26-08 Marketing Services

Background
Massachusetts Bay Community College (MassBay), a department of the Commonwealth, is soliciting bids for marketing services. The College aims to build on recent enrollment growth and strengthen its brand through a comprehensive marketing strategy. The contract will be awarded based on the best combination of price, capability, and service options.

Work Details
The selected vendor will develop and execute a strategic, data-driven multi-year marketing strategy that includes:

- Market Analysis: demographics, messaging, enrollment growth opportunities.

- Advertising Strategy Development: tactics, metrics, goals and outcomes.

- Advertisement Development and Production: themes and messages aligned with market analysis; production of videos, digital ads, audio spots; development of landing pages for digital ads; recommendations for SEO and social media maintenance.

- Advertising Placement: manage digital ad spend in collaboration with College staff.

- Integration: integrate leads generated by advertisements into Slate, the College's CRM system.

- Reporting: regular analysis and presentation to confirm effectiveness of tactics.

Period of Performance
The contract commencement date is October 20, 2025, with a completion date of October 20, 2028. There are two optional one-year renewal terms through October 20, 2030.

Place of Performance
Services will be performed at Massachusetts Bay Community College located at 50 Oakland Street, Wellesley Hills, MA 02481.

Bidder Requirements
Vendors must demonstrate experience developing marketing strategies for organizations similar or larger than MassBay with budgets over $500,000. They must provide three qualifying references. Vendors must also have experience in digital marketing asset development and integration with CRM systems like Slate. Additionally, all employees must undergo Criminal Offender Record Investigation (C.O.R.I.) and Sexual Offender Record Investigation (S.O.R.I.).