Web viewUNIVERSITY OF MASSACHUSETTS. President’s Office. REQUEST FOR PROPOSAL UP16-DJ-0501 Marketing & Advertising Services. Answers to Bidder Questions. Question 1

UNIVERSITY OF MASSACHUSETTSPresident’s Office

REQUEST FOR PROPOSAL UP16-DJ-0501 Marketing & Advertising Services

Answers to Bidder Questions

Question 1

Can companies from Outside USA can apply for this? (like, from India or Canada)

Yes.

Question 2

Whether we need to come over there for meetings?

We are open to communicating digitally, but would expect the vendor to be open to traveling to our office periodically.

Question 3

Can we perform the tasks (related to RFP) outside USA? (like, from India or Canada)

Yes

Question 4

Can we submit the proposals via email?????

See section 2.2 of the RFP for instructions on submission.

Question 5

What end goals are you looking to accomplish with this engagement? (enrollment, reputation, advancement, etc.) All of the above

Question 6Your RFP states you are looking to determine “what should the message be an how should it be communicated” Could you clarify if this pertains to a campaign or the university brand? In other words, are you looking to launch a new/refreshed campaign that builds on “Here for a Reason.” — OR — Are you looking for a UMass System-wide branding engagement that ultimately results in a messaging platform?

That would depend on the vendor’s proposal.

Question 7What research, if any, have you done to date on the impact of the UMass “Here for a reason” campaign? What did your findings indicate?

Any research will be shared with vendor after selection.

Question 8What marketing tactics, if any, have you employed to market individual campuses more recently?

The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses.

Question 9Is there an incumbent marketing firm currently working with UMass?

Not relevant

Question 10To help us put some parameters around the scope of this project, are you able to share your budget range?

There is not a formulated budget at this time, but there will be sufficient funding for the services requested.

Question 11

Is there an incumbent agency? If so, who are they and are you happy with them?

Not relevant

Question 12

Have you invited specific agencies to participate in this RFP? If so, who?

No

Question 13

Is there a budget?


Question 14

Is there a monetary penalty against out-of-state providers?

No

Question 15

What aspect is most important to you when evaluating a bid response?

Please refer to Section 5.0 of the RFP.

Question 16

If not selected, how can we review the winning bid?

By submitting a public record request to [email protected] .

Question 17

Is there a small business or minority participation goal attached to this RFP?

There is not a specific goal linked to this bid. However, as per the University’s Board of Trustee policy on procurement:

The University’s commitment to the principles of Affirmative Action shall be applied to purchasing with the objective of: (i) achieving and fostering greater participation in University procurement activity by minority-owned small business, small disadvantaged business, women-owned small business, HUBZone small business, Veteran-owned small business, and service-disabled Veteran-owned small business enterprises and (ii) encouraging socially or economically disadvantaged business owners to respond to invitations to bid on University business.

Question 18

My firm is SBA 8(a), HUBZone, Veteran-Owned Small Business, Minority Business Enterprise.While we will not be bidding independently on this RFP, we wish to know the opportunities available, if any, for subcontracting or a partnership with one of the respondents to help meet the University’s small business/diversity goals.

Thank you for your question. There is not a committed plan for subcontracting as part of this award.

Question 19

What exactly does the President’s office mean by ‘build on’ regarding the existing advertising campaign?


mailto:[email protected]

Question 20

What were the original goals for the “Here for a reason” campaign? Have these goals been met?

We are interested in reaching stakeholders and decision-makers in industry and state government. Prospective students, parents and alumni would be considered a secondary target.

Question 21

To what extent did the individual schools promote the “‘Here for a reason” campaign?

The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses.

Question 22

Please share materials from the last two years of the current “Here for a reason” campaign.

You can view some assets from the “Here for a Reason” campaign at Massachusetts.edu/impact

Question 23

Who did UMASS work with to develop the current campaign?

Not relevant

Question 24

How much did UMASS dedicate toward the current campaign in F.Y. 2014? In F.Y. 2015?

Not relevant

Question 25

Why is UMASS engaging in this effort?

See section 1.1 of the RFP.

Question 26

How has the current campaign been successful?

For more information on some of the accolades from the “Here for a reason” campaign, you can see a press release we issued last year: http://www.massachusetts.edu/news/press-releases/umass-here-reason-campaign-wins-gold-and-silver-medals-national-education .

http://www.massachusetts.edu/news/press-releases/umass-here-reason-campaign-wins-gold-and-silver-medals-national-education


Question 27

What measurable outcomes would UMASS like to see as a result of this effort?

We are interested in reaching stakeholders and decision-makers in industry and state government. Prospective students, parents and alumni would be considered a secondary target for this contract.

Question 28

What specific deliverables should be outlined in the proposal?

The proposal should include whatever key components the vendor thinks would be appropriate to provide.

Question 29

Who will be the direct point-of-contact for all contracted work?

The vendor will work with members of the UMass President’s office communications team.

Question 30

What internal resources does UMASS have to assist with development and execution of this campaign?

The UMass President’s office communications team will serve in an advisory and supporting role.

Question 31

In section 5.0, the RFP references that we will be evaluated on our firm’s experience, quality of previous work and/or campaign and a cost proposal. Then in section 6, the proposal requirements identify the details for the proposal, however, there is no section to define what you would like considered in the cost proposal. We are hoping to get some clarification on what you would like included.


Question 32

Is there a budget to work from?


Question 33

The RFP talks about media planning and buying capabilities. For this RFP, do you want to see a media plan in the proposal? If so, is there an estimated budget be using? If a budget hasn’t been finalized is there a range that we should base it on? Otherwise we will discuss our planning and buying capabilities and process only.


Question 34

What is the approximate time frame for the rollout of the next phase?


Question 35

Has any research been done to develop the “Here For A Reason” campaign? If so, can we have access to it?

Any past market research will be shared with vendor after selection.

Question 36

Are all schools within the system currently using “Here For A Reason?”

The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses. Individual campuses do sometimes use “Here for a Reason” material for their own goals.

Question 37

Why are you issuing a RFP at this time? What changes have occurred that drove the need to search for a marketing firm?

Not relevantSee section 1.1 of the RFP.

Question 38

Will we be responsible for the digital advertising of all campuses within the University System (UMass)? (Section 1.2)The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses.

Question 39

Will we be provided with read-only access to their current AdWords program, or detail on their current cost-per-lead/cost-per-enrollment? This is to better provider insights re: Section 6.1

We will not provide read-only access during the RFP process. Only when a contract is awarded will a vendor be given this access.

Question 40

Ratio of Students: What is the percentage of in state and out of state? What percentage are International students?

For general information on the University, you can visit www.massachusetts.edu.

Question 41

Target Demo: Is this RFP for State, National and or International Campaigns? What markets are we targeting within this campaign?

The University is primarily focused on serving Massachusetts residents. We have traditionally focused on the Greater Boston and Springfield DMA. However, we cannot rule out a broader scope.

Question 42

Competitors: What specific state university or college does UMASS consider their competition?

The University competes with the nation’s top private and public research universities.

Question 43

Please clarify if this RFP requires creative services?


Question 44

What forms of digital media tactics are you currently active:a. Searchb. Displayc. Mobiled. Sociale. Videof. Email Marketing

All of the above.

Question 45

What forms of traditional media tactics are you currently active:a. Broadcast TV b. Radio c. OOH d. Print: Newspapers or Magazines e. BTL Activations

A and B

Question 46

Is UMass Online part of a separate RFP?

The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses. UMassOnline would not be included in this RFP.

Question 47

How is UMASS currently measuring campaigns and its success? If possible, please share any current reports and past quarterly/ bi-annual reports.

We track video plays, engagement, clicks and traffic generated to UMass digital properties. We are also tracking public opinion through focus groups and survey research.

Question 48

KPIs & CPLs: What are the KPIs of this campaign?

i. Being that there are different programs and locations, what is the lead generation goal and overall student enrollments per university system?

ii. How many enrollments per year is the university looking to fulfill?

What is the current CPL for each university system?

Our primary measurements are CPE, CPC & Video plays

Question 49

Budget parameters: What are the budget parameters for the flight dates given?

i. Budget parameters allow our team to strategically define what are the most efficient tactics while maximizing reach within the budget granted.


Question 50

What is the impetus for your agency search?


Question 51

Can you provide more details on what made the previous campaign successful – in term of “success criteria/KPI’s?”

KPIs included CPE, CPC, and video plays

Question 52

Can you share the investment you made in paid media for your previous advertising efforts?

Not relevant

Question 53

Could you elaborate on various internal resources that would be support the campaign, particularly as it relates to social media efforts?

The vendor would work closely and be supported by the communications team, which currently has five staff members. Two staff members regularly work with social media in addition to their other duties.

Question 54

In terms of consumer insights, are there any research documents you can share prior to the vendor submission?

No

Question 55

What do you hope to achieve through this campaign? Are there specific goals you can share?


Question 56

Are there key milestones we need to work towards in Year 1 and Year 2? What are the key audiences for this campaign? Can you prioritize these audiences?


Question 57

What is the geographic scope for the campaign?

The University is primarily focused on serving Massachusetts residents. We have traditionally focused on the Greater Boston and Springfield DMA. However, we cannot rule out a broader scope.

Question 58

Who do you view as your top competitors, and why? Of these, which do you view as doing the best job from a marketing/advertising standpoint?

We compete with nation’s top public and private research universities.

Question 59

Can you share your proposed budget for the marketing and advertising campaign?


Question 60

In “Section 1.1—Summary,” the RFP mentions ‘marketing and advertising communications plan.’ Can you please specify if you are looking for traditional marketing advertising, digital advertising, or a combination of the two?

We would expect a vendor to be exceptional in all forms of marketing regardless of medium.

Question 61

In “Section 1.1—Summary,” the RFP mentions ‘seeks to build on the award-winning marketing and advertising campaign that it has presented over the past two years.’ Can you provide more details about the current marketing plan that’s in place for the University of Massachusetts?

You can view some assets from the “Here for a Reason” campaign at Massachusetts.edu/impact

Question 62

In “Section 1.1—Summary,” the RFP mentions ‘The successful firm will help to chart the next phase of the communications course at the System-level.’ Can you please provide more details about this statement? Are there specific deliverables in the marketing plan that the vendor must propose? How does the University define success in this project? Does the University have any goals or measurable KPI’s that they’re looking for the marketing plan to achieve?

We do not have specific deliverables formulated at this time. We would expect the vendor to be versatile in recommending, developing and executing a broad array of marketing and advertising services. How we define success will be determined following the bid award. The measurable KPIs will depend on the vendor’s proposal.

Question 63

In “Section 1.1—Summary,” the RFP mentions ‘The successful firm will help to chart the next phase of the communications course at the System-level, which is to say: What should the message be and how should that message be communicated?’ Can you please provide clarity? Does this mean you are requiring the vendor to propose the messaging of the marketing and advertising communications plan? Are you also requiring the vendor to propose the mediums the plan will be communicated across (ex. social media, pay-per-click, display advertising, etc.)?

We would expect the vendor to be flexible in working with existing messaging and/or developing new messaging. We would also expect the vendor to be skilled and capable of making recommendations and executing across all necessary mediums

Question 64

In “Section 1.1—Summary,” the RFP mentions ‘in addition, bidders will be asked to address topics of particular interest, including.’ In “Section 6.0—Proposal Requirements,” there is no mention of requiring the vendor to provide answers to “topics of particular interest.” Can you please clarify how you would like the vendor to answer these questions within their response?


Question 65

In “Section 1.2—University System,” the RFP mentions ‘the University is composed of six (6) distinct operating units.’ Are you looking for the vendor to create six unique marketing plans for the University of Massachusetts System? Or, are you looking for the marketing plan to encompass all six operating units?

The vendor is asked to create one plan at the system-level. The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses.

Question 66

In “Section 1.2—University System,” the RFP mentions ‘each campus possesses a unique and complementary mission.’ Can you provide the vendor with each campus’s mission? Can you provide what the marketing and advertising plan is meant to achieve for each campus?

For general information on the University, you can visit www.massachusetts.edu. We are primarily interested in reaching stakeholders and decision-makers in industry and state government.

Question 67

In “Section 2.2—Bid Response Deadline,” the RFP mentions ‘proposals must be received by email only.” Is there a file type the bid response must be in? Are there specific file types for the completed forms?

Not really. Word, PowerPoint, Excel, PDF’s are all fine. If you are sending several files, please send them in multiple emails and note in subject line, Proposal 1 of 2, for example.

Question 68

In “Section 3.9—Pre-Award Negotiations,” the RFP mentions ‘bidder must demonstrate an understanding of the scope of service to be provided and the ability to accomplish the tasks set forth.’ However, the RFP does not mention any instances of the required scope of work for this project. Can you please provide more detail of the RFP’s “Scope of Work?”

That is currently under discussion and will depend on the vendor’s proposal.

Question 69

In “Section 5.0—Evaluation Criteria,” the RFP mentions ‘proposals will be evaluated based on the following: the firm’s experience, quality of previous work and/or campaigns and cost proposal.’ In “Section 6.0—Proposal Requirements” of the RFP, there is no mention of providing a “cost proposal” or the requirements the University has of this type of proposal. Can you provide more information on the “cost proposal?” It is our assumption this proposal would break down the costs associated with the marketing plan the vendor proposes. However, there is no mention of any specific requirements of the marketing plan or the “scope of work” you’d like the vendor to achieve.

That is currently under discussion and will depend on the vendor’s proposal. The vendor’s cost structure should be included in the bid response.

Question 70

In “Section 5.0—Evaluation Criteria,” the RFP mentions ‘cost proposal.’ Should the cost proposal be a separate bid document that’s sent over to the University along with the primary response?

The vendor’s cost structure should be included in the bid response.

Question 71

Can the University disclose the budget that’s in place for the Marketing and Advertising Services RFP?


Question 72

Are there specific formatting instructions the vendor’s RFP response must follow?

For general procurement questions, email [email protected].

Question 73What are the goals you are trying to meet with this initiative? Applications, enrollment, graduation, in state, out-of-state? Do these goals differ by school location?


Question 74What budget range is allocated for this initiative? Can you give an annualized estimate?


Question 75What timing for initial rollout of the updated marketing and communications plan are you aiming for?

That will be dependent upon the vendor’s proposal.

Question 76What assets do you already employ to track engagement and data? Do you have a social platform (listening and tracking) in place? Do you use Google analytics and other KPI tracking methods?

We currently use Hootsuite as our social engagement and tracking tool, and are reviewing other possible options. We do use Google Analytics to monitor web traffic.

Question 77Are you tracking engagement and interest in the Umass at a system level and a school location level? If so, will you be sharing that data upon award?

We will share all available data with the vendor upon award.

Question 78For purposes of conveying our strategic thinking in this RFP, we are curious if there is a clear difference in the stats of the following 6 questions, but don’t need the actual numbers. It would be helpful to know if the schools vary significantly to understand the system-wide approach and how that will translate to the location in both strategic content and marketing communication/channel tactics.

What is the capacity per school and how close to capacity are you by location?

For general information on the University, you can access our annual reports at www.massachusetts.edu/reports

Question 79Can you share the commuter to on-campus breakdown by school? And the our-of-state breakdown by school? Are there any states outside of MA that you consistently have students coming from? Do you have this broken out by location?


Question 80How many applications on average does it take to get a qualified applicant?


Question 81If an applicant gets turned down or wait listed at one of your locations, do you (can you) offer a safety option within the system?


Question 82What are the top 5 success metrics per year that the system and locations are targeting?

We use different success metrics based on content, audience, and channels.

Question 83What are the graduation stats by system and by location?


Question 84Is there another system of schools you feel gets it and you emulate to transform into? Who is that and what about them do you feel is working? (i.e., SUNY)

No

Question 85Is this RFP for creative and media execution or just creative?

For capabilities and attributes being sought, see section 1.1 of the RFP.

Question 86For pricing purposes, will a full Scope of Work be issued?


Question 87Post award, what is the expectation of when the campaign will go live?


Question 88We understand this RFP includes the six operating units of UMASS, does it also include UMASS online?

The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses. This RFP does not include UMassOnline.

Question 89Can you please clarify which questions you would like us to respond to for this proposal? Is section 6.0 Proposal Requirements the only section you wish to have addressed?

To clarify the question - on page 2, section 1.1, capabilities are being sought, and you also list additional areas of interest; do you want responses to these questions as part of the proposal or are these items that will be addressed upon award?

We would ask the vendor to consider both of the listed sections in their proposals.

Question 90In section 2.2 of the RFP, the bid response deadline is stated as May 6th, however in the RFP schedule section the deadline is June 3. Can you confirm that the proposal submission deadline is June 3rd?

Yes, the proposal submission deadline is June 3, 2016, 2:00pm EST.

Question 91What triggered the review? Is this a state mandated review or was there an issue with your current agency partner? Is your incumbent agency participating in the agency review process?


Question 92Are there other outside marketing vendors you will continue to work with? If so, what are their capabilities?

Not relevant

Question 93What are your internal creative capabilities? How do those responsibilities differ from the agency’s responsibilities?

Our internal creative capabilities are limited. The vendor would be responsible for creative, either in-house, or through sub-contracting.

Question 94What are the key strategic initiatives for the UMass system in 2016 and 2017?

Not relevant to this proposal

Question 95What is the budget for this campaign (media, strategy and creative services, production)?


Question 96

What audiences have you targeted in the past for system wide campaigns? Are there new audiences you’re interested in connecting with this campaign?


Question 97Can you share the strategic thinking behind the “Here for a Reason” campaign? What do you feel is working from a creative/messaging standpoint? What are the challenges?


Question 98How are you currently measuring campaign success? What plans do you have for improving this approach?

We track video plays, engagement, clicks and traffic generated to UMass digital properties. We are also tracking public opinion through focus groups and survey research. We would welcome recommendations from the vendor.

Question 99Have you conducted audience or market research in the past? If so, what have you executed and what answers are you looking to explore as it relates to your next campaign?

Any past market research will be shared with vendor after selection.

Question 100In section 5.0 evaluation criteria it is stated that “proposals will be evaluated on a number of items including a cost proposal. What is the scope of work that you’d like us provide a cost proposal for?

The proposal should whatever components the vendor thinks would be appropriate to provide.

Question 101In section 2.21 it is stated that the proposal is to be email with a maximum file size of 25MB. Is it acceptable to provide a link to a larger document or online portfolio of the work?

Documents are shared with entire evaluation committee, to avoid confusion, it would be best to provide us documents via an attachment. It would be okay to send attachments in multiple emails. (subject line: PROPOSAL 1 of 2, for example).

Question 102Do you have a budget for this project?


Question 103



What components should the budget include, for example, agency fees, creative services, production, media planning, media procurement? Anything else?

The proposal should include all of the above, and whatever additional components the vendor thinks would be appropriate to provide.

Question 104When you say, "...chart the next phase of the communications course..." is the plan to keep "Here for a reason?" and continue with that campaign theme, or is that up for discussion?


Question 105Regarding this campaign: What about it do you feel has worked really well? What about it do you feel needs to be improved upon? Did it reach your goals and what were they? How were they measured?


Question 106Would you consider your digital and social marketing efforts successful thus far? Why/why not?


Question 107Would you consider your TV campaign successful? Why/why not?


Question 108What were your goals for the previous campaign, and what are they for this next chapter?


Question 109How much interaction will there be with the 6 campuses?

There will be limited interaction with the campuses. The campuses have their own marketing strategies independent of the system office. The system office positions the overall brand, and does not market individual campuses.







Question 110How many people involved in the decision making process?

Not relevant

Question 111Do you currently do any internal marketing (to the administration, professors, current students and other stakeholders at the 6 colleges?) Why/why not?


Question 112Can you share with us how much you have budgeted for this project, including media buys, research, and creative development?


Question 113Are you currently working with an incumbent marketing/advertising agency? If so, can you disclose if the University has been satisfied with the relationship, and if they have been invited to bid?

Not relevant

Question 114Does the University anticipate a creative/messaging refresh or complete redesign of the previous campaign materials? If so, have any specific deliverables been identified, and can you share the anticipated deliverables with us?


Question 115Has the University determined the types of research requested (I.e. Statewide survey, focus groups, etc.), to assess previous campaign impact, or will that be determined by the vendor?


Question 116Have you established any preliminary benchmarks for measuring success that you can share with us?

We would ask the vendor to make recommendations.

Question 117

What is the reason behind the RFP?See section 1.1 of the RFP

Question 118

Are there current pain points? Not relevant

Question 119

Is a current agency part of this review?Unknown

Question 120

Who are all the stakeholders in this decision process?Not relevant

Question 121

What are the demographics of your target audiences by program?We are interested in reaching stakeholders and decision-makers in industry and state government. Prospective students, parents and alumni would be considered a secondary target.

Question 122

Is student retention an issue? Not relevant

Question 123

How are you currently measuring your brand status and perception?A combination of media sentiment, social listening and focus group information.

Question 124

What is the biggest challenge UMass marketing faces?Unknown

Question 125

In the past, what have you been missing from your marketing partnerships?What we have done in the past has been successful.

Question 126

What would your agency say is the best thing about working with you? The worst?Unknown and not relevant

Question 127

Is there any media off the table for any reason? No

Question 128

Have you been hitting enrollment goals? Lead goals?Those questions are not relevant to this RFP

Question 129

How are you currently pulling your analytics together? Our current vendor is providing analysis on some aspects of the campaign. We use Google Analytics, Google Adwords, and track engagement on our social media channels.

Question 130

What do you consider an RFI?A Request for Information.

Question 131

What do you like about your current campaign? Any sacred cows?


Question 132

Is there an annual budget allocated for marketing and advertising services? Can you share that number?There is not a formulated budget at this time, but there will be sufficient funding for the services requested.

Question 133

Do you want our proposal to include our fee structure for services?Yes



Question 134

Do you have a budget allocated for media placements? And can you share?There is not a formulated budget at this time, but there will be sufficient funding for the services requested.