Inbound Marketing Services

The Vendor is required to provide comprehensive inbound enrollment marketing services for its graduate portfolio.
- Leverage data-driven digital strategy, high value content development, and targeted paid media to systematically generate high-quality graduate student leads.
- Services must be all-inclusive, encompassing strategic consulting, organic visibility (SEO/AEO), paid advertising, and lead nurturing.
- Requirement:
•    Strategy and planning: develop a customized marketing and lead generation strategy, including a 12-month editorial calendar and persona-based journey mapping for the target programs. 
•    Search and answer engine optimization (SEO/AEO): conduct deep-dive research on critical keywords and AI-retrieval prompts to improve organic awareness for a minimum of 8 pages. 
•    Provide detailed optimization blueprints and technical recommendations for university staff to implement. 
•    High-value content development: craft a minimum of 6 premium digital assets (e.g., career-focused program guides, interactive view books, or whitepapers) designed specifically for lead capture. 
•    Develop the supporting ad copy and email sequences to promote these assets. 
•    Conversion optimization and consultation: provide strategic design, conversion-centric copywriting, and quality assurance (QA) reviews for a minimum of 12 university -hosted landing pages. 
•    The firm will provide the "best practice" framework and performance audits, while university maintains internal control of the page builds. 
•    Multi-channel digital advertising: develop, launch, and manage a paid digital advertising strategy across approximately 16-20 targeted campaigns. 
•    This includes top-of funnel awareness, event and deadline promotion, and direct "push-to-apply" tactics.
•    Automated lead nurturing: build and deploy a minimum of 5 program-specific communication flows within a contractor-provided marketing automation platform. 
•    These flows must nurture prospects from initial inquiry through application submission using behavioral branching logic.
•    Advanced tracking and full-funnel attribution: configure tracking to demonstrate return on investment (ROI) across all channels. 
•    The firm must be able to attribute specific enrollments back to the originating campaign, ad, or content piece. 
•    Data integration expertise: demonstrate high proficiency in integrating the proposed marketing automation platform with the slate CRM. 
•    The firm must demonstrate a proven methodology for bidirectional data sharing, ensuring lead engagement data is seamlessly and accurately reflected within slate for admissions follow-up.