Paid Digital Marketing and Advertising Services

The vendor required to provide online marketing strategies, placements, tracking, a-b testing, optimization, reporting, and refining placements on campaigns, actively adjusting to improve ROI.
- Operational requirements
•    Assessment of our current digital advertising campaigns to benchmark and make recommendations.
•    Setup and deployment of all digital marketing and advertising campaigns.
•    Consulting on best practices in digital advertising and enrollment marketing for public universities, such as university.
•    Expert services in display advertising, PPC, video ads (YouTube, OTT), geofencing, meta, Tiktok, x or blue-sky social media ads, look-a-like audiences, and campaign strategies.
•    Access to real-time, custom reporting dashboard and conversion metrics.
•    Monitor paid media campaigns and optimize the campaigns to improve performance and efficiency.
•    Ability to integrate with university CRM technology and social media management tools.
•    Access to an account executive for ongoing questions and campaign optimizations, and timely response to campaign needs.
- Operational performance
1. Audience identification
•    Prospective and current students: segment audiences by demographics, interests, and behaviors (e.g., transfer students, adult learners, working professionals, international students). 
•    Underrepresented minority and low socioeconomic status students who have faced barriers to completing higher education. 
•    Alumni: engage alumni for referrals. 
•    Local business leaders who can advise workers of options to advance their career. 
•    Peer institutions
•    Geographic focus: target campaigns locally, nationally, or internationally, depending on the audience.
2. Messaging and content strategy
•    Value proposition: highlight unique aspects of the college, such as academic excellence, programs of study, career outcomes, flexible programs, attainable programs, or new degree offerings. 
•    Call-to-action (CTA): use clear CTAs for applications, inquiries, or event registrations.
•    A-b testing and both visual and content messaging optimization.
3. Channels and platforms
•    Search engine marketing (SEM): use PPC google ads to target students searching for educational opportunities.
•    Social media: leverage platforms like Instagram, Facebook, LinkedIn, Tiktok, X or BlueSky, and YouTube, based on audience preferences. 
•    Display outreach, mobile location targeting, and retargeting ads: keep our institution top-of-mind with visual ads.
4. Budgeting
•    Allocation: assign budgets based on campaign objectives, channel performance, and audience reach. 
•    Testing: allocate funds for a/b testing of ads and content to optimize performance. 
•    Total budget is not yet determined or guaranteed but estimated at $175,000 annually for grad programs, and $120,000 annually for the online-degree completion program. 
•    Budgets inclusive of ad budget and agency fees.
- Budget: $175,000 annually

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: February 4, 2026