Digital Marketing Campaign Services

The Vendor is required to provide out-of-state marketing services that drive awareness, applications, and deposits from prospective students and families.
- Plan and execute a comprehensive, full-year digital media campaign targeting priority out-of-state markets, with a strong emphasis on cost-effective reach and measurable conversions.
-This digital campaign, which will run from October 20 through May 1, 2026, primarily targets out-of-state undergraduate prospects and parents aged 40-50. It is expected that the selected firm will commence services immediately following the award of this purchase.
- This project aims to execute a comprehensive out-of-state digital campaign using channels, including, but not limited to, Google, social media, websites, apps, and podcasts. It requires a digital advertising strategy outlining the channels, execution, evaluation, and execution of the strategy.
- Campaign Calendar
•    Awareness and Applications (Summer–Fall): Paid Search, Display, Meta (FB/IG), TikTok, YouTube, Streaming Audio, CTV, and Twitch to build brand awareness and drive applications.
•    Application Push (Fall/Winter): Retargeting prospective students and parents to reinforce agency value proposition and drive application completions.
•    Yield (spring): Meta and TikTok remarketing to admit students to encourage enrollment deposits.
•    Always-On Paid Search & Display: Maintain a consistent presence to capture high-intent traffic and reinforce brand visibility year-round.
- Audience Segmentation & Messaging
•    Out-of-State Students: “Incredible Value” — agency positioned as a Public Honors College alternative to higher-cost flagship universities.
•    Parents (ages 40–55): Messaging that emphasizes agency as a smart, affordable choice where students are supported individually and known by name.
- Media Buying & Optimization
•    Budget: $74,999
•    Channels: Paid Search, Meta, TikTok, YouTube, Display, Streaming Audio, CTV, Twitch
•    Strategy: Always-on intent channels layered with broad awareness; budgets optimized by cycle, with heavier emphasis on conversions during deadlines and spring yield.
- Performance Measurement
•    KPIs: Apply clicks, Request Info submissions, Deposit conversions
•    Approach: Conversion tracking via GA4, remarketing pixels, list-based retargeting, and ongoing optimization
•    Reporting: Vendor will provide monthly performance reports including channel performance, conversions, and optimization recommendations
- Budget: $74,999

- Questions/Inquires Deadline: September 29, 2025