Media Buying and Planning Services
ID: 2135390
• Alt ID: CM04474
• State: New York
Opportunity Assistant
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Description
Background
The State University of New York (SUNY) is seeking to procure media buying and strategic planning services for its System Administration and 64 campuses over a two-year period, with an option for a one-year extension. The goal is to enhance SUNY's branding both in-state and nationwide, ultimately aiming to increase enrollment. SUNY requires expertise in data and trend analysis as well as media-buying services across various platforms including social media, digital programming, traditional media such as TV, radio, print, and out-of-home advertising.
Work Details
The selected vendor will serve as the primary media buyer for all marketing efforts related to SUNY System Administration and will also provide services for individual campus marketing. Key responsibilities include:
1. Strategic media planning, buying, and placement for New York State and targeted U.S. markets.
2. Provide planning guidance for budgeting and demographic research.
3. Monitor effectiveness of media buys with detailed performance reports.
4. Establish a dedicated account management team to oversee daily activities.
5. Develop detailed media plans specifying tactics, audience targeting, spend per tactic, estimated performance metrics, and geographic targeting.
6. Execute media strategies across various platforms including Google, Meta, TikTok, Snapchat, cable TV, streaming audio/video, traditional radio, SMS/text messaging, digital/print ads, influencer marketing, and more.
Period of Performance
The contract will be performed over a two-year period starting from October 6, 2026, with an option to extend for one additional year.
Place of Performance
Services will be performed across New York State at various SUNY campuses and potentially in targeted U.S. markets outside of New York.
Bidder Requirements
Bidders must meet the following mandatory qualifications:
1. Demonstrated annual US-only media advertising buy total of at least $15 million within the past 24 months.
2. At least five years of experience in the scope of services outlined in the RFP.
3. A diversified account/client list including at least five active accounts with three having annual billings exceeding $1 million.
4. Proven history of lead acquisition from completed media buys.
5. Ability to operate credit accounts with social media/digital platforms for pre-payment of costs.
The State University of New York (SUNY) is seeking to procure media buying and strategic planning services for its System Administration and 64 campuses over a two-year period, with an option for a one-year extension. The goal is to enhance SUNY's branding both in-state and nationwide, ultimately aiming to increase enrollment. SUNY requires expertise in data and trend analysis as well as media-buying services across various platforms including social media, digital programming, traditional media such as TV, radio, print, and out-of-home advertising.
Work Details
The selected vendor will serve as the primary media buyer for all marketing efforts related to SUNY System Administration and will also provide services for individual campus marketing. Key responsibilities include:
1. Strategic media planning, buying, and placement for New York State and targeted U.S. markets.
2. Provide planning guidance for budgeting and demographic research.
3. Monitor effectiveness of media buys with detailed performance reports.
4. Establish a dedicated account management team to oversee daily activities.
5. Develop detailed media plans specifying tactics, audience targeting, spend per tactic, estimated performance metrics, and geographic targeting.
6. Execute media strategies across various platforms including Google, Meta, TikTok, Snapchat, cable TV, streaming audio/video, traditional radio, SMS/text messaging, digital/print ads, influencer marketing, and more.
Period of Performance
The contract will be performed over a two-year period starting from October 6, 2026, with an option to extend for one additional year.
Place of Performance
Services will be performed across New York State at various SUNY campuses and potentially in targeted U.S. markets outside of New York.
Bidder Requirements
Bidders must meet the following mandatory qualifications:
1. Demonstrated annual US-only media advertising buy total of at least $15 million within the past 24 months.
2. At least five years of experience in the scope of services outlined in the RFP.
3. A diversified account/client list including at least five active accounts with three having annual billings exceeding $1 million.
4. Proven history of lead acquisition from completed media buys.
5. Ability to operate credit accounts with social media/digital platforms for pre-payment of costs.
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Overview
Opportunity Type
General
Opportunity ID
2135390
Response Deadline
Past Due
Date Posted
Source
Source Notes
Must be signed in to the New York Contract Reporter to view the opportunity.
Pre-Bid Conference
Pre-Proposal Conference: N/A (no pre-bid conference indicated)
Q&A Deadline
Questions must be submitted by the Questions Due deadline; answers will be provided approximately June 10, 2026. No specific submission email/contact/platform is stated.
Socioeconomic Preferences
Minority Owned
Veteran
Est. Value Range
Experimental
$5,000,000 - $25,000,000
(AI estimate)
Agency Distribution
High
On 5/22/26 State University of New York (SUNY) in New York issued General Media Buying and Planning Services with ID 2135390 due 6/22/26.
Contact
Documents
Posted documents for Media Buying and Planning Services
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AI Analysis
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Classifications
Opportunity Classification
Advertising, Graphic Arts, Marketing & Interior Design - Consulting & Other Services
NAICS