Digital Advertising Services

The Vendor is required to provide digital advertising partner to provide full service support for paid media strategy, planning, creative, optimization, and reporting across the institution.
- Capabilities and services
• Search and social media marketing
• Retargeting and audience remarketing strategies
• Budget allocation strategies and process for budget tracking across channels
• Advertising across streaming and digital media platforms
• IP and geo-targeting
• Programmatic display and audio advertising, including targeting capabilities
• Accessibility and ADA title ii compliance considerations
• Analytics and tracking, including google analytics, google tag manager, and related platform integration
• Pixel tracking and data collection workflows
• Integration with CRM systems (e.g., salesforce) to track engagement and prospect data
• Optional creative services, including video and static asset development (provide separate pricing, as not all units will require these services)
- Creative standards and content usage
• Policies and practices for AI-generated content, including disclosure and quality control
• Approach to ensuring all creative assets align with institutional brand standards and accessibility requirements, including ADA title ii compliance where applicable
• Use of stock photo/video assets, including licensing and usage rights
• Ability to provide original, custom creative when required
- Experience and work samples
• Case studies of digital advertising work within higher education or nonprofit organizations, including examples supporting enrollment, fundraising, community engagement, events, or institutional initiatives
• Examples of managing campaigns across multiple stakeholders with competing priorities c
• Sample reporting dashboards and monthly reporting formats
• Creative assets developed for multiple programs under a unified brand
• AI-generated content, if applicable
- Campaign workflow, timelines and service levels
• A typical campaign timeline, including key phases (e.g., discovery, strategy, creative development, QA, launch, reporting)
• Expected turnaround times for core deliverables (e.g., media plans, creative development, campaign setup, tracking implementation, reporting)
• Service level expectations, including optimization cadence and response times
• Approach to expedited or time-sensitive requests
• Process for coordinating timelines and execution across multiple stakeholders within a distributed communications model
- Account management approach
• Proposed team structure and number of individuals assigned to university
• Roles, responsibilities, and qualifications of each team member
• Identification of primary and escalation contacts
• Expected level of effort and allocation of resources
• Approach to ongoing communication, reporting, and strategic planning.