Unified Media Buying and Digital Advertising Strategy Services

The Vendor is required to provide to unify media efforts, work with the marketing and admissions department to build a media strategy, and build effective ad campaigns.
- Strategy and planning
• Build an annual media strategy aligned with enrollment goals
• Create a full-funnel framework that reflects how students discover, explore and choose great falls college
• Recommend channel mix and budget allocation
• Identify target audiences and feeder regions
• Plan campaigns around academic cycles and program priorities
• Establish shared KPIs that reflect meaningful progress
- Media buying and execution
1. Digital advertising
• Social platforms such as Meta, Instagram, LinkedIn, etc.
• Search platforms such as google ads and Microsoft ads
• Display and programmatic advertising
• Retargeting based on site behavior and impression data,
• YouTube and online video
• Connected TV and streaming platforms
• Digital out-of-home
• Email and SMS if applicable
2. Traditional advertising
• Broadcast TV
• Broadcast radio
• Print
• Billboards and out-of-home
• Direct mail, including pixel-triggered retargeting
- Creative support
• Suggest college-produced stories, photography and video to ensure alignment with campaign goals
• Identify when content is becoming stale based on performance data and audience behavior
• Recommend refresh cycles and new creative angles that support the full-funnel strategy
• Brainstorm with the content team to shape new story ideas, themes and formats
• Adapt existing content into ad-ready assets for each platform
• Provide copywriting for paid placements that reflects the warm, confident tone of the river otter community
• Conduct a/b testing to guide creative improvements
- Reporting and analytics
• Live dashboards for all active campaigns
• Regular reporting with clear interpretation of data
• Monthly strategy meetings with actionable recommendations
• Insights that connect media performance to enrollment outcomes
• Transparent budget reporting with no hidden fees
- Communication and account management
• A dedicated senior strategist leads the partnership
• Clear communication between agency and internal teams
• Timely response to performance issues
• Full access and permissions of ad accounts.