annual media and advertising pre-bid forum · annual media and advertising pre-bid forum ......

Media and Advertising Pre-Bid Forum | 1

Annual Media and Advertising Pre-Bid Forum

André MarschalkóInterim Director, Marketing and Creative Services

Thursday| April 7, 2016


PGCC at a Glance

• Established in 1958

• 200+ academic, workforce development, continuing education, and personal enrichment programs of study; day, evening, weekend and online options

• Over 40,000 students served annually (credit and noncredit)

• 91% of students live in Prince George’s County

• 1:20 faculty/student ratio

• 50% of Prince George’s County high school graduates who go on to college, choose to attend Prince George’s Community College

• Students can earn associate degrees, certificates, licensures, and letters of recognition

• Transfer opportunities to four-year institutions


Institutional Successes and Highlights

• Ranked one of the nation’s Top 50 Fastest Growing Community Colleges

• Ranked on of the nation’s Top 25 Associate Degree Producers among African-American students

• Named a National Center of Academic Excellence in Information Security Two-year Education by the National Security Agency and the U.S. Department of Homeland Security for 2015-20

• Opened the first middle college in the state of Maryland, in partnership with the Prince George’s County Public Schools – The Academy of Health Sciences at Prince George’s Community College

• Recognized as a White House as a Champion of Change – only community college recognized

• Largest senior program in the sate of Maryland –SAGE (Seasoned Adults Growing through Education)


Locations

• Main campus is in Largo, MD

• Six additional locations– Joint Base Andrews

– University Town Center, Hyattsville

– Laurel College Center

– Skilled Trades Center, Camp Springs

– Culinary Arts Center, Capitol Heights

– Westphalia Training Center, Upper Marlboro

• Primarily central and northern county

• DC – Secondary Target Market


Popular Programs of Study

• Business Administration and Business Management

• Criminal Justice and Forensic Science

• Cybercrime and Cybersecurity

• Hospitality, Tourism, and Culinary Arts

• Information and Engineering Technology

• Nursing and Allied Health

• Personal Enrichment

• Workforce Development and Job Skills Training


Demographic Information


Media Channels (Awareness/Source)


Goals of the Advertising Campaign

• Increase awareness and visibility of the college

• Unique Selling Points - affordable, convenient, flexible

• Target the Education Need– Degree Completion and Transfer

– Career Preparation and Job Training

– Personal Enrichment

• Program /Course Offering (breadth, variety, credit vs. noncredit)

• Increase awareness of extension centers (JBA, LCC, UTC)


Strategy

• Geographic reach

• Extension Centers – JBA, UTC, LCC

• Evolving Creative

• Targeted Creative

– (category, need, credit/noncredit, extension centers, B2B)

• English and Spanish

• Year-long, creative will vary based on marketing need and timing


Media Mix

Media mix is evolving with more emphasis directed toward metrics-driven results

36% Television/Cable

15% RadioDigital 14%

Outdoor 13%

Mass Transit 8%

Movie Theatre 8%

Print 5%


Request For Proposal

• RFP will be posted publicly on the College’s Procurement page and will include the following:– Background

– Overview of Prince George’s Community College

– Facts

– Scope

– Deliverables

– Timeline

– Contact Information

• Address information in the RFP

• Complete forms include in the RFP

• One year award with option to renew for a second year


Selection Factors

• College budget (unknown at this time, most likely similar to last year, possible budget tightening)

• Flexible alternative options (web/banner options)

– Advertising package value-add

• Geographic and demographic reach

– Ability to reach targeted groups

• Unique advertising and sponsorship opportunities


Proposal Timeline

• April 8, 2016– Public posting of PGCC FY17 Advertising Campaign announcement

• April 15, 2016– Questions from vendors due to Procurement

• May 3, 2016 | 10:00 am– Submission deadline for advertising proposals hard copy ONLY

• June 15, 2016– Finalize selection of vendors

• June 20-24, 2016– Communication to selected vendors

• July 1, 2016– FY17 Advertising Campaign begins and runs through 6/30/17


Procurement / Questions

PROCUREMENTLaTonya (LT) HollandDirector • Office of Procurement & ContractingPrince George’s Community College301 Largo Road • Largo, MD [email protected] • 301-546-0641

Mary Browning Senior Buyer • Office of Procurement & ContractingPrince George’s Community College301 Largo Road • Largo, MD [email protected] • 301-546-0645

All questions should be directed to the Procurement office.

No appointments will be taken by the Office of Marketing and Creative Services.


Mission Statement

Prince George’s Community College

transforms students’ lives. The College exists

to educate, train, and serve its diverse

populations through accessible, affordable,

and rigorous learning experiences.

annual media and advertising pre-bid forum · annual media and advertising pre-bid forum ......

Documents