Digital Advertising Services

The Vendor is required to provide strategic digital advertising services to support student recruitment, enrollment growth, workforce development initiatives, and community engagement.
- Requirement:
1. Planning and collaboration
•    Assist with the development of a digital advertising strategy aligned with city enrollment cycle
•    Recommend media mix, budget allocation, and campaign flighting
2. Campaign development and implementation
•    Paid search engine marketing (google ads and Microsoft advertising)
•    Paid social media advertising (e.g., Facebook, Instagram, Tiktok, LinkedIn, and emerging platforms as appropriate)
•    Display and programmatic advertising
•    YouTube and streaming and OTT advertising
•    Geofencing and location-based targeting (e.g., area high schools, community events, workforce centers)
•    Retargeting campaigns for website visitors and inquiry lists
3. Audience targeting
•    Develop segmented strategies such as those for traditional and non-traditional student populations, high schoolers and parents, etc.
•    Implement behavioral and intent-based targeting strategies
4. Campaign management and optimization
•    Monitor campaign performance on an ongoing basis
•    Optimize campaigns to improve conversion rates and cost efficiency
•    Conduct a/b testing for creative, messaging, and audience segments
•    Adjust strategies based on seasonal enrollment trends and program priorities
•    Ensure effective budget pacing
5. Conversion tracking and technology integration
•    Implement and manage tracking pixels and conversion events
•    Track key actions such as:
o    Request for information
o    Applications for admission
o    Event registrations
o    Priority program page visits
6. Reporting and performance analysis
•    Campaign performance by platform
•    Cost per inquiry and lead and cost per application (when available)
•    Conversion rates
•    Click-through rates
•    Impressions and reach within the college’s service region
•    Audience insights and trend analysis
•    Strategic recommendations for continuous improvement
7. Account management and communication
•    Assign a dedicated account manager
•    Provide timely responses to college inquiries
•    Coordinate campaign planning with agency marketing staff.