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Marketing & Creative ServicesRequest for Proposal (RFP)RFP Title: UND Website RedevelopmentRFP Number: 43-2017Issued: October 4, 2016Purpose of RFP: The University of North Dakota is requesting proposals from qualified Contractors toconduct a website redevelopment project.Prepared by the University of North Dakota Procurement Services DepartmentPage 1 of 25RFP # 43-2017

TABLE OF CONTENTSSECTION ONE – INSTRUCTIONS. 41.0 PURPOSE OF THE RFP . 2.1.13.1.14.1.15.PROCUREMENT OFFICER CONTACT INFORMATION . 4ASSISTANCE TO INDIVIDUALS WITH A DISABILITY . 4SECRETARY OF STATE REGISTRATION REQUIREMENTS . 4NOTICE PROVIDED . 4RFP SCHEDULE . 5QUESTIONS AND REQUESTS FOR CLARIFICATION . 5OFFER HELD FIRM . 5OFFEROR RESPONSIBLE FOR COSTS. 5PROPOSAL SUBMISSION DEADLINE . 5AMENDMENT AND WITHDRAWAL OF PROPOSALS . 5PROPOSAL OPENING – LATE PROPOSALS REJECTED . 6NEWS RELEASES. 6CONFLICT OF INTEREST . 6ATTEMPT TO INFLUENCE PROHIBITED . 6COLLUSION PROHIBITED . 6SECTION TWO – BACKGROUND . 72.0 BACKGROUND INFORMATION . 72.1.BUDGET . 8SECTION THREE – SCOPE OF WORK . 93.0 SCOPE OF WORK . 93.1.3.2.3.3.3.4.APPLICABLE DIRECTIVES . 9INFORMATION TECHNOLOGY SOLUTION . 9PRODUCT SUPPORT AND CUSTOMER SERVICE REQUIREMENTS . 14OFFEROR EXPERIENCE AND QUALIFICATIONS MANDATORY REQUIREMENTS . 14SECTION FOUR – PROPOSAL . 154.0 PROPOSAL PREPARATION AND SUBMISSION . 154.1.4.2.4.3.4.4.FORMAT & PROPOSAL SUBMISSION INSTRUCTIONS . 15TECHNICAL PROPOSAL . 16COST PROPOSAL. 19SIMILAR WORK . 19SECTION FIVE – PROPOSAL EVALUATION . 205.1 AWARD . 20UND INTENDS TO AWARD A CONTRACT TO THE RESPONSIBLE OFFEROR WHOSE PROPOSAL IS DETERMINED TO BERESPONSIVE TO THE REQUIREMENTS OF THE SOLICITATION AND IS DETERMINED TO BE MOST ADVANTAGEOUS INCONSIDERATION OF THE RFP EVALUATION CRITERIA.EVALUATION CRITERIA . 205.2 PROPOSAL EVALUATION . 205.3 COST PROPOSAL EVALUATIONS – RECIPROCAL PREFERENCE . 205.4 CLARIFICATIONS OF OFFERORS – DISCUSSIONS. 215.5 RIGHT OF REJECTION . 215.6 PRESENTATIONS OR DEMONSTRATION . 215.7 BEST AND FINAL OFFERS . 21Page 2 of 25RFP # 43-2017

5.8 NEGOTIATIONS . 225.9 CONTRACT APPROVAL . 22SECTION SIX – CONTRACT INFORMATION. 236.1 NORTH DAKOTA CONTRACTUAL REQUIREMENTS – BACKGROUND . 236.2 CONTRACT TERMS AND CONDITIONS – OFFEROR’S PROPOSED CHANGES . 236.3 CONTRACTUAL TERMS AND CONDITIONS – NO MATERIAL CHANGES .23BECAUSE UND MAY ONLY OBLIGATE THOSE FUNDS THAT HAVE BEEN APPROPRIATED TO IT BY THE LEGISLATIVEASSEMBLY AND MAY ONLY OBLIGATE THOSE FUNDS FOR THE PURPOSES FOR WHICH THE FUNDS WERE APPROPRIATED,UND WILL NOT AGREE TO CLAUSES WHICH MAY OBLIGATE IT TO PAY FOR CLAIMS THAT MIGHT EXCEED ITS CURRENTFUNDING APPROPRIATION . 256.4 SCOPE OF WORK . 256.5 CONTRACT TERM. 256.6 COMPENSATION . 256.7 TAXES . 25ATTACHMENTS1.2.3.Cost ProposalProposal Evaluation ProcessContractPage 3 of 25RFP # 43-2017

SECTION ONE – INSTRUCTIONS1.0PURPOSE OF THE RFPThe University of North Dakota (UND) is requesting proposals from qualified Contractors to conduct awebsite redevelopment project using its existing content management system, OmniUpdate. TheUniversity is seeking a comprehensive solution to help reinvigorate its Web presence to support thecreation of a student-centric website that is marketable and user friendly, while integrating socialfeatures, sharable content and abundant imagery.1.1.PROCUREMENT OFFICER CONTACT INFORMATIONThe procurement officer is the point of contact for this RFP. Offerors shall direct all communicationsregarding this RFP to the procurement officer.PROCUREMENT OFFICER: Jana ThompsonE-MAIL: [email protected]: 701-777-2126TTY Users call: 7-1-1FAX: 701-777-39481.2.ASSISTANCE TO INDIVIDUALS WITH A DISABILITYContact the procurement officer, as soon as possible, if an individual with a disability needs assistancewith the RFP including any events in the RFP schedule so reasonable accommodations can be made.1.3.SECRETARY OF STATE REGISTRATION REQUIREMENTSContractors conducting business with University of North Dakota must be registered with the NorthDakota Secretary of State. Information on registering can be found /index.html. Offerors must comply with the followingregistration requirements:Proposals will be accepted from unregistered offerors. The successful offeror is required to completethe registration process within 60 calendar days from the date a notice of intent to award is issued. Ifthe successful offeror does not register within this time, its proposal may be rejected.If you have any questions regarding the registration process, contact the Secretary of State’s Office forassistance at 701-328-4284 or e-mail [email protected] PROVIDEDThis RFP and any related amendment and notices will be posted on the North Dakota StateProcurement Office Online Services website. Offerors are responsible for checking this website to obtainall information and documents related to this RFP: tmOfferors may request to receive notices related to this RFP by contacting the procurement officer inwriting with the following information: RFP title, business name, contact person, mailing address,telephone number, fax number, and e-mail address.Page 4 of 25RFP # 43-2017

1.5.RFP SCHEDULEEVENTRFP issuedDeadline for Submission of Questions and Requestsfor Clarification bySolicitation Amendment with Responses to Questionsand Requests for Clarification issued approximately (ifrequired)Deadline for Receipt of Proposals byOn-site PresentationsNotice of Intent to Award issued approximatelyContract executed approximatelyContract start approximately1.6.DATEOctober 4, 20162:00 PM CST, October 14, 2016October 19, 20162:00 PM CST, November 1, 2016November 29, 2016December 6, 2016December 12, 2016December 15, 2016QUESTIONS AND REQUESTS FOR CLARIFICATIONOfferors should carefully review the RFP including all attachments. Questions or requests forclarification must be submitted to the procurement officer in writing by the deadline identified in the RFPschedule. Include a reference to the applicable RFP section or subsection. E-mail is the preferredmethod of submission.Responses to question and requests for clarifications will be distributed as a solicitation amendment,unless the question can be answered by referring the offeror to a specific section of the RFP.1.7.OFFER HELD FIRMOfferors must hold proposals firm for at least 90 days from the deadline for receipt of proposals. UNDmay send a written request to all offerors to hold their offer firm for a longer time period of time.1.8.OFFEROR RESPONSIBLE FOR COSTSOfferor is responsible for all costs associated with the preparation, submittal, presentation, andevaluation of any proposal.1.9.PROPOSAL SUBMISSION DEADLINEAn offeror is responsible for ensuring that its proposal is physically received by UND prior to thedeadline for receipt of proposals identified in the RFP schedule. A solicitation amendment will be issuedif this deadline is changed.Offerors assume the risk of the method of dispatch chosen. UND assumes no responsibility for delayscaused by any delivery service. Postmarking by the deadline shall not substitute for actual proposalreceipt by UND. A proposal submitted orally, by email, by fax, or by other electronic means will berejected. Proposals may be faxed or electronically transmitted to a third party who must put in aproperly addressed envelope or package and deliver it to UND prior to the deadline.Proposals will be secured and held unopened until the deadline for receipt of proposals. As proposalsare received, the outer envelope will be annotated with the date and time of receipt. An offeror maycontact the procurement officer to inquire whether its proposal has been received.1.10.AMENDMENT AND WITHDRAWAL OF PROPOSALSOfferors may amend or withdraw proposals prior to the deadline for receipt of proposals. Noamendments will be accepted after the deadline unless they are in response to UND’s request. Afterthe deadline, offerors may make a written request to withdraw proposals and provide evidence that asubstantial mistake has been made, and UND may permit withdrawal.Page 5 of 25RFP # 43-2017

1.11.PROPOSAL OPENING – LATE PROPOSALS REJECTEDA public opening will not be held. At the specified date and time, each proposal will be opened in amanner to avoid disclosure of the contents to the competing offerors. Proposals delivered late will berejected.1.12.NEWS RELEASESOfferors shall not make any news releases related to this RFP without prior approval of UND.1.13.CONFLICT OF INTERESTUnder procurement rules, a North Dakota University System employee or official shall not participatedirectly or indirectly in a procurement when the NDUS employee or officials knows of a conflict ofinterest. Potential conflicts of interest include NDUS employees or their immediate family membersemployed by the firm, seeking employment with the firm, or with a financial interest in the firm. Potentialconflicts of interest will be addressed in accordance with SBHE Policy 611.41.14.ATTEMPT TO INFLUENCE PROHIBITEDOfferors must not give or offer to give anything to a UND employee or official that might influence, orappear to influence procurement decisions.1.15.COLLUSION PROHIBITEDOfferors must prepare proposals independently, without collusion.Page 6 of 25RFP # 43-2017

SECTION TWO – BACKGROUND2.1BACKGROUND INFORMATIONUND is the state’s flagship research university, with nearly 15,000 students, 225 fields of study, andaccredited professional schools of law and medicine. In addition to its extensive undergraduateprograms, UND offers 40 online degree programs and 84 graduate programs.On July 1, 2016, Mark Kennedy became UND’s President. Under his new visionary leadership, UNDwill enhance its marketing and communication efforts. Reinvigorating the website is a top priority.Content Management SystemOmniUpdate (OU) provides the content management system for most UND websites. Since the launchof the OU-based website in 2011, work has focused on migrating content to OU and training UND’s500 content developers who create, publish and manage their own content with little oversight. Thishas resulted in 30,000 OU pages, many of which are plagued by outdated, poorly constructed andduplicate content.No major website revisions have occurred since 2011, but some enhancements have included a customcalendar embed, online form processing and emailing, reusable code snippets, database-driven facultydirectory, and custom OU templates for select landing pages.Note: This project does not include any UND websites that will remain outside of OU.GovernanceEfforts to establish Web governance have failed in the past; therefore, the UND website is notgoverned by a Web policy. Developing a Web Governance Policy is a mandate of the newly formedUND Marketing Council, whose work is expected to occur concurrently with the proposed project.A project team will be formed, under the direction of the Provost, to make final decisions regarding theproposed effort.TemplatesUND OU pages generally fall into one of three categories:1. Academic templates are typically used by colleges, schools, departments or units whosemission is predominantly teaching or research. These templates have horizontal globalnavigation (orange bar), a unique logo in the header, and custom home page templates.2. Nonacademic templates are reserved for units that provide the leadership and/or services thatkeep the University operating and on mission. These templates do not have horizontal globalnavigation and use the primary UND logo in the header.3. Organization templates are used by student organizations, individual faculty sites, universityaffiliates, and events. These templates offer some flexibility in layout, color schemes and fontchoices.It is expected the abovementioned template structure will change as a result of this project.IntegrationsThe UND OU site has system integrations that may be impacted by this project. It is expected theContractor will assume responsibility to: Troubleshoot technical issues that could arise.Provide integration owners with specifications to replicate the new template and navigationstructure.Page 7 of 25RFP # 43-2017

Create new templates for OmniUpdate with the flexibility to accept a variety of futureintegrations.Integrations present on the site that must be taken into consideration for the proposed effort include,but are not limited to: Bomgar Chat SoftwareCustom Embedded Apps: Job Openings Database, TINT, A-Z Index, DirectoriesEmergency NotificationsFaculty FinderGoogle Search ApplianceSocial Media EmbedsTARGET AUDIENCEUND does not currently leverage an Intranet-based environment. To prepare for an eventualtransition, it is anticipated that the website will be split into two separate navigation structures withdifferent target audiences for each site.1. A marketing site will serve primarily prospective students and their parents. It will also have a strong focus on serving current students. Secondary audiences for this site include:a. Research Communityb. Government Constituents (state legislature, city government, etc.)c. Business and Industry (entities who employ graduates, and those seeking University partnerships)d. Donorse. Athletic Fans2. A publically accessible internal site in OU that serves faculty and staff.GOALSThe project has several goals, stated in order of importance:1. Shift to a responsive design framework using the existing content management system,OmniUpdate.2. Provide a visitor-centric, rather than organization-driven, information architecture andnavigation.3. Redevelop the site into a marketing hub to attract the right students to UND with relevantcontent, calls to action and a fresh design.4. Convert the UND calendar from an outdated custom application into an off-the-shelf, enterprisegraded calendaring software providing synchronization with industry-standard calendarsincluding Outlook, iCal, and Google Calendar.5. Ensure the site complies with required federal and state accessibility standards.2.1.BUDGETUND has not established a budget for this contract.Page 8 of 25RFP # 43-2017

SECTION THREE – SCOPE OF WORK3.0 SCOPE OF WORKThe intent of this project is to redesign UND's OmniUpdate system into a responsive,marketable and user friendly site.3.1.APPLICABLE DIRECTIVESThis information technology project is subject to the following directives: 3.2.SBHE Policy 1901.3 related to Information Technology Project ManagementNDUS Procedure 1901.3 related to Information Technology Approval ProcessINFORMATION TECHNOLOGY SOLUTIONA. RequirementsThe proposal should include specific tasks and milestones required for successful implementation ofeach phase listed below. Additional tasks that exceed the list of minimum deliverables may be includedin an addendum to the financial proposal.A design and approval process will be articulated by the Contractor and approved by the UND ProjectTeam. The selected Contractor can expect to work collaboratively with the UND Project Teamthroughout the duration of the project, although the Contractor will be expected to perform all proposedtasks. Please describe the proposed methodology for this effort.AnalysisPlease describe the process the vendor will use to analyze the work that will need to be performed. Keyareas that need to be included are: How the Contractor will utilize the full access of our Google Analytics on OU websites in order toevaluate effectiveness and optimize functionality of analytics as leveraged throughout theinstitution. This should include reviewing current Google Analytics configuration and reports, andmaking suggestions for collecting or analyzing data. Usability for prospective students is a top concern. Please describe the testing tools andmethodology, proposed by the Contractor. Any third party tools will need to be included in thecost proposal. Key areas should include user task analysis, readability, site navigability,accessibility, and user experience. A competitive analysis will be performed by the Contractor. Specifically, UND is looking for waysto differentiate its online presence from North Dakota State University and University ofMinnesota – Twin Cities. Please describe the methodology the Contractor will use and theanticipated output. Please describe how the Contractor will conduct in-person on-campus stakeholder interviews orfocus groups with select administration, faculty, staff, and current students in order to gatheradditional stakeholder information.Based on findings from this phase and the Contractor’s knowledge of best practices, the Contractormust deliver a strategy report that drives subsequent project phases. Please describe what this reportwill look like and other information it will contain.Information ArchitectureThe objective of this phase is to provide a more visitor-centric, rather than organization driven,information architecture and navigation. Using knowledge gleaned from Phase I, Phase II will bePage 9 of 25RFP # 43-2017

accomplished by performing a comprehensive site audit and making suggestions to rename,reorganize, and add/remove pages. Additionally, the site must be divided into external and internalcontent, with specific attention to content for faculty and staff separated from marketing content.Deliverables from this phase include an audit report and a sitemap that clearly defines global navigationand subpage navigation.Template Design and TestingThe Contractor must provide a minimum of three unique responsive design concepts with eachconsisting of a home page and inner page layouts. Schematics/wireframes along with creative artworkand copy are to be included with each concept. The designs must strictly adhere to the UND IdentityGuidelines (UND.edu/identity). The templates must fulfill best practices for usability and accessibilityand comply with federal and state accessibility standards. Ease of use for the end user (contentdeveloper) must also be considered. The Offeror must provide proof of meeting these guidelines.Please describe how you intend approaching meeting these standards.The concepts will be reviewed by the project team and one concept will be selected to develop the newtemplates. Responsive template development should include: Design basics such as multiple layouts, a pattern library, web-friendly fonts, page printingoptions, icons, graphics, etc.HTML and CSS that retains mark-up references in order to limit the amount of content thatneeds to change in OU.XSL that uses potions of the current XSL to transform raw content in OU pages into usablewebsite pages.Programming (ColdFusion and PHP) to pull together different parts of the pages such asheaders, footers, and more complex pages or content.OU templates (TCF and TMPL files) with flexible layout options.Open graph compatible meta data.Search engine optimization.The Contractor will work with the UND Project Team to test (e.g., code validation and fix bugs) templates.Content Creation and MigrationMuch of the site content will remain the same; however, there will be changes in the following areas: Key Marketing Pages – The Contractor is to create up to 30 marketing-focused pages,including the UND home page and primary landing pages. New pages must includedocumentation of SEO initiatives implemented, including projected Google search rankingsamongst top site keywords.Content (Copy/Graphics/Videos) – The Project Team will use its photography database toupdate photography; however, new body copy, graphics and video elements are expected fromthe Contractor for key marketing pages.Calls-to-Action – Generating action (e.g., getting prospective students into the admissionsfunnel, having current students share pages via social media) will require changes to copy andpage functionality.New Calendar – UND’s calendar system is custom and no longer meeting needs. A new offthe-shelf calendar system including full synchronization capacity with Outlook and industrystandard calendaring such as CalDAV, Google Calendar etc. must be selected by theContractor and integrated throughout the site.Page 10 of 25RFP # 43-2017

A formal protocol will be established by the project team to audit existing content in OU and prepare itfor migration into the new templates. The Contractor will serve as a consultant during this process. TheContractor will provide UND with a training guide to be used by content developers prior to andfollowing the site launch.Please describe how the Contractor will support UND with this process including the possibility ofcollaborating with OmniUpdate directly to assist with the migration of content to the new templatesusing the OU Campus Migration Tool.Post-Launch Usability Testing and SupportThe Contractor is expected to test the effectiveness of the site post launch by repeating the usabilitytesting conducted in Analysis to confirm the success of the design. Please describe the process theContractor will use to re-test usability.The Contractor will provide 160 hours of post-launch support to the UND Project Team. Pleasedescribe the support services the Contractor will provide.OPTIONAL ADD-ON TASKSThe following items are options that UND would like the Contractor to describe and price as optionaladditional services to be provided. These costs will not be included in the price evaluation but may beconsidered during contract negotiations.Task 1: Recommendations ReportThe UND website has been in a state of underperformance for several years, resulting in the need torethink many of its most fundamental aspects. The Contactor should use the information gleaned fromthis project in conjunction with industry knowledge of best practices to prepare a formalrecommendation report. Items that could be addressed in the report include, but are not limited to: Content maintenance/managementEmail or other digital marketingIntranet optionsSharable contentSocial mediaWeb governanceWeb staffingOfferors should describe how they would accomplish this task.Task 2: Central Academic Program WebsiteCurrently, online content for UND’s 225 academic programs is managed differently by individualdepartments, the Office of the Registrar, and separate recruitment offices (undergraduate, graduate,online, medical and law schools). The goal of this task is create a streamlined and convenient singlelocation where prospective students can review all academic programs and take next steps.Step 1: The Contractor will evaluate and recommend one of the following approaches. Note: Customapplications will not be considered.1. Use UND’s existing CourseLeaf instance by changing the look, content and feel of the catalog.Example: guide.berkeley.edu.2. Pull content out of CourseLeaf and embed it wherever applicable (e.g. department sites,academic degree programs pages) in OU templates.Page 11 of 25RFP # 43-2017

3. Use an off-the-shelf software that integrates with OU.UND must make a decision regarding the approach before subsequent tasks start.Step 2: The Contractor will create one custom template to be used by

RFP # 43-2017 Marketing & Creative Services Request for Proposal (RFP) RFP Title: UND Website Redevelopment RFP Number: 43-2017 Issued: October 4, 2016 Purpose of RFP: The University of North Dakota is requesting proposals from qualified Contractors to conduct a website redevelopment project.