Marketing and Communication Services

The vendor is required to provide that marketing and communication services to boost awareness and expand college reach across within our county, within our region and beyond, with the goal of making an immediate impact on enrollment.
- Focusing on a mixed media approach, the consultant shall develop a cohesive mix of recruitment marketing and communication initiatives targeted at prospective students and other pivotal influencers.
- The approach shall blend traditional and digital advertising with direct mailings, social media and other available methods.
- The consultant shall provide recommendations and guidance to the college regarding an appropriate marketing mix and keep abreast of emerging platforms and media.
- The consultant shall propose a marketing and communications strategy for long and short-term strategic goals that will elevate the profile of the college, strengthen the college’s brand, build community relations, and enhance attendance at yield-events – ultimately resulting in increased interest and enrollment in the college’s offerings.
- This campaign should define and differentiate target audiences including underrepresented groups and multilingual constituencies and recommend ways to reach the target audiences locally and beyond.
- Special areas of focus are not limited to but should include: adults (25+); programs such as HVAC, ELT (mechatronics); converting non-credit students to credit pathways; and seniors in high school and their parents.
- Incorporating digital marketing initiatives, survey, and print marketing initiatives; the consultant shall develop and coordinate advertising campaigns informed by market research.  
- The consultant shall write, design and produce marketing materials that are cohesive to the college’s image
- The consultant shall provide administration of the marketing initiatives and assist in managing media planning, negotiations, making recommendations, and placing advertisements
- The consultant shall include an analysis and supporting documentation for each recommended strategy with an itemized budget.
- Digital marketing and social media
• The consultant shall develop a plan that increases the college’s engagement over social media platforms.  
• To develop strategies and guidelines for social media account governance and provide goals with benchmarks for each platform targeted including reaching and engaging current and prospective students, parents of prospective students, alumni and community members through the various social media networks
• The digital marketing campaign should include, but not be limited to, landing pages, microsites, and creating digital assets such as icons, graphics and animations
• The consultant will assist in developing the following social media and digital strategies:
1. Develop a targeted online strategy
2. Search engine marketing strategy and management with measurable progress in google rankings
3. Search engine optimization strategy and maintenance
4. Google analytics assistance and analysis with recommendations
5. Pay per click strategy
6. Monitor the online campaigns and provide analytics on campaign effectiveness
7. Contextual media
8. Behavioral media
9. Lead generation
10. Data capture and re-marketing
11. Programmatic advertising, interactive and display advertising
12. Video advertising
13. Email marketing
14. Content marketing/writing
15. Website and microsite development
16. Social media advertising and management
17. Supporting day-to-day social media efforts and engagement campaigns
- Traditional marketing:
• The traditional marketing and advertising plans should encompass methods such as print, radio, broadcast, outdoor media and direct mailings.
• The consultant shall provide media placement, administration, create advertisements, monitor and ensure accurate successful placement of ads.
• Direct mailings should target prospective populations through the use of postcards, newsletters, etc.
- Technologies slate support
• College utilizes technologies slate as an enterprise standard to run all of the college’s admissions communications and operations.  
• The consultant should have experience with slate and be able to provide support to leverage tools such as the content delivery, workflow development, queries, portals, forms and triggers to customize messages and dynamic recruitment and onboarding initiatives
- Account management and reporting
• Identify a project manager responsible for overall account management and serve as primary contact for the college.   
• Meet with the college staff weekly or monthly as required for initiatives, goals and programming.
• Prepare cost schedules and project sheets for advertising expenditures and other related costs.  obtain college approval of any and all expenditures with regard to authorized advertising by submitting preproduction estimates.  
• Provide weekly status reports, updating the progress of all projects and submit concise written monthly reports.
• develop analytical data reports and key performance indicators (kpis) in collaboration with the college leadership to measure overall effectiveness and performance to be included in monthly detailed reports.  
• It should be noted that strategic plans, creative strategies and other strategic input will be developed by the selected consultant in coordination/collaboration with the college.
• The consultant should be able to recommend strategies to expand the impact of advertising/marketing campaigns allowing for the broadest possible exposure to the target audiences.
• Consultant must demonstrate the ability to strategically plan, integrate, manage and execute an assortment of marketing projects.
• Consultant must be able to identify and exploit opportunities that arise from new and emerging technology.
- Questions/Inquires Deadline: February 28,2025