Request Request forfor Qualifications Qualifications

Creative Marketing Partner Creative Marketing Partner forfor NHMCCD NHMCCD

Scope Scope ofof Work Work

NHMCCD seeks an experienced, NHMCCD seeks an experienced, capable Creative Marketing Team capable Creative Marketing Team to work with PIC and the to work with PIC and the Marketing Council to create and Marketing Council to create and implement a marketing/ branding implement a marketing/ branding system that addresses specific system that addresses specific needs of the district and its needs of the district and its member colleges and sites.member colleges and sites.

Request does not detail actual Request does not detail actual work to be performed. Each work to be performed. Each project will be discussed and a project will be discussed and a written plan set before work written plan set before work commences.commences.

Strategic ThinkingStrategic Thinking1. Recommend creative marketing 1. Recommend creative marketing

solutions to issues and opportunities solutions to issues and opportunities identified in the 2007 Community identified in the 2007 Community Assessment Survey.Assessment Survey.

2.2. Recommend specific creative Recommend specific creative marketing solutions for promoting marketing solutions for promoting goodwill and enrollment for:goodwill and enrollment for:

Workforce / SBDC / Corporate Workforce / SBDC / Corporate TrainingTraining CE / Non-credit / Adult CE / Non-credit / Adult Education Traditional age (18-Education Traditional age (18-24)24) Non-traditional Non-traditional age (25-45)age (25-45) Distance Distance LearningLearning Hispanic Hispanic studentsstudents

Strategic ThinkingStrategic Thinking3.3. Recommend creative marketing Recommend creative marketing

solutions for developing the Internet solutions for developing the Internet and NHMCCD web sites as effective, and NHMCCD web sites as effective, proactive marketing tools.proactive marketing tools.

BrandingBranding1.1. Develop a branding strategy, Develop a branding strategy,

including positioning statement, including positioning statement, themeline, strategic goalsthemeline, strategic goals

2.2. Design a new logotype for NHMCCD Design a new logotype for NHMCCD using a new nameusing a new name

3.3. Develop a new Brand Identity Develop a new Brand Identity System incorpora-ting district name System incorpora-ting district name and college/site nameand college/site name

4.4. Develop a “family look” for Develop a “family look” for publications, ads, web site, publications, ads, web site, stationarystationary

5.5. Develop publication and advertising Develop publication and advertising templates for general usetemplates for general use

BrandingBranding6.6. Design the covers to the Credit Class Design the covers to the Credit Class

Schedule (3), Catalog, CE SchedulesSchedule (3), Catalog, CE Schedules

7.7. Develop a “family look” to district Develop a “family look” to district and college/site signageand college/site signage

8.8. Develop a Styleguide for print Develop a Styleguide for print publications, advertisements, web publications, advertisements, web site and merchandisesite and merchandise

9.9. Conduct a “branding retreat” for Conduct a “branding retreat” for select staffselect staff

10.10. Make presentations of concepts Make presentations of concepts and creative solutions at college and creative solutions at college meetings.meetings.

Integrated Advertising Integrated Advertising Plan Plan forfor Base Year Base Year

1. 1. Write, design, produce all creative Write, design, produce all creative elements of the Base-Year elements of the Base-Year Advertising to meet objective. Advertising to meet objective. (Elements may include radio, (Elements may include radio, television, billboards, direct mail, television, billboards, direct mail, new media, cinema, on-site or point-new media, cinema, on-site or point-of-purchase, etc.)of-purchase, etc.)

2.2. Analyze results of campaign; make Analyze results of campaign; make recommendations for improvementrecommendations for improvement

3.3. Recommend best use of remaining Recommend best use of remaining advertising dollars for a “year-advertising dollars for a “year-round” presenceround” presence

Media BuyingMedia Buying

Negotiate, coordinate, place, track, Negotiate, coordinate, place, track, manage and evaluate all manage and evaluate all advertising campaigns of the advertising campaigns of the Marketing Council. Marketing Council.

Media may include billboards, radio, Media may include billboards, radio, television, direct mail, new media, television, direct mail, new media, magazine ads, point-of-sale, magazine ads, point-of-sale, etc.etc.

Web Web andand Interactive Interactive

Help extend the brand to web sites Help extend the brand to web sites through a site redesign.through a site redesign.

TimelineTimeline

Strategic ThinkingStrategic Thinking | August | August & ongoing& ongoing

BrandingBranding | February-| February-MayMay

Base-Year CampaignBase-Year Campaign | April-August| April-August

CriteriaCriteria

1.1. Must understand unique interests of Must understand unique interests of higher education higher education

2.2. Muse understand NHMCCD Muse understand NHMCCD audiencesaudiences

3.3. Must provide sample of work on Must provide sample of work on similar projects; must show how similar projects; must show how concepts were developedconcepts were developed

4.4. Must provide references from Must provide references from current and recent clientscurrent and recent clients

5.5. Must disclose any working Must disclose any working relationship, past or present, with relationship, past or present, with other colleges in Greater Houston other colleges in Greater Houston areaarea

CriteriaCriteria

6.6. Must agree that all collateral Must agree that all collateral developed for NHMCCD becomes developed for NHMCCD becomes property of NHMCCD. (No licensing property of NHMCCD. (No licensing fees; colleges owns rights to photos, fees; colleges owns rights to photos, ads, web designs, other creative ads, web designs, other creative developed for NHMCCD during developed for NHMCCD during contract period.contract period.

Length Length ofof Agreement Agreement

Initial two-year agreement with Initial two-year agreement with potential to be extended annually up to potential to be extended annually up to four additional years.four additional years.