Fractional Chief Marketing Officer (CMO) Professional Services

Proposal Number: 56-2703BTRFP Vendor: __________________________________________
STATE OF NORTH CAROLINA
East Carolina University
Request for Proposals #: 56-2703BTRFP
Fractional Chief Marketing Officer (CMO) Professional Services
Date of Issue: October 7, 2026
Proposal Opening Date: October 28, 2026
At 2:00 PM (Eastern Time)
Direct all inquiries concerning this RFP to:
Bryan Tuten, Associate Director
ECU Department of Materials Management
Email: tutenb@ecu.edu
Phone: 252-328-6434
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
STATE OF NORTH CAROLINA
Request for Proposal #
56-2703BTRFP
______________________________________________________
For internal State agency processing, including tabulation of proposals, provide your company's eVP (Electronic Vendor
Portal) Number. Pursuant to G.S. 132-1.10(b) this identification number shall not be released to the public. This page
will be removed and shredded, or otherwise kept confidential, before the procurement file is made available for
public inspection.
This page shall be filled out and returned with your proposal.
Failure to do so may subject your proposal to rejection.
___________________________________________________
Vendor Name
______________________________
Vendor eVP#
Note: For a contract to be awarded to you, your company (you) must be a North Carolina registered
Vendor in good standing. You must enter the Vendor number assigned through eVP (Electronic Vendor
Portal). If you do not have a Vendor number, register at https://evp.nc.gov/SignIn
Electronic responses ONLY will be accepted for this solicitation.
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
STATE OF NORTH CAROLINA
East Carolina University
Refer ALL Inquiries regarding this RFP to: Request for Proposals #: 56-2703BTRFP
Bryan Tuten, Associate Director Proposals will be publicly opened: October 28, 2026 at 2:00 PM (ET)
Email: tutenb@ecu.edu
Phone: 252-328-6434
Using Agency: East Carolina University Commodity No. and Description: Consulting/Professional Services
Requisition No.: N/A (Agency Contract)
EXECUTION
In compliance with this Request for Proposals (RFP), and subject to all the conditions herein, the undersigned Vendor offers and agrees to furnish
and deliver any or all items upon which prices are bid, at the prices set opposite each item within the time specified herein.
By executing this proposal, the undersigned Vendor understands that false certification is a Class I felony and certifies that:
this proposal is submitted competitively and without collusion (G.S. 143-54),
none of its officers, directors, or owners of an unincorporated business entity has been convicted of any violations of Chapter 78A of
the General Statutes, the Securities Act of 1933, or the Securities Exchange Act of 1934 (G.S. 143-59.2), and
it is not an ineligible Vendor as set forth in G.S. 143-59.1.
Furthermore, by executing this proposal, the undersigned certifies to the best of Vendor's knowledge and belief, that:
it and its principals are not presently debarred, suspended, proposed for debarment, declared ineligible or voluntarily excluded from
covered transactions by any Federal or State department or agency.
As required by G.S. 143-48.5, the undersigned Vendor certifies that it, and each of its sub-Contractors for any Contract awarded as a result of this
RFP, complies with the requirements of Article 2 of Chapter 64 of the NC General Statutes, including the requirement for each employer with
more than 25 employees in North Carolina to verify the work authorization of its employees through the federal E-Verify system.
As required by Executive Order 24 (2017), the undersigned vendor certifies will comply with all Federal and State requirements concerning fair
employment and that it does not and will not discriminate, harass, or retaliate against any employee in connection with performance of any
Contract arising from this solicitation.
G.S. 133-32 and Executive Order 24 (2009) prohibit the offer to, or acceptance by, any State Employee associated with the preparing plans,
specifications, estimates for public contracts; or awarding or administering public contracts; or inspecting or supervising delivery of the public
contract of any gift from anyone with a contract with the State, or from any person seeking to do business with the State. By execution of this
response to the RFP, the undersigned certifies, for Vendor's entire organization and its employees or agents, that Vendor is not aware that any
such gift has been offered, accepted, or promised by any employees of your organization.
By executing this proposal, Vendor certifies that it has read and agreed to the INSTRUCTION TO VENDORS and the NORTH CAROLINA GENERAL
TERMS AND CONDITIONS incorporated herein. These documents can be accessed from the ATTACHMENTS page within this document.
Failure to execute/sign proposal prior to submittal may render proposal invalid and it MAY BE REJECTED. Late proposals shall
not be accepted.
COMPLETE/FORMAL NAME OF VENDOR:
STREET ADDRESS: P.O. BOX: ZIP:
CITY & STATE & ZIP: TELEPHONE NUMBER: TOLL FREE TEL. NO:
PRINCIPAL PLACE OF BUSINESS ADDRESS IF DIFFERENT FROM ABOVE (SEE INSTRUCTIONS TO VENDORS ITEM #21):
PRINT NAME & TITLE OF PERSON SIGNING ON BEHALF OF VENDOR:
VENDOR'S AUTHORIZED SIGNATURE*: DATE: EMAIL:
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
VALIDITY PERIOD
Offer shall be valid for at least sixty 60 days from date of bid opening, unless otherwise stated here: ______ days, or if extended by mutual
agreement of the parties in writing. Any withdrawal of this offer shall be made in writing, effective upon receipt by the agency issuing this RFP.
ACCEPTANCE OF PROPOSAL
If your proposal is accepted, all provisions of this RFP, along with the written results of any negotiations, shall constitute the written agreement
between the parties ("Contract"). The NORTH CAROLINA GENERAL TERMS AND CONDITIONS are incorporated herein and shall apply. Depending
upon the Goods or Services being offered, other terms and conditions may apply, as mutually agreed.
FOR STATE USE ONLY: Offer accepted and Contract awarded this________ day of __________, 20____, as indicated on
The attached certification, by ____________________________________________________________________.
(Authorized Representative of East Carolina University)
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
Contents
1.0 PURPOSE AND BACKGROUND ............................................................................................. 7
1.1 CONTRACT TERM .................................................................................................................. 7
2.0 GENERAL INFORMATION ....................................................................................................... 8
2.1 REQUEST FOR PROPOSALS DOCUMENT........................................................................... 8
2.2 NOTICE TO VENDORS REGARDING RFP TERMS AND CONDITIONS ............................... 8
2.3 RFP SCHEDULE ..................................................................................................................... 8
2.4 PROPOSAL QUESTIONS ....................................................................................................... 8
2.5 PROPOSAL SUBMITTAL ....................................................................................................... 9
2.6 PROPOSAL CONTENTS ........................................................................................................ 9
2.7 DEFINITIONS, ACRONYMS, AND ABBREVIATIONS .......................................................... 10
3.0 METHOD OF AWARD AND PROPOSAL EVALUATION PROCESS ..................................... 10
3.1 METHOD OF AWARD ........................................................................................................... 10
3.2 CONFIDENTIALITY AND PROHIBITED COMMUNICATIONS DURING EVALUATION....... 10
3.3 PROPOSAL EVALUATION PROCESS ................................................................................. 11
3.4 EVALUATION CRITERIA ...................................................................................................... 11
3.5 PERFORMANCE OUTSIDE THE UNITED STATES ............................................................. 12
3.6 INTERPRETATION OF TERMS AND PHRASES .................................................................. 12
4.0 REQUIREMENTS ........................................................................................................................ 13
4.1 PRICING ................................................................................................................................ 13
4.2 FINANCIAL STABILITY ........................................................................................................ 13
4.3 VENDOR EXPERIENCE ........................................................................................................ 13
4.4 REFERENCES ...................................................................................................................... 13
4.5 BACKGROUND CHECKS ..................................................................................................... 13
4.6 PERSONNEL ......................................................................................................................... 14
4.7 VENDOR'S REPRESENTATIONS ........................................................................................ 14
4.8 FINANCIAL STABILITY ........................................................................................................ 14
4.9 AGENCY INSURANCE REQUIREMENTS MODIFICATION ................................................. 15
4.10 SUBCONTRACTORS ............................................................................................................ 15
4.11 SECRETARY OF STATE REGISTRATION ........................................................................... 15
5.0 SPECIFICATIONS AND SCOPE OF WORK .......................................................................... 15
5.1 SCOPE OF SERVICES ......................................................................................................... 15
5.2 SPECIFICATIONS ................................................................................................................. 17
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
5.3 TASKS/DELIVERABLES/MILESTONES/MEASURABLE PERFORMANCE EXPECTATIONS17
5.4 TECHNICAL APPROACH ..................................................................................................... 22
6.0 CONTRACT ADMINISTRATION............................................................................................. 23
6.1 CONTRACT MANAGER AND CUSTOMER SERVICE ......................................................... 23
6.2 INVOICES .............................................................................................................................. 23
6.3 POST AWARD BUSINESS REVIEW MEETINGS ................................................................. 23
6.4 CONTINUOUS IMPROVEMENT ............................................................................................ 23
6.5 ACCEPTANCE OF WORK .................................................................................................... 23
6.6 TRANSITION ASSISTANCE ................................................................................................. 23
6.7 DISPUTE RESOLUTION ....................................................................................................... 24
6.8 CONTRACT CHANGES ........................................................................................................ 24
7.0 ATTACHMENTS ..................................................................................................................... 25
ATTACHMENT: PRICING .................................................................................................................. 25
ATTACHMENT: INSTRUCTIONS TO VENDORS .............................................................................. 27
ATTACHMENT: NORTH CAROLINA GENERAL TERMS AND CONDITIONS ................................. 27
ATTACHMENT: CUSTOMER REFERENCE TEMPLATE .................................................................. 27
ATTACHMENT: LOCATION OF WORKERS UTILIZED BY VENDOR .............................................. 27
ATTACHMENT: CERTIFICATION OF FINANCIAL CONDITION ....................................................... 27
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
1.0 PURPOSE AND BACKGROUND
East Carolina University ("ECU" or the "University" or the "State") invites qualified firms, agencies, and independent professionals
to submit proposals to provide Fractional Chief Marketing Officer ("Fractional CMO") services. ECU seeks an experienced senior
marketing executive with relevant public higher education experience and deep knowledge of commercial go-to-market strategy
to provide executive leadership, assessment of marketing operations, strategy development, hands-on execution,
implementation management, and performance accountability. The engagement will advance ECU's enrollment marketing,
enterprise marketing strategy, market differentiation, analytics, governance, technology utilization, and return on marketing
investment. The selected Contractor will serve as ECU's Fractional CMO and function as an embedded senior marketing leader
for approximately twenty (20) hours per week during the six-month engagement. ECU is not seeking a traditional consultant
whose role is limited to assessment, advice, or delivery of reports. The Fractional CMO will be expected to lead priorities, direct
agreed-upon implementation activities, coordinate internal and external partners, optimize available resources, establish
accountability, and deliver measurable progress in collaboration with University personnel.
East Carolina University is a public doctoral Research 1 university and a constituent institution of the University of North Carolina
System. ECU serves students across undergraduate, graduate, professional, and health sciences programs and maintains a broad
mission encompassing student success, research, service, community engagement, health care, and economic development.
ECU seeks to strengthen its enterprise marketing capabilities and establish a more coordinated, data-informed, and
performance-driven marketing model. The greatest immediate need is to improve enrollment marketing through modern
audience strategy, demand generation, funnel analytics, campaign performance measurement, conversion optimization, and
disciplined allocation of marketing resources.
The purpose of this engagement is to provide active strategic executive marketing leadership, with particular emphasis on public
higher education, commercial go-to-market expertise, analytics, and enrollment marketing. The Fractional CMO shall lead work
that:
1. Assesses ECU's current marketing organization, capabilities, processes, investments, technology, and execution capacity.
2. Functions as an embedded executive leader within ECU's marketing ecosystem and participates in relevant planning,
prioritization, and decision-making processes.
3. Designs, launches, manages, and optimizes marketing strategies and campaigns aligned with institutional priorities.
4. Provides engaged leadership for enrollment marketing and demand generation efforts intended to improve inquiries,
applications, yield, and enrollment.
5. Strengthens institutional positioning and market differentiation.
6. Coordinates campaign activity among centralized and decentralized marketing units and establishes practical
governance, measurement, and accountability structures.
7. Provides actionable recommendations and implementation leadership regarding talent, organizational structure, agency
relationships, budgets, and marketing technology investments.
8. Builds sustainable University capability through documented processes, tools, knowledge transfer, and a transition plan.
The successful Vendor must demonstrate the ability and willingness to assume an active leadership role, not merely provide
recommendations. Proposals that emphasize assessment and advisory work without substantial leadership, implementation, and
accountability will not satisfy the University's expectations.
The intent of this solicitation is to award an Agency Contract.
1.1 CONTRACT TERM
The Contract shall have an initial term of six (6) months, beginning on the date of final Contract execution (the "Effective Date") or
December 1, 2026, whichever is later.
At the end of the Contract's initial term, the State shall have the option, in its sole discretion, to renew the Contract on the same
terms and conditions for up to four (4) additional three (3) month terms. The State will give the Vendor written notice of its intent
to exercise each option no later than ten (10) days before the end of the Contract's then-current term. In addition to any optional
renewal terms, and with the Vendor's concurrence, the State reserves the right to extend the Contract after the last active term.
ECU reserves the right to terminate this contract for convenience, at any time, by providing thirty (30) days' notice in writing from
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
ECU to the Vendor. If the Contract is terminated by ECU for convenience, ECU shall pay for items or services satisfactorily provided
prior to the effective date of terminate.
Proposals shall be submitted in accordance with the terms and conditions of this RFP and any addenda issued hereto.
2.0 GENERAL INFORMATION
2.1 REQUEST FOR PROPOSALS DOCUMENT
This RFP is comprised of the base RFP document, any attachments, and any addenda released before Contract award, which are
incorporated herein by reference.
2.2 NOTICE TO VENDORS REGARDING RFP TERMS AND CONDITIONS
It shall be the Vendor's responsibility to read the Instructions to Vendors, the North Carolina General Terms and Conditions, all
relevant exhibits and attachments, and any other components made a part of this RFP and comply with all requirements and
specifications herein. Vendors are also responsible for obtaining and complying with all Addenda and other changes that may be
issued in connection with this RFP.
If Vendors have questions or issues regarding any component of this RFP, those must be submitted as questions in accordance
with the instructions in the PROPOSAL QUESTIONS Section. If the State determines that any changes will be made as a result of
the questions asked, then such decisions will be communicated in the form of an RFP addendum. The State may also elect to leave
open the possibility for later negotiation of specific provisions of the Contract that have been addressed during the question-and-
answer period, prior to contract award.
Other than through the process of negotiation under 01 NCAC 05B.0503, the State rejects and will not be required to evaluate or
consider any additional or modified terms and conditions submitted with Vendor's proposal or otherwise. This applies to any
language appearing in or attached to the document as part of the Vendor's proposal that purports to vary any terms and conditions
or Vendors' instructions herein or to render the proposal non-binding or subject to further negotiation. Vendor's proposal shall
constitute a firm offer that shall be held open for the period required herein ("Validity Period" above).
The State may exercise its discretion to consider Vendor proposed modifications. By execution and delivery of this RFP
Response, the Vendor agrees that any additional or modified terms and conditions, whether submitted purposely or
inadvertently, shall have no force or effect, and will be disregarded unless expressly agreed upon through negotiation and
incorporated by way of a Best and Final Offer (BAFO). Noncompliance with, or any attempt to alter or delete, this paragraph
shall constitute sufficient grounds to reject Vendor's proposal as nonresponsive.
2.3 RFP SCHEDULE
The table below shows the intended schedule for this RFP. The State will make every effort to adhere to this schedule.
Event Responsibility Date and Time
Issue RFP State 10/7/26
Hold Pre-Proposal Meeting/Site Visit State N/A
Submit Written Questions Vendor 10/14/26 no later than 5:00 PM (Eastern Time)
Provide Response to Questions State 10/21/26 no later than 5:00 PM (ET) via eVP
Submit Proposals Vendor 10/28/26 no later than 2:00 PM (ET) via eVP
Contract Award State Estimated 12/01/26
2.4 PROPOSAL QUESTIONS
Upon review of the RFP documents, Vendors may have questions to clarify or interpret the RFP in order to submit the best proposal
possible. To accommodate the Proposal Questions process, Vendors shall submit any such questions by the "Submit Written
Questions" date and time provided in the RFP SCHEDULE Section above, unless modified by Addendum.
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
Written questions shall be emailed to Bryan Tuten at tutenb@ecu.edu by the date and time specified above. Vendors should enter
"RFP # 56-2703BTRFP: Questions" as the subject for the email. Question submittals should include a reference to the applicable
RFP section and be submitted in the format shown below:
Reference Vendor Question
RFP Section, Page Number Vendor question ...?
Questions received prior to the submission deadline date, the State's response, and any additional terms deemed necessary by
the State will be posted in the form of an addendum to the electronic Vendor Portal (eVP), https://evp.nc.gov, and shall become
an Addendum to this RFP. No information, instruction or advice provided orally or informally by any State personnel, whether
made in response to a question or otherwise in connection with this RFP, shall be considered authoritative or binding. Vendors
shall rely only on written material contained in the RFP and an addendum to this RFP.
2.5 PROPOSAL SUBMITTAL
IMPORTANT NOTE: This is an absolute requirement. Late bids, regardless of cause, will not be opened or considered, and will be
automatically disqualified from further consideration. Vendor shall bear the sole risk of late submission due to unintended or
unanticipated delay. It is the Vendor's sole responsibility to ensure its proposal has been received as described in this RFP by the
specified time and date of opening. The time and date of receipt will be marked on each proposal when received. Any proposal or
portion thereof received after the proposal deadline will be rejected.
If applicable to this RFP and using eVP, all proposal responses shall be submitted electronically via the electronic Vendor Portal
(eVP). Additional information can be found at the eVP updates for Vendors link: https://eprocurement.nc.gov/news-events/evp-
updates-vendors.
If confidential and proprietary information is included in the proposal, also submit one (1) signed, REDACTED copy of the proposal.
Such information may include trade secrets defined by N.C. Gen. Stat. 66-152 and other information exempted from the Public
Records Act pursuant to N.C. Gen. Stat. 132- 1.2. Vendor may designate information, Products, Services or appropriate portions
of its response as confidential, consistent with and to the extent permitted under the statutes and rules set forth above. By so
redacting any page, or portion of a page, the Vendor warrants that it has formed a good faith opinion, having received such
necessary or proper review by counsel and other knowledgeable advisors, that the portions determined to be confidential and
proprietary and redacted as such, meet the requirements of the Rules and Statutes set forth above. However, under no
circumstances shall price information be designated as confidential.
If the Vendor does not provide a redacted version of the proposal with its proposal submission, the Department may release an
unredacted version if a record request is received.
Failure to submit a proposal in strict accordance with these instructions shall constitute sufficient cause to reject a Vendor's
proposal(s). Vendors are strongly encouraged to allow sufficient time to upload proposals.
Critical updated information may be included in Addenda to this RFP. It is important that all Vendors responding to this RFP
periodically check the State's eVP website for any Addenda that may be issued prior to the bid opening date. All Vendors shall be
deemed to have read and understood all information in this RFP and all Addenda thereto.
2.6 PROPOSAL CONTENTS
Vendors shall populate all attachments of this RFP that require the Vendor to provide information and include an authorized
signature where requested. Failure to provide all required items, or Vendor's submission of incomplete items, may result in the
State rejecting Vendor's proposal, in the State's sole discretion.
Vendor RFP responses shall include the following items and attachments, which shall be arranged in the following order:
a) Cover Letter, which must contain the following: (i) a statement that confirms that the proposer has read the RFP in its entirety,
including all links, and all Addenda released in conjunction with the RFP, (ii) a statement that the Vendor agrees to perform in
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Proposal Number: 56-2703BTRFP Vendor: __________________________________________
accordance with the scope of work, requirements, and specifications contained herein; and (iii) Vendor's agreement to comply
with all instructions, terms and conditions, and attachments.
b) Title Page: Include the company name, address, phone number and authorized representative along with the Proposal
Number.
c) Completed and signed version of all EXECUTION PAGES, along with the body of the RFP.
d) Signed receipt pages of any addenda released in conjunction with this RFP, if required to be returned.
e) Vendor's Proposal addressing all Specifications of this RFP.
f) Completed version of ATTACHMENT: PRICING
g) Completed version of ATTACHMENT: CUSTOMER REFERENCE FORM
h) Completed version of ATTACHMENT: LOCATION OF WORKERS UTILIZED BY VENDOR
i) Completed and signed version of ATTACHMENT: CERTIFICATION OF FINANCIAL CONDITION
2.7 DEFINITIONS, ACRONYMS, AND ABBREVIATIONS
Relevant definitions for this RFP are provided in 01 NCAC 05A .0112 and in the Instructions to Vendors found below which are
incorporated herein by this reference.
3.0 METHOD OF AWARD AND PROPOSAL EVALUATION PROCESS
3.1 METHOD OF AWARD
North Carolina G.S. 143-52 provides a general list of criteria the State shall use to award contracts, as supplemented by the
additional criteria herein. The Goods or Services being procured shall dictate the application and order of criteria; however, all
award decisions shall be in the State's best interest. All qualified proposals will be evaluated, and awards will be made to the
Vendor(s) meeting the specific RFP Specifications and achieving the highest and best final evaluation, based on the criteria
described below.
While the intent of this RFP is to award a Contract(s) to a single Vendor, the State reserves the right to make separate awards to
different Vendors for one or more line items, to not award one or more line items or to cancel this RFP in its entirety without
awarding a Contract, if it is considered to be most advantageous to the State to do so.
The State reserves the right to waive any minor informality or technicality in proposals received.
3.2 CONFIDENTIALITY AND PROHIBITED COMMUNICATIONS DURING EVALUATION
While this RFP is under evaluation, the responding Vendor, including any subcontractors and suppliers, is prohibited from engaging
in conversations intended to influence the outcome of the evaluation. See Paragraph 29 of the Instructions to Vendors entitled
COMMUNICTIONS BY VENDORS.
Each Vendor submitting a proposal to this RFP, including its employees, agents, subcontractors, suppliers, subsidiaries and
affiliates, is prohibited from having any communications with any person inside or outside the using agency; issuing agency; other
government agency office or body (including the procurement lead named above, any department secretary, agency head,
members of the General Assembly and Governor's office); or private entity, if the communication refers to the content of Vendor's
proposal or qualifications, the content of another Vendor's proposal, another Vendor's qualifications or ability to perform a
resulting contract, and/or the transmittal of any other communication of information that could be reasonably considered to have
the effect of directly or indirectly influencing the evaluation of proposals, the award of a contract, or both.
Any Vendor not in compliance with this provision shall be disqualified from evaluation and award. A Vendor's proposal may be
disqualified if its subcontractor and/or supplier engage in any of the foregoing communications during the time that the
procurement is active (i.e., the issuance date of the procurement until the date of contract award or cancellation of the
procurement). Only those discussions, communications or transmittals of information authorized or initiated by the issuing agency
for this RFP or inquiries directed to the procurement lead named in this RFP regarding requirements of the RFP (prior to proposal
submission) or the status of the award (after submission) are excepted from this provision.
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