ADDENDUM 1 TO REQUEST FOR PROPOSAL 617-KO

MARKETING SERVICES

University of Nevada, Las Vegas Purchasing Department 4505 Maryland Parkway

Las Vegas, Nevada 89154-1033 (702) 895-3521

Date of Release: September 24, 2014

Date and Hour of RFP Opening: Wednesday, October 15, 2014 at 3:00pm PST

The following additions, deletions, clarifications and/or changes shall be made and incorporated in the subject Request for Proposal 617-KO. Reference: Page 1 RFP Dates The Last Day for Questions shall be extended to Tuesday, September 30, 2014 by 5:00 PM PST The Last Day for Addenda shall be extended to Friday, October 3, 2014 by 5:00 PM PST The Opening Date and Time shall be extended to Wednesday, October 15, 2014 by 3:00 PM PST Reference: Section A Introduction, Purpose of Request shall be deleted in its entirety and replaced with the following: UNLV and NSC invite interested parties to submit a proposal to provide marketing services. UNLV and NSC are searching for an agency to develop marketing and promotional materials. The successful Proposer(s) will research, design, and provide media placement services. It is UNLV/NSC preference to find a firm that will meet both institutions needs and to award the RFP to one proposer to provide services for both UNLV and NSC. However, we may decide to award a separate Contract to a different agency for each institution. Reference: Section B Submission Instructions, letter c) shall be replaced with the following: c) The Proposal submitted should not exceed 100 pages. Other attachments may be included with no guarantee of review.

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The following questions were raised and are answered below:

1. When printing the 50 page-limit proposal, should the document be single-sided or double

sided? Printed in portrait orientation? Answer: The do not exceed page count has been increased to 100 pages. This refers to 100 single sided pages or 50 double-sided pages. Page orientation can be either portrait or landscape. Other attachments may be included with no guarantee of review.

2. Is it necessary to include in the 50-page proposal, a copy of business licenses and the insurance certificate? If so, does it count toward the 50-page limit? Answer: These may be included in your proposal response as attachments.

3. Do the tabbed page separators count toward the 50-page limit? If not, can they be left blank of proposal content outside of the tab’s title? Answer: No, the tabbed separators do not count toward the page limit.

3a. Please confirm the tabbed sections: are they: 1. Experience, Reliability and Expertise in Higher Education or Not-for Profit Marketing Experience; 2. Operating Approach/Method of Performance; and 3. Pricing and Cost Consideration? Please clarify.

Answer: Yes, that is correct. However, your response to 3. Pricing and Cost Consideration should be submitted in a separate sealed envelope.

4. Please clarify what you mean by the “Proposer’s Recovery Plan?” Is that a data recovery

plan in the event of a disaster? Are you asking the proposer for a step-by-step prevention plan? Please advise.

Answer: We are interested to know if the company has a business recovery plan to maintain operations – or how soon they could restart operations – in the event of a disaster such as fire, vandalism, etc.

5. Can the final printed version of the 50-page proposal be spiral bound with a clear cover? Answer: Yes, that is fine.

6. Is there a limit to the number of past contracts and references listed as three years worth will be quite extensive? Also, please clarify if we are listing the amounts of the contracts in addition to the terms.

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Answer: It is preferred that Proposers provide a listing of all clients for that past three years. It is preferred that the listing include contract period of performance, contact persons, telephone numbers, e-mail address and a short one or two sentence description of services provided. If Proposer deems that list is too extensive, then it is requested that Proposer, at minimum, provide five client references that include this information. Proposers do not have to provide the dollar amounts of the contracts.

7. Please define what you mean by “stakeholders" and provide an example as this is often misinterpreted. Answer: Stakeholders in this case could include: students, prospective students, parents of students / prospective students, faculty, staff, administration, donors, prospective donors, elected officials, media, business leaders, etc. In all likelihood, the selected Proposer will be working with multiple stakeholders (or clients within UNLV/NSC) with this contract. Proposers’ responses to this section (Weighted Evaluation Criteria No.1, letter e) should include information on how they would handle situations where the stakeholders have competing interests, needs or views on a particular campaign, program or project.

8. In section 1.k. a, b, and c (page 7 of 33), is it correct to assume you are asking the proposer to produce spec creative? If so, please clarify if we are to create two separate comps, one for UNLV and one for NSC, i.e. two radio scripts, two print ads, two design comps of a brochure, two newsletters. Or, can we provide samples from past non-profit work? Please clarify. Answer: Samples of past work are acceptable.

9. As for 1.k d, are we to simply proofread the text on Professor Riddle? Or, are we to rewrite entirely by providing a fresh version given the facts provided in i, ii, and iii? Please advise. Answer: We request that you rewrite this and provide a fresh version based on how you think information should be most effectively presented. The focus of this exercise is writing effective copy or news releases.

10. In section 2. and how it relates to Section D. Scope of Work, are you asking the proposers to create additional spec work to include the list below, or will past case studies and work samples plus the spec work already outlined in Section 1.k. a, b, c and d suffice? Please clarify.

Section D. Scope of Work UNLV

1. Designing and Copywriting:

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a. Recruitment print ads;

b. Image/reputation print ads;

c. Administration brochures and other print materials;

d. Student recruitment brochures and other print materials.

2. Developing scripts and producing television/radio ads.

3. Media placement.

4. Social media campaigns

5. Web design

6. Other marketing projects

Answer: Samples of past work are acceptable.

11. In section 2.b.6. Please provide an example of value added? Answer: “Value added” could be defined as those benefits provided by and attributable to a Proposer that would not exist if NSC/UNLV provided these same services in-house.

12. If tab 3 is “pricing and cost consideration” and placed in a separate envelope, is necessary to divide the proposal into three (3) tabs assuming tabs 1. Experience, Reliability and Expertise in Higher Education or Not-for Profit Marketing Experience; 2. Operating Approach/Method of Performance; and 3. Pricing and Cost Consideration. Please advise. Answer: Per Section B Submission Instructions, Number 1, letter d, Sections should be bound with tabbed dividers labeled by section to correspond with the evaluation information requested. Your response to Weighted Evaluation Criteria No. 3 Pricing and Cost Considerations should be submitted in a separate sealed envelope from your Response to Weighted Evaluation Criteria 1 and 2.

13. In section D, page 17 of 33, is it necessary to list a opinion/public research firm as a potential subcontractor when proposing services or is this something that is determined after the awarded contract? Also, what is proposed budget to secure this type of research? How frequently would this occur? Answer: It is expected that opinion/public opinion research would occur infrequently. This type of service would not be needed more than once a year for each institution, at most. The budget for these services is undetermined at this time. Please provide information in your response to Weighted Evaluation Criteria No. 1, letter b regarding

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whether you have research capabilities in house, or if you sub contract. If you sub-contract, please include examples of research firms you have worked with recently.

14. Under additional questions, if the RFP speaks only about project work, what role would a retainer play in this situation? Answer: Project work can be short-, mid-, and long-term in nature. A retainer could be negotiated / employed if the specific scope of work of a mid or long-term project warrants such an approach. UNLV has used a business model that is per project based because most of our work relates to advertising and marketing materials. UNLV/NSC are open to ideas and recommendations for new business models. Proposers may include such recommendations in their response to Section E Pricing/Royalty Fee Response Form.

15. Do you have high-level demographics of the current student body for both UNLV and NSC? Answer: Information on Nevada State College can be found at http://public.tableausoftware.com/profile/sandip.thanki#!/ Information on UNLV may be found at the UNLV website. https://ir.unlv.edu/IAP/Reports/Content/UniversityStudentProfile_Fall2013.aspx

16. Is there a potential audience that is underserved for both UNLV and NSC? Answer: Information on Nevada State College can be found at http://public.tableausoftware.com/profile/sandip.thanki#!/ Information on UNLV can be found at http://www.unlv.edu/diversityinitiatives/msi

17. Are there distinct efforts for minorities currently for both UNLV and NSC? Answer: Questions on data for NSC can be found here: http://public.tableausoftware.com/profile/sandip.thanki#!/ Information on UNLV can be found at the link provided in question 16. Additional information for UNLV can be found in Attachment 1 to this Addendum No. 1.

18. Are there needs for additional language materials for either/both UNLV and NSC? Answer: As it relates to NSC, yes. Spanish. Possibly Spanish for UNLV.

19. What are the primary pillars of what UNLV offers potential students?

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Answer: Great value for the experience, faculty who care about the students, staying connected to Las Vegas. A growing campus experience. We are educating future leaders.

20. What are the primary pillars of what NSC offers potential students? Answer: Excellent faculty, faculty / student mentoring, small class size, hands-on attention, opportunity to build a new college, etc.

21. What are the key media touchpoints for UNLV currently? Answer: radio, television, billboards, on-line, direct mail

22. What are the key media touchpoints for NSC currently? Answer: As it relates to NSC, key media touchpoints include online, radio, and outdoor.

23. We are a media buying agency and I’m wondering if we can respond to the RFP for the

media buying portion only?

Answer: UNLV and NSC would prefer to receive proposals from full-service agencies, which include media buying to handle their needs. UNLV/NSC are looking for a full service agency, or a business model that is one-stop shopping for us. Separate agencies with different areas of expertise may partner together for the purpose of submitting a response to this RFP.

24. As a digital marketing agency, can we submit a response for specific services requested?

Context: We would like to submit a response that specifically addresses items 3, 4 and 5 of the 6 individual items for UNLV listed under the “Projects” heading in Section D (pg 16 of 33). Furthermore, we would address the first 6 of the 7 total line items for the NSC. Answer: See answer to question 23.

25. Do creative samples count as part of the overall 50 page count? Answer: Please see answer to Question No. 1. The page count has been increased to 100 pages. Creative samples will count toward page count. However, understand that it is not UNLV nor NSC’s intention to disqualify Proposers based upon not adhering to the page count. A page count is provided in order to limit the amount of material that UNLV and NSC will have to review. We encourage Proposer’s to be succinct in their response while at the same time providing enough information and detail in their response for UNLV/NSC to adequately evaluate the proposal. If there are creative samples that you

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feel are important to provide in your proposal, you may include them as attachments, which may be included with no guarantee of review.

26. Do financials (submitted in separate envelope) count as part of the overall 50 page count? Answer: Yes, financials will count toward the page count. Please see answer to question no. 1 and question no. 25.

27. Where specifically does the Certificate of Insurance need to be placed within our response? Answer: There is no specific location required. Proposer may include this in their financial or technical response.

28. Is the RFP response form supposed to be bound into our response? If so, where? Or is it just loose with our response? Answer: Either is fine.

29. On page 7 section i of the RFP, it asks for all contracts and client contact info over the past 3 years. Are we required to list all client contacts that fall within the past three years or will a sample of client contacts for reference purposes be sufficient? Answer: See answer to question number 6.

ALL OTHER TERMS, CONDITIONS AND SPECIFICATIONS OF THIS INVITATION TO BID REMAIN THE SAME.

 

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University of Nevada Las Vegas (UNLV) Minority Serving Institutional –Title III and Title V Summary for 2013-2014 UNLV is well on its way to establish itself as the leading Research – undergraduate and graduate degree granting Minority Serving Institution in Nevada. UNLV achieved MSI-Title III designation in 2013 and is recognized as an emerging Hispanic Serving Institution with current Latino student enrollment at 23%. 25% enrollment is required for full designation as an HSI. UNLV is a member of the Asian Pacific Islander Association of College and Universities and the Hispanic Association of Colleges and Universities HACU. These organizations serve as the national advocacy and governing entities for Title III and Title V institutions seeking funding and resources from Federal Agencies, In 2013, UNLV did qualify for the opportunity to compete for Title III funding. However there was no competition offered for 2012, 2013 nor 2014, due to the sequestration. The next Title III competition is set for 2015 according to staff from Title III programs from the Department of Education. Under Title V efforts UNLV must achieve 25% Latino student enrollment. Currently we sit at 23% Latino Student enrollment. UNLV is currently putting in place key initiatives that will impact student recruitment, retention and completion. UNLV will be ready to compete for these grant opportunities as we continue to build solid infrastructure that supports student success. This will be critical as more institutions (HSIs) come on-line to compete for lesser dollars. Current Actions and Status of UNLV MSI efforts Minority Serving Institutions (MSI) Task Force Minority Serving Institutions (MSIs) are U.S. Colleges and universities that enroll a high percentage of minority students. Because minority populations have experienced disproportionate barriers to higher education, the federal government provides financial support through various titles of the Higher Education Act. MSIs include Historically Black Colleges and Universities (HBCUs), Hispanic Serving Institutions (HSIs), as well as colleges and universities with high enrollments of Native Americans, Asian Americans, Native American Pacific Islanders, Alaskan Natives and Native Hawaiians. The UNLV MSI Task Force is comprised of representatives from the following offices, colleges, and departments:

Office of Diversity Initiatives Office of the Provost Office of the President

 

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Division of Student Affairs Academic Success Center Office of Decision Support Honors College Graduate College College of Liberal Arts and Sciences College of Education Multicultural Programs for the Colleges of Engineering, Sciences & Allied Health

Sciences/Nursing William Boyd School of Law Greenspun College of Urban Affairs Faculty Leadership Student Leadership Community & Industry Leadership and stake-holders

 Title III & Title V The University of Nevada, Las Vegas (UNLV) applied for and achieved designation from the Department of Education as a Title III & Title V -Minority Serving Institution (MSI) in December of 2012. Qualification for this designation re-quires that institutions meet specific primary indicators that include diversity of the student body by race and ethnicity and students qualifying for federal assistance under Federal Pell Grant, Federal College Work Study, Federal Perkins Loan or Federal Supplemental Educational Opportunity Grant. UNLV meets the requirements as an Asian American, Native American, and Pacific Islander-Serving Institution (AANAPISI) and is an emerging Hispanic Serving Institution (HSI). Hispanic Serving Institution (HSI) The Higher Education Act, 20 USCA Section 1101a defines a Hispanic-serving institution as an institution of higher education that (a) is an eligible institution; (b) at the time of application, has an enrollment of undergraduate full-time equivalent students that is at least 25 percent Hispanic students; and (c) provides assurances that not less than 50 percent of the institution's Hispanic students are low-income individuals (IPEDS, 2011) Current Initiatives underway at UNLV STEM Taskforce –LSAMP Initiative Understanding the national focus on strengthening the Science, Technology, Engineering and Mathematics (STEM) industry and bolstering the academic preparation of students pursuing STEM disciplines, UNLV is engaging in campus-wide efforts to more efficiently focus on accessing greater financial resources to support current and needed infrastructure. ODI is in the early stages of developing a Louis Stokes Alliance for Minority Participation (LSAMP) Program focused on recruiting, retaining, and graduating underrepresented populations in STEM disciplines. The LSAMP Program is affiliated

 

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with the National Science Foundation and strives to increase the number of underrepresented members in STEM academic disciplines, and STEM career pathways. UNLV Hosts Second Annual Diversity Summit UNLV had the pleasure of hosting the Second Annual NSHE Southern Nevada Diversity Summit, October 3rd and 4th. The theme for this summit was ‘Building Strong Minority Serving Institutions in Nevada to Enhance Student Success’. Over 200 participants were in attendance from all sectors of the Las Vegas local Community. Highlights included a President’s Panel where all four college and university presidents from Southern Nevada: Dr. Neal Smatresk (UNLV), Bart Patterson (NSC), Dr. Stephen Wells (DRI), Dr. Mike Richards (CSN) and Chancellor Dan Klaich. Each addressed the changes faced by the local areas, future goals, and how they anticipated the growth of diverse populations would impact their individual institutions and the region as a whole.    Second Annual STEM Summit: Mark your calendars for the next STEM Summit to be held spring 2014. The UNLV STEM Summit will follow up on the initial conversations that took place in 2013 regarding the recruitment and retention of underrepresented students into STEM, status updates on cross-campus collaborations, pending research initiatives and various other sub-topics all related to STEM. The Summit will open with an evening reception on January 13, followed by a full day on January 14. Keep an eye on UNLV Official for event details. Third Annual Diversity Leadership Forums ODI is currently hosting their third annual Diversity Leadership Forums, focusing on the status of youth in Southern Nevada. October addressed issues in the educational pipeline as faced by Hispanic and Latino youth. November focused on abuse and violence in the Native American community and how youth in that population were making great strides to improve opportunities for education and advocacy. Check the ODI web page for future dates and topics for spring 2014. Diversity Supplier Updates The Diversity Supplier program is an initiative in the early stages of discussion that would allow for educational institutions within NSHE to access minority suppliers for contracting jobs across institutions. This potential endeavor would bolster current diversity supplier initiatives. ODI Cultural Competence Academy In 2014 ODI sponsored a series of workshops, seminars and training sessions designed to provide opportunities for members of the UNLV collegiate community to develop the knowledge, skills and awareness related to cultural issues and working with diverse populations. Community Engagement The Office of Diversity Initiatives (ODI) continues active engagement with the Clark County School District, minority based chambers including the Asian, American Indian, Latino and Urban. ODI maintain regular contact and outreach efforts with community

 

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based organization and agencies that include nonprofits, city, state and national organizations in support of serving students, staff and faculty under MSI efforts. Academic Success Center The Academic Success Center supports students from there first class through graduation. The ASC was created, in partnership with units across campus, to be a central resource for students to overcome all the academic challenges they may encounter during their college experience. Services and resources to help students include:

▪ Specialized classes and learning communities for freshman, transfer students and students who have been away from college for some time, but wish to return and complete their degrees.

▪ Skills gap diagnostics, learning support and tutoring. ▪ Academic advising services. ▪ A class concierge to help students troubleshoot class schedules and matriculation

issues. ▪ Services for student athletes Community Engagement Vision Statement The vision of the Office of Diversity Initiatives is to advocate, promote, and support the advancement of equity, inclusiveness, and empowerment of a continuously changing collegiate and global community.

Mission Statement The mission of the Office of Diversity Initiatives is to provide leadership and support for UNLV’s diversity mission: to nurture equity, diversity, and inclusiveness that promotes respect, support, and empowerment.

ODI will accomplish this by facilitating policy creation and compliance; supporting strategies that enhance professional development, mentoring, recruitment and retention; as well as working in collaboration with campus and community partners to foster and encourage cultural competency. ODI works and engage both the UNLV Campus and the Nevada community in collaboration to support student, faculty and staff efforts to provide the best educational services. Current active initiatives include work with Latin Chamber of Commerce, the Latin Chamber of Commerce Community Foundation, the Urban Chamber, Boystown, the Nevada Humanities, and the Clark County School District. Grants & Research MSI initiatives include collaboration and support for faculty efforts in grant development and active research. Current grant efforts currently underway include EPSCOR initiatives, NIH BUILD, College of Engineering, NSF LSAMP, Department of Education – First in the World

 

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grant, State of Nevada – GEAR Up grant for Professional and Cultural Development of Teachers across Nevada. Enrollment & Student Services Be Prepared Series: This series of events at UNLV includes a series of events and on-campus workshops. Application workshops were held to assist students in completing and submitting their applications for admission to UNLV. Financial Aid Information nights were held in order to prepare students and their parents for the process of seeking and applying for both Federal and private aid. Lastly, five FAFSA Completion workshops were held where students and parents had the opportunity to walk through the FAFSA application with Financial Aid and Admissions staff members. While these programs were offered to all students, the target audience was first-generation college students. Hispanic Scholar Recognition Program: This yearly program invites high-achieving Hispanic/Latino high school juniors and their families to campus to receive an inspirational message about the importance of higher education from a keynote speaker with part of the address spoken in Spanish. They also hear a message from the Dean of the Honors College to provide them with the knowledge of the attainability of being an Honors student. Each year, through this program, over 150 families come to campus for their student to be recognized and to learn about the possibilities that await the student through higher education. Rebel Preview: Through this cross-campus collaboration, prospective students and their parents learn about the academic and student-life programs at UNLV. During this program a breakout session about Diversity Programming for UNLV students is offered. This year, as an added component, all student affairs sessions and select colleges are offering presentations in Spanish. Underrepresented Student Recruitment Fairs: The Office of Admissions annually participates in multiple national fairs marketed to underrepresented student groups including four National Hispanic Fairs. We collected information from nearly 700 prospective students at these fairs last year. Family Enrichment Day: Each year the Office of Admissions collaborates with CCSD to bring over 500 parents from CCSD empowerment zones with school aged children to campus to encourage them to remain active with their children in education and to plan on pursuing higher education. This event is geared toward first-generation underrepresented students and bilingual presentations and materials are available for those in attendance. On-site Application and FAFSA Workshops: Realizing the specific challenges many underrepresented students and their families face in terms of accessibility of resources the Offices of Admissions and Financial Aid & Scholarships have offered Application and FAFSA Completion workshops at more than 20 local high schools. Knowing the diverse

 

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hours of availability for many of the parents, these have been offered both during the day and in the evening at the request of the high school and determined by the needs of the specific population being served. Community Outreach Activities: Annually, the Office of Admissions participates in a large number of various community outreach activities through giving presentations and sharing general and admissions-specific information about UNLV while promoting a general message of college access. These outreach activities are sponsored by a variety of organizations and include, but are not limited to, the following: GLOW (Growing Latinas into Outstanding Women), LULAC (League of United Latin American Citizens), UNCF (United Negro College Fund) Empower Me, Las Vegas Latin Chamber of Commerce, Southern Nevada Children First: Brighter Future, Black Student Union Convention, ITCN (Inter-Tribal Council of Nevada) Native American Youth Leadership Conference, New Teacher Cultural Connections, and the Southern Nevada Native American Coalition. Additionally, we assist CAEO in many tours and activities for GEAR UP groups. UNLV GEAR UP College Ambassador Grant The UNLV GEAR UP College Ambassador Grant is a sub-award from the Nevada System of Higher Education to support the Nevada State Gaining Early Awareness and Readiness for Undergraduate Programs (GEAR UP) grant. Nevada GEAR UP grantees serve an entire cohort of students beginning the seventh grade and follow the cohort through high school. The participating Nevada GEAR UP cohort includes approximately 5,500 students and their families. The goals of the UNLV GEAR UP College Ambassador grant are to maintain communication channels, access established networks, promote a college going culture and provide relevant outreach materials to directly serve two cohorts of GEAR UP students. The UNLV GEAR UP College Ambassador works with the Office of Admissions and Recruitment, Office of the Vice Provost for Academic Affairs, Office of Diversity Initiatives and the UNLV GEAR UP STEM Team, to support GEAR UP middle and high school outreach and community relations, promoting diverse learning environments. Demonstrating efforts to improve and enhance students’ experiences and promote opportunities to explore college majors and careers. Changing the culture so that students are prepared scholastically, driving the state economy in order to fulfill the over-arching goal of the grant. The assigned GEAR UP schools receive information and support, using relevant UNLV material, offering guidance to students and parents through the year. The UNLV GU STEM Administrative Team works with the UNLV GU Ambassador to promote appropriate on campus STEM activities to the target teachers and use appropriate existing programs to engage middle and high students in STEM related activities. The UNLV GEAR UP Ambassador supports UNLV staff and other experts in collaborations during school assemblies, college day, GEAR UP week, STEM parent nights, open house and UNLV campus tours and workshops. The Ambassador distributes preexisting resources upon request; to GU participating schools, including academic exploration, preparation

 

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and planning as well as promotional resources profiling publications and resources for future and current UNLV students, parents, along with UNLV academic programs, divisions research and university media in the community. Office of Admissions, GEAR UP Ambassador Grant - Number of schools participating: 34 middle schools and high schools - Number of school districts participating: 9 - Number of rural schools visited Year I & II: 23 - Number of tours to the UNLV campus Year I & II: 16 - Estimated number of students attending UNLV campus tours: 865 - Estimated number of parents attending UNLV campus tours or campus activities: 115 - Summer Camps Year II: 3 (Jerome Mack, Harney and Woodbury Middle Schools) - Estimated number of students attending two day summer camps Year II: 120 students (8th grade - CCSD participating schools) - To access participating GU schools demographic information please visit: www.gearupnv.org and http://epscorspo.nevada.edu/nshe-programs/gear-up/

 

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