Digital Marketing Services

The vendor required to provide digital advertising marketing strategy, creative development, and media placement.
- Strategy and campaign development
•    Collaborate with state to develop an integrated, omnichannel strategy and media plan for awareness, engagement, and lead-generation campaigns across emerging platforms, including (but not limited to) google ads, meta, Tik-Tok, YouTube, and programmatic display. 
•    Demonstrate proficiency in leveraging first-party data and CRM integrations (i.e., slate, constant contact) for audience segmentation, remarketing, and lookalike modeling. 
•    Recommend new and emerging technologies—including ai-assisted optimization tools—to enhance campaign efficiency, targeting, and creative performance. 
•    Ensure all creative concepts, messaging, and deliverables adhere to state official brand guidelines, maintaining consistency in tone, color, typography, photography, and all current accessibility standards. 
•    Produce ad copy and creative assets for multiple formats (static, video, animation, and vertical short-form) with quarterly creative refreshes and ongoing consultation with the university’s marketing team.
- Campaign management
•    Demonstrated experience integrating slate CRM data and tracking full-funnel student journeys—from initial ad click to application, acceptance, and deposit—will be viewed favorably. 
•    While not required, slate proficiency is considered a significant advantage. 
•    Provide continuous optimization and data-driven management of all digital campaigns, including media buying, bid strategy, ad placement, and creative testing. 
•    Maintain strict adherence to monthly and annual budget limits, ensuring transparent tracking and no hidden fees. 
•    Comply with FERPA, GDPR and CCPA, and state data privacy standards; maintain all campaign data as the property of state. 
•    Employ brand safety and ad fraud prevention measures to protect state reputation across all platforms. 
•    Provide full implementation of conversion tracking, UTM tagging, and google analytics 4 integrations linked to slate CRM.
- Reporting and analysis
•    Provide state with access to a real-time performance dashboard (google data studio, looker studio, or equivalent) tracking impressions, reach, ctr, CPC, conversions, and cost-per-lead. 
•    Deliver monthly performance summaries by the 5th of each month, including analysis, insights, and optimization recommendations. 
•    Conduct quarterly strategy review meetings to assess campaign effectiveness and alignment with KPIs such as brand awareness lift, inquiry generation, and application conversions. 
•    Maintain all campaign data and performance reports for a minimum of 24 months and provide full data exports upon request.
- Creative deliverables
•    Produce creative assets that align with state visual and verbal brand standards, including required accessibility features (captioning, alt-text, contrast compliance). 
•    Deliver complete sets of ad variations for all active platforms (minimum four ad sizes per campaign). 
•    Refresh campaign creative at least once per quarter and collaborate with university staff on ongoing updates or seasonal rotations. 
•    Ensure messaging reflects the university’s brand personality—brave, open, creative, energetic, supportive, and nimble—and reinforces the brand essence “empower your passions.” 
•    It should also reinforce our current theme “small classes, vibrant campus, big outcomes.”.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: February 23, 2026