FY27 Marketing & Advertising Services

Background
Minnesota State is seeking proposals for contract services aimed at developing and producing comprehensive recruiting strategies, communication, marketing, and advertising to enhance enrollment growth and strengthen the university's brand presence. The selected vendor will work closely with Winona State University's Marketing and Communications Office, Admissions, and other stakeholders.

Work Details
The scope of work includes:

1. Discovery & Research: Conducting sessions to understand Winona State’s mission and values, performing market research to assess brand awareness and competitive positioning.

2. Advertising Strategy & Planning: Developing an annual advertising plan tailored to priority audience segments with recommendations on key messages and budget allocations. Strategies may include digital advertising, social media, SEO, print, broadcast, outdoor, and direct mail.

3. Creative Development: Providing copywriting, graphic design, and art direction for campaigns that align with brand guidelines.

4. Media Buying & Management: Coordinating media buys with transparent cost estimates and managing invoicing in compliance with procurement requirements.

5. Performance Monitoring: Tracking campaign performance with timely reports for optimization.

6. Collaboration & Account Management: Maintaining communication and project oversight while working collaboratively with the in-house marketing team.

Period of Performance
The contract is expected to run for two years from July 1, 2026 through June 30, 2028, with an optional third year.

Place of Performance
Services will be performed primarily at Winona State University campuses in Minnesota.

Bidder Requirements
Proposals must demonstrate experience in higher education marketing and provide evidence of capacity to meet project goals. Respondents should outline their understanding of the competitive higher education market in Minnesota and surrounding regions.