Marketing Strategy Media Buying and SEO Services

The Vendor is required to provide for an agency to assist with strategy, messaging, creative direction, and media buying to support marketing and communication efforts.
- Provide to plan, develop, and execute a comprehensive digital and no digital advertising strategy on behalf of the colleges.
- Our partnering agency will optimize our digital advertising dollars and unify our messages across all platforms producing qualified leads, increasing program enrollment, and engaging prospective students.
- The agency will work with the colleges to improve Search Engine Optimizations for the websites.
- Services include:
•    Digital advertising strategy development: create a detailed digital marketing strategy that aligns our advertising messages and meets our enrollment goals.
•    Advertising campaign management: plan, execute, and manage advertising campaigns across various digital platforms including but not limited to paid search, retargeting, social media, display, and geo-targeting. Provide guidance and placement services for additional channels that may include print, radio, billboard, and other media. The colleges prefer an agency that does not add extra charges above advertising placement.
•    Analytics and reporting: monitor campaign performance, adjust in near-real time to maximize, and provide regular analytics reports to measure effectiveness and ROI. Provide the college marketing team dashboard access. Provide meaningful analytics beyond views and clicks.
•    Creative content collaboration: work with the team to develop engaging content for all assets including landing pages, graphics, videos, and written content.
•    Streamlining creative production: provide training and tools to generate content for multiple placements that meet brand guidelines. Explore dynamic landing pages and other assets to create highly customized experiences.
•    Search engine and website optimization: analyze search terms and work with the colleges to optimize websites for SEO. Analyze websites to provide impactful, data-based recommendations.
•    Mentorship and training: the ideal vendor will be knowledgeable in community and technical college marketing best practices and will share that knowledge with the college marketing team.
- Provide a search engine optimization strategy (SEO) and tactics to improve the colleges’ websites.
- Outline any expectation of services or commitments to be provided by the colleges and a timeline for those services.
- Hold strategy meeting to discuss goals, key messages, budget, and channels
- Provide recommendations for yearly media buy based on marketing plan and goals Description
- Secure media inventory and provide creative direction for advertising
- Obtain approval for all ads
- Monitor results
- Meet monthly or as needed with marketing team to review results, make recommendations for adjustments, and finalize coming month’s plans
- Provide monthly written reports
- Maintain media calendar to ensure media is timely and according to specs.
- Budget: $375,000-420,000.
- This budget includes:
•    Agency fee
•    Reporting costs
•    Media buy
•    SEO
•    Consulting and strategy.

- Contract Period/Term: 2 years