Brand Media Buying Services

The Vendor is required to provide comprehensive, enterprise-wide media buying services to support all university marketing and communications teams and support the priorities outlined in the university’s strategic plan, prosperity widely shared.
- Responsible for planning, negotiating, purchasing and optimizing brand marketing across digital, print, broadcast and out-of-home channels.
- Provide services supporting, but not limited to:
•    The university’s ongoing brand campaign
•    Individual campaigns associated with areas of distinction, such as Robotics and AI
•    Signature events
•    Patricia valian reser center for the creative arts (PRAx) campaigns
- Media Strategy and Planning
•    Develop tailored media plans and strategies to meet university goals with maximum efficiency and effectiveness.
•    Provide audience targeting strategies based on campaign goals and audience insights.
•    Recommend channels, platforms, tactics and appropriate budget allocations.
•    Recommend strategies to cost-effectively maximize paid share of voice, 3+ reach and average frequency.
•    Present options for base, recommended and optimal media budgets based on the addressable market.
- Media Buying and Execution
•    Negotiate and purchase media placements across all channels, including: digital (e.g., display, digital audio streaming, social, search), print, radio, linear and nonlinear TV, and out-of-home.
•    Secure additional value-added opportunities and bonus placements.
•    Provide monthly payment reconciliation and credits.
•    Evaluate and test new opportunities.
- Campaign Management and Optimization
•    Monitor campaign performance and adjust tactics as needed to optimize the return on media spend.
•    Coordinate with university teams for creative refreshes and asset delivery.
- Measurement and Reporting
•    Assist university with setting up conversion tracking (across multiple domains when necessary).
•    Deliver regular performance reports (based on creative, campaign and targeting approaches) with actionable insights and key metrics, customized to meet university needs.
•    Adjust strategy based on performance reports and budgets as needed.
•    Provide quarterly business reviews.
•    Provide post-campaign analysis and strategic recommendations.
•    Evaluate creative strategies against best practices and trends.
- Account Management
•    Attend regular planning and status meetings.
•    Provide a dedicated account manager.
•    Collaborate with internal stakeholders and other university vendors, as needed.

- Contract Period/Term: 5 years
- Questions/Inquires Deadline: August 21, 2025