Marketing, Advertising, Branding, and Creative Services

The Vendor is required to provide full-service advertising and creative services vendor(s) to continue agency work to advance its brand, build awareness of agency value and impact, and grow enrollment at our institutions.
- These campaigns targeted key agency audiences through digital advertising, social media, and streaming audio.
- Marketing agency to provide all labor, material, and equipment required to advance the agency brand through a variety of services including but not limited to:
• Multimedia campaign strategy
• Media planning and buying
• Creative concept development
• Graphic and design services
• Campaign monitoring, reporting, and analysis
• Value added services
- This branding and marketing effort will:
• Promote the value and affordability of public higher education in the state and build awareness of the opportunities and contributions provided by agency and its member institutions.
• Elevate awareness and raise the profile of agency and its member institutions.
• Highlight the role and impact of agency as a system, while at the same time raising the visibility of agency individual institutions, stressing their unique missions.
• Create a culture encouraging financial support—both governmental and philanthropic—for agency and its institutions.
• Position agency as a preferred choice for higher education in the state among first-time students and their families, transfer students, graduate students, and working adult students.
- Perform/provide the following:
• Marketing and strategic communication campaign development
• Media planning, buying, and analysis for digital campaigns.
• Creative development including messaging and graphic design for digital and print
• Production of digital ads (still and animated) and audio creative assets.
• Campaign monitoring, analysis, and reporting.
• Audience and behavioral segmentation and analysis (as needed).
• Assessment of new marketing and communication challenges (as needed).
• Market research (as needed)
- Multimedia Campaign Planning and Execution
• Produce media plans for six semesters (fall 2026 – spring 2029) that reach the agency target audiences within a defined media budget. Media budgets will be provided to the awarded offeror. Media plans should be presented for review at least 1 month prior to the campaign launch date. Media purchases require written approval by staff in the agency office of communications.
• Manage media negotiation, buying, scheduling, monitoring, and billing to deliver value to agency and achieve performance benchmarks, such as cost per thousand (CPM) impressions, cost per click (CPC), video views, and video completion rates (VCR) metrics from the agency prior digital campaigns.
• Monitor and analyze the performance of all digital campaigns and make recommendations to optimize current campaign performance and results.
• Deliver monthly campaign status reports and biannual campaign performance reviews to inform future campaigns and strategy.
- Media Buying - The Contractor is the primary media buyer. Contractor will be tasked with developing strategies to reach targeted audiences within a defined budget and be responsible for negotiating, purchasing and billing of advertising placements. While some media buying will be retained in-house, the Contractor is the primary purchaser of media.
- Creative Development
• Provide graphic design and programming services to create both static and animated ads for various platforms.
• Provide guidance on videos and photography specifications required for use in agency digital media campaigns. Agency will work directly with a video production company to deliver videos and photography that meet the strategic and technical specifications for each campaign.