Media Buying and Consulting Services

The Vendor is required to provide comprehensive media buying, consulting, and related services.
- Objectives of this engagement include:
o    Develop and implement strategic advertising and marketing campaigns
o    Ensure coordinated media placements across university units
o    Provide actionable insights and analytics to optimize campaign performance and inform strategy.
- The University’s marketing objectives include, but are not limited to, brand awareness, student enrollment, event promotion, and industry engagement.
- Objectives vary by university unit and factors such as enrollment cycle, audience, and goals.
- Media buying and consulting services may include, but are not limited to:
•    Media Buy / Campaign Development
o    Handle media buys of all sizes
o    Analyze and recommend advertising strategies and tactics across all media types including:
1.    Search Engine Marketing
2.    Display
3.    Social Media
4.    Podcasts & Connected TV
5.    Print
6.    Out of Home
o    Buy and place ads across various disciplines and industries
o    Handle media buys in a variety of markets (state, regional, national, and international)
o    Coordinate sponsorships on behalf of University units
o    Negotiate for value-added merchandising and leveraging of placement space
o    Collect key information from university representatives to develop advertising strategy and proposal
o    Create an advertising proposal for each campaign request with details on tactics, costs by tactic, placement, and agency fees, notes on value-added placements, schedule of advertising/flights, anticipated impressions, and any other pertinent details and outcomes
o    Monitor and optimize advertisement placements during the campaign in a collaborative fashion with the University, where required.
- Project Management
o    Handle multiple clients within the university community
o    Handle routine requests Monday-Friday and occasional pressing needs or problems on nights/weekends
o    Serve as a liaison between the university and media outlets/vendors to evaluate opportunities and share them with the university
- Oversight
o    Oversight of the entire university placement schedule to avoid duplication of efforts and take advantage of volume purchasing.
o    Provide periodic reporting to university communications on campaigns in the market and being planned for oversight of spend, analytics, etc.
o    Work closely with representatives from university communications on all projects and requests from the university community in order to ensure brand and quality standards are met and conversations about goals, enrollment cycles, etc. Occur.
- Specifications & Trafficking
o    Provide well-organized advertising specifications and instructions on how to prepare files for each media buy (accepted file types and sizes, required borders, frame rates, etc.)
o    Traffic creative files to vendors/media outlets on behalf of the university.

- Contract Period/Term: 1 year
- Pre-Proposal Conference Date: February 10, 2026
- Questions/Inquires Deadline: February 17, 2026