Full-Service Digital Media Planning and Buying Services

The Vendor is required to provide a centralized full-service team that oversees advertising, marketing, social media, communications, events, creative services, and photography.
- The team within agency currently plans and buys all off-line media internally. Digital media is currently planned and bought through a third-party.
- The funnel includes overarching strategy at a brand institute level with full-time and Flexible Learning advertising through to more conversion-focused campaigns for specific Schools, areas of study, programs, and courses.
- Build a digital media strategy for the Institute and each of its schools/stakeholders to implement advertising objectives.
- Create a media plan and blocking charts for each unique campaign and build out strategy and tactics, providing data and rationale for each media chosen including benchmarks and optional frequency.
- Coordinate with marketing team at agency on deliverables to understand messaging and media specifications.
- Suggest ways to optimize the campaign buy to ensure the best rates and weighting are achieved and media mix/advertising objectives are met across all channels.
- Prepare and distribute technical specifications/advertising material guidelines and booking deadlines to Marketing team at agency.
- Forecast the cost of each campaign and provide a media purchase authorization form to the client to pre-approve the buy.
- Recommend digital marketing strategies for current and future planning, being a strategic partner in planning and preparations for digital innovation and evolution.
- Book all digital media, including but not limited to, paid social, display, video streaming platforms, and SEM on behalf of the client.
- Monitor performance and recommend optimizations to enhance performance, including A/B testing of ad copy, and provide mid-campaign pacing update. Recommend in a timely fashion any adjustments to online tactics if performance does not meet objectives.
- Review creative assets to ensure compliance to media specifications.
- Provide regular reports on performance including wrap reports on completion of a campaign.
- Create and manage budget control reports (BCR), including tracking credits and monthly accruals owed.
- Provide post-analysis (reporting) of the campaign/media performance.

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: February 20, 2026