Digital Marketing Campaign and Enrollment Management Services

The vendor is required to provide digital marketing campaign and enrollment management services for strategic planning, implementation, and monitoring of digital marketing campaigns tailored to attract prospective students and increase enrollment.
1. Research and analysis:
•    Conduct an in-depth analysis of the target demographic, including potential students' preferences, behaviors, and digital media consumption patterns.
•    Analyze competitors' digital strategies and identify areas for differentiation and improvement.
2. Strategic planning:
•    Develop a comprehensive digital marketing strategy aligned with the university's goals and values.
•    Define key performance indicators (KPIS) to measure the effectiveness of marketing efforts, such as website traffic, lead generation, and conversion rates.
•    Create a content calendar outlining themes, topics, and distribution channels for digital content.
3. Website optimization:
•    Audit the university's website to ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO).
•    Implement strategies to improve website performance, including faster loading times, intuitive navigation, and compelling calls-to-action.
•    Develop landing pages optimized for conversion to capture leads and encourage prospective students to take action.
4. Content creation:
•    Produce engaging and relevant content tailored to the target audience, including blog posts, articles, videos, infographics, and social media posts.
•    Collaborate with faculty, students, and alumni to showcase the university's unique offerings, achievements, and culture.
•    Utilize storytelling techniques to highlight success stories, testimonials, and alumni achievements.
5. Social media marketing:
•    Develop and manage social media profiles across platforms such as Facebook, Instagram, twitter, LinkedIn, and Tiktok.
•    Create engaging social media campaigns to build brand awareness, foster community engagement, and drive traffic to the university's website.
•    Utilize targeted advertising to reach specific demographic segments and promote relevant content.
6. Email marketing:
•    Build and segment an email list of prospective students, parents, alumni, and other stakeholders.
•    Develop personalized email campaigns to nurture leads throughout the admissions process, including informational newsletters, event invitations, and application reminders.
7. Digital advertising:
•    Optimize ad targeting, keywords, and bidding strategies to maximize return on investment (ROI) and reach prospective students effectively.
•    Track and analyze campaign performance, adjusting strategies as needed to optimize results.
8. Admissions support:
•    Collaborate with admissions teams to streamline the application process and enhance the applicant experience.
•    Provide digital tools and resources to assist prospective students in researching programs, scholarships, financial aid, and campus life.
•    Offer virtual campus tours, webinars, and information sessions to facilitate engagement and interaction with prospective students.
9. Analytics and reporting:
•    Monitor key metrics and analytics data to evaluate the effectiveness of digital marketing efforts.
•    Generate regular reports outlining performance insights, trends, and recommendations for continuous improvement.
•    Conduct a/b testing and experimentation to optimize strategies and achieve desired outcomes.
10. Continuous improvement:
•    Stay updated on industry trends, emerging technologies, and best practices in digital marketing and higher education admissions.
•    Conduct regular reviews and assessments to identify areas for optimization and innovation.
•    Solicit feedback from stakeholders and incorporate insights into future initiatives.

- Contract Period/Term: 3 years
- Mandatory Hold Pre-Proposal Meeting and Site Visit Date: October 17, 2025
- Questions/Inquires Deadline: October 22, 2025