Marketing & Communications Services — Office of Citizenship and Service (Citizens for Good)

The Office of Citizenship and Service requires a marketing and communications “teammate” to execute and support the Citizens for Good program, Texas A&M University's aggregated effort to prepare Aggies to lead, serve, and contribute through civic leadership, Civic Friendship, and service. This scope of work outlines the services required to build, manage, maintain, and grow the program's communications presence across campus and beyond. Services are primarily focused on the ongoing maintenance, enhancement, and continuous improvement of the program's website, social media channels, newsletters, and student engagement initiatives that encourage participation and progression through the Citizens for Good credentialing pathway.

Branding

• Develop and maintain brand guidelines: color palette, typography, and logo usage rules, including the distinction between Citizens for Good program materials and Office of Citizenship and Service materials
• Maintain a centralized messaging and terminology guide so language, naming conventions, and tone remain consistent across documents, webpages, newsletters, campaigns, and promotional materials.
• Apply brand standards across print, digital, and event materials, including flyers, signage, presentation decks, newsletters, and social media content.

Communications Strategy

• Build audience-segmented messaging for prospective students, admitted students, current students, faculty, staff, employers, donors, former students, and university leadership
• Develop campaign themes and core messaging tied to program milestones, including badge program levels and campus-wide events
• Maintain a stakeholder engagement framework and coordinate messaging across the program's internal team and university partners
• Audit existing materials for message consistency and identify contradictions prior to public release.
• Develop and recommend innovative communication and engagement strategies that encourage students to continue progressing through credential and badge levels within the Citizens for Good program.
• Identify opportunities to increase program awareness, participation, retention, and credential completion through new communications tools, outreach methods, and engagement campaigns.

Social Media

• Plan, draft, and manage a recurring content calendar across the program's social media channels.
• Coordinate an internal content review and approval workflow with program leadership prior to publication.
• Build campaign-specific content series tied to program launches, credential milestones, student achievements, and university initiatives (e.g., aligning the program's public launch with Texas A&M's 150th-anniversary programming).
• Source and coordinate photography and video content that reflects authentic student experiences and campus life.
• Develop campaigns highlighting student progress, badge completion milestones, participant success stories, and opportunities for continued engagement.
• Monitor social media engagement and recommend strategies to improve visibility, participation, and credential progression.

**Website Development and Management** [...]

**Newsletter** [...]

**Interacting with Media** [...]

Deliverables and Reporting

At a minimum, the vendor shall provide:

• Annual Communications and Engagement Plan.
• Monthly Social Media Content Calendar.
• Social Media Content and Campaign Materials.
• Website Content Updates and Improvement Recommendations.
• Recurring Electronic Newsletters.
• Student Engagement Campaign Concepts and Promotional Materials designed to support credential progression.
• Quarterly Communications and Engagement Reports.
• Annual Communications Assessment and Recommendations Report.

Submission

Complete proposals may be submitted either USPS, express mail or electronically utilizing the following electronic options. Electronic submittals are preferred. Electronic signatures are acceptable.

• Option 1: AggieBid (https://bids.sciquest.com/apps/Router/PublicEvent?CustomerOrg=TAMU) – One (1) electronic copy submitted via our electronic bid system. Respondents are required to register as a vendor within system.
• Option 2: Email - One (1) Electronic Copy submitted via email to tamuaggiebid@tamu.edu with the subject line “TAMU-RFP-27-5142; Marketing & Communications Services – KAK”.

Evaluation

Each proposal shall be evaluated by assigning points as follows:

| Evaluation Criteria | Possible Points |
| --- | --- |
| Qualifications and Relevant Experience | 25 |
| Communications, Branding, and Engagement Approach | 30 |
| Website, Social Media, and Communications Products | 20 |
| Project Management and Reporting | 10 |
| Pricing Proposal | 15 |
| Total Points | 100 |

Contract term

The University intends to award a contract with an initial term of one (1) year. Subject to satisfactory vendor performance and continued program needs, the University may renew the contract annually for up to four (4) additional one-year terms. The total contract term, including all renewals, shall not exceed five (5) years.

A *State of Texas Subcontracting Plan* is **required**. The successful vendor must provide proof of insurance before beginning work.