RFP 10241 - Media Buying

Background
The Community College of Philadelphia (CCP) is seeking to engage one or more media buying partners to enhance its enrollment, workforce training awareness, and brand recognition across the greater Philadelphia region. The goal is to drive student recruitment for both degree-seeking and non-degree programs, increase awareness of workforce training offerings, and strengthen brand affinity.

Work Details
The selected vendor will provide comprehensive media buying services including:

1. Media Strategy and Planning: Develop an integrated annual media plan aligned with CCP’s academic calendar and marketing goals; conduct audience research; recommend channel mix and budget allocation.

2. Digital and Programmatic Advertising: Plan and execute programmatic ad placements; manage paid search campaigns on Google; implement retargeting campaigns.

3. Social Media Advertising: Manage paid social campaigns across platforms like Facebook, Instagram, LinkedIn, TikTok, Snapchat, and YouTube.

4. Television, Streaming/OTT, and Connected TV (CTV): Negotiate local TV advertising; plan streaming placements on platforms like Hulu and Peacock.

5. Radio and Audio: Negotiate advertising on local radio stations; plan digital audio placements on Spotify and podcast networks.

6. Print and Out-of-Home (OOH): Place ads in local print publications; purchase billboard placements.

7. Campaign Management: Manage media trafficking and monitor performance metrics.

8. Reporting and Analytics: Provide post-campaign reports detailing performance metrics such as reach, impressions, clicks, conversions, etc.

Period of Performance
The contract is anticipated to start on June 15, 2026, following the award notification in the week of June 8, 2026.

Place of Performance
Services will primarily be performed in the greater Philadelphia region.

Bidder Requirements
Vendors must have a minimum of ten years of experience in media planning and buying with demonstrated expertise across all specified channels. They should also have established relationships with Philadelphia-market media vendors. Vendors are encouraged to include diverse subcontractors (MBE/WBE/DBE/MWDBE) in their proposals.