Digital Marketing Services

The Vendor is required to provide digital marketing and advertising services in house to working in close collaboration with an agency of record.
- These campaigns will run across digital platforms, including but not limited to contextual placements, Facebook, Instagram, Google Ads, YouTube, LinkedIn, and TikTok; under the direction of the vice chancellor of marketing and engagement, county will streamline and enhance its digital advertising presence by consolidating efforts through one digital media agency of record.
- Digital Strategy
• Deliver and execute comprehensive, personalized awareness and acquisition campaign strategies for county major enrollment audiences — prospective undergraduate students (first-years and transfers), prospective graduate students, prospective guest students — for an entire enrollment year.
• Dedicate significant resources to testing, iteration, and innovation on strategies to improve conversion rates through the prospective student marketing funnel.
- Creative/design services
• Deliver all visual and written creative assets for all awareness and acquisition campaigns for an entire enrollment recruiting year; county will supply some raw photography and video assets but not final creative unless otherwise agreed upon.
• Collaborate with county creative services and marketing departments on brand standards, use of existing photography and video assets, design strategy, tone, and messaging; final signoff must always come from county designated decision-makers before content is put in the market or changed while in the market; the selected bidder must maintain records of substantive changes to content in the market.
• Commit to rigorous testing and iteration on creative assets throughout the duration of all campaigns.
- Account management/client success
• Commit to weekly calls or meetings (in person or virtual) with county admissions and marketing staff to align on priorities for each of county audiences and related campaigns.
• Provide dedicated account managers for each of county three major audiences.
• Ensure that members of the selected bidder’s team monitor live campaigns daily and make necessary adjustments to optimize performance and media mix.
- Technical marketing services
• Ensure that all tracking pixels and integrations are set up and functioning as required.
• Complete and maintain optimal setup for all digital campaigns across channels and platforms, including but not limited to integrations with the slate CRM, google analytics, and google tag manager.
• Meet with county information and technology (it) staff and technical marketers as needed.
• Continually identify areas for improvement of technical campaign elements, and make such improvements as applicable.
- Return on investment (“ROI”) tracking and reporting
• Provide ongoing weekly reporting on campaign performance and conversion rates throughout the funnel, from awareness to lead generation to enrolled students.
• Set up and maintain three dashboards for campaign performance by audience (undergraduate, graduate, guest).
• In collaboration with county slate CRM administrators and experts, ensure that county is tracking conversion rates through the slate CRM to the best of its ability.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: February 14, 2025