Full-Service Marketing Agency

Background
The Kentucky Community and Technical College System (KCTCS) is the largest institution of higher education in Kentucky, comprising 16 colleges with over 70 campuses serving approximately 80,000 students and nearly 5,000 businesses annually.

The purpose of this Request for Proposal (RFP) is to solicit proposals from qualified full-service marketing agencies to assist KCTCS in achieving its marketing, branding, and enrollment goals. The selected agency will work collaboratively with KCTCS and individual colleges to provide adaptable marketing services that align with the organizational mission while addressing local needs.

Work Details
The selected agency will provide a range of marketing services including:

1. Comprehensive Media Planning and Buying across various platforms (TV, radio, digital).
2. Creative Strategy Development aligned with KCTCS’s mission.
3. Experiential and Guerilla Marketing campaigns.
4. Creation of Student Recruitment Materials targeting diverse audiences.
5. Front-End Web Development to enhance digital presence.
6. Program-Specific Marketing campaigns for academic programs.
7. Brand Management to ensure cohesive brand identity.
8. Production and Traffic Management for advertising materials.
9. Market Research & Reporting to reach target audiences effectively.
10. Creative Services including video/radio production and copywriting.
11. College-Level Marketing Support for individual colleges' annual plans.
12. Photography & Video Production for communications initiatives.
13. Data Integration for performance tracking dashboards on marketing effectiveness.

Period of Performance
The contract is anticipated to commence in March 2025 and may extend based on mutual agreement between KCTCS and the awarded provider.

Place of Performance
Services will be performed across various locations within the Commonwealth of Kentucky, specifically at KCTCS campuses.