Billings Enrollment Marketing Partnership Services

The Vendor is required to provide an enrollment marketing partnership that can provide strong application yield rates among qualified students with an emphasis on growing in-state freshmen and expanding out-of-state first-year markets to build a robust incoming class with desired academic characteristics, while meeting the university’s needs and enrollment goals.
- Student search services will also include a multichannel applicant marketing campaign to inquiries, rising seniors, and their parents/families.
- Student enrollment services are critical components of the University’s marketing program and must be delivered efficiently and timely for maximum impact and effectiveness.
- University is open to ideas on how partners would approach Student Search, Application Generation, and fulfillment for these areas, as well as conversion and yield strategies.
- Search targeting and data analysis must provide a valuable and significant contribution toward increasing undergraduate applications overall and support improvements in these areas:
•    In-state applicants
•    Qualified applicants from other key geographic markets
•    Return on investment
- Search Management, including, but not limited to:
•    Multi-class targeting to include high school sophomores, juniors, and seniors
•    Pre-purchase, geographic predictive modeling for multiple name vendors.
•    Data management of all purchased names.
•    Marketing outreach campaign—including design, production, and mailing—to include the following channels:
o    Direct mail
o    E-mails for entire list purchase with multiple, unique messaging segments
o    Sophomore/junior search to include an appropriate volume and cadence of outreach emails
o    Digital marketing strategies, including geo-fencing, look-alike audiences, display advertising, and retargeting
o    Immediate email fulfillment to all search responders
o    Outreach and fulfillment pieces to include creative content driven by agency branding/marketing guidelines and informed by higher education marketing research best practices
o    Prior to release, all creative materials must be approved by agency, including the opportunity for revisions
•    Parent engagement throughout the campaigns.
•    Behavioral/engagement analytics we are interested in learning about:
o    Pixeling/tracking website engagement
o    Predictive and prescriptive modeling and scoring
•    Responder files must be provided routinely to agency by the offeror through a secure ftp site, in a format that is compatible for the automatic loading of data into the reach CRM system.
•    On-demand, dashboard reporting and analysis of programs.
•    At the conclusion of each recruitment cycle, final campaign conversion and yield reports.
•    Provide a final formal summary report along with analysis and recommendations for future search efforts.
•    The selected partner will provide clear, data-informed recommendations, rationale for proposed strategies, and regular analysis to guide agency decision-making throughout the enrollment cycle.
•    Regular analysis of client-base and industry trends to inform recommendations and strategy.
- Integrated multi-channel digital student engagement-including design and optimization management
•    Digital marketing campaigns on relevant platforms
•    Display advertising to targeted senior search and inquiry records
•    Location-based mobile advertising to targeted high schools
•    Retargeting to prospects who started the student application
•    Digital marketing strategies, including geo-fencing, look-alike audiences, and retargeting
•    Behavioral/engagement analytics we are interested in considering:
•    Pixeling/tracking website engagement
•    All creative materials will be provided to agency for review and approval prior to release. A selected partner will incorporate agency feedback as part of the creative development process.
- Strategic enrollment consulting partnership
•    The selected partner will provide clear, data-informed recommendations, rationale for proposed strategies, and regular analysis to guide agency decision-making throughout the enrollment cycle.
•    Regular analysis of client base and industry trends to inform recommendations and strategy.
•    On-demand, dashboard reporting and analysis of programs.
•    Offeror must be able to modify programs to process new data codes that may be developed by agency during the contract. These codes could consist of, but are not limited to, new academic majors, new admit or application statuses, etc. 
•    At the conclusion of each recruitment cycle, final campaign conversion and yield reports. Provide a final formal summary report along with analysis and recommendations for future search efforts.