Media Planning and Buying Services

The Vendor is required to provide media buying and planning services agency to support our marketing and advertising initiatives.
- Provide media planning and buying services in English and Spanish across the following mediums, depending on recommended media strategy:
•    Cable TV/CTV/OLV
•    Print
•    Ooh and transit
•    Digital out of home
•    Radio
•    Programmatic audio
•    Programmatic display
•    Regional publications (digital print)
•    Google search and SEM
•    Social media: meta, Reddit, TikTok, YouTube, snapchat, next-door
•    Other media as needed
- Requirement:
•    The media buying agency will provide a strategic plan to ensure the media placement is reaching potential new students in county.
•    The plan and ad placement should aim to not only increase enrollment but also promote other larger initiatives such as: open house, our non-credit programs, our centers in as well as our academic programs.
•    Primary audience includes: students (high school students, parents of high school students, adult learners, visiting and guest students, credit and non-credit seeking students),
•    Secondary audience: Middlesex county residents, k-12 staff, local community business partners, and alumni. 
•    Below is a breakdown of our current student demographic:
1.    Enrollment
o    Headcount: <17,000
o    Full Time: 47%
o    Part time: 53%
o    Student to faculty ratio: 20 to 1
o    Academic degree programs: 95+
o    Students transfer to four-year institutions: 58%
o    Undeclared: 13%
o    18% of Middlesex county high school graduates enroll at college.
o    Noncredit enrollments: <8,000
o    Percent live in Middlesex county: 91%
2.    Ethnicity
o    Hispanic percent: 34%
o    White percent: 22%
o    Asian percent: 20%
o    Black percent: 10%
o    Two or more percent: 14%
•    The media buying and planning agency should focus on increasing the college enrollment rates, brand exposure, and increasing reputation in the region through sponsored content and thought leadership opportunities. 
•    The awarded agency will maintain communication with the media buying agent on status of all purchases, negotiate and purchase media buys from competitive sources, and the recommend alternative media options.
•    Provide the college a live analytics dashboard, detailed campaign performance reports, and host quarterly reporting meetings.
- Provide a three-tier package for a $300,000 budget, $400,000 budget, and $500,000 budget to allow the college an opportunity to evaluate what media placement can be achieved at the specified budgets.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: September 15, 2025