Studies Digital Advertising and Marketing Services

The Vendor is required to provide to support its digital marketing, enrollment marketing, and advertising efforts to strengthen brand visibility, drive qualified inquiries, and increase application and enrollment conversion rates across undergraduate, graduate, certificate, and continuing education programs.
- Requirement:
•    Collaborate with university to develop an annual strategic enrollment marketing plan, inclusive of audience research, campaign timelines, messaging priorities, media strategy, and performance goals.
•    Create and execute integrated, multichannel digital advertising campaigns — including but not limited to paid search (placement of text-based ads on search engine result pages such as google, social media, display, and retargeting) — with clear performance reporting and return on investment (ROI) tracking through lead generation metrics, conversion metrics, engagement metrics, attribution reporting, and cost efficiency. 
•    Design and deliver high-quality creative assets (e.g. digital display ads, social media assets, paid search extensions, and video and motion graphics) for advertising and lead generation campaigns.
•    Implement and optimize email campaigns, SMS messaging, and lead nurturing workflows within university CRM system (currently slate). 
•    Build and maintain a live data dashboard that integrates advertising and engagement metrics, providing actionable insights for campaign optimization. 
•    Provide support for go-to-market strategy and competitive research related to new academic program launches.
•    Must be capable of working collaboratively across departments and meeting deadlines with minimal oversight. 
•    All work will be performed in coordination with the university marketing and communications department.
- Responsible for:
1. Strategic planning:
•    Develop integrated digital marketing and advertising strategies aligned with university enrollment objectives, brand positioning, and target markets. 
•    Recommend channel mix, creative approach, campaign timing, and budget allocation.
2 Campaign management: 
•    Deploy, monitor, and optimize paid campaigns across multiple digital platforms, including search engines, social media networks, display advertising, retargeting, and other emerging channels.
3. Media buying and budget management:
•    Responsible for the planning, purchasing, execution, and management of all paid media placements associated with the digital marketing and advertising campaigns conducted under this contract. 
•    This includes, but is not limited to, paid search, social media advertising, display advertising, retargeting, connected TV, and other relevant digital advertising channels.
•    Manage the full media buying process, including campaign setup, platform management, budget allocation, optimization, and performance monitoring across all advertising platforms.
4. Creative development: 
•    Design and deliver high-quality creative assets, including graphics, copy, video, and multimedia content, tailored for each channel and audience segment. 
5. Content and messaging: 
•    Ensure messaging is consistent with university brand guidelines, while addressing the needs of key audiences such as adult learners, transfer students, military-connected students, and working professionals. 
6. Technology: 
•    Implement and manage technology tools (not AI) that enhance knowledge delivery, Chabot assistance, automated lead response, and campaign optimization, ensuring seamless integration with platforms such as slate CRM and constant contact. 
7. Analytics and ROI tracking: 
•    Provide robust tracking and transparent reporting of campaign performance, including metrics such as impressions, clicks, conversions, cost-per-lead, and cost-per enrollment. 
•    Offer actionable recommendations for ongoing improvement. 
8. Collaboration and support: 
•    Work closely with university staff to align campaigns with academic program priorities, admissions timelines, and institutional policies. 
•    Provide regular check-ins, strategy reviews, and knowledge transfer to internal teams.