Digital Marketing Planning Execution and Optimization Services

The Vendor is required to provide digital marketing strategy, execution and Optimization services to support college-wide marketing initiative.
- Provide digital marketing planning, execution, and optimization services, with an emphasis on actionable planning and cost-effective execution.
- Provide strategic insights and recommendations, but proposals should prioritize campaign planning, execution, and ongoing optimization over large, upfront strategy development.
- Not only efficiencies and cost savings, but also a strategic partner who can deliver measurable impact on student applications, event registrations, community engagement, and brand awareness.
- Provide proactive insights, performance recommendations, and reporting, thus ensuring every marketing dollar is optimized for performance.
- Digital Marketing Planning, Execution, and Optimization
•    Collaborate with college to design, implement, and optimize campaigns that aligns to institutional objectives, including, recurring, ad-hoc, and innovative campaigns that support brand awareness, student recruitment, events, program-specific initiatives, international outreach, Continuing Education, College services, and Partner Solutions.
•    Audience discovery and targeting: a clear methodology for identifying, refining, and validating target audiences, ensuring campaigns are directed at the right people and spaces.
•    Campaign development and optimization: how audience insights inform channel selection, creative direction, and campaign setup; plus how data is used to refine targeting and improve outcomes over time.
•    Budget approach: while proposals may provide an overall budget outline and indicative CPL/CPA benchmarks informed by higher education data, the emphasis should be on how spend decisions are made once audiences are validated, rather than prescriptive upfront allocations.
- Market and Data Analysis 
•    Conduct market and audience analysis to ensure alignment with campaign objectives and to inform selection of appropriate and effective strategies, tactics, and optimizations.
•    Utilize college internal data, CRM and analytics platforms (Kentico CMS, Fresh sales CRM, GA4, Looker Studio, Power BI), along with agency-sourced and third-party data.
- Performance Measurement and Reporting 
•    Provide timely campaign reports, monthly KPI dashboards, and term/annual ROI summaries that measure impact and connect results to outcomes such as student applications, program inquiries, and event signups. 
•    must flag underperforming campaigns mid- light and recommend corrective action plans, while benchmarking performance against both past college results and higher education industry standards. 
•    Reporting must include actionable insights, clear attribution across channels, and highlight any data limitations. Findings should directly inform ongoing optimization and future campaign planning.
- Cultural Relevance and Inclusivity 
•    Ensure all campaign creative and messaging aligns with inclusive imagery and language guidelines, while complying with all relevant legislative and regulatory policies (e.g., accessibility, equity, anti-discrimination).
- Digital Media Administration 
•    Manage all digital media billings directly with vendors and invoice College. 
•    Vendors should disclose any platform partnerships that may result in advantageous rates for college.

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: October 20, 2025