New York State Contract Reporter #CM04474

SUNY Systemwide Media Buying and Strategic Planning Services Solicitation

The State University of New York (SUNY) System Administration is seeking a vendor to provide comprehensive media buying and strategic planning services for its central administration and 64 campuses. - Government Buyer: - State University of New York (SUNY) System Administration, Office of University-Wide Procurement - Services Requested: - Full-service media buying and strategic planning for systemwide and campus marketing - Data and trend analysis to inform media strategies - Media buying across digital and social platforms (including Google, Meta, TikTok, Snapchat) - Media placement on TV, radio, print, out-of-home, streaming video/audio, and emerging platforms - Influencer marketing, IP-based and geofence targeting, SMS/text messaging - Strategic media planning, budgeting guidance, campaign monitoring, performance reporting, media negotiation, placement verification, post-buy analysis, billing, and reconciliation - Account management team to coordinate with SUNY System Administration and campuses - Notable Requirements: - Bidders must have managed at least $15 million in US media advertising buys within the past 24 months (with audited financials) - Minimum of five years' relevant experience - Diversified client list with at least five active accounts (three with annual billings over $1 million) - Demonstrated history of lead generation from media buys - Ability to operate and manage credit accounts with major social and digital media platforms - MWBE goals: 15% MBE, 15% WBE; SDVOB goal: 6% - Emphasis on flexibility, detailed media planning, performance reporting, and compliance with diversity and data security requirements - OEMs and Vendors Mentioned: - No specific OEMs required, but platforms referenced include Google, Meta, TikTok, and Snapchat - Place of Performance: - SUNY System Administration and all 64 SUNY campuses (statewide in New York) - Contracting office at SUNY Plaza, Albany, NY 12246

Description

The State University of New York (SUNY) seeks to procure media buying and strategic planning services for System Administration and its 64 campuses for a two-year duration with an option to extend the contract for one additional year. The goal is to bolster SUNY branding in-state and nationwide and increase enrollment. Services include expertise in data and trend analysis, media-buying services for social and digital programming, influencer marketing, TV, radio, print, out-of-home, and other traditional media. The selected vendor will be the primary media buyer for SUNY System Administration marketing and support campus-specific marketing across various platforms including Google, Meta, TikTok, Snapchat, cable and broadcast TV, streaming video and audio, and more.

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