SUBJECT: ADVERTISING/MARKETING SERVICES CONTRACT
In May 2006 Washburn University invited fourteen marketing/advertising firms to submit proposals for the provision of integrated marketing services for recruitment, image and brand building, and communications to various constituencies.
The University has enjoyed considerable success in these areas over the past several years evidenced by enrollment growth and a significant increase in positive awareness of the University across the state.
In 1998 the Board of Regents approved the Marketing Plan as an integral part of the Strategic Initiatives 1998-2003. The Marketing Plan was designed to support the Recruitment Plan, the evolution of the student body and the growth of the University.
The University has worked with an advertising agency for over a decade. This relationship has been based on a continuing memorandum of understanding and has produced positive results. The University, in partnership with its ad agency, has implemented the Marketing Plan employing a variety of media, including print, television, radio and electronic.
Four firms submitted proposals. These proposals were evaluated based upon:
A. Familiarity with the University
B. Adequacy and completeness of proposal
C. Creativity of proposal
D. Compliance with terms and conditions of request
E. Ease of administration of project
F. Costs associated with the proposal
The contract does not specify fixed expenditures. Expenditures are based upon the services requested of and provided by FryeAllen, Inc.
The Administration recommends contracting with FryeAllen, Inc. for the provision of advertising/marketing services. FryeAllen, Inc. has been the University's ad agency for over ten years. It is the consensus judgement of the reviewers that FryeAllen, Inc. submitted the best proposal with the best pricing.
President Farley recommends Board of Regents approval of contracting with FryeAllen, Inc. for advertising/marketing services for the University.
(date) Jerry B. Farley, President