Work will be completed in phased segments aligned with the contract term. While this solicitation is open to all qualified vendors, the College expresses a strong preference for firms with a local presence within the College’s service area. Given the nature of marketing, advertising, and public relations campaigns and counsel, it is essential that the selected partner possess a deep understanding of the community’s dynamics, demographics, and values, as well as familiarity with the county and surrounding region the College serves. A local partner is better positioned to create campaigns that authentically reflect the College’s mission, resonate with our target audiences, and effectively support outreach and engagement efforts. Close proximity to campus locations is also important to ensure accessibility for in-person meetings, timely collaboration, and on-site support as needed. Phase 1 Strategic communications and public relations: January 1, 2026- June 30, 2026 • Conduct in-person media training for 3-5 senior leaders (leverage college messaging to train as spokespeople, on-camera training, potential crisis response). • Develop crisis communications/issues management shelf plans (5 plans) aligned to institutional risks that the college has already identified. These risks will only be shared with the awarded vendor, after contract award. • Design Public Relations (PR) strategy and support for one major institutional event on college campus. • Provide ongoing strategic communications counsel on topics relevant to the college and higher education, including: o Proactive brand positioning strategies that reinforce the college’s reputation and standing in the region o Stakeholder engagement strategies that build credibility and deepen trust with students, parents, donors, faculty, community leaders, and employers o Real-time and proactive messaging support in response to emerging opportunities or risks o Ongoing identification of institutional, local, and higher education risks through media monitoring, trend analysis, and environmental scanning • Deliver rapid response strategic support for issues management, as needed • Participate in monthly planning sessions with the college’s communications and marketing team to align strategies, evaluate media coverage, and identify opportunities. Phase 1 Marketing and Campaign Development Support January 1, 2026- June 30, 2026 • Evaluate existing market research, which will be made available to the awarded vendor, and conduct supplemental research to inform campaigns aligned to the new Strategic Plan (launching fall 2026). o Conduct, evaluate, and interpret all new data compiled through various research with a comprehensive review presentation of all materials. o Summarize key learnings and conclusions from new research and present findings to college leadership in person. o The college expects new research detail to be similar to the existing research touchpoints. The college’s existing research includes, but is not limited to, the following metrics across multiple audiences: Measurement of awareness and perceptions of existing market position among various internal and external audiences Identifying communication preferences and key decision factors for prospective students Identifying factors considered when assessing a school’s reputation (cost/value of programs, diversity of programs, diversity of students, quality of faculty, etc.) Identifying the college’s differentiators, descriptors, attributes perceived as distinctive to the college, institutional positions and promises most valued by Central Piedmont’s audiences Preferred method of marketing communication Marketing campaign messaging recall/effectiveness of current campaigns Identifying what is associated with the college’s brand and how it differs across various audiences Net promoter score Audiences in market research included current faculty and staff, current students, prospective students, parents of prospective students, adult learners, community in general, employers, alumni. • Brand Awareness Campaign: Develop concepts for one multimedia, integrated campaign to build brand awareness and highlight elements of the Strategic Plan. Include 4 rounds of revisions. • Focused Campaign 1: Develop concepts for one multimedia, integrated campaign tailored to a priority area (e.g., continuing education, dual enrollment, corporate training). Include 2-3 rounds of revisions.
