About this opportunity
AI summaryMichigan State University seeks a social media agency to increase visibility and enrollment for the Apple Manufacturing Academy through offsite services. The selected agency will develop a strategic roadmap and social playbook, visual identity and creative toolkit, onboarding operations, monthly creative content series, and publishing on Instagram and LinkedIn.
Buyer and opportunity details
- Client
- Michigan State University
- Solicitation No.
- 960604
Scope of work
- Development of comprehensive Strategic Roadmap and Social Playbook including content pillars and platform strategy
- Creation of Visual Identity and Creative Toolkit including editable template suite and content calendar template
- Onboarding operations, logistics, profile optimization, and governance alignment
- Dedicated account management, integrated production, and status syncs
- Development of 8 to 10 creative content moments per month organized across content pillars
- Coordination of 1 to 2 strategic collaboration posts per month across Instagram and LinkedIn
- Daily platform monitoring, light DM support, and community management Monday through Friday
- Monthly performance reports and quarterly business reviews
How proposals are evaluated
| Criterion | Weight / scoring |
|---|---|
| Implementation of Strategy, approach and timelines (Strategic depth, Creative vision, Mission alignment) | 40% |
| Qualification & Experience (including reference verification) | 30% |
| Pricing | 20% |
| Supplier Risk and Compliance (Adherence to legal terms, etc.) | 10% |
Minimum qualifications
- Minimum three years of agency experience delivering social media and/or marketing services, supporting both an academic institution/educational initiative and a major technology company/Fortune 100 company.
- Designate at least one senior-level team member with a minimum of five years of relevant experience in social media strategy, creative direction, or account management.
- Account / Project Manager with at least 3 years of experience in account management, project coordination, timelines, deliverables, and stakeholder communication.
- Digital Creative Lead with at least 3 years of experience in digital content creation, graphic design, and motion graphics/animation.
- Copywriter / Editorial Lead with at least 3 years of experience in content development, copyediting, and brand voice consistency.
- Demonstrated experience collaborating across corporate and academic stakeholders, adhering to brand editorial guidelines, governance standards, and approval processes.
- Disclose any actual or potential conflicts of interest involving Apple or Michigan State University.
Documents to include with your response
- Completed Respondent Information Sheet with 3 required experiences
- Written response to Scope of Work (strategic/creative proposal, visual recommendations, sample editorial calendar, measurement framework, AI disclosure)
- Implementation Strategy and Project Plan
- Signed Pricing Proposal valid for 180 days in the provided template
- Master Service Agreement (if requesting redlines in track changes)
- Optional: Tiered Investment Scenarios
Key dates
- RFP Issue Date
- October 30th, 2026
- Deadline for Respondent Questions to MSU
- November 5th, 2026
- Deadline for MSU Response
- November 9th, 2026
- RFP Response Due Date
- November 13th, 2026, 1:00 pm Eastern
- Shortlisted Suppliers Presentation Agenda and Instructions Provided
- November 18, 2026
- Virtual Presentations
- November 18th to 20th, 2026
- Tentative Virtual Presentations
- November 19–20, 2026
- Estimated Contract Award
- December 2026
How to submit
- Method
- Electronic via email
- Instructions
- Submit proposal, all attachments, and modifications electronically by email to [email protected]. Price proposal must be saved separately from other proposal documents and sent as a separate attachment. Submit documents in a modifiable (native) format (e.g., Word, Excel, Google Docs, Sheets), with optional PDF copies.
Contract details
- Term
- Initial term of two (2) years, with options for renewal subject to mutual agreement between the parties.
- Insurance and bonding
- Workers Compensation Coverage A statutorily required limits; Employers Liability Coverage B; Commercial General Liability minimum $1,000,000 each occurrence/$2,000,000 general aggregate; Automobile Liability covering owned, hired, and non-owned vehicles and statutory PIP; Professional Liability; Cyber Liability Insurance limits no less than $1 million. MSU named as Additional Insured on non-Workers Comp/Professional Liability policies.