Digital Advertising Services

The vendor is required to provide that digital advertising services including ad placement, strategic insight, and ad optimization.
- To engage the services of an expert marketing firm to develop and execute state university digital marketing campaigns, including strategy, media buys, and continual assessment and performance improvement based on best practices.
- To optimize advertising spend and maximize return on investment (ROI) through ongoing evaluation metrics.
- To contract with a firm that is capable of full integration with the slate CRM to leverage first party data in our digital marketing campaigns and provide attribution reports to show how our campaigns help us to achieve our digital marketing goals.
- To partner with a firm that is capable of leveraging artificial intelligence (ai) tools on behalf of state university to improve efficiencies and optimize targeting, creative, social media, emails etc. and analytics to achieve our goals.
- Strategic planning: develop a digital advertising strategy aligned with the university's objectives, target audience and budget constraints with clear, well-defined goals upfront and industry benchmarks provided prior to launches.
- Offeror will research, have knowledge of, and recommend new and emerging technologies to enhance state university digital advertising campaigns and collaborate with state university marketing department on potential for inclusion in campaigns.
- Undergraduate needs analysis: offeror will conduct a needs analysis to include review of enrollment/marketing/admissions plans; existing web and communications; existing print and digital assets, including landing pages; competitors; past paid marketing plans/analytics; and strategic enrollment priorities to achieve the goals of the university next strategic plan.
- The vendor should also conduct individual and small group meetings with key stakeholders to better understand the university, our audiences, and our goals as it relates to undergraduate admissions.
- Project management: this includes overall campaign management: create, implement, and optimize digital advertising campaigns across various platforms such as google ads, Facebook ads, LinkedIn ads, snapchat, Instagram ads, Tiktok ads and other relevant channels.
- Also includes all aspects of the project including pre-production (research, planning, creative), production (platform management, a/b testing, analytics), and post-production (analytics, recommendations for improvement)
- Slate integration: Create parameters in slate on programming to effectively measure reporting on digital advertising trafficking.
- This includes measuring CRM conversions such as form submissions, event and appointment registrations, admissions applications, acceptances, and enrollments and tracking codes from digital ads that can go into slate to store prospect information to get full picture attribution of digital ads.
- Keyword research and optimization: Conduct keyword research, ad copywriting, and ad optimization to improve ad relevance, quality score, and performance.
- Landing page optimization: Create landing pages in our CRM for conversion and user experience.
- Audience targeting: Utilize audience targeting techniques) to reach relevant audiences and maximize campaign effectiveness.
- Includes targeting of prospects from the slate database and also retargeting of our web/social visitors with first party data.
- Performance monitoring and reporting: implement tracking mechanisms, monitor campaign performance in real-time, and provide detailed reports with key performance indicators (KPIS), insights, and recommendations for continuous improvement.
- Artificial intelligence - leverage artificial intelligence (AI) tools on behalf of state university to improve efficiencies and optimize targeting, creative, and analytics to achieve our goals.
- Management:
• Offeror will support the day-to-day management of all digital campaigns and their ad operations.
• This includes media buying, bid adjustments, change out ad copy and creative, account management, ad-serving, and verification and managing compliance with targeting tactics.
• Offeror will work with state university to set up secure file transfers between the offeror and slate, if not a slate preferred partner on or by contract start date, until slate preferred partner status has been approved.
• Offeror will understand state university budget needs and will allocate and manage advertising budget effectively to ensure optimal performance and ROI.
• Offeror will optimize campaigns on a regular basis and as needed to ensure success.
• Offeror will change out ad images on an ongoing basis.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: March 04, 2025