Out of State Families Marketing Services

The vendor is required to provide out of state families marketing campaign are to:
•    Attract and enroll out-of-state families to the agency.
•    Enhance agency brand visibility and reputation as a top-performing school district nationally. 
•    Position county as a desirable place to live, work, and raise a family, emphasizing the quality of life alongside educational opportunities. 
•    Drive action and conversion, moving prospective families from initial awareness through to completed applications and enrollment.
- Key messaging themes
•    Academic excellence and high-performing schools: highlighting agency national recognition, educational rigor, and high achievement. 
•    Innovative programming and student opportunities: highlighting unique educational programs and opportunities for children at all levels, including a broad array of options to prepare students for life after graduation (concurrent enrollment, career and technical education, IB and ap). 
•    Future ready graduates: marketing should spotlight the extensive programs and courses offered within agency schools which prepare students for a successful life after graduation. 
•    These include career and technical education, concurrent enrollment and work-based learning opportunities within agency comprehensive high schools. 
•    Affordability and cost-of-living benefits: contrasting county with higher-cost urban centers. 
•    Safety and supportive communities: emphasizing secure and welcoming neighborhoods. 
•    Family-friendly lifestyle and outdoor recreation: showcasing the natural beauty, outdoor activities, and quality of life in county. 
•    Emotional connection: resonating with the emotional decision of choosing a school and a new home.
- Include a comprehensive, multi-platform media strategy, with a strong emphasis on digital channels, potentially including, but not limited to the following:
1. Digital advertising:
•    Social media: campaigns on platforms such as Facebook, Instagram, and YouTube shorts and reels for storytelling and lead generation. 
•    Search engine marketing (SEM) and pay-per-click (PPC): google ads to capture high-intent families actively searching for relocation and school information.
•    Over the top (OTT) and connected tv (CTV) and streaming video: targeted video content on platforms such as Hulu, Roku, and YouTube to build awareness. 
•    Programmatic display and retargeting: to maintain top-of-mind awareness and re-engage interested users across various websites and apps. 
•    Podcasts and streaming audio: sponsorships or ads on demographically targeted family, lifestyle, and education-themed podcasts. 
•    Email marketing: sequences to nurture leads and provide information throughout the decision-making journey.
2. Print advertising
•    Print advertising in publications targeted toward young families who may be considering relocation. 
•    Direct mail targeted toward young families who may be considering relocation.
- Creative elements
•    Authentic storytelling: featuring real families, students, and educators from agency. 
•    Visually compelling graphics and infographics: highlighting school rankings, performance data, and lifestyle advantages. 
•    Branded landing page: optimized for lead capture with clear calls-to-action. 
•    Multilingual assets: ensure accessibility of content via automatic translation. 
•    Creative testing and optimization: plans for a/b testing formats, copy, and creative elements, with ongoing refreshes based on performance insights.
- Performance tracking, data capture, and reporting
•    Comprehensive KPI tracking: measuring key metrics such as click-through rates (ctr), impressions, cost-per-lead (CPL), lead-to-application rates, and lead-to enrollment rates. 
•    GEO-tracking and lead journey tracking: identifying high-performing geographic markets and monitoring family progression through the enrollment pipeline. 
•    Real-time data visibility: providing agency with access to dashboards or regular, detailed reports (bi-weekly or monthly) summarizing campaign performance, analytics, and optimization recommendations. 
•    Constituent relationship management: agency does not have a CRM system, so the successful proposer will be able to demonstrate its own proprietary or third-party implementation of a successful constituent tracking system that can be used in lieu of a standalone CRM, and which provides real-time visibility to campaign-specific data. 
•    All data will be provided to agency in a format to be determined at a later date, and agency will retain ownership of all data.
- Budget: $100,000

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: September 26, 2025