Media Buy Services

The Vendor is required to provide to develop and execute an integrated advertising campaign aimed at recruiting first-year and transfer students for the fall 2025 and spring 2026 semesters.
- The campaign will focus on building awareness during key periods and engaging target audiences - including prospective students, parents, and school counselors—to highlight the value of a Farmingdale education and drive branding, awareness, and recruitment efforts.
- Program-Focused Advertising
•    In addition to general awareness and enrollment marketing, we are seeking program-specific advertising support for the following priority academic areas:
•    Aviation: Professional Pilot BS
•    Bioscience BS
•    Nursing (MS, BS, RN to BSN)
•    Visual Communications: Art and Graphic Design BS and Interaction Design BS
•    Computer Science BS
•    Criminal Justice BS
•    School of Business
- As we move forward, our objective is to build on this momentum by expanding brand awareness and visibility through strategic, multi-platform advertising efforts.
- This media plan will be a collaborative effort, allowing agency the flexibility to select elements that align with the college's strategic direction.
- Provide detailed descriptions and recommendations for each element of the media plan, facilitating a collaborative decision-making process between the parties to ensure the most effective and cost-efficient advertising strategy for the college.
- Create a multi-channel media plan that should include the following:
•    Google grants management
•    Content Targeting
•    Website retargeting
•    Geofencing
•    Meta remessaging
•    Digital advertising platforms (Facebook, Instagram, etc.)
•    Recommend other traditional and non-traditional mediums
- Precise locations, including counties, in the proposed media placements will be:
- Analysis, evaluations, and recommendations based on professional experience, market research, and a strategic framework, but not limited to:
•    Media platforms to be used
•    Weight of each platform in the overall buy
•    Cost for each element of the media buy
•    A list of sizes and formats of recommended media elements
•    Audience size
•    Audience demographics
•    And the number of impressions anticipated
- Strategies and tactical details that support the marketing solution being proposed.
- Media flowcharts, plans, and other data to illustrate the planned placement and costs associated with the media buy (where and when placements will be made)
- Time requirements and projections
- Measurements of success of the media plan/ marketing solution (provide examples); and
- Rationale for decision-making on the media buys
- Proposed breakdown of media costs by outlet (e.g., Facebook, YouTube, TV, radio, etc.), including media outlet payment due dates and payment requirements for all media purchasing
- Confirmation of Contractor’s commission rate to be charged
- Description of experience with account management staff;
- Disclosure of any conflicts of interest
- Any graphic needs that agency needs to provide
- Vehicle by which analytics are provided to agency, whether through regular static reports or interactive dashboard/real-time analytics.
- Budget: $74,000

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: September 05, 2025