At a Glance
- Buyer: University of Michigan-Dearborn (University of Michigan)
- Industry: Higher education
- Location/markets: Dearborn, Michigan; regional and national recruitment/awareness
- Primary scope: Manage, expand, and optimize multi-channel advertising for brand + student recruitment
- Key deliverables/channels: Strategy/media plan; creative (existing + new as needed); media buying; campaign management; reporting
- Budget: $650,000–$750,000 annual all-in (plus potential one-time/college-specific investments)
- Contract type/term: 3-year agreement with option to extend for two additional 1-year periods
- Key dates: Questions due Jan 30, 2026 (11:30 PM EST); responses Feb 4, 2026; proposals due Feb 27, 2026 (11:30 PM EST); presentations (if required) Mar 9–13, 2026; selection Apr 10, 2026; negotiations Apr 13–May 1, 2026; project start May 11, 2026
- Eligibility/must-haves: Qualified supplier; provide agency overview + relevant experience (esp. higher ed/nonprofit), case studies/references, team bios, strategic approach, sample reports, collaboration model, and detailed pricing (incl. media spend management fees); willingness to sign standard agreement with minimal exceptions
Why This Could Be Interesting
The University of Michigan-Dearborn (UM-Dearborn) is one of the University of Michigan’s three campuses, serving 9,000+ students and recruiting across southeastern Michigan and beyond.
They’re hiring an advertising agency partner to manage, expand, and optimize a multi-channel advertising strategy that supports brand awareness and student recruitment. UM-Dearborn has run a digital-first approach internally since 2015, and signals a step-change in ambition with a substantial budget increase starting July 2026 (annual all-in budget stated at $650,000–$750,000).
This is built for continuity, not a quick sprint: the University expects a three-year agreement with two optional one-year extensions. They anticipate kickoff in May 2026, with the goal of being in-market by September 2026 for the next recruitment cycle—so agencies that can ramp quickly and then optimize over time should find this appealing.
Best suited for agencies with higher-ed or nonprofit experience, strong paid media operations (search, social, programmatic), and comfort collaborating closely with an in-house Integrated Marketing Strategist and senior leadership.
Proposal deadline: February 27, 2026, at 11:30 PM EST.
View the full RFP here.
Download the RFP here.
