Request for Qualifications Creative Marketing Partner for NHMCCD
Scope of Work NHMCCD seeks an experienced, capable Creative Marketing Team to work with PIC and the Marketing Council to create and implement a marketing/ branding system that addresses specific needs of the district and its member colleges and sites. Request does not detail actual work to be performed. Each project will be discussed and a written plan set before work commences.
Strategic Thinking 1. Recommend creative marketing solutions to issues and opportunities identified in the 2007 Community Assessment Survey. 2.Recommend specific creative marketing solutions for promoting goodwill and enrollment for: Workforce / SBDC / Corporate Training CE / Non-credit / Adult Education Traditional age (18-24) Non-traditional age (25-45) Distance Learning Hispanic students
Strategic Thinking 3.Recommend creative marketing solutions for developing the Internet and NHMCCD web sites as effective, proactive marketing tools.
Branding 1.Develop a branding strategy, including positioning statement, themeline, strategic goals 2.Design a new logotype for NHMCCD using a new name 3.Develop a new Brand Identity System incorpora- ting district name and college/site name 4.Develop a “family look” for publications, ads, web site, stationary 5.Develop publication and advertising templates for general use
Branding 6.Design the covers to the Credit Class Schedule (3), Catalog, CE Schedules 7.Develop a “family look” to district and college/site signage 8.Develop a Styleguide for print publications, advertisements, web site and merchandise 9.Conduct a “branding retreat” for select staff 10.Make presentations of concepts and creative solutions at college meetings.
Integrated Advertising Plan for Base Year 1. Write, design, produce all creative elements of the Base-Year Advertising to meet objective. (Elements may include radio, television, billboards, direct mail, new media, cinema, on- site or point-of-purchase, etc.) 2.Analyze results of campaign; make recommendations for improvement 3.Recommend best use of remaining advertising dollars for a “year-round” presence
Media Buying Negotiate, coordinate, place, track, manage and evaluate all advertising campaigns of the Marketing Council. Media may include billboards, radio, television, direct mail, new media, magazine ads, point-of-sale, etc.
Web and Interactive Help extend the brand to web sites through a site redesign.
Timeline Strategic Thinking| August & ongoing Branding| February-May Base-Year Campaign| April-August
Criteria 1.Must understand unique interests of higher education 2.Muse understand NHMCCD audiences 3.Must provide sample of work on similar projects; must show how concepts were developed 4.Must provide references from current and recent clients 5.Must disclose any working relationship, past or present, with other colleges in Greater Houston area
Criteria 6.Must agree that all collateral developed for NHMCCD becomes property of NHMCCD. (No licensing fees; colleges owns rights to photos, ads, web designs, other creative developed for NHMCCD during contract period.
Length of Agreement Initial two-year agreement with potential to be extended annually up to four additional years.