Media Buying Services

The Vendor is required to provide comprehensive advertising and marketing services to support university’s strategic enrollment goals.
- University marketing team to develop, execute, monitor and evaluate a multitude of concurrent, strategic, highly targeted advertising campaigns across multiple platforms and geographic regions.
- requires proven expertise and success in higher education marketing to help attract a diverse mix of students, including traditional undergraduates, graduate students, online learners and post-traditional learners.
- Provide detailed responses demonstrating your capabilities in:
• Digital Advertising (search engine marketing, social media, display, mobile)
• Traditional Advertising (TV, radio, print, out-of-home)
• Media Planning and Buying
• Analytics and Reporting
- Methodologies and tools
- Examples of successful implementations
- Examples of seamless integration with CRM for lead, collection and retargeting efforts.
- Company history and expertise in higher education marketing
-  Performance enhancement strategies
- Operational framework and client engagement process
- Unique value proposition
- Initial Strategy and Onboarding:
• Comprehensive media buying strategy aligned with university goals
• Corresponding evaluation plan
• Team introduction and communication plan, including processes and procedures for file sharing and approvals
- Planning:
• Detailed annual media strategy and budget allocation plan
• Quarterly adjustments to media strategy and budget allocation as required
• Develop key performance indicators
• Annual media calendar
• Schedule evaluation report delivery
• Identify new opportunities to better compete
- Quarterly Deliverables:
• Raw data and narrative performance reports for all active campaigns (Due: Within 15 days of quarter-end), including recommendations for campaign optimizations
• Targeted audience metrics, especially regarding Hispanic/Latinx outreach
- Monthly Deliverables:
• Raw data campaign performance updates with recommendations for optimizing placements and spend
• Budget utilization reports
• Upcoming campaign briefs
- Ongoing Deliverables:
• Bi-weekly status reports or meetings to discuss status updates on active campaigns, timelines for deliverables
• Real-time access to performance dashboards
• Media placement confirmations
• Outstanding account service with timely responses to inquiries
- Annual Deliverables:
• Comprehensive annual performance review and analysis based on year-over-year results
• Strategic recommendations for the upcoming year
• Updated rate cards and media kits, including revised digital creative specifications
- Value-Added Services
• Provide resources, education, and information for Professional development of employees.
• Ability to provide recommendation on building strategic partnerships
• Sharing of knowledge regarding industry trends, changes, and insights.
- Professional Development:
• Ongoing training and professional development programs for staff
• Plan for staying current with evolving marketing trends and technologies
- Succession Planning:
• Strategy for key team member succession
• Process for knowledge transfer and maintaining service continuity.
- Contract Period/Term: 3 years
- Virtual Pre-Proposal Conference Date: March 12, 2025
- Questions/Inquires Deadline: March 19, 2025