Branding and Marketing Services

The Vendor is required to provide for Branding and Marketing Services.
- An integrated marketing campaign to enhance the brand of a higher education institution and includes undergraduate recruitment of under-represented communities.
- Provide sample budget with breakdown per activity (brand development, marketing).
- Branding
•    Build the University brand and position it for local, state, and regional recognition.
- Campaign Development
•    Develop a creative campaign that supports brand awareness.
•    Develop marketing campaigns that support student recruitment and specific degree programs.
- Operationalize the campaign
•    Demonstrate how the agency will collaborate with the Office of Marketing and Events to increase brand awareness and enrollment.
- Target Audiences
•    Primary: Prospective students including incoming first time and transfer students.
•    Secondary: Students’ parents and supporters.
•    Tertiary: Current students, alumni, donors, faculty, staff, and community partners.
- Branding and Marketing Services
•    Market specific, program specific, or industry specific research to include but not limited to growth potential for targeted degrees and competitor research to help shape and fine-tune our approach to the market.
•    Brand assessment/strength survey research, both qualitative and quantitative, includes but not limited to assessing brand strength and awareness, resonance of specific attributes/motivating factors among target audiences, the university’s current brand positioning, and key themes.
•    Development of University’s student personas; by segment, to include traditional/non-traditional, undergraduates and graduates, to identify prospective students who will be the best fit for the University, and to recruit them through the most effective channels.
•    Development of messaging, multi-media creative work, and advertising services that will include, but not limited to, the following tactics:
o    Digital advertising (e.g., awareness and lead-driving banners, homepage takeovers, etc.);
o    Social media advertising (e.g., Facebook, Instagram, LinkedIn, Twitter, and YouTube); (the University has existing social media accounts);
o    Search engine or organic search optimization;
o    Paid search;
o    Print advertising (e.g., full-page ad for newspaper/magazine formats);
o    Outdoor advertising (e.g., billboards, airport displays and/or bus shelters);
o    Complementary landing pages for digital ad campaigns;
o    Brand video, from concept through production (includes storyboards, scripts, videography/photography, voiceover, music or animation, final production, sound-mixing and editing, etc.).
- Campaign Operationalization
•    Specify marketing objectives
•    Develop creative assets, including asset resizing
•    Provide hands-on creative execution and media plan recommendations
•    Manage and monitor the campaign after launch
•    Provide production and post-campaign analysis