Allentown School District Marketing & Communications Services RFP 2026

Marketing and Communications Strategic Plan, Annual communications and campaign calendar, District brand audit summary, Brand positioning and narrative framework, Messaging framework for key audiences, District brand guidelines and visual identity standards, Brand toolkit for schools, Programs, Athletics, And departments, Campaign strategy and go-to-market plans, Integrated campaign calendars, Campaign creative concepts and messaging, Campaign landing pages and conversion pathways, Enrollment and recruitment campaign materials, Program-specific promotional materials, Attendance or informational campaign materials, Campaign performance summaries and recommendations, Campaign messaging aligned to District-approved and executive communications frameworks, Paid media strategy and audience targeting plans, Media plans by campaign or initiative, Creative assets for paid media placements, A/B testing plans and results, Budget pacing and optimization reports, Monthly or campaign-based paid media performance reports, Content strategy and editorial calendar, Written content, Graphic design assets and templates, Photography services and curated photo library, Video assets, Content libraries, Website communications and content recommendations, Website architecture and UX recommendations, Accessibility, Usability, And SEO audit summaries, SEO content strategies and keyword recommendations, Landing page designs or wireframes, Digital performance summaries and recommendations, Community outreach toolkits and materials, Press releases, Media advisories, And media kits, Speechwriting background materials, Talking points, And message adaptations, Community survey instruments and summary reports, Internal communication toolkits and templates, Change-management communication materials, Presentation materials and informational handouts, Crisis communication templates and protocols, Scenario planning and preparedness documentation, Post-incident communication summaries, Performance measurement framework and KPIs, Campaign analytics and dashboards, Enrollment funnel analysis, Media sentiment summaries, Monthly and/or quarterly performance reports, Executive-level summary reports, Project plans, Timelines, And milestones, Status reports and action trackers, Meeting agendas and summary notes, Documentation of approvals and deliverable tracking

Understanding of the District's Needs and Quality of Approach, Scope of Work Responsiveness and Work Plan, Relevant Experience and Past Performance, Team Qualifications, Capacity, and Continuity, Measurement, Analytics, and Performance Management, Project Management and Communication, Cost Proposal and Overall Value