R25-004 Strategic Marketing and Media Placement

Background
Radford University, located at 801 East Main Street, Radford, Virginia, is a comprehensive public university with a mission to provide quality education and support student engagement. The university seeks to establish a contract for Strategic Marketing and Media Placement to enhance its enrollment management efforts and brand visibility. The Office of Marketing and Communication aims to support the university's strategic priorities through effective marketing strategies.

Work Details
The selected firm will develop and execute a comprehensive multimedia marketing and advertising plan that includes:

- Media planning
- Media buying
- Media placement across various platforms such as traditional out-of-home (OOH), digital and social media channels, event sponsorships, grassroots marketing opportunities, terrestrial and streaming radio, as well as broadcast, cable, and streaming TV.

The plan should also encompass the design, creation, and delivery of creative assets across all platforms along with brand consulting and perception measurement. Primary audiences include traditional prospective students (first-year and transfer), first-generation students, non-traditional students (working professionals aged 25+), and military-affiliated students. Secondary audiences include alumni, donors, strategic partners, elected officials, business leaders, community members, and media throughout Virginia.

Period of Performance
The contract term is for one year with an option for four one-year renewals or as mutually negotiated.

Place of Performance
The services will be performed primarily at Radford University located in Radford, Virginia.

Bidder Requirements
Offerors must be certified by the Virginia Department of Small Business and Supplier Diversity (SBSD) to qualify for Small, Women-Owned and Minority-Owned (SWaM) points. If not classified as SWaM, bidders must describe their plan for utilizing SWaM subcontractors if awarded the contract.