Higher Education Marketing and Enrollment Strategy Services

The vendor required to provide strategic relations and communications and enrollment management seek to engage with a proven higher education marketing and enrollment strategy agency that will provide services in higher education lead generation optimization; digital marketing services, including annual media buying strategy; search marketing; pay-per-click (PPC); social media marketing; and slate CRM optimization and implementation.
- Provide strategic consulting and recommendations for annual planning and implementation of major university undergraduate and graduate recruitment marketing and advertising activities, including, but not limited to:
•    Buying and placing media for advertising campaigns
•    Quantifying and interpreting analytics and metrics using google analytics and google tag manager, as well as media platforms and other necessary tools 
•    Providing collaborative team support to improve results 
•    Provide creative services as needed that follow established brand and style guidelines and the recruitment messaging playbook.
- Requirement:
1. Integrated media and marketing strategy
•    Provide consultation on cu boulder media and marketing strategies and share recommendations in support of desired outcomes. 
•    Present forward-thinking and cutting-edge ideas around evolving technology, media channels and up-and-coming trends in industry per each campaign’s targeted audiences. 
•    Provide point-of-view evaluations of new opportunities, including new media channels and new markets, as they arise.
•    Agencies should be able to develop a media-buying strategy, execute media-buying and produce creative, including writing ad copy and designing ads. 
•    Provide recommendations, opportunities and support for testing creative, audiences and messaging across different platforms.
2. Media buying and placement
•    Based on identified campaign priorities, target markets and conversions:
o    Plan, execute and optimize all media buys and placements, including day-to-day execution and coordination with media vendors, ensuring minimal campaign audiences overlap.
•    Agency must have expertise in traditional digital marketing channels, including, but not limited to:
o    Paid search
o    Paid social
o    Display
o    Rich media
o    Streaming media
•    Provide a media calendar for the fiscal year that includes all scheduled and planned campaigns with advertising and paid media components.
•    Provide billing information as requested.
3. Creative services
•    Leverage existing digital advertising to update and refresh according to the media buy plan and schedule. 
•    This includes, but is not limited to, display ads, video ads, still images and pre-roll content. 
•    Create or update paid-search ad copy. 
•    Provide multiple rounds of revisions on produced creative. 
•    Adhere to industry best practices for creative refresh schedules. 
•    Obtain final approval on creative from cu boulder. 
•    Report on the performance of creative content, offering recommendations for optimizing other materials.
4. Analytics and reporting
•    Provide expert analytical reporting and actionable conclusions via real-time data visualizations to refine strategy, execution and measurement of tactics. 
•    Provide regular reports on campaign and marketing progress and ROI. 
•    Participate in and advise on strategic decision-making and mid-campaign adjustments based on analytics and reporting results. 
•    Provide relevant data and trends from other higher education institutions when necessary to evaluate the impact of media and marketing strategies. 
•    Provide real-time date dashboards for each campaign.
5. Consulting with enrollment management marketing team
•    Efficient and consistent responsiveness to media and marketing requests. 
•    Ongoing campaign support, including monthly status call and reporting documents. 
•    Regular reporting for paid media campaigns and supplemental reporting and other metrics upon request.
•    Collaborative planning and development of overarching strategies and KPIs for recruitment, retention and reputational campaigns. 
•    Provide POV for one-off advertising buys that are presented from outside, third-party vendors. 
•    Collaborate on efficient site and campaign tracking using google tag manager (GTM), ga4 and media platforms. 
•    Consult and provide expertise, strategy, optimizations, integrations, templates and other technical support within slate CRM for optimal conversion tracking for recruitment audiences. 
•    Use preferred and shared asana project management platform to ensure efficiencies in communications and day-to-day operations.