19-7261-C1R2 Marketing, Public Relations & Advertising

in 1915 as the Kansas City Polytechnic Institute and enrolled 125 students the first semester. Today, MCC is the largest higher education institution in the metropolitan area. MCC has five campuses – Blue River, Longview, Maple Woods, Penn Valley and Business & Technology – that serve 37,000 students annually through credit and non-credit courses and business services. MCC is a comprehensive community college committed to serving the current and emerging needs of the residents of the Kansas City area for higher academic education, technical/vocational education and lifelong learning. MCC is considered a leader among community colleges offering transfer college degree programs that cover the first two years of a four-year degree and 80 career programs that provide quick entry into the workforce. More information about MCC can be found at www.mcckc.edu. GENERAL INFORMATION MCC, due to its status as a political subdivision of the state

of Missouri and its entitlement to sovereign immunity, is unable to accept contract provisions that require the indemnification of others. Any indemnity language in proposed terms and conditions will be modified to conform to language acceptable to MCC. MCC is a political subdivision of the state of Missouri and as such cannot create indebtedness in any one year above what it can pay out of the annual income of said year. Should MCC determine it has not received adequate appropriations budget allocations income to enable it to meet the terms of this Contract, MCC reserves the right to cancel this Contract with a 30 days’ notice. Multi-year term and supply contracts and leases and the exercise of options to renew are subject to annual appropriations. DESCRIPTION OF WORK A. GENERAL Service is generally described as Marketing, Public Relations & Advertising for Metropolitan Community College. B. GOALS The primary objectives of this project are to develop a marketing campaign to drive enrollment for the fall 2019 and spring 2020 semesters. http://www.mcckc.edu/ Objectives for this advancement include: 1. Distinguish clearly and concisely what is unique about MCC. 2. Help MCC meet projected enrollment goals for fall 2018 and spring 2019 terms. 3. Create and implement online lead generation campaign through pay per click and social media channels. 4. Establish benchmarks and show ROI for paid, owned and earned media campaigns. 5. Buy all advertising for MCC for enrollment and brand campaigns C. SCOPE OF SERVICE Develop a comprehensive advertising and public relations campaign with a budget of up to $200,000. MCC will pay the Offeror its hourly rate for these services and will reimburse the Offeror the invoiced amount for media buys. 1. Creative Campaign Element i. Develop and implement a marketing campaign that increases MCC’s enrollment by positioning MCC in a way that sets it apart from competitors ii. awareness of MCC’s excellence in education, particularly in the areas of transfer education (low-cost general courses that may be transferred to a 4-year institution), career education, health care and workforce development. iii. communicate the depth and breadth of MCC’s curriculum and services (technical, health, business, continuing education, et al.) iv. awareness that MCC is the area’s largest and oldest public institute of higher education and offers the best value v. target marketing for underrepresented groups, veterans, traditional and non- traditional students vi. highlight student success vii. Creative cannot exceed 10% of campaign budget. 2. Enrollment Element i. Develop media investment plan that includes a healthy marketing mix of traditional, PPL, social media channels, PPC, CRM/Re-Marketing and Traditional Media ii. Include other costs such as: 1. Public Relations 2. Tracking Lines 3. Internet to Phone 4. Landing page creation 3. Advertising Purchasing i. Pu