Media Buying and Planning Services

The Vendor is required to provide expertise in 1) data and trend analysis, and 2) media-buying services for a full suite of social and digital programming, including influencer marketing and other emerging tactics, as well as TV, radio, print, out-of-home, and other traditional media.
- The capacity to quickly and effectively set up short- and long-term media buys across all communications platforms, including but not limited to Google, Meta, native digital display, TikTok, Snapchat, cable and broadcast TV, streaming video and audio, IP-based and geofence targeting, traditional radio, SMS and text messaging, digital and traditional out-of-home placements, and more.
- This effort has resulted in three years of consecutive enrollment growth after a decade of steady declines. Empowering agile, scalable marketing at both the System level and campus level is key to continuing that growth.
- Although media services will be purchased each year of the contract, the actual number and type of media services purchased will vary based upon current programmatic initiatives and/or emerging trends.
- Payment processing will occur on a monthly basis, and monthly spending over the 2-year duration will fluctuate.
- Provide strategic media planning, buying, and placement for State and targeted country markets outside of state. Must have the ability to continually present proposed schedules for media buys, based on current rating or circulations information, within five working days of planning sessions.
- Provide planning and guidance for budgeting and planning purposes including strategy and demographic research.
- Monitor and maintain the effectiveness of each and every media buy, providing specific and detailed performance reports, analysis, and recommendations on a regular basis throughout the duration of the media buy at a cadence established by System Administration or the campus marketing lead.
- Provide strategic media campaign buy planning and execution on a seven-day-a-week, 52-week-a-year basis, including, but not limited to:
• Television:
o Spot
o Local
o Regional
o Cable
o CTV/OTT
• Terrestrial Radio
• Digital Radio and Streaming Audio
• Social:
o Meta
o Twitter
o TikTok
o YouTube
o LinkedIn
o Snapchat
o Emerging platforms
• Digital:
o Google
o Native display
o IP Targeting
o IP Geofencing
o In-game
• Influencer marketing
• Out of Home
• Promotions and Events
• Brand Placement
• Print
• Additional recommended new media strategies
- Strategic Media Planning:
• Analyses, evaluations, and recommendations based on professional experience, market research, and a strategic framework, including but not limited to:
• Audience size
• Audience demographics
• Audience behavior
• Geographical concentration of targeted audience market research for all media buys
• Strategies and tactical details that support the marketing solution being proposed
• Media plans and other data to illustrate the planned placement and costs associated with media buys
• Time requirements and/or projections
• Ad creative specifications for each tactic (required sizes and formats)
• Industry trends and/or new developments in media strategy, media planning and buying in order to employ new methods as they become available.
- Media Negotiation and Placement:
• Provide media buying strategies that reach minority, multi-lingual and special needs populations, as requested by agency;
• Provide detailed schedules for agency approval. Provide detailed buys for each medium for approval. These schedules should include an analysis showing why the specified media was chosen, and the metric used, such as projected reach, frequency, and estimated cost and buying model (specifically for digital i.e. cost per click (CPC), cost per action (CPA), cost per lead, etc.).
- Media Ordering Process and Procedures:
• Obtaining the size and format information for all ads based on placement;
• Negotiating best rates, added-value and make-goods and provide reports or summaries of the value additions and make-goods;
• Recommending potential cost reduction ideas for media buying plans;
• Electronic distribution of media (broadcast trafficking must be at fair market prices);
• Electronic distribution of print ads to selected publications;
• Arrangement of the printing of media, including out-of-home posting material (must be at fair market prices);
• Arrangement of the production of internet and mobile applications (must be at fair market prices);
• Provision of internet statistics and adjustment of such internet buys, if needed, based upon the approved media campaign buy plan; and
• Direct relationships with account managers at all social media accounts to prevent any periods of time where the campaign suffers from lack of delivery
- Post-Buy Analysis, Billing and Reconciliation Services:
• Monitoring and maintaining the effectiveness of a media buy;
• Providing a post-buy analysis within 2 weeks of the completion of each phase of a campaign;
• Tracking the agency individual buy plans to ensure buys stay within budget limitations;
• Providing costs of media on a per unit and per lead basis;
• Providing a billing reconciliation within five (5) business day of the conclusion of each media buy campaign unless otherwise agreed upon between agency and contractor; and
• Submitting invoices. Original media invoices and receipts from media outlets must be included.