RFP AH-207415 Comprehensive Marketing Services and Products **SOURCING #123875**

Agency: Dallas Public Schools
State: Texas
Type of Government: State & Local
Category:
  • R - Professional, Administrative and Management Support Services
Posted: Nov 9, 2023
Due: Dec 21, 2023
Solicitation No: RFP AH-207415
Publication URL: To access bid details, please log in.
RFP AH-207415 Comprehensive Marketing Services and Products **SOURCING #123875**

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PURCHASING DEPARTMENT
9400 North Central Expressway, Suite 1510, Dallas, TX 75231
(972)925-4100
Request For Proposal 123875
RFP AH-207415 Comprehensive Marketing Services and
Products
*** DUE TO SPENDING AVAILABILITY, RFP FR-206257
COMPREHENSIVE AND DIVERSE MARKETING
SERVICES IS BEING REPLACED BY RFP AH-207415
COMPREHENSIVE MARKETING SERVICES. IF YOU ARE
AWARDED ON RFP FR-206257 COMPREHENSIVE AND
DIVERSE MARKETING SERVICES, YOU MUST
RESPOND TO THIS RFP TO HAVE AN OPPORTUNITY TO
CONTINUE WORKING WITH THE DISTRICT.***
Dallas ISD rev 1.0
Page 1 of 36
Request For Proposal 123875 RFP AH-207415 Comprehensive Marketing Services and Products
Buyer HATCHARD, ANGELA
Email AHATCHARD@dallasisd.org
1 Header Information
1.1 General Information
First Advertisement Date/Issue Date
Second Advertisement Date
Pre-Proposal Meeting
Questions Deadline
Questions Response from the District
Solicitation Due
Anticipated Evaluation & Sel
Anticipated Approval/Award
08-OCT-2023 08:00:00
15-OCT-2023 08:00:00
23-OCT-2023 14:30:00
25-OCT-2023 14:00:00
27-OCT-2023 17:00:00
09-NOV-2023 14:00:00
28-NOV-2023 14:00:00
25-JAN-2024 18:00:00
Pre-Proposal
A pre-proposal meeting will be held at 2:30 p.m. CST via TEAMS video conference on October
23, 2023. Please submit (in writing) any questions regarding this RFP. Only written questions
will be considered. It is highly encouraged that all potential proposers participate and attend the
pre-proposal.
Join TEAMS Meeting: https://www.microsoft.com/en-us/microsoft-teams/join-a-meeting
Meeting ID: 217 754 461 668
Passcode: QR3xh3
1.2 Terms
Initial Term: 3
Renewal 1: 1
Renewal 2: 1
Any contract that results from this solicitation and upon Mutual Agreement of the awarded vendor and the
District, may be extended not to exceed a total of 5 years(s). If either party intends not to renew the Contract,
that party must give written notice to the other party no fewer than ninety (90) days prior to the expiration of the
then current term of the Contract. If the District fails to timely exercise any of the options to renew, all remaining
options to renew shall expire and terminate
1.3 Requirements
LENGTH OF CONTRACT
The term of this proposal shall be for a three (3) year agreement with two (2) successive one (1) year
extensions based on the long-range needs of the District and mutual consent of both parties not to exceed
five (5) years total.
*** DUE TO SPENDING AVAILABILITY, RFP FR-206257 COMPREHENSIVE AND DIVERSE
MARKETING SERVICES IS BEING REPLACED BY RFP AH-207415 COMPREHENSIVE MARKETING
SERVICES. IF YOU ARE AWARDED ON RFP FR-206257 COMPREHENSIVE AND DIVERSE
MARKETING SERVICES, YOU MUST RESPOND TO THIS RFP TO HAVE AN OPPORTUNITY TO
CONTINUE WORKING WITH THE DISTRICT.***
SCOPE AND SPECIFICATIONS OF THE
PROPOSAL
The Dallas Independent School District (Dallas ISD or District) is soliciting offers for the goods and/or
services specified in this document.
1. Questions concerning this solicitation document should be addressed, in writing, to
Ahatchard@dallasisd.org
2. Questions must be submitted by the deadline to allow sufficient time for responses prior to receipt/opening
Dallas ISD rev 2.0
Page 2 of 36
Request For Proposal 123875 RFP AH-207415 Comprehensive Marketing Services and Products
SCOPE AND SPECIFICATIONS OF THE
PROPOSAL
date/time.
3. Responses to questions other than administrative questions will be provided to all potential offerors by
means of an addendum to the solicitation.
All vendors are encouraged to participate even if vendors are the sole source providers.
This proposal is being issued in accordance with Title 2 of the Code of Federal Regulations (2CFR) Part 200
and ESSER (Elementary and Secondary Emergency Relief) requirements to procure vendors who provide
goods purchased by Dallas ISD using federal dollars. This proposal may be used with local, state, federal,
and grant-funded programs.
PURPOSE OF REQUEST FOR PROPOSAL (RFP)
Dallas ISD is soliciting proposals from diverse and qualified firms and media outlets to administer
comprehensive and diverse marketing campaigns and ad placements aimed at creating a stronger positive
brand for to:
provide project-based PR and marketing services
create compelling marketing collateral
share information about the programs and opportunities of Dallas ISD, and communicate
programs, deadlines, requirements, and other important information
all ethnically diverse students, parents, families, staff, and community stakeholders, in various
languages including but not limited to English and Spanish.
Marketing efforts will continue positioning Dallas ISD as a premier urban district focused on preparing
college and career-ready students and will be aligned with district branding.
The district intends to award multiple contracts for the purpose of flexibility to the district. Full agency
specialized and news outlet vendors are encouraged to provide proposals. Proposals shall only include
services the vendor directly provides and shall not include services that would be provided via third-party
agreements. Respondents to this RFP will be required to demonstrate the ability to perform marketing
strategy, analyses, campaign development, and creative services.
PROPOSAL SPECIFICATIONS
Proposal Information:
Vendors are not required to provide all requested services. Vendors may submit proposals for
specific services that their firm, agency, or organization offers.
Market research/analysis services to guide campaigns with internal and external audiences and
project-based Public Relations (PR)/Marketing initiatives.
Expected services secured under any resulting agreement shall be performed under the
operational control of the Dallas ISD Communications Department and clearly identify any
and/or all of the items contained that the proposal includes. Offeror may be assigned a day-to-
day contact person/representative at the District as the point of contact for this
Agreement/Contract.
All quotes must match the response pricing and must show the math. No estimates will be
accepted.
PRICING VERIFICATION/QUOTES
The vendor agrees that quotes and bid submission pricing must match. A complete full price breakdown
showing the math on every line, of every quote is required. The District verifies all pricing on all
products/services that are being offered. NO estimates will be accepted or approved. Items that are based
on "Current Market Pricing" must provide the information to verify the pricing (website, contract, etc). The
vendor agrees that quotes and bid submission pricing will match.
Does the vendor agree?
Dallas ISD rev 2.0
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Request For Proposal 123875 RFP AH-207415 Comprehensive Marketing Services and Products
SCOPE AND SPECIFICATIONS OF THE
PROPOSAL
-----------------------------------------------------------------------------------------------------------------------------------------------
Type
……………………………………………………………………………………………………………………………..
Circle one from the response values below:
Yes - I agree
No - I Do not agree . The District shall consider a NO response a basis for non-award and/or cancellation
and/or termination of any award
AREAS OF WORK
The following are examples of marketing services that may be requested but are not limited to:
MEDIA BUYS (Billboard, TV, Radio, Social Media)
Advertising Development, Rate Scheduling, Placement, and Billing: Dallas ISD seeks to
promote district events, initiatives, teacher recruitment efforts, and human interest stories
through the strategic use of various mediums, including but not limited to social media ad
campaigns, digital ads, television and radio advertisement placement, movie theater ad
placement, print ad placement, billboard and other outdoor ad placement, unique ad placement
opportunities, online ad placement, etc.
Branding and Brand Management Services: Dallas ISD seeks brand management services
to assist the district with efforts to strengthen the organization's brand locally, regionally, and
nationally. The district requests proposals that provide consulting services related to marketing,
branding, and public relations.
Campaign Development Services: Dallas ISD seeks the services of Public Relations (PR),
Marketing, and Ad Agency organizations to assist the Dallas ISD Communications Department
in building various marketing campaigns aligned with district initiatives for various projects and
various district departments.
Content Creation and Editing Services: Dallas ISD seeks assistance in creating compelling
content for various projects, including but not limited to website content, marketing collateral
copy, ad copy, white paper content, news stories, etc., in English and Spanish. The district also
seeks proofreading and editing services.
Creative Post-Production Services: Dallas ISD seeks services that provide video post-
production services to include contemporary music libraries and graphic templates to enhance
video productions.
Creative Services and Collateral Development: Dallas ISD seeks the services of graphic
artists and multimedia specialists to assist with the production of various creative projects
including, but not limited to producing brochures, fliers, print advertisements, outdoor
advertisements, logos, graphic elements, etc.
Market Research/Analyses Services: Dallas ISD seeks assistance in conducting research
that will help the district better understand the community served by the district, as well as
research for specific projects and marketing initiatives like neighborhood schools, school
choice, personalized learning, early learning, general demographics, etc.
Message Development and Marketing Strategy Consultation: Dallas ISD seeks assistance
in developing messaging for various projects that clearly align with district messaging. The
district seeks assistance in developing marketing strategies for various projects supporting the
work of different district departments and schools.
Promotional Marketing Video Production: Dallas ISD seeks to produce various marketing
and promotional videos, video ads, and special video segments that help tell the stories of the
district with the intent to build greater awareness and understanding of Dallas ISD initiatives.
MAILERS
Content Creation and Editing Services: Dallas ISD seeks assistance in creating compelling
content for various projects, including but not limited to website content, marketing collateral
copy, ad copy, white paper content, news stories, etc., in English and Spanish. The district also
Dallas ISD rev 2.0
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Request For Proposal 123875 RFP AH-207415 Comprehensive Marketing Services and Products
SCOPE AND SPECIFICATIONS OF THE
PROPOSAL
seeks proofreading and editing services.
Direct Mail Services: Dallas ISD seeks assistance from a full-service mail house to send
various types of direct mail pieces to households including letters, fliers, brochures, postcards,
etc.
Multicultural Marketing: Dallas ISD seeks assistance in advertisement placement and
developing marketing and messaging strategies for general market and multicultural markets,
including but not limited to African American and Hispanic markets to communicate District's
messaging and initiatives equitably and in a culturally relevant way, in various languages
including but not limited to English and Spanish.
BUS AND VEHICLE WRAPS AND BANNERS
Bus and Vehicle Wraps and Banners: Bus and Vehicle Wraps and banners for District
Vehicles - The District intends to award a "turn key" contract to provide design services,
magnetic signs, and install vinyl bus wraps and banners. Proposer must provide graphic design
work for vehicle wraps. This design should easily be used on other applications such as: ads,
brochures, posters, logo, and/or merchandise design. Proposer will work with District personnel
on design and content specifications.
PROPOSAL SPECIFIC QUESTIONS
Dallas ISD rev 2.0
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