SLED Opportunity · OHIO · MIAMI UNIVERSITY & OHIO UNIVERSITY
AI Summary
Miami University seeks qualified vendors for integrated marketing and enrollment coaching services to support graduate and online program enrollment. This RFI will shortlist firms for a subsequent RFP. The annual digital marketing budget is about $2 million.
Miami University’s Communications and Marketing Office is seeking information from qualified vendors capable of providing a comprehensive suite of Integrated Marketing Solutions and Enrollment Coaching Services in support of enrollment in graduate, online undergraduate, and other academic programs. The goal is to support prospective students through the entire lifecycle from prospect to enrolled student. The goal of this Request for Information (RFI) is to collect the backgrounds, qualifications, prior experiences, and/or case studies of qualified respondents who could best provide these services to Miami. Respondents should provide all necessary information and documentation to demonstrate how they can provide the key portions of this service for Miami; Services, Qualifications, Past Work Experience. At the end of this RFI, the University will be shortlisting three (3) qualified firms and inviting them to participate in an invite-only Request for Proposal (RFP) to further define their response and to collect financial proposals. 03/05/26 - Addendum 1 Released - Questions/Answers --- Q&A --- Q1: Is there a certain response format that Miami is requesting? A1: There isn't a prescribed response format for this RFI. Vendors may structure their responses in a format of their choosing. However, responses should clearly and comprehensively address all requirements and criteria outlined in the RFI document. Please ensure your submission is organized in a way that allows the review team to easily identify how each requirement has been addressed. Submitted: 2/27/2026 09:41:24 AM (ET) Q2: Who will serve as the primary point of contact and day-to-day decision-maker for the Integrated Marketing partner, and how will Communications & Marketing and EMSS share oversight and accountability across the enrollment funnel? A2: Cathy Heinz and Nikki Ferrell (both on the enrollment marketing and communications team within the marketing department) lead the partnerships with agencies that provide digital advertising campaigns that are directly related to student enrollment goals. The marketing department has a very strong relationship with EMSS and works in partnership in efforts that support student enrollment. Submitted: 2/27/2026 09:05:04 AM (ET) Q3: Are there priority growth programs for FY26/FY27? A3: Yes. Each year we have 20-30 online/grad programs that are prioritized for dedicated marketing and enrollment coaching because of enrollment and revenue potential. We're currently planning program prioritization and enrollment goals for 2027 terms. Submitted: 2/27/2026 09:04:53 AM (ET) Q4: Are there minimum or maximum media spend expectations per program? A4: We have had program-specific budgets in the past but no longer place such strict limits on program-specific spend. Our focus is more on generating enough-top-of-funnel activity to support designated enrollment goals for each prioritized program. Submitted: 2/27/2026 09:04:25 AM (ET) Q5: What is your anticipated budget for this work, and specifically the split between media spend and professional fees? A5: The budget can vary from year to year. Our current annual budget for digital marketing of adult-learner programs is about $2 million (including all agency fees and media spend). Agency fees are typically a percentage of the media spend. Submitted: 2/27/2026 09:04:08 AM (ET)
SLED stands for State, Local, and Education. These are solicitations issued by state governments, counties, cities, school districts, utilities, and higher education institutions — as opposed to federal agencies.
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