RFP# 92284 - Digital Advertising Services
ID: BPM057109
• Alt ID: 92284
• State: Maryland
Opportunity Assistant
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Description
Background
The University of Maryland Global Campus (UMGC) is seeking a single vendor to provide digital advertising services as part of an integrated marketing campaign aimed at increasing awareness and enrollment among veteran and military-affiliated populations.
The contract is intended to leverage AI tools and various digital media platforms to effectively reach these target audiences both in the U.S. and overseas. UMGC has a significant presence with over 91,000 students globally, including more than 57,000 with military affiliations.
Work Details
The selected vendor will provide a comprehensive suite of digital advertising services over a 12-month period, including:
1. **Digital Campaign Services**: A detailed 'Digital Media Calendar' outlining the planned media services, including native content focused on military and veteran education.
2. **Native Content Services**: Promotion through social media feeds, podcast advertising, and OTT video platforms.
3. **AI-Enabled SEO Management Services**: Targeted ads on platforms like Facebook/Instagram, cross-device display ads, streaming services targeting veterans, and precision geo-targeting capabilities.
4. **Reporting Requirements**: Regular reconciliation documentation and analysis for each deliverable, including real-time data analytics for SEO management.
5. **Account Management**: Assignment of an Account Lead and Executive-in-Charge for project oversight.
Period of Performance
The contract is expected to commence in August 2026 and will last for an initial term of one year, with potential extensions up to three additional years.
Place of Performance
Services will be performed primarily in the United States but may also include outreach to veteran populations overseas.
Bidder Requirements
Vendors must demonstrate significant experience in digital marketing targeting military-affiliated populations and possess capabilities in AI integration within marketing campaigns. Additionally, vendors must adhere to UMGC's Information Governance, Security, and Technology policies.
The University of Maryland Global Campus (UMGC) is seeking a single vendor to provide digital advertising services as part of an integrated marketing campaign aimed at increasing awareness and enrollment among veteran and military-affiliated populations.
The contract is intended to leverage AI tools and various digital media platforms to effectively reach these target audiences both in the U.S. and overseas. UMGC has a significant presence with over 91,000 students globally, including more than 57,000 with military affiliations.
Work Details
The selected vendor will provide a comprehensive suite of digital advertising services over a 12-month period, including:
1. **Digital Campaign Services**: A detailed 'Digital Media Calendar' outlining the planned media services, including native content focused on military and veteran education.
2. **Native Content Services**: Promotion through social media feeds, podcast advertising, and OTT video platforms.
3. **AI-Enabled SEO Management Services**: Targeted ads on platforms like Facebook/Instagram, cross-device display ads, streaming services targeting veterans, and precision geo-targeting capabilities.
4. **Reporting Requirements**: Regular reconciliation documentation and analysis for each deliverable, including real-time data analytics for SEO management.
5. **Account Management**: Assignment of an Account Lead and Executive-in-Charge for project oversight.
Period of Performance
The contract is expected to commence in August 2026 and will last for an initial term of one year, with potential extensions up to three additional years.
Place of Performance
Services will be performed primarily in the United States but may also include outreach to veteran populations overseas.
Bidder Requirements
Vendors must demonstrate significant experience in digital marketing targeting military-affiliated populations and possess capabilities in AI integration within marketing campaigns. Additionally, vendors must adhere to UMGC's Information Governance, Security, and Technology policies.
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Overview
Opportunity Type
Public Notice
Opportunity ID
BPM057109
Response Deadline
June 10, 2026
Due in 17 Days
Date Posted
May 19, 2026
Source
Q&A Deadline
Vendor questions must be submitted by the Last Day for Questions deadline; monitor eMMA for addendums and correspondence. Primary procurement contact is referenced for offerors who received the document from another source, but no specific question submission email/platform is provided in the text.
Est. Value Range
Experimental
$750,000 - $3,500,000
(AI estimate)
Agency Distribution
High
On 5/19/26 University of Maryland Global Campus in Maryland issued Public Notice Digital Advertising Services with ID BPM057109 due 6/10/26.
Contacts
Documents
Posted documents for RFP# 92284 - Digital Advertising Services
Opportunity Assistant
AI Analysis
AI Generate
Classifications
Opportunity Classification
Advertising campaign services
Additional Details
Additional Instructions
Technical Proposals are due no later than 10:00 AM ET on June 10, 2026. Please read the directions carefully for electronic submissions to Bid Locker. Firms must be registered on Bid Locker prior to uploading Proposals.Please monitor eMMA for future addendums and correspondence related to this Solicitation.
Lot #
1
Round #
1