Digital Marketing Services

The vendor is required to provide digital marketing service to assist in developing a longitudinal digital and social media marketing campaign to raise awareness.
- Requirements
•    Identify ideal target audiences for each of the specific educational programs noted above, and develop creative messaging designed to encourage those different target audiences to enquire and convert them as appropriate into qualified leads. 
•    Create an overall, and program specific, digital-marketing strategy which positions these specific agency programs, and the school, as top-of-mind for potential undergraduates, graduates and professionals and business enthusiasts in state and more widely in the rest of county. 
•    Develop a comprehensive digital advertising campaign that communicates the school of business mission and value proposition, and its unique offerings, which also proactively optimizes the messaging to maximize leads, lower the cost-per-lead and maximize the number of applications to each of the different and specific programs. 
•    Develop landing pages for each of the specific programs, respective email marketing campaigns, and overall social-media marketing campaign, that at the very least meets, and where possible, significantly exceeds higher education industry benchmarks for social media marketing campaigns, and effectively communicates the school of business mission, value proposition and unique program offering; and,
•    Identify the optimum digital advertising channels appropriate to the overall school awareness campaign and each of the different and specific programs and their respective target markets. 
•    These will likely include, but are not necessarily restricted to meta-ADS, google ads and LinkedIn.
- The relevant dashboards for the various digital social-media ads for each of the specific program elements, and separately for the general awareness campaign, including:
•    Strategy development
•    Analyze all previous data on accounts
•    Competitor analysis
•    Integrating tracking codes
•    Setting up conversion events and testing the events
•    Initial setup of ads
•    Initial keyword research and compiling negative keywords (Google Ads)
•    Initial creation of the dashboard
•    Initial creatives and copywriting (5 creatives per program objective)
- Develop and utilize strategies and technologies to block VPNs, bots and other individuals from abusing the google ADS platform as appropriate. 
- Google Ads charge by the click, these strategies will need to demonstrate and ensure as far as practicable that the budget for digital ads is spent on legitimate prospects.

- Contract Period/Term: 6 years
- Questions/Inquires Deadline: September 26, 2025