Digital Marketing Services

The Vendor is required to provide digital marketing services for include:
- Centre for equitable systems design (“CESD”)
1. Intercultural studies:
•    Current channels: google search, display awareness
•    Timing: applications are open all year, no set intakes
•    Campaign is year-round and has been running for 2 years and is not performing well, updates include turning on/off info session ads, ad copy revisions and ongoing campaign optimization. 
2. Equity, diversity and inclusion:
•    Current Channels: google search, display awareness and remarketing, demand gen remarketing, Facebook (“FB”) and Instagram (“IG”).
•    Timing: applications are open all year, no set intakes.
•    Campaign is year-round and has been running for 6 years, updates include turning on/off info session ads, ad copy revisions and ongoing campaign optimization.
3. Equitable systems design:
•    Current channels: google search, performance max, LinkedIn, FB/IG.
•    Campaign has only been running a year, updates include turning on/off info session ads, ad copy revisions an don going campaign optimization.
•    Timing: no set intake. 
•    Runs year round.
- Languages
•    Current channels: google search, display remarketing, demand gen remarketing, FB/IG. 
•    When new languages are added (1-2 times per year, or less), we add awareness campaigns to get the word out about new languages. 
•    Timing: new courses start quarterly – winter, spring, summer and fall. There is also an annual summer institute.
- Writing
•    Current channels: google search, performance max, demand gen remarketing, FB/IG. 
•    Timing: new courses start quarterly – winter, spring, summer and fall. 
•    English communication skills.
- English communication skills
•    Current channels: google search, performance max, demand gen remarketing, FB/IG. 
•    Timing: new courses start quarterly.
- Campaign set up and ongoing management for digital marketing, including but not limited to: paid search, display, and social media and remarketing:
•    Campaign strategy;
•    Keyword research optimization and updates;
•    Geo and audience targeting and optimization;
•    Bidding strategy;
•    Budget management;
•    Quality score improvement;
•    A/b ad copy testing;
•    Ad updates;
•    Negative keywords
•    Conversion tracking;
•    Ongoing campaign optimization and recommendations;
•    Campaign setup and bid optimization;
•    Ad extensions (site links, phone number, location, etc.);
•    Remarketing;
•    Recommendations for copy (based on boilerplates provided by extended learning) and design of display ads (design executed by extended learning upon receipt of a creative request form).
•    Other related deliverables as required.
- Google analytics and reporting
•    Further enhance current analytics setup to include campaigns;
•    Establish campaign KPIs.
•    Implement campaign goals;
•    Campaign reporting, with summary updates bi-weekly, quarterly reviews with marketing and program teams, and detailed post-campaign reports;
•    Monitor campaign performance through custom dashboards;
•    Test and launch.
- Landing page audit and optimization
•    Analyze landing pages related to campaigns;
•    Recommend optimization opportunities such as copy and design.
- Social media strategy (organic)
•    Develop strategic and activities that leverage existing social media channels and integrate them without other communication efforts and channels as appropriate.

Budget: $12,000 - $24,000 per year per