Comprehensive Marketing Plan & Services

Request for Proposal (RFP):
Comprehensive Marketing Plan & Services
Project Overview & Background
The Muskegon Area Promise Zone Authority (PZA), is now leading a decade's worth of work
and foundation built by our local college access network, Muskegon Opportunity - along with the
Muskegon Area Intermediate School District (MAISD). The Muskegon Area Promise is
dedicated to providing post-secondary educational opportunities by covering qualified education
expenses for eligible area students attending Muskegon Community College, Baker College,
Nuvo, or approved local vocational training centers. Following major program
updates-including the elimination of GPA requirements, retroactive coverage to 2015
graduates, and no expiration date-the program's reach is expanding exponentially.
Despite this opportunity, many eligible students, parents, and community members are unaware
of the program or do not fully understand how to access it. To address this gap the organization
is seeking proposals from qualified marketing agencies to help build a strategic marketing plan.
Project Objectives
Increase community awareness and student utilization of the Promise scholarship across
target school districts.
Conduct research to identify where current community messaging and awareness break
down.
Define a strong brand purpose and message platform.
Develop a written Marketing Communications Plan with clear campaign strategies,
recommendations, and timelines.
Provide ongoing support and regular updates to leadership and the Promise Zone
Authority Board.
Scope of Work
Research & Discovery
Briefly describe how your business, firm or agency can assist with marketing audits,
stakeholders sessions or community surveys.

Marketing Communications Plan
Briefly describe how your business, firm or agency can assist with strategy development, brand
identity, and outcome measurement.
Ongoing Management in Collaboration with the MAISD
Briefly describe how your business, firm or agency can assist with SEO/AEO optimization, social
media content, graphic design and/or media/production.
Reporting & Governance
Briefly describe how your business, firm or agency can assist with reporting metrics and
analytics to ensure our return on investment remains a priority.
Project Timeline & Milestones
Briefly describe what your business, firm or agency estimates will be needed to ensure
discovery, strategy and execution are done with excellence.
Proposal Submission Guidelines
Proposing agencies should submit a proposal containing the following information:
Agency Profile & Team: Overview of firm, key team members, and demonstrated
experience working with educational, municipal, or nonprofit organizations.
Case Studies: Examples of past client success in raising community awareness,
engagement, or program participation.
Strategic Approach: Description of the agency's methodology for research, strategy
creation, and ongoing execution management considering collaboration with the MAISD.
Cost Structure: Detailed pricing model outlining initial fees versus support plans or
recurring retainers, as well as clarification on any costs associated with advertisements,
printing, third-party media buys, etc.
Please submit all proposals to Megan Byard Karaba, Career and College Readiness Program
Director via email at mbyard@muskegonisd.org. by Wednesday September 30, 2026. Promise
Zone management will review and recommend proposals for Board review in November.