Advertising Agency Services

The Vendor is required to provide advertising agencies specializing in higher education marketing.
- Marketing services including message development, publication design and creation, distribution management, digital strategy, communication planning and tracking, and responding to the leads generated by direct marketing campaigns.
- Requirement:
•    Based on established messaging and creative, develop a strategic direction for comprehensive campaigns and yearly plan. 
•    The campaign strategies must be fully integrated across a variety of media and response platforms to include geo-targeting, web, mail, email, all advertisements, call to action (CTAs), and social media.
•    Develop compelling messages for different student audiences that can be adapted for use across multiple platforms. 
•    Develop creative concepts for specific audiences. 
•    Audience identification and targeting, list source and timing recommendation, and list order placement services. 
•    Multi-channel marketing campaigns including lead generation, geo-targeting, personalized direct mail and corresponding landing pages, email, and other proven tactics through CRM management. 
•    Create predictive and behavioral models to guide recruitment efforts based on the demographic markets the college currently reaches and aspires to help define target audience development, campaign messaging and media and effective CTAs. 
•    Must be prepared to work directly with various list providers and acquire the list data immediately upon release of the new student information from each identified list source. 
•    Provide the ability for prospective students to respond. 
•    Provide real-time market analysis throughout each campaign to allow for progress tracking and ROI. 
•    Provide a detailed response analysis to include list source, gender, geography, etc. 
•    Deliver a real-time online reporting portal that provides on-demand analytics including metrics on response, audience interaction, and student information.
- Application of services:
•    Across all campaigns and determined audiences, contractor will coordinate, design, and deploy appropriate digital advertising strategy throughout the year by developing and deploying campaign digital ad strategies and build a social media plan which may include: Facebook, snapchat, Instagram, tiktok and other emerging social media platforms student specific strategy. 
•    Social strategy for parent ads and potential school counselor ads. 
•    Display ads based on name matching, student-specific strategy (image and video as approved).
•    Geotargeting display ads focused on key markets e.g. high school areas. 
•    Retargeting from landing pages based on audience strategy.