AX-26-004 Marketing and Advertising Services.

Location:	Arkansas
Posted:	Feb 12, 2026
Due:	Mar 12, 2026
Agency:	University of Arkansas - Fort Smith
Type of Government:	State & Local
Category:	R - Professional, Administrative and Management Support Services
Publication URL:	To access bid details, please log in.

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University of Arkansas at Fort Smith

5210 Grand Avenue

Fort Smith, AR 72904

REQUEST FOR PROPOSAL AX-26-004

MARKETING & ADVERTISING SERVICES

Bid Number:

Description:

AX-26-004

SOLICITATION INFORMATION

Marketing & Advertising Services

Solicitation

Issued:

February 12, 2026

Deadline:

SUBMISSION DEADLINE FOR RESPONSE

March 12, 2026

Bid Opening Time: 3:00 p.m., Central Time

Proposals shall not be accepted after the designated bid opening date and time. In accordance with Arkansas

Procurement Law and Rules, it is the responsibility of vendors to submit proposals on or before the bid opening date and

time. Proposals received after the designated deadline shall be considered late and shall be returned to the Vendor

without further review.

DELIVERY OF RESPONSE DOCUMENTS

Delivery Address:

One (1) hard copy, one (1) digital copy, and one (1) digital redacted copy should be mailed directly

to UAFS, Attn: Lance Killough, 5210 Grand Avenue, Fort Smith, AR 72904. If using USPS, the mailing

address is PO Box 3649, Fort Smith, AR 72913.

See page 10, PROPRIETARY INFORMATION / OPEN RECORDS

Shipping label or outer packaging should reference: AX-26-004 Marketing & Advertising Services

Issuing Officer:

Email Address:

UAFS PROCUREMENT SERVICES CONTACT INFORMATION

Lance Killough, Director Procurement & Contracts

Phone Number:

lance.killough@uafs.edu

UAFS Website

479-788-7073

https://uafs.edu

PROJECT SCOPE

The Board of Trustees of the University of Arkansas System, for and on behalf of the University of Arkansas

– Fort Smith (UAFS), is seeking proposals from qualified firms to provide marketing and advertising services

that support student recruitment and enrollment growth for both UAFS academic programs and workforce

development initiatives.

UAFS seeks a proactive marketing partner with demonstrated higher education experience who brings

informed guidance, strong creative, and disciplined execution. We value partners who bring the same

focus, urgency, and follow-through that our students bring to achieving their goals.

The selected firm should be comfortable challenging assumptions, using research and performance data

to recommend direction, testing messaging and tactics, and adjusting quickly when results indicate a

better approach. Services may include strategy, messaging, creative development, campaign planning,

and analysis and reporting, with media planning and placement provided either by the University or the

agency depending on the proposal track.

Proposal Tracks

• Track 1: Strategic + Creative Partner (Media Optional).

Firms responding under Track 1 should demonstrate strengths in enrollment-focused marketing

strategy, messaging development, market and audience research, creative concepting, and media

planning, with a proven track record of serving as a proactive strategic advisor. Media placement may

be proposed as an optional, clearly itemized service, but UAFS reserves the right to place media

directly and/or retain control of media buying and analytics.

• Track 2: Full-Service Marketing Partner (Strategy, Creative, and Media Buying).

Firms in this track should provide fully integrated services that include marketing strategy, messaging

development, market and audience research, creative development, campaign execution, and

comprehensive media planning and placement, with a demonstrated commitment to budget

stewardship, transparency, and a proven track record of serving as a proactive strategic advisor.

This Request for Proposals (RFP) outlines basic requirements for services to be provided. The University of

Arkansas – Fort Smith is the client and makes no guarantee as to the number and size of projects which

may be awarded under this proposal. The University’s Marketing Office will be the firm’s point of contact

throughout the resulting contract and will coordinate the professional services required of the firm.

The initial term for the agreement will be two (2) years with an option to renew for five (5) additional one-

year terms if mutually agreed upon by the University of Arkansas – Fort Smith and the firm.

The project scope may include phased and prioritized omnichannel strategies designed to ensure cohesive

messaging across digital and traditional platforms while maximizing impact within available budget.

AX-26-004 MARKETING & ADVERTISING SERVICES

Capabilities and Attributes Being Sought

The University seeks a partner that demonstrates strategic discipline, creative excellence, and the ability

to work effectively with a lean internal team. UAFS is seeking an experienced agency with a proven ability to

serve as a proactive strategic partner to help our university meet its enrollment goals for its traditional

offerings and workforce development initiatives. Agencies may respond under Track 1, Track 2, or both.

• Demonstrated experience developing and executing enrollment marketing strategies and tactics

that directly support and influence recruitment outcomes, including inquiries, applications, yield,

and student engagement across the recruitment funnel.

• Demonstrated experience in conducting marketing and audience research that directly informs

enrollment marketing strategy, including identifying and prioritizing prospective student groups,

understanding where and how they engage, and using insights into motivations and barriers to

guide messaging, media, and tactics.

• Experience working with higher education CRM platforms, including Slate, to support audience

segmentation, campaign coordination, and performance analysis.

• Ability to provide strategic guidance on video content planning including format selection,

messaging hierarchy, platform-specific practices, and campaign integration, while collaborating

closely with in-house creative and video staff to extend the value and lifespan of video content

rather than relying on external sources.

• Strong creative storytelling capabilities that resonate with university priority and secondary

audiences.

• Demonstrated success integrating campaigns across channels to ensure consistent brand voice

and message alignment.

• Proven ability to market workforce development offerings, including short-term credentials and

training programs, with an understanding of the distinct audiences, decision timelines, and value

propositions associated with workforce-education.

For Track 1 proposals, emphasis should be placed on strategy, creative services, and campaign design, with

media buying presented only as an optional, clearly itemized service.

For Track 2 proposals, firms should address strategy, creative, and media placement and analysis as an

integrated offering.

INSTITUTION SUMMARY

The University of Arkansas – Fort Smith was established in 1928 as a junior college extension of the public

school system. Most of its history is that of a two-year institution that has operated under several names

including Fort Smith Junior College, Westark Junior College, Westark Community College, and Westark

College.

On December 15, 2000, the respective governing boards of Westark College and the University of Arkansas

System entered into an agreement to merge Westark with the System as a four-year, baccalaureate

institution. UAFS became a four-year university and joined the UA System on January 1, 2002.

AX-26-004 MARKETING & ADVERTISING SERVICES

In the fall of 2015, UAFS offered its first graduate degree, a Master of Science in healthcare administration.

In 2019, it launched its second graduate degree, a Master of Education with emphasis areas of English and

curriculum and instruction.

UAFS is one campus with 905 total employees (including student employees).

The University of Arkansas - Fort Smith is in the 96th largest Designated Market Area (DMA) in the United

States.

Mission: UAFS empowers the social mobility of its students and the economic growth of the River Valley

through exceptional educational opportunities and robust community partnerships.

Vision: Through dynamic academic programs, innovative research opportunities, and transformational

centers of intellectual and economic development, UAFS will advance its community and become an

institution renowned for educating and inspiring the ambitious students who call it home.

Enrollment:

• Fall 2020 – 5,887

• Fall 2021 – 5,447

• Fall 2022 – 5,379

• Fall 2023 – 5,506

• Fall 2024 – 5,496

• Fall 2025 – 5,498

Location: Fort Smith, Arkansas

Website: www.uafs.edu

Description of Working Relationship

UAFS maintains dedicated marketing and communications teams and seeks an agency that will function as

a true partner and extension of internal capacity, not a replacement.

We seek a partner with a proven track record of serving as a proactive strategic advisor. This includes a

willingness to challenge assumptions, recommend alternative approaches when data or performance

indicates a need for change, and quickly pivot strategies.

Depending on the proposal track, the agency may manage media planning and placement or collaborate

with UAFS on strategic guidance and media planning while the University executes media buying and

campaign administration.

UAFS anticipates meeting with agency representatives at least bi-weekly to review campaign performance,

key performance indicators, and upcoming priorities. The selected agency will be expected to collaborate

closely with marketing, communications and enrollment management teams to ensure alignment.

AX-26-004 MARKETING & ADVERTISING SERVICES

Requirements

General Expertise

• Demonstrated experience in higher education marketing, with measurable enrollment-related

outcomes.

• Proven ability to craft marketing strategies across multiple channels, tailored to higher education

audiences.

• Strong knowledge of trends in student recruitment and retention, as well as emerging practices in

non-credit & workforce development offerings and community engagement.

• Proficiency in using data analytics and AI-driven insights to measure campaign success and refine

strategies.

• Expertise in market and audience research and demonstrated ability to translate this research into

recommendations that guide messaging, media planning, and channel prioritization.

• Experience in marketing workforce development offerings, including short-term credentials and

training programs, and understanding of the distinct audiences, decision timelines, and value

propositions associated with workforce-education.

Creative Capabilities

• Expertise in creating compelling, audience-specific messaging and visuals.

• Experience producing creative assets that balance brand consistency with performance-driven

execution.

• Strong storytelling skills aligned with institutional mission and value proposition.

Digital and Advanced Analytics

• Mastery of digital marketing platforms including Google Ads, social media, programmatic

advertising, and emerging AI-assisted tools.

• Demonstrated ability to apply marketing techniques such as predictive analytics, automated

audience segmentation, dynamic creative optimization, and personalization at scale.

• Ability to track, analyze, and optimize campaigns, in real time using both traditional metrics and AI-

enhanced insights to ensure high ROI.

Collaborative and Transparent Work Style

• Willingness to work closely with internal marketing, communications and enrollment management

teams.

• Clear and transparent communication practices, including regular updates, reports, and meetings.

• Commitment to transparency in pricing, data usage, and decision-making processes.

Brand Management

• Ability to maximize the impact of campaigns within defined budget constraints.

• Transparent fee structures, including disclosure of commissions, markups, or licensing costs.

AX-26-004 MARKETING & ADVERTISING SERVICES

This is the opportunity summary page. It provides an overview of this opportunity and a preview of the attached documentation.

Name	Deadline
AX-26-004 Marketing and Advertising Services.	3 p.m. CST Thursday, March. 12, 2026