Media Planning Creative and Buying Services

The Vendor is required to provide that media planning, creative and buying services.
- Expertise in 1) digital marketing strategy, 2) creative services and 3) media buying services for a full suite of social and digital programming, as well as CTV, out-of-home, and other traditional media.
- Senior Communication and Marketing Officer and should have the capacity to quickly and effectively set up short- and long-term media buys across a variety of platforms, including, but not limited to: Google, YouTube, Meta, LinkedIn, Snapchat, CTV and IP-based and geofence targeting.
- A marketing agency partner with expertise and experience in digital marketing strategy, creative services and media buying.
- a full-service media buying and planning services firm to develop and execute a comprehensive, continuous advertising program aimed at increasing brand awareness among prospective undergraduate and graduate students and driving conversions.
- Key conversion metrics will include:
• Undergraduate and graduate lead generation
• Applications for admission (first-year, transfer, graduate)
• Registrations for campus events aimed at prospective students.
- Strategic media planning: expert solutions in utilizing the most effective and efficient media for the individual campaign goals and objectives as determined by agency;
- Creative development in collaboration with the university’s in-house team;
- Buying and placement for specific demographic and geographic targets within and outside of state;
- Monitoring the effectiveness of each and every media buy, providing specific and detailed purchase information and analysis, collaborating with the communication and marketing digital strategy team to track conversions and other agreed-upon KPIS, and presenting opportunities to refine campaign tactics or reallocate resources to improve performance.
- Account Management
• Provide a seasoned media account team that will work collaboratively with agency to manage the activities of the account.
• Media buy schedule – proposed schedules for media buys must be provided to agency before the launch of a campaign is approved; schedules should include media type, target audience, length of time, costs, relevant KPIS and projected return on investment.
• Campaign status reports – monthly campaign reports (schedule agreed upon per campaign phase between agency and contractor); the reports will include the recommended and executed optimizations for media resulting from the review of status reports.
• Meeting schedule –staff will be responsible for meeting virtually or in person with agency communication and marketing staff once a month (or more frequently as agreed upon by agency and contractor) to report on buy status, present media campaign buy proposals and summarize completed media campaign results.
- Strategic Media Planning
• Analyses, evaluations and recommendations based on professional experience, market research and a strategic framework, including but not limited to:
• Audience size, location and demographics
• Strategies and tactical details that support the marketing solution being proposed
• Media plans and other data to illustrate the planned placements and costs associated with media buy
• Time requirements and/or projections
• Industry trends and/or new developments in media strategy, media planning and buying in order to employ new methods as they become available. - Creative Development
• Collaborate with the university’s creative team to develop, test and refine advertising creative for media buys on channels, including, but not limited to:
• Social: Meta, LinkedIn, TikTok
• Digital: Google Search, Google Display, YouTube, Native Display, IP Targeting, Geofencing, Retargeting
• Television: Digital/OTT will be the priority; local/regional TV may be included as budget permits
• Out of Home: in particular markets for specified time periods as budget permits
• Additional recommended new media strategies.
- Media Negotiation and Placement:
• Provide media buying strategies that reach the target audiences as identified by agency;
• Obtain the size and format information for all ads based on placement, and develop advertising creative in collaboration with agency;
• Negotiate best rates, added-value and make-goods and provide reports or summaries of the value additions and make-goods;
• Recommend potential cost reduction ideas for media buying plans;
• Manage electronic distribution of media;
• Maintain direct relationships with account managers at all social media accounts to prevent any periods of time where the campaign suffers from lack of delivery; and
• Track each media buy from initial request to completion.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: April 07, 2025