Out of State Media Buying Services

The Vendor is required to provide for media buying services outside of state.
- Provide an agency for media strategy and placement services, including but not limited to, paid social media; streaming; digital display advertising; SEM, including retargeting; and geofencing, and outdoor.
- Plan and execute a comprehensive, multi-year digital media campaign targeting priority out-of-state markets, with a strong emphasis on cost-effective reach and measurable conversions.
- New channels to drive awareness, applications, and deposits from prospective students and families.
- Facebook primarily reaches prospects, parents, alumni, and donors; Instagram targets prospects, alumni, and current students; LinkedIn targets recruiters, alumni, and donors; Tik Tok targets prospective students, and X reaches all audiences. In addition to social media, we also have executed paid search campaigns (keyword and display).
- Provide a comprehensive out-of-state digital campaign using channels, including, but not limited to, Google, social media, websites, apps, and podcasts. It requires a digital advertising strategy outlining the channels, execution, evaluation, and execution of the strategy.
- Currently has thriving Facebook, Instagram, LinkedIn, and Tik Tok accounts, as well as a YouTube presence, which serves mainly as the repository for our videos
- Campaign Calendar
o    Visit, Awareness and Applications (Summer–Fall): Google Performance Max, Meta (FB/IG), TikTok, YouTube,
•    Streaming Audio, CTV, Snapchat and Reddit to build brand awareness and drive applications.
o    Undergraduate + Transfer Application Push (Fall/Winter): Retargeting prospective students and parents to reinforce geneseo’s value proposition and drive application completions.
o    Yield (Spring): Meta and TikTok remarketing to admitted students to encourage enrollment deposits.
o    Always-On Paid Search & Display (Google Performance Max): Maintain a consistent presence to capture high intent traffic and reinforce brand visibility year-round.
- Audience Segmentation & Messaging
o    Out-of-State Students (Markets including but not limited to: NJ, PA, FL, TX, MA, CT): “Incredible Value” — geneseo positioned as a College alternative to higher-cost flagship universities. To include: High School Sophomores and Juniors, First-Year (high-school seniors), Transfer, and select graduate populations
o    Parents (ages 40–55): Messaging that emphasizes Geneseo as a smart, affordable choice where students are supported individually and known by name.
- Media Buying & Optimization
o    Budget: $850,000 (four-year total) $212,500 per year.
o    Channels: Paid Search, Meta, TikTok, YouTube, Snapchat, Google Performance Max, Streaming Audio, CTV, Twitch, Reddit 
o    Strategy: Always-on intent channels layered with broad awareness; budgets optimized by cycle, with heavier emphasis on conversions during deadlines and spring yield.
- Preferred Media Plan Requirements
•    Build a sustained Search Engine Marketing, digital display and streaming plan across the 5-year period;
•    Analyze, evaluate and make recommendations based on professional experience, market research and a strategic framework, including, but not limited to:
o    Media platforms to be used;
o    Weight of each platform in the overall buy;
o    Cost for each element of the media buy;
o    A list of sizes and formats of recommended media elements;
o    Audience size;
o    Audience demographics;
o    A/B testing parameters;
o    Number of impressions and engagements (RFI, info session registrations, applications); and
o    geographical concentration of targeted audience market research for the media buy;
•    Research, using analytical tools and other data at its disposal, to develop the most creative and effective media plan to achieve stated objectives;
•    Strategies and tactical details that support the marketing solution being proposed;
•    Media flowcharts, plans and other data to illustrate the planned placement and costs associated with the media buy (where and when placements will be made);
•    Time requirements and/or projections;
•    Rationale for decision making on the media buys;
•    Proposed breakdown of media costs by outlet (e.g., Facebook, OTT, etc.), including media outlet payment due dates and payment requirements for all media purchasing;
•    Confirmation of Contractor’s commission rate to be charged;
•    Description of past experience, if any, with similar campaigns and outcomes;
•    Description of experience and/or resumes of the account staff that will work on the campaign; and
•    Disclosure of any conflicts of interest.