Media Buying Services

The Vendor is required to provide to procure professional media buying services to support student recruitment, program awareness, and institutional reputation building.
- Shall develop, execute, manage, and optimize paid media campaigns across domestic and international markets targeting prospective undergraduate, graduate, and online students.
- The percentage of media budget by tactic will be determined annually by the goals of each specific campaign and vary from platform to platform.
- The awarded agency shall leverage its media placement expertise to reinforce the college brand through strategic, data-driven campaigns that support both recruitment and long-term reputation-building objectives.
- Business seeks a partner that provides the following:
• Campaign cadence with efficient and effective media placements
• Recruitment and reputation building for agency Programs
• Targeted market geography
• Execute media negotiation and buying
• Manage and optimize individual campaigns
• Provide media and market research
• Provide analytic measurement of individual campaign effectiveness.
- Campaign objectives, such as number of applications, and the agency will recommend key performance indicators, (KPI) s, such as cost per acquisition, based on these pre-determined goals.
- Shall have experience working with higher education clients in media buying or media buying capacity.
- Utilize search engines, such as Google, Bing and Baidu, using ad words, social media, social influencer and bloggings, display, audio and podcasting, out of home, videos, print, broadcast, cinema, and experiential advertising, and over-the top (OTT) streaming medias.
- Shall utilize programmatic advertising based on agreed upon audience metrics.
- Shall utilize traditional advertising such as metrics for print, broadcast, out of home and cinema.
- Shall conduct research and buying on global media platforms such as WeChat, Baidu, Line, or QQ.
- Shall provide individual campaign analysis and optimization. The analysis may include campaign performance based on click rates, reach percentage, market penetration, and social media optimization.
- Provide ongoing data analytics and optimization reports. The report shall be in a real-time dashboard format, for each individual campaign
- Provide a digital summary that outlines its successfulness, as well as highlights, trends, learnings, media recommendations or optimization recommendations for future campaigns.
- Shall provide analytical measurement of individual campaign effectiveness.