Marketing Services

The Vendor is required to provide marketing, communications, creative, media, public relations, web, and campaign support services for higher education.
- Audience research
• Conduct qualitative and quantitative research to profile prospective students, current students, alumni, faculty, staff, parents, employers, community stakeholders, and other priority audiences.
• Analyze market trends in higher education, student enrollment patterns, audience behaviors, and competitor institutions.
• Support research related to undergraduate, graduate, transfer, online, adult learner, commuter, competency-based education, out-of-area, and out-of-state student markets.
• Deliver actionable insights and recommendations aligned with institutional goals, brand positioning, and campaign strategy.
- Direct marketing
• Develop and manage direct marketing campaigns targeting student recruitment, admissions, alumni engagement, event invitations, program promotion, and other institutional priorities through email, SMS, mailers, digital outreach, print pieces, and related channels.
• Craft messaging and creative assets tailored to relevant audience segments.
• Measure and report on campaign effectiveness, including open rates, click-through rates, conversions, inquiry generation, applications, event registrations, and other agreed-upon metrics.
- Target audience marketing
• Create and execute marketing strategies for undergraduate, graduate, transfer, online, competency-based education, adult learner, commuter, area, out-of-area, out-of-state, and other key student segments.
• Develop strategies for academic program promotion, college or department campaigns, institutional priorities, public awareness, and community engagement.
• Support marketing for regional public university positioning within or near major metropolitan markets.
• Implement digital advertising, search, social, display, streaming, print, outdoor, and other channel strategies aimed at enrollment growth, program promotion, reputation building, or engagement.
• Optimize messaging and channels based on audience behavior, performance data, market conditions, and feedback.
- Marketing plans and promotional campaign development
• Develop marketing plans and promotional campaigns for colleges, academic programs, campuses, instructional sites, modalities, departments, events, initiatives, and other university priorities.
• Create campaign strategies that identify target audiences, goals, key messages, recommended channels, creative needs, timelines, budget considerations, and performance measures.
• Support promotional planning for academic program launches, enrollment pushes, awareness campaigns, recruitment events, college-level initiatives, community events, donor or alumni engagement efforts, and other institutional activities.
• Develop campaign materials that may include digital ads, social media content, email copy, direct mail pieces, print materials, outdoor advertising concepts, web or landing page copy, event promotion assets, and public relations materials.
• Provide recommendations for how campaigns should be sequenced across channels to support awareness, engagement, inquiry generation, attendance, enrollment, or other defined outcomes.
- Public relations, media relations, editorial, and earned media support
• Prepare press releases, media advisories, talking points, story summaries, and media briefing materials, editorial content, and related communications.
• Support institutional announcements, academic achievements, campus events, leadership messaging, faculty expertise, student success stories, research visibility, community engagement, and other university priorities.
• Develop earned media strategies that identify story angles, target outlets, timing, spokespeople, proof points, and recommended outreach approaches.
• Facilitate media outreach and engagement to highlight institutional priorities and strengthen regional, statewide, and national visibility where appropriate.
• Support management of media inquiries and coordination of press events, interviews, faculty expert opportunities, editorial placements, or other earned media activities.
• Provide writing, editing, and editorial support for public-facing institutional content, feature stories, campaign narratives, opinion pieces, executive messages, and related communications.
• Provide monitoring, reporting, and recommendations related to media coverage, earned media performance, audience reach, sentiment, and public visibility.
- Media buying
• Develop media plans across digital, print, broadcast, streaming, connected tv, social, search, outdoor, transit, and other paid channels tailored to prospective student recruitment, graduate enrollment, academic program promotion, campaign launches, public awareness, event promotion, or other institutional goals.
• Negotiate, place, traffic, and manage media buys in alignment with institutional budgets, timelines, brand standards, and compliance requirements.
• Monitor media performance and provide reporting on reach, engagement, cost efficiency, conversions, return on investment, and other relevant metrics.
• Provide optimization recommendations during and after campaign activity.
- Creative and content development
• Conceptualize and produce campaign creative for admissions, academic programs, colleges, departments, institutional campaigns, public relations, events, social media, websites, and other uses.
• Develop graphics, advertising assets, digital content, print materials, social media content, videos, photography, copywriting, program brochures, one-pagers, templates, presentations, and related materials.
• Provide rapid production and adaptation of creative assets suitable for multiple platforms, audiences, and campaign needs.
• Support template development for repeatable use by colleges, departments, programs, and university teams.
• Translate complex academic, institutional, or technical information into clear, compelling, audience-ready communications.
- Digital, web, UX/UI, and landing page support
• Support web strategy, digital experience planning, landing page strategy, and conversion focused content structure.
• Provide user experience (UX) and user interface (UI) recommendations for marketing pages, academic program pages, campaign landing pages, college or department pages, and other public-facing digital experiences.
• Support page design, wire framing, layout concepts, content hierarchy, navigation recommendations, and calls-to-action designed to improve audience engagement and conversion.
• Support information architecture, web architecture recommendations, site structure improvements, page consolidation, and user journey improvements.
• Provide recommendations for website redesign, page redesign, content redesign, and implementation planning in coordination with university web, marketing, communications, and digital teams.
• Provide landing page copy, web content planning, seo support, metadata recommendations, digital template recommendations, and accessibility-aligned content guidance.
• Support web and digital work related to enrollment marketing, graduate programs, online programs, competency-based education, academic program pages, commuter-site recruitment, instructional sites, events, and other institutional priorities.
• Coordinate with university web, marketing, communications, and digital teams as required to support implementation, review, testing, and launch.
- Social media management
• Develop and schedule organic and paid content for social channels targeting prospective students, current students, alumni, parents, community stakeholders, campus life promotion, academic programs, research highlights, events, and institutional priorities.
• Support social content planning, creative development, copywriting, short-form video concepts, and campaign extensions.
• Conduct social listening, community management support, and reporting where appropriate.
• Support paid social media campaigns, including creative adaptation, audience targeting, placement, monitoring, and optimization.