ads, landing pages, etc.; Setup keywords and ad groups; 1 P age

2 Implement and manage PPC (pay per click) campaigns; Implement and manage retargeting campaigns; Ad campaign copywriting; Management of relevant advertising cycle. Each cycle will contain at least 2 differently branded campaigns. Campaigns will be adjusted where necessary to be channel specific; Weekly contact with account representative. Monthly reports on effectiveness of campaigns (metrics dependent on channel). Post-campaign analysis (must include conversion rate) and recommendations for next cycle. Phase III Assessment and Maintenance Weekly contact with account representative. Monthly reports on effectiveness of campaigns (metrics dependent on channel). Post-campaign analysis (must include conversion rate) and recommendations for next cycle. Conduct and report on A/B testing of ads, landing pages, etc. QUALIFICATIONS Required Experience working with Salesforce/TargetX; Google Partner badge/status; Google Analytics experience; Experience in SEM, SMM (i.e. Facebook, Twitter, LinkedIn, and YouTube), web display and retargeting; In-house creative services capability; Experience developing ideal user personas. Desired Experience tying ad campaigns into marketing automation software; Google Analytics certified staff; Ability to create responsive landing pages; Experience keyword marketing with Yahoo and Bing. B. The following questions have been submitted to the University for a response: 1. QUESTION: Whether companies from Outside USA can apply for this? (like, from India or Canada)? They can apply as long as the offices/people we will be communicating with are within 3 hours of Eastern Time. 2 P age

3 2. QUESTION: Whether we need to come over there for meetings? An initial in-person meeting is preferred but not required. Maintenance meetings can be done remotely. 3. QUESTION: Can we perform the tasks (related to RFP) outside USA? (like, from India or Canada)? Yes, as long as any tasks directed at prospects/leads are done with consideration to their particular time zone (i.e. or SMS) 4. QUESTION: Can we submit the proposals via ? The solicitation indicates both electronic and hard copies. As noted in the solicitation document, In order to be considered, One (1) original, One (1) electronic copy plus three (2) copies (total of 4), of each Technical Proposal in this Request for Proposal must arrive at the Issuing Office by Thursday, September 29, 2016 on or before 2:00 p.m. DST in order to be considered. Electronic copies are to be submitted to UMBC Box at Proposers are requested to clearly mark the original document, as such. Late proposals will not be considered. 5. QUESTION: What is the estimated budget for ad spend? Advertising budget is separate from the RFP price/bid. The consultant and marketing manager will work together to establish an optimum ad spend for return on investment. The marketing manager will then make the agreed purchases. For Fiscal Year 2017, we have approximately $100k remaining in our budget for spend on digital advertising. 6. QUESTION: What digital advertising channels has UMBC explored in the past? Currently, we are use Pandora radio ads. Previously, the program has done some web display ads with U.S. News as well as targeted keyword marketing. 7. QUESTION: What is the current process for following up with inquiries? Once a person fills out an inquiry form or contacts us directly, they are put into our database and move into an automated campaign. 3 P age

4 8. QUESTION: Are there key in-person or online events UMBC wants to promote? The only events we currently run are informational webinars around the Spring and Fall application deadlines. In the future, we would like to hold orientation type events for our online students. 9. QUESTION: How will success be measured aside from leads generated? Before we begin any campaign, the consultant and marketing manager will agree on success metrics. In general, these will be channel specific (i.e. web display ads relate to website traffic). The ultimate success metric will be the number of students who apply to our program. We want to make sure we are targeting the right prospects with our advertising. Enclosures: Acknowledgement of Receipt of Addenda Form END OF ADDENDUM #1, DATED 9/23/16 This addendum was posted on ebid Board On 9/23/16. (Original with enclosures were not mailed) 4 P age

5 BID NO.: BID DUE DATE: BID FOR: BC R FRIDAY, SEPTEMBER 30, 2016 AT 2:00 P.M. UMBC DITIGAL ADVERTISING CONSULTANT NAME OF BIDDER: ACKNOWLEDGEMENT OF RECEIPT OF ADDENDA The undersigned, hereby acknowledges the receipt of the following addenda: 1 dated 09/23/16_ As stated in this Addendum, this form is to be returned with your Bid Price Sheet. Signature Printed Name Title Date END OF FORM 5 P age