The State of Minnesota is seeking a qualified vendor to provide comprehensive marketing and advertising services aimed at supporting recruiting strategies and communications. The vendor will begin by conducting discovery sessions to thoroughly understand the state's mission, values, academic offerings, and enrollment strategies. This phase includes performing both primary and secondary market research to evaluate brand awareness, audience insights, and the competitive landscape.

Based on research findings, the vendor will be responsible for developing an annual advertising plan featuring campaigns designed for priority audience segments. Responsibilities include recommending strategic messaging, channel selection, and budget allocations across a range of platforms such as digital advertising, social media, SEO, print, broadcast, outdoor, and direct mail. The selected partner will also provide creative development, including copywriting, graphic design, and art direction, while ensuring that all materials adhere to established brand guidelines and explore innovative marketing approaches.

Media buying and management are integral components of the contract, with the vendor coordinating purchases, supplying transparent cost estimates, and handling invoicing and reporting in line with state procurement standards. Continued performance monitoring will be required, with the vendor expected to track campaign outcomes and provide timely optimization recommendations based on data-driven insights.