Digital Programmatic Marketing Services

The Vendor is required to provide runs programmatic advertising year-round, with an added seasonal focus on Open Enrollment, our largest campaign.
- Campaign Types:
• Evergreen
• Seasonal
• Regional, School or Audience-specific (example: Kindergarten ads for one school)
• Retargeting
- Advertising Goals
• Increase brand awareness in our target markets for our target demographic (Parents of children K-12, more information available upon request)
• Drive traffic to our website
• Generate:
o Email list subscriptions
o Tour sign-ups
o School Applications
- Placement of the following ad types:
• Digital Display
• Connected TV (CTV)
• Online Video
• Audio
• Over the Top (OTT)
• Digital Out of Home (DOOH)
- Audience targeting capabilities
• Demographics
• Geographics
• Behavioral/Interest Targeting
- Reporting and analytics
• Key Performance Indicators (KPIs): Impressions, click-through rate (CTR), conversions, cost per lead, return on ad spend (ROAS), cost per subscriber, per lead, and per generated application.
• Reporting Frequency: Weekly meetings with status updates. Monthly detailed performance reports about ad performance and opportunities.
• Optimization: Continuous monitoring with A/B testing of creatives, placements, and targeting for maximum efficiency.
• Strategy and Optimization
o Ad Formats
o Placement
o Analysis and guidance on best frequency and timing for our markets
o Direction and feedback on creative format specifications and approach (static, motion, interactive)
- Compliance with local advertising regulations.