Media Buying and Planning Services

The State University of New York (“SUNY”) wishes to procure media buying and strategic planning services for System Administration and its 64 campuses for a 2-year duration with the option to extend the contract for one (1) additional year in order to bolster SUNY branding in-state and nationwide and increase enrollment. Specifically, SUNY is seeking expertise in 1) data and trend analysis, and 2) media-buying services for a full suite of social and digital programming, including influencer marketing and other emerging tactics, as well as TV, radio, print, out-of-home, and other traditional media. The State University of New York will be identified throughout this RFP interchangeably as “SUNY” or the “University”. As well, the words “bidder”, “firm”, “contractor” and “vendor” will be used interchangeably throughout this RFP. Finally, for purposes of this RFP, the use of the terms “shall”, “must” and “will” are used interchangeably when describing the Contractor’s/Bidder’s duties. The selected vendor will be the primary media buyer for all SUNY System Administration marketing, and will be available to each SUNY campus to provide the same services for campus-specific marketing. The selected bidder will work with and take direction from SUNY’s Associate Vice Chancellor for Marketing and Creative Strategy for Systemwide marketing, and with the designated marketing lead at each campus for campus marketing. The selected bidder should have the capacity to quickly and effectively set up short- and long-term media buys across all communications platforms, including but not limited to Google, Meta, native digital display, TikTok, Snapchat, cable and broadcast TV, streaming video and audio, IP-based and geofence targeting, traditional radio, SMS and text messaging, digital and traditional out-of-home placements, and more. Mandatory Bidder Qualifications A contract will be awarded only to a responsible, qualified and responsive Bidder, in a financial position to do the work specified. Proposals will be accepted only from Bidders meeting the Mandatory Minimum Bidder Qualifications set forth in this RFP. The qualifications listed below are minimum requirements, such qualifications are deemed to be material and hence not waivable. Any Bidder proposal that does not meet SUNYs Mandatory Minimum Requirements shall be disqualified from consideration. All proposals received on or before the proposal due date and time and at the email specified in this RFP, will be evaluated by SUNY to determine whether they meet the following Mandatory Minimum Qualifications. Bidders must demonstrate through written response (see Section 2, Part 4) that their firm meets or exceeds the five following requirements: a. Annual US-only demonstrated media advertising buy total of at least $15 million for combined services offered in the calendar year 2025 or within a 12-month period within the past 24 months for which an audited financial statement is available. b. At least five (5) years demonstrated experience in the scope of services of this RFP, as outlined in Part 3 of this section. The bidder must indicate in its response whether any of the functions required under this contract have previously been sub-contracted or assigned to partner agencies. c. A diversified account/client list, including clients in the higher education sector, with a minimum of five (5) active accounts (not limited to higher education), with at least three (3) accounts having annual billings exceeding $1 million. d. A history of lead acquisition or lead generation from the media buys they have completed. e. The ability to operate credit accounts with social media and digital media platforms and to manage lines of credit with those platforms so that the firm can successfully pre-pay these costs or utilize existing lines of credit, with a monthly reimbursement of these costs by SUNY. Business enterprises awarded an identical or substantially similar procurement contract within the past five years: Avoq, LLC Service-Disabled Veteran-Owned Business (SDVOB) SDVOB Goal: 6.00% Minority / Women Business Enterprise contracting goals (MWBE) MBE Goal: 15.00% WBE Goal: 15.00%