Marketing Strategy and Project Management Consultancy Services

The Vendor is required to provide marketing strategy leadership, project management, execution oversight, and accountability for college's internal marketing function with internal staff (one (1) full time videographer, one (1) full time copywriter and photographer and one (1) part time graphic designer.)
- The contractor shall operate as an extension of the vice president for institutional advancement, enrollment, and student success and shall be actively engaged in day-to-day operations while striving to meet SEM goals, increase retention, and become more strategic with marketing.
- Requirement:
1. Strategic marketing leadership
•    Develop a prioritized marketing roadmap aligned with enrollment and institutional advancement goals.
•    Identify high-impact initiatives and eliminate or deprioritize low-value activities. 
•    Establish consistent messaging and campaign direction across all channels.
•    Provide ongoing strategic recommendations informed by performance data and market trends.
2.  Project management and execution oversight (core requirement)
•    Implement and manage a centralized project tracking system.
•    Establish weekly sprint cycles with defined deliverables. 
•    Prioritize projects based on institutional impact. 
•    Ensure project deadlines are met.
•    Identify and resolve execution bottlenecks in real time.
3. Team coaching and accountability
•    Work directly with internal marketing staff to improve execution and output. 
•    Provide clear direction on priorities and deliverables.
•    Hold staff accountable to timelines and expectations.
•    Provide direct, candid feedback when performance or approach is ineffective. 
•    Identify skill gaps and provide coaching or make recommendations to college leadership.
4. Campaign development and creative direction
•    Develop campaign concepts and strategic direction.
•    Guide internal teams on messaging, content, and creative assets
•    Ensure campaigns are cohesive across channels.
•    Improve quality, consistency, and effectiveness of marketing outputs 
5. Data, analytics, and performance optimization
•    Establish performance metrics tied to enrollment outcomes.
•    Develop weekly and monthly performance reporting.
•    Track engagement, conversion, and return on marketing investment (ROI).
•    Monitor and analyze channel-level performance including:
•    Cost per click
•    Cost per lead
•    Engagement rates
•    Track conversion metrics throughout the enrollment funnel.
•    Identify underperforming campaigns and recommend corrective action. 
•    Reallocate budget and effort based on performance data.
•    Implement structured testing (creative, messaging, channel, audience). 
•    Translate insights into actionable strategy changes.
6. CRM and marketing integration
•    Recommend improvements to existing CRM and marketing systems.
•    Identify opportunities to improve alignment between marketing efforts and the student lifecycle.
7. Cross-department coordination
•    Improve alignment between marketing and other college departments.
•    Help manage intake and prioritization of marketing requests.
•    Reduce inefficiencies caused by fragmented communication.