Digital Marketing Services

The Vendor is required to provide digital marketing services to support student recruitment for its growing portfolio of fully online programs.
- As demand for flexible, accessible, and high-quality academic offerings continues to rise, the University recognizes the need for strategic marketing efforts that increase visibility, drive engagement, and convert prospective students into applicants.
- CRM systems, particularly Slate, including experience with CRM-based marketing automation, audience segmentation, drip marketing campaigns, and campaign integration.
- Must demonstrate experience in driving comprehensive strategic marketing initiatives that integrate digital marketing, CRM, and enrollment management strategies to advance institutional objectives. Such experience must include the development and execution of regional market segmentation strategies, with the ability to effectively target, optimize, and measure campaigns across both in-state and out-of-state regions.
- Develop and execute a comprehensive digital marketing strategy aligned with the University’s enrollment goals, including conducting market research, identifying target audiences, and allocating budgets across digital channels. Campaigns will target prospective students generally 22 years of age and older who meet University and program admissions requirements and seek to upskill or reskill through high-quality online academic experiences.
- The Contractor will plan, launch, and manage campaigns across platforms such as Google Ads, Meta (Facebook/Instagram), LinkedIn, and email, optimizing for key performance metrics such as click-through rates, cost-per-click, and return on investment. 
- Campaigns must incorporate regional market segmentation strategies to effectively reach both in-state and out-of-state audiences.
- Ensure all campaigns are fully integrated with the University’s customer relationship management (CRM) system, Slate, including marketing automation, audience segmentation, lead tracking, and drip marketing campaigns.
- Provide performance reporting through a digital dashboard, tracking key metrics such as impressions, click-through rates, conversions, and ROI. Reports should deliver clear insights and actionable recommendations to optimize campaigns.
- Design and produce all creative assets required for digital campaigns.
- This includes ad copywriting, digital graphics for ads and email, and video or motion graphics as applicable.
- Landing pages must be WCAG-compliant, integrated with Slate for real-time tracking and reporting, and designed to ensure accessibility for all users.
- Collaborate closely with University stakeholders and participate in monthly strategy calls to review campaign performance, discuss insights from reporting, and provide recommendations.

- Contract Period/Term: 2 years
- Non-Mandatory Pre-Proposal Conference Date: October 1, 2025
- Questions/Inquires Deadline: September 26, 2025