Recruitment Advertising Services

The Vendor is required to provide as-needed advertising services for student recruitment.
- The services provided by the Contractor shall include, but not limited to, expertise in brand strategy, creative content development, management of performance driven marketing strategies, provide year-round digital advertising campaigns, and provide Omni channel strategy recommendations.
- Advertising agency that can serve as a strategic marketing partner to lead digital-first, year-round advertising campaigns focused on student recruitment.
- Provide innovative, accessible, and impactful learning to a diverse global community, helping them to meet their personal, academic, and professional goals.
- Strategic Campaign Development
•    Develop full-funnel, integrated digital media campaigns that span awareness, consideration, application, and yield.
•    Provide Omni channel strategy recommendations which could include paid search, paid social, programmatic display, mobile, connected TV (CTV), digital out-of-home (OOH) or other tactics.
•    Recommend targeting tactics by segment.
- Advanced Audience Targeting and Personalization
•    Leverage first- and third-party data, CRM integration, and behavioral insights to deliver AI-driven audience segmentation and messaging.
•    Execute dynamic content personalization using automation tools that adjust creative based on user behavior, geography, device, or demographic characteristics.
•    Create personalized retargeting campaigns that align with key user milestones (e.g., app started, admitted, no deposit, etc.).
- Creative and Content Production
•    Collaborate with agency to produce compelling, brand-aligned creative assets in multiple formats and platforms including video production.
•    Develop creative assets that show visual cohesiveness across the initiatives, while still meeting the unique context and needs of each audience.
•    Scale creative variations using AI-assisted tools to support a/b testing, regional targeting, and channel-specific optimizations.
- Yield-Phase Marketing Activation
•    Deploy segmented and action-based yield campaigns for admitted students, aligned with agency tiered outreach model.
•    Incorporate SMS where applicable, retargeting, and email integration to support yield calls to action (CTAS) (e.g., deposit reminders, admitted student events, campus visit sign-ups).
- Full Integration with CRM and Reporting Systems
•    Integrate campaign data with agency CRMS (e.g., slate, salesforce) for real-time attribution and enrollment funnel tracking.
•    Recommend and chart out automated lead nurturing workflows triggered by prospect actions and lifecycle stages.
•    Ensure compliance with data privacy and accessibility standards.
- Reporting, Analytics and ROI Measurement
•    Provide transparent, real-time dashboards and reports including:
o    Platform-specific KPIS
o    Unique leads generated matching CRM
o    Multi-touch attribution
o    Cost-per-inquiry, application, and enrollment
o    Yield performance by tier and segment
o    Return on ad spend (ROAS) by region and initiative
- The contractor shall include detailed budget tracking and media spend pacing reports to ensure transparency and alignment with fiscal targets.

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