Marketing Strategy and Project Management Consultancy Services

The Vendor is required to provide a marketing consultancy to provide hands-on strategic leadership, project management, and performance accountability for its internal marketing function.
- Partner will work directly with existing staff, manage project execution, improve prioritization, introduce structure, and ensure marketing efforts are aligned with enrollment and institutional advancement goals.
- The consultancy will operate as an extension of the Vice President of Institutional Advancement, Enrollment, and Student Success and will be expected to bring clear direction, candid feedback, and actionable solutions.
- Strategic Marketing Leadership
•    Develop a clear, prioritized marketing roadmap aligned with enrollment and institutional goals
•    Identify high impact initiatives and eliminate or deprioritize low value activities
•    Establish messaging and campaign direction across channels
•    Provide ongoing strategic guidance based on performance data and market rends
- Project Management and Execution Oversight
•    This is the core of the engagement.
•    Implement and manage a centralized project tracking system
•    Establish weekly sprint cycles and clear deliverables
•    Prioritize projects based on institutional impact
•    Ensure deadlines are met and projects move forward efficiently
•    Identify bottlenecks and resolve execution issues in real time
- Team Coaching and Accountability
•    Work directly with internal marketing staff to improve execution and output
•    Provide clear direction on priorities and deliverables
•    Hold team members accountable to timelines and expectations 
•    Identify skill gaps and provide coaching or recommendations
- Campaign Development and Creative Direction
•    Bring campaign concepts and ideas to the team
•    Guide the development of content, messaging, and creative assets
•    Ensure campaigns are cohesive across channels
•    Improve quality and effectiveness of marketing outputs
- Data, Analytics, and Performance Optimization
•    Establish meaningful performance metrics tied to enrollment outcomes 
•    Develop reporting that goes beyond impressions to include engagement, conversion, and ROI
•    Analyze performance across channels and campaigns
•    Provide clear recommendations based on data
•    Channel level performance (cost per click, cost per lead, engagement rates by channel)
•    Conversion metrics across the enrollment funnel (inquiry to application, application to admit, admit to deposit)
•    Return on marketing investment (cost per application, cost per enrollment)
•    How performance will be tracked weekly and reported monthly 
•    What baseline metrics will be established in the first 30-60 days 
•    How underperforming campaigns or channels will be identified and corrected
•    How budget and effort will be reallocated based on performance data 
•    How testing will be structured (creative, messaging, channel, audience) 
•    How insights will translate into changes in strategy, not just reporting
- CRM and Marketing Integration
•    Recommend improvements to current processes and systems
•    Identify opportunities to better connect marketing efforts to the student journey
- Cross Department Coordination
•    Improve alignment between marketing and other functional areas
•    Help prioritize requests and manage intake of new projects
•    Reduce inefficiencies caused by fragmented communication.