Media Buying and Analytics Services

The Vendor is required to provide placement digital media advertisements as a means to promote the College’s programs, events, and initiatives.
- Media Buying Services will typically include, but will not necessarily be limited to, the following:
•    Strategic media planning, buying, and placement, primarily via social media platforms (i.e. Meta, Google) but may also include other major media platforms (video, digital, audio, social, print, out-of-home, sports, arena-stadium, etc.);
•    Oversight and guidance for budgeting and planning purposes including strategy and demographic research;
•    Delivery of expert solutions in utilizing the most effective and efficient media for individual campaign goals and objectives;
•    Maintaining detailed records of the effectiveness for each campaign, providing specific and detailed purchase information and post-buy analysis; and,
•    Developing media campaigns and leveraging targeted/location-based engagements that may cover multiple states, statewide, regional, county, or zip code-based campaigns.
- For each Campaign request, the College shall provide the following information, from which the Contractor will develop a Campaign:
•    Name and purpose of Campaign;
•    Budget for Campaign;
•    Demographic(s)sought for Campaign;
•    Geographic reach of Campaign;
•    Term of Campaign;
•    Creative content to be used for Campaign;
•    Any specific media placement(s) required by the College for the Campaign.
- Generate a proposed Campaign Action Plan, which shall include:
•    A budget breakdown of the media purchases by outlet, with any recommended channels beyond those specified by the College;
•    An analysis of how the Action Plan sufficiently targets the demographics sought in the Campaign request;
•    An overview of the strategy and tactical methods that support the Action Plan, including leverage of location-based marketing/advertising;
•    Payment due dates for all media channels;
•    Measurement of success of the Action Plan
- Provide the college with a post buy analysis that includes an evaluation of the engagement with the campaign, including total number of impressions, demographic information, and shall respond to any questions from the college regarding the effectiveness of the campaign.