RFP_00032948TTR_UMD OMC_Media

Background
The University of Maryland (UMD) is seeking proposals from qualified full-service media agencies to provide comprehensive media planning, buying, and strategic services. This engagement aims to establish an agency of record relationship to support advertising and marketing efforts across multiple university units. UMD is a leading research university and the state's flagship institution, dedicated to excellence and impact for the public good.

The contract is intended for an initial two-year term with options to renew for up to two additional two-year periods, totaling a potential commitment of six years.

Work Details
The selected agency will provide the following services:

1. Strategic media planning and campaign development for enrollment marketing, brand awareness, research promotion, and community engagement.
2. Traditional media planning and buying (broadcast TV/radio, cable, out-of-home, print).
3. Digital media planning and buying (paid search, display advertising, programmatic, native advertising, video).
4. Social media advertising across various platforms (Facebook, Instagram, LinkedIn, Twitter, TikTok).
5. Search engine marketing and optimization (SEM/SEO).
6. Media research and audience insights.
7. Creative development and production services (video, audio, digital assets).
8. Campaign performance tracking, analytics, and reporting.
9. Marketing automation and customer journey optimization.

Period of Performance
The contract will be performed over an initial period of two years with options to renew for up to two additional two-year periods.

Place of Performance
The services will be performed at the University of Maryland located in College Park, MD.

Bidder Requirements
Contractors must demonstrate expertise in both traditional and digital media planning and buying. They are required to submit proposals that include a completed solicitation form as part of the Technical Volume along with affidavits regarding social responsibility and conflict of interest information.

There are no specific MBE participation goals outlined in this RFP.