Advertising and Marketing Services

The Vendor is required to provide advertising and marketing services for include:
- Vendor responsibilities
• Strategic planning
• Develop program-specific advertising strategies tailored to audience, program goals, and delivery format.
• Recommend channels, budget allocations, and campaign timelines.
• Creative development (optional)
• Provide ad copy, visuals, and creative concepts aligned with university branding.
• Test variations of creative for performance optimization.
- Media planning and buying
• Manage ad placements across google, LinkedIn, Meta, and other relevant platforms.
• Optimize bidding strategies to maximize ROI and reduce cost per lead.
- Campaign execution
• Launch, monitor, and adjust paid campaigns to ensure effectiveness.
• Deploy retargeting campaigns and audience segmentation strategies.
- Performance tracking and reporting
• Deliver regular reports on key performance metrics, including impressions, clicks, conversions, cost per lead, and ROI.
• Provide insights and recommendations for ongoing improvements.
• Establish attribution models that connect awareness-building with lead conversion.
- Account management
• Maintain regular communication with the university executive education marketing team.
• Participate in scheduled check-ins to review progress, performance, and adjustments.