Media Planning and Media Buying Services

The Vendor is required to provide to deliver strategic media planning and buying services that align with university.
- Access to real-time analytics that combine audience insights, media metrics, and business outcomes to understand what messages resonate, which channels perform best, and how advertising drives awareness, engagement, and conversion.
- The goal is not just to track results, but to continuously refine creative, targeting, and media investment to maximize return on investment (ROI) and ensure accountability in an increasingly complex media landscape.
- University and our media planning and buying partner are committed to continuous learning, inclusive growth, and responsible action.
- Strategic media planning and buying services:
•    Create and execute integrated media plans in support of brand awareness, enrollment, and marketing and communication goals, which will be communicated to the successful proponent. 
•    Demonstrate and leverage established media relationships and superior negotiating skills to secure competitive pricing for all media buys.
•    Provide deep expertise and strong targeting capabilities (demographic, geographic, psychographic, behavioural) and research to understand university provincial, national, and international markets when directed, to increase prospective student leads, applications, and enrolment in university courses and programs with a view to increasing conversions while decreasing our cost per conversion.
•    Provide strategic input into university marketing plan and integrate university annual and ad hoc market research outcomes (such as competitive analysis and applicant studies) to improve media planning and media buying strategies. 
•    Be university primary point of contact to evaluate and manage media purchasing inquiries and solicitations. The proponent will evaluate and recommend opportunities that align with university institutional marketing plan.
•    Provide tools necessary for campaign measurement, analysis and optimization, including dashboards with performance measurement data in real-time and audit reports, in addition to the following requirements:
o    Provide blocking charts and month-by-month campaign activity, spending requirements, variance reports and spending forecasts. 
o    Conduct ongoing analysis of media placement performance and provide actionable suggestions for optimization or testing. This analysis should include audience segmentation, targeting strategy, and behavioural insights to refine reach and improve campaign efficiency.
o    Identify opportunities to refine artwork and ad composition including messaging, layout, and format to strengthen relevance, improve targeting effectiveness, and support ongoing optimization
o    Create ad-hoc, monthly, and annual reporting (with visuals) that details performance metrics and university return on media investment.
- Provide trackable metrics for regular reporting that considers the following:
•    Conversions and cost per conversions such as click-through rates (CTR), cost-per-click (CPC), cost-per-lead (CPL), cost per marketing qualified lead, and cost per student acquisition
•    Return on investment (ROI) and return on ad spend (ROAS)
•    Funnel performance relative to benchmarks and industry standards
•    Attribution insights such as multi-touch, marketing mix modeling (MMM), and incrementally, where applicable.