The Higher Ed Request for Proposal (RFP) Toolkit

Plan Smarter. Align Stakeholders. Attract the Right Agency Partner.

If you want to stop losing time to vague or unfocused requests, this toolkit is the essential resource to help your institution finally issue an RFP that finds you the agency that moves your enrollment forward.

Toolkit

Step-by-Step Prep Guide – Align admissions, marketing, and leadership before you send your RFP so everyone’s on the same page.
Ready-to-Use Sections – Background, scope, deliverables, and submission requirements are already structured for you, just customize and go.
Pro Tips from the Agency Side – Guidance on the details that help partners give you stronger, more relevant proposals.
Bonus Internal Checklist – A built-in tool to confirm you’ve covered the essentials before you release your RFP.

47% of higher ed marketers are satisfied with their campaign performance. → That means more than half aren’t seeing the results they want.

31% of higher ed marketers struggle to connect marketing success with enrollment outcomes. → Misaligned RFPs are often to blame when goals, tracking, and outcomes don’t line up.

51% of higher ed marketers don’t have an established SEO strategy. → A smart RFP makes sure your agency partner can fill those gaps.

Less than 60% of higher ed marketers have insight into how leads perform once they move to enrollment. → Your RFP needs to ask how an agency will support lead tracking and reporting.

67% of students start their research on search engines, and more than 90% visit an institution’s website. → Your RFP has to prioritize digital-first strategies (SEO, PPC, content) if you want to compete.

Who This Resource Is For

This guide was built for higher ed teams who:

Struggle to align goals across admissions, marketing, and leadership
Have missed enrollment targets in past campaigns
Want to avoid scope creep, delays, or wasted budget
Are preparing to hire a digital marketing partner in the next 12 months

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Stop sending out RFPs that fall flat. Download your free Higher Ed RFP Template and start the process with clarity and confidence. We promise to only send you the good stuff (like this Toolkit), no boring email blasts.

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About Zero Gravity Marketing

At Zero Gravity Marketing, we're a passionate team of digital strategists, creatives, and problem-solvers who believe in transparency, innovation, and delivering results that matter. Rooted in our core values of curiosity, collaboration, and continuous improvement, we help our clients break boundaries and grow with confidence. When you partner with us, you're not just hiring an agency; you're gaining a dedicated team that genuinely cares about your school's success.

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