Digital Advertising Services

The vendor is required to provide advertising and marketing services which may include all google and paid searches, online display ad campaigns search engine optimization (“SEO”) campaigns, as well as some traditional advertising.
- Research
•    College will provide contractor all available information on strategic and marketing plans, existing marketing materials, and access to current online marketing data and analytics (i.e., google analytics and AdWords).
- google AdWords and pay-per-click (PPC)
a. keyword generation 
•    Contractor will work with college to review currently used keywords and make recommendations on removing and adding keywords for each geographic region. 
•    These words will be used to develop college paid search ad campaigns.
b. Ad copy generation and testing
•    Contractor will work with college to create ad copy that is consistent with brand efforts and found motivating (based on industry knowledge and competitor landscape) to college programs and brand team audiences. 
•    Attention to wording of the ads is crucial to ensuring that college does not pay for unnecessary clickthrough traffic
•    Multivariate tests on all ads to include ads not in the google network (i.e., banner ads) to determine what performs well and what should be changed for future ads.
c. Google AdWords ongoing campaign, optimization, and quality service 
•    Contractor will work with college to approved keywords, landing pages, and ad copy
•    The ongoing campaign process to optimize the bids to ensure college money is being spent effectively and efficiently. 
•    To minimize cost, contractor will focus on raising the quality score of college’s campaigns. 
•    This can be done a number of ways including adjustments to copy, key words, and the landing pages. 
•    Optimizations and adjustments should be provided in the monthly conference calls with college. 
•    Conduct and implement identified optimizations, at minimum, on a weekly basis and may be asked to provide optimizations at the discretion of college. 
•    Contract directly with google to place the ads. contractor will submit monthly invoices to the school for the amount spent with google in the previous month. 
•    Make recommendations to, and work with, college to set monthly budget for PPC and google AdWords spend based on peak search months for college and other determined keywords, as well as key months for college recruiting cycle (application deadlines, events, etc.).
d. Digital video campaign 
•    Contractor will research, launch, and test PPC and connected tv video campaigns. 
•    Make recommendations on target audience and ad contents and will work to optimize the bids to ensure that money is being spent effectively and efficiently. 
•    Meet with college monthly to evaluate the budget, discuss trends, and to determine the best timing for promoting and placement of the ads. 
•    Provide optimizations, updates, or changes to the PPC and connected tv video campaigns.
e. Digital radio 
•    contractor will research, launch, and test PPC and digital radio campaigns. 
•    make recommendations on target audience and ad contents and will work to optimize the bids to ensure that money is being spent effectively and efficiently. 
•    meet with college monthly to evaluate the budget, discuss trends, and to determine the best timing for promoting and placement of the ads. 
•    provide optimizations, updates, or changes to the PPC and digital radio campaigns.
- SEO
a. Audit and reporting 
•    provide annual audit of lee college websites for improvement or optimization opportunities. 
•    the audit will result in a report of findings (a minimum of three (3) pages) including SEO optimizations, keyword frequency, and competitor data that would lead to improvements of college websites.
- Online display ad campaign
a. Execution and banner ad development 
•    review existing branding assets and concepts to resize or build out additional banners for advertising. 
•    generate a minimum of two (2) variations to conduct a | b testing. 
•    work with college to ensure that the ads are developed to be compelling and effective.
b. Banner ad placement 
•    Utilizing contractor resources, contractor must identify key advertising websites, networks, and social media platforms to develop innovative spaces and tactics to ensure college brand message reaches an engaged, prospective student audience. in addition to standard banner ads, contractor will work with college to design, develop, and implement a retargeting program that serves banner ads to prospective students after they visit college specified websites. 
•    Conduct a | b and multivariate tests on all ads to determine what performs well and what should be changed for future ads. 
•    Make changes and modification to the ads based on what varying copy or images yield the best results (click thru and goal completion such as event registration)
- Management of additional advertising campaigns
•    College to manage and coordinate additional digital media placements with regional and national publications (in key markets), local publications, and other key publications and websites. 
•    Digital or print media placements with local media publications such as the business journals, chronicle, BusinessWeek, and any other publications with advertising opportunities that provide a value outside of what contractor can provide (such as home page takeovers in the weeks leading up to key events). 
•    Work directly with other publications to submit artwork and handle negotiations for the ads placed on the publication’s website. 
•    College will set the advertising budget.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: August 13, 2025