Marketing Strategy and Media Services

The Vendor is required to provide strategic marketing partner to develop and execute an integrated marketing strategy that strengthens brand awareness, drives qualified student inquiries, increases application volume, and improves enrollment conversion across key student segments.
- Marketing strategy and planning
•    Identification and segmentation of priority student audiences including traditional students, transfer students, adult learners, and dual enrollment prospects 
•    Analysis of audience motivations, decision drivers, and barriers to enrollment
•    Development of audience personas and messaging frameworks 
•    Development of annual and seasonal marketing campaign strategies aligned to the enrollment funnel 
•    Recommendation of campaign themes, messaging pillars, and value propositions 
•    Strategic guidance on brand positioning and competitive differentiation 
•    Identification of the optimal mix of marketing channels to reach target audiences 
•    Budget allocation recommendations based on performance and projected impact
- Integrated media planning and buying
1. Digital media
•    Paid search marketing
•    Display and programmatic advertising
•    Paid social media campaigns
•    Video advertising and streaming platforms
•    Retargeting and audience remarketing
•    Geofencing and location-based targeting where appropriate
2. Traditional media
•    Broadcast television and streaming TV
•    Streaming audio platforms
•    Print and sponsorship opportunities where strategically appropriate
3. Media buying responsibilities
•    Negotiation with media partners
•    Securing added value placements and sponsorship opportunities
•    Monitoring campaign pacing and budget allocation
•    Billing reconciliation and financial transparency
- Campaign execution and optimization
•    Real time campaign monitoring and performance management
•    A/b testing of messaging, creative formats, and audience targeting
•    Optimization of campaigns based on performance metrics
•    Identification of underperforming placements and reallocation of budget
•    Implementation of retargeting strategies to improve conversion rates
- Digital marketing and ad operations
•    Upload and trafficking of creative assets into ad platforms
•    Development and maintenance of UTM tracking structures
•    Quality assurance and testing of digital ads and landing pages
•    Monitoring of campaign pacing and delivery
•    Troubleshooting and resolution of technical issues
•    Coordination with the college’s internal marketing and creative teams
- Data analytics and performance reporting
•    Establishment and monitoring of campaign key performance indicators
•    Measurement of cost per inquiry, cost per application, and cost per enrollment, ROAS, etc.
•    Analysis of campaign effectiveness across channels
•    Regular campaign performance reports with insights and recommendations
•    Executive level reporting highlighting strategic trends and performance drivers
•    End of campaign and year end performance analysis
- Project management and collaboration
•    Development of campaign timelines and implementation schedules
•    Coordination with internal creative team
•    Management of deliverables and deadlines
•    Facilitation of regular campaign review meetings
•    Clear communication regarding campaign status, risks, and opportunities
- Creative strategy and content development
•    Development of campaign themes aligned with the college brand and enrollment objectives
•    Creation of messaging frameworks for priority student segments
•    Development of digital advertising creative including display ads, video, paid social assets, and search ad copy
•    Creation of campaign messaging for digital and traditional media placements
•    Development of landing page messaging recommendations to improve conversion
•    Production of creative assets optimized for digital platforms including mobile and social environments
•    Ongoing testing of messaging and creative formats to improve engagement and conversion
•    Coordination with the college’s internal marketing and communications team where applicable
- Financial management and transparency
•    Budget tracking and forecasting
•    Media spend reconciliation and verification
•    Documentation of agency fees and commissions
•    Regular financial reporting related to marketing expenditures.