RFP 2026-27-03 Digital Marketing Services

Eastern Oregon University (EOU) requests proposals from qualified digital marketing and media-buying agencies to plan and execute a full-funnel, multi-channel digital marketing campaign anchored by paid search (SEM) boosts in EOU's target recruitment areas — including Eastern Oregon, Western Idaho, Southeast Washington, and the Portland Metro area — to grow prospective student inquiries and applications, including dedicated outreach to veteran and military-connected students.

The total budget for this initiative shall not exceed **$100,000** for the duration of the contract beginning December 2026 and be completed by May 2027. Final invoices must be received by EOU by June 13, 2027.

The contractor must supply strategic planning, media services, creative assets, tracking systems, and campaign management to Eastern Oregon University (EOU).

Strategy and Cross-Channel Media Execution

• Full-Funnel Strategy: Execute a full-funnel digital media plan across all channels to guide prospective students from brand awareness through application submission.
• Paid Search (SEM): Manage and optimize campaigns on Google and Microsoft Ads, targeting high-intent degree, transfer, affordable education, and branded keywords across priority markets using RSAs, extensions, daily bid adjustments, and negative keyword refinement.
• Connected TV (CTV) & OTT: Secure non-skippable video placements on streaming platforms in target regions, applying household frequency caps to avoid ad fatigue.
• Paid Social Media: Run targeted Meta, TikTok, and YouTube campaigns utilizing vertical video, carousels, and CRM-integrated lead generation forms.
• Retargeting: Build privacy-compliant GA4 retargeting lists to re-engage prospective students who have not completed RFIs, visit registrations, or applications.

Audience Groups and Messaging

1. Latinx Students and Families: Deploy bilingual (English/Spanish) ads, creative assets, and landing pages highlighting affordability, community, family support, and campus resources.
2. On-Campus Undergraduate Students: Highlight campus life, athletics, hands-on learning, small class sizes, outdoor recreation, and Preview Days.
3. Military and Veteran Students: Promote military tuition benefits, VA education programs, Yellow Ribbon options, transfer credits, and online degrees.
4. First-Party CRM Data: Import Slate CRM lead lists for custom, lookalike, and yield targeting while suppressing current students and applicants from awareness campaigns.

[...]

Performance Standards and Contractual KPIs

• Funnel Growth: Achieve at least 20% year-over-year (YoY) growth in completed applications, RFI submissions, and visit page engagements.
• OTT Regional Delivery: Deliver 70%+ of streaming/OTT impressions within target DMAs and counties, verified via regular ZIP/county reports.

Governance, Communication, and Reporting

• Reporting & Governance: Maintain a live dashboard updated daily, participate in bi-weekly status and quarterly leadership reviews, and submit monthly conversion and cost reports.
• Asset Ownership: Provide EOU full administrative ownership and access to all ad accounts, creative assets, tracking configurations, and performance data.

All proposals must be received on or before **noon Pacific Time on November 7, 2026**.

Proposals must be submitted using the following method: **Electronic Copy Submission** – A single PDF document is **required**. Email subject line must be "Response to RFP 2026-27-03". NO LATE PROPOSALS WILL BE ACCEPTED.

Proposals should be organized as follows and should not exceed 20 pages.

Schedule

• Oct. 15, 2026: Issue Date
• Oct. 22, 2026: Clarifying Questions Due
• Nov. 22, 2026 - noon (PST): Closing /Submission Date
• Nov. 29, 2026 (est): Solicitation Award Notification

Evaluation and Selection Criteria – Total Points 100

• Full-Funnel Media Strategy & Geographic (DMA) Targeting Plan: 25
• Veteran & Military-Connected Audience Strategy: 10
• Relevant Higher Education Experience & Case Studies: 20
• Measurement, Reporting & KPI Methodology: 15
• Creative Capabilities: 10
• Cost Proposal & Value: 15
• Team Qualifications & References: 5

Include Proposer's Federal tax identification number and Secretary of State Corporation Division Business Registry number. This information can be submitted by completing *EOU's Bidder/Proposer Tax Laws and Non-discrimination Certification Form (Exhibit A)* and submitting a copy with your proposal.