Posted Date : April 23,2022
Product (RFP/RFQ/RFI/Solicitation/Tender/Bid Etc.) ID : MRB-26198
Government Authority located in Rhode Island; USA based organization looking for expert vendor for media buying services.
[A] Budget: Looking for Proposals
[B] Scope of Service:
(1) Vendor needs to provide media buying services to support the university’s advertising and marketing needs, both in-person and online.
1. Account Management
• Flowchart development for campaign launch and budget shifting
- Flowcharts to be actualized and reissued on a monthly basis (in addition to any plan changes that will also require flowchart revisions and reissuance).
• Where possible, live, in-person kick-off meetings for all program launches
• One-hour weekly meeting to review campaign performance and optimizations
• When possible, monthly, live, in-person meeting to review performance presentation and align on plan revisions
• Coordinating set up of all digital media and ad creation
• Attend weekly one-hour social content development meeting to provide paid social perspective (as brand and organic social agency review social marketing calendar and plan for content)
2. Planning and Strategy Development
• In-depth SWOT analysis for brand based on competitors, market position, target audience and geographic factors for both brick-and-mortar and online.
• Develop target consumer segmentation, geographic market analysis (include opportunity sizing for segments and markets)
• Develop a detailed media brief based on inputs from brand, creative and media agency resources including recommended budget levels, prioritized targeting and segmentation, media insights, marketplace conditions, media platform updates and considerations
• Must manage media budgets appropriately and must adhere to approved market-specific budget allocations.
• Develop a comprehensive competitive media analysis that provides reported spending trends for core competitive institutions. Competitive tracking must cover both traditional media spend (i.e., through Nielsen Ad Intel or Kantar) and digital + social media spend (i.e., through Pathmatics); provide actionable insights
• Develop a tactical media plan presentation that includes specific budget recommendations by vendor (along with rankers for each media channel) with rationale for each vendor selection along with the details of any programs and sponsorships.
3. Search
• Development of campaign strategies encompassing both core enrollment time period as well as an “always-on” approach. Consideration must also be given to best practices for audiences interested in online learning.
• Use Google Ads keyword planner tool run for historical spend estimates
• Provide search-specific competitive analysis highlighting trends from similar institutions as well as the specific marketplace dynamics for search terms
• Provide geographic analysis for geotargets as well as spend recommendations by market
• Provide recommendations for daily budgets
• Research historical copy and associated results; develop refreshed copy across all programs (copy to include all formats i.e., sitelinks, extensions, etc.)
4. Social Media (Facebook, Instagram, LinkedIn, Snapchat, TikTok)
• Translate target audiences into segmented audiences within the platform
• Assessment of audience with to ensure alignment
• Creation and execution of ads combining images and copy for performance optimization per program
o Test Targeting Methods
o Location/Gender/Age/Income/Interests
o Ad Format Testing
o Single Image, Carousel, Video, Canvas, Lead-Form
o Remarketing
o Customer Match and Lookalike Audiences
o Instagram vs. Facebook Performance
o Test placement options for efficiencies (Right Rail, Newsfeed, Audience Network, Instagram, Messenger)
• Preview links for each ad to send to marketing team for review or edits
5. Mass Media - Linear Television (Broadcast TV & Cable), Radio and Streaming
• Agency must indicate what TV buying software they have access to use
• Must have access to Nielsen ratings, delivery metrics (reach/frequency/GRPs, spots) for each market
• Reach frequency goals: Minimum of 70% Reach 3+ frequency
• Demonstrable knowledge of marketplace trends and fluctuations required
• Post-Buy analysis to be provided (across TV, Radio and Streaming)
• Proof of TV/Cable affidavits to be provided with monthly invoicing
• Make-good management
• Trafficking of creative handled by media agency
6. OOH
• Handle RFP process to vendors ensuring that all appropriate vendors within a market are included in the request
- Negotiate OOH media buys
- Oversee posting of media to ensure campaign is executed as agreed upon
7. Digital (Video, CTV and Display)
• Must disclose all inventory markups and fees associated
[C] Eligibility:
- Onshore (USA Organization Only);
[D] Work Performance:
Performance of the work will be Offsite. Vendor needs to carry work in their office location.
Budget :
Deadline to Submit Proposals: May 20,2022
Cost to Download This RFP/RFQ/RFI/Solicitation/Tender/Bid Document : 5 US$
Product (RFP/RFQ/RFI/Solicitation/Tender/Bid Etc.) ID : MRB-26198
Government Authority located in Rhode Island; USA based organization looking for expert vendor for media buying services.
[A] Budget: Looking for Proposals
[B] Scope of Service:
(1) Vendor needs to provide media buying services to support the university’s advertising and marketing needs, both in-person and online.
1. Account Management
• Flowchart development for campaign launch and budget shifting
- Flowcharts to be actualized and reissued on a monthly basis (in addition to any plan changes that will also require flowchart revisions and reissuance).
• Where possible, live, in-person kick-off meetings for all program launches
• One-hour weekly meeting to review campaign performance and optimizations
• When possible, monthly, live, in-person meeting to review performance presentation and align on plan revisions
• Coordinating set up of all digital media and ad creation
• Attend weekly one-hour social content development meeting to provide paid social perspective (as brand and organic social agency review social marketing calendar and plan for content)
2. Planning and Strategy Development
• In-depth SWOT analysis for brand based on competitors, market position, target audience and geographic factors for both brick-and-mortar and online.
• Develop target consumer segmentation, geographic market analysis (include opportunity sizing for segments and markets)
• Develop a detailed media brief based on inputs from brand, creative and media agency resources including recommended budget levels, prioritized targeting and segmentation, media insights, marketplace conditions, media platform updates and considerations
• Must manage media budgets appropriately and must adhere to approved market-specific budget allocations.
• Develop a comprehensive competitive media analysis that provides reported spending trends for core competitive institutions. Competitive tracking must cover both traditional media spend (i.e., through Nielsen Ad Intel or Kantar) and digital + social media spend (i.e., through Pathmatics); provide actionable insights
• Develop a tactical media plan presentation that includes specific budget recommendations by vendor (along with rankers for each media channel) with rationale for each vendor selection along with the details of any programs and sponsorships.
3. Search
• Development of campaign strategies encompassing both core enrollment time period as well as an “always-on” approach. Consideration must also be given to best practices for audiences interested in online learning.
• Use Google Ads keyword planner tool run for historical spend estimates
• Provide search-specific competitive analysis highlighting trends from similar institutions as well as the specific marketplace dynamics for search terms
• Provide geographic analysis for geotargets as well as spend recommendations by market
• Provide recommendations for daily budgets
• Research historical copy and associated results; develop refreshed copy across all programs (copy to include all formats i.e., sitelinks, extensions, etc.)
4. Social Media (Facebook, Instagram, LinkedIn, Snapchat, TikTok)
• Translate target audiences into segmented audiences within the platform
• Assessment of audience with to ensure alignment
• Creation and execution of ads combining images and copy for performance optimization per program
o Test Targeting Methods
o Location/Gender/Age/Income/Interests
o Ad Format Testing
o Single Image, Carousel, Video, Canvas, Lead-Form
o Remarketing
o Customer Match and Lookalike Audiences
o Instagram vs. Facebook Performance
o Test placement options for efficiencies (Right Rail, Newsfeed, Audience Network, Instagram, Messenger)
• Preview links for each ad to send to marketing team for review or edits
5. Mass Media - Linear Television (Broadcast TV & Cable), Radio and Streaming
• Agency must indicate what TV buying software they have access to use
• Must have access to Nielsen ratings, delivery metrics (reach/frequency/GRPs, spots) for each market
• Reach frequency goals: Minimum of 70% Reach 3+ frequency
• Demonstrable knowledge of marketplace trends and fluctuations required
• Post-Buy analysis to be provided (across TV, Radio and Streaming)
• Proof of TV/Cable affidavits to be provided with monthly invoicing
• Make-good management
• Trafficking of creative handled by media agency
6. OOH
• Handle RFP process to vendors ensuring that all appropriate vendors within a market are included in the request
- Negotiate OOH media buys
- Oversee posting of media to ensure campaign is executed as agreed upon
7. Digital (Video, CTV and Display)
• Must disclose all inventory markups and fees associated
[C] Eligibility:
- Onshore (USA Organization Only);
[D] Work Performance:
Performance of the work will be Offsite. Vendor needs to carry work in their office location.
Budget :
Deadline to Submit Proposals: May 20,2022
Cost to Download This RFP/RFQ/RFI/Solicitation/Tender/Bid Document : 5 US$