Marketing Services

The vendor is required to provide for their digital advertising and broader enrollment marketing efforts as needed.
- The division of university marketing and communications (marcomm) oversees marketing, brand management, communications, community affairs, engagement, social and digital media for the university.
- Goal setting, strategy and administration
• Specific goals and measurable metrics will be established at the start of each effort and agreed upon by both the firm and university’s unit paying for the work.
• Goals will be dependent on the nature of the effort. for efforts involving strategy development, the firm must provide an estimated number of hours to complete the task with the agreed upon outcomes, while areas such as digital media buys must work off a contract-wide rate sheet.
• The university’s unit paying for the work maintains ownership of all integrated marketing strategy and creative work; and administrative access to all digital accounts associated with its advertising.
• This includes, but is not limited to mcc accounts, social advertising accounts, business managers, and google ads.
• If the firm has a specialized demand-side platform or other dashboard that is used for reporting, this reporting must align with data available in google analytics or other commonly used platforms for transparency.
• All creative work must adhere to university’s brand guidelines.
• Have semi-annual strategy sessions to summarize work developed and performance to date; discuss forward-looking initiatives, program launches and determine areas of focus for the coming six months.
• Each session is estimated to be 1-3 hours (or longer) dependent on agenda needs.
• Sessions can be virtual.
- Market research and education
• Analyze the competitive landscape and provide a strategic view of were university’s stands vs other similar competitors.
• Ability to formulate effective market testing strategies to pursue new programs or expand existing programs.
- Paid media
• Recommend and measure channel and campaign-level performance with metrics in line with project or program goals such as video completion rates, click-through rates, engagement rates*.
• Negotiate with digital media providers to explore inventory, negotiate volume pricing, and maximize efficiencies of spend and multiple campaigns.
• Research, develop, recommend and implement media plans and associated paid ad tactics to achieve performance goals. paid media may encompass digital and traditional recommendations and channels include, but are not limited to Instagram, Facebook, LinkedIn, snap chat, Tiktok, YouTube, Ott, display ads, and paid search.
• AD assets may be created in-house or require firm support.
• Research, develop, recommend and implement media plans encompassing paid and organic tactics to achieve performance goals. paid media may encompass digital and traditional recommendations across a wide range of channels and include areas run by firm or marcomm.
• Organic recommendations may entail SEO or storytelling options that work in tandem with paid efforts to achieve performance goals. organic recommendations will predominantly be executed in-house by marcomm, but any university’s unit may request firm capabilities to support organic efforts when needed.
• Provide connectivity and access to real-time reporting to ad platforms.
• * Internal performance goals include conversions in apply now clicks, visit clicks, and application starts on our own website (tracking our website data to be a collaborative effort between your team and our team).
- Creative
• Ability to develop a range of higher-level to program-specific creative concepts. concepts must work across traditional and digital placements as identified by the hiring university’s unit.
• Ability to develop and iterate on a wide range of ad assets with associated copy variants for program- specific ad campaigns
• All working files associated with creative or other deliverables paid for will be provided free of copyright and licensing fees, for use by universities as needed.
- Reporting and invoices
• Provide bi-weekly reports on campaign-level performance to either facilitate responsive adjustments to ad content or directly make adjustments.
• For any paid media campaign work provided, firm is expected to establish a reporting schedule semi-monthly or monthly to discuss overall channel performance with associated reports and upcoming efforts
• Work with units to ensure appropriate digital tracking is set up in all platforms to enable effective ad reporting in google analytics, google ads, social accounts and other platforms as appropriate.
• Setup for digital campaigns must enable university’s unit to view performance independently of any firm-specific platforms and maintain advertising in absence of firm.
• Provide a monthly status report containing the following to be used for invoicing and program management purposes by university’s unit:
o Overall spends
o Segmented spend dependent on the scope of work and a written summary of work undertaken that month and notable performance metrics (VCR, ctr, er in digital platforms and apply now clicks, visit clicks, RFI submits and application starts on our website).
o Anticipated work efforts for the following month. where appropriate, indicate estimated
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: May 22, 2025