Marketing Campaign Services

The Vendor is required to provide a multi phase international education marketing campaign to strengthen state global presence and support publicly funded post secondary institutions in attracting qualified international students.
- The campaign will deliver coordinated marketing, analytics, and creative services to ensure Alberta’s value proposition is clearly communicated to priority international audiences.
- Objectives:
•    Increase international student interest and enrollment at state publicly funded post-secondary institutions, supporting state 2030’s workforce readiness goals.
•    Establish a unified international education brand for state that reflects affordability, quality, and opportunity, consistent with the international education strategy (2020).
•    Deliver targeted marketing and lead generation activities supported by analytics and performance measurement to enable evidence-based decision-making.
•    Provide actionable insights to inform future international education strategies and recruitment efforts, aligning with the Ministry Business Plan (2025–2028).
•    Promote state research ecosystem as a differentiator for recruitment and economic development priorities.
- Services include:
•    Conduct research and market intelligence to define priority markets and audience segments.
•    Develop campaign strategy, creative concepts, and production of assets for digital and traditional channels.
•    Implement analytics and reporting frameworks to measure campaign performance, conversion, and Return on Investment (ROI).
•    Coordinate with stakeholders as directed by the Contract Manager, including state Advanced Education and Communications and Public Engagement Marketing and Content Services.

- Contract Period/Term: 3 years