The Vendor is required to provide full-service, experienced, and highly qualified marketing and advertising firms to serve as a strategic partner in the development and execution of integrated recruitment and brand-building campaigns.
- Requires an agency capable of interpreting institutional priorities, producing research-driven creative concepts, designing and executing multi-channel advertising, and optimizing media placements to drive measurable enrollment growth.
- Serves a diverse student population, including high school students, working adults, career changers, online learners, and lifelong learners across academic, workforce training, and personal enrichment programs.
- In this environment, our future partner will help the college build strategies that prioritize messages and align campaigns throughout the year.
- To be considered, bidders must demonstrate the ability to manage multiple product campaigns with overlapping audiences and competing priorities.
- Strategic Planning
• Conduct market research, competitive analysis, and audience segmentation.
• Develop an annual integrated marketing and media strategy aligned to agency brand position and enrollment priorities.
• Recommend message prioritization across agency diverse portfolio—including degree programs, workforce training, continuing education, agency Online, transfer pathways, early college access, and high-achieving student recruitment.
• Provide strategic counsel on year-round enrollment cycles and campaign timing.
- Creative Development
• Develop research-driven campaign concepts that strengthen agency brand and drive inquiry, application, and registration.
• Produce creative assets for digital, social, mobile, streaming, outdoor, print, video, and campus/event promotion.
• Ensure all creative aligns with agency brand identity and accessibility standards.
• Refresh campaign creative as needed based on insights and performance.
- Media Planning, Buying, and Optimization
• Develop, negotiate, and execute a full media plan that includes:
• Paid search (SEM)
• Paid social (Meta, TikTok, LinkedIn, others)
• Streaming video and audio
• Display and programmatic
• Outdoor and transit
• Traditional print, as appropriate
• Utilize geo-targeting, behavioral targeting, and demographic segmentation to reach priority audiences.
• Provide continuous optimization to maximize return on investment and increase enrollment impact.
- Performance Measurement and Reporting
• Establish key performance indicators (KPIs) aligned with recruitment, brand awareness, and engagement goals.
• Implement robust media tracking through online reporting tools and real-time dashboards.
• Provide monthly and quarterly performance reviews with actionable insights and optimization recommendations.
- Collaboration and Client Services
• Maintain thorough and ongoing documentation of media plans, creative assets, optimizations, and outcomes.
• Provide efficient client, budget, and contract management including estimates, approvals, invoicing, and reconciliation.
• Work collaboratively with agency leadership, internal creative teams, enrollment marketing, and digital strategy to ensure campaigns are integrated across all channels.
• Participate in regular reporting and planning meetings to provide proactive recommendations based on market trends and student behavior insights.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: January 20, 2026
