Enrollment Marketing and Advertising Services

The Vendor is required to provide marketing, branding, and advertising services for enrollment and graduate programs at university.
- Requirement
1. Market research
• Conduct student profiles and industry research for each program.
• Research geographic areas and present market analysis to demonstrate a comprehensive understanding of each program’s target audience.
• Conduct competitive analysis for each program with provided peer and aspirant competitors to see competitor ads, strengths of competitor programs, and opportunities for mays programs to differentiate our offerings.
• Conduct keyword research for each program to understand top performing non-branded keywords and competitor presence in the search.
2. Brand platform/brand strategy:
• Establish a unified brand platform where each individual program campaign levels up to a unified program suite, and each branded suite of programs levels up to the mays business university brand.
• Brand strategies for individual campaigns including competitive analysis, market research, target audience characteristics, barriers to entry, context of school and university, and messaging direction.
• Include steps for client feedback and opportunity to choose from different options or messaging directions.
3. Creative development:
• Design strategic, timely, creative, excellent, on-brand deliverables for digital, print, out-of-home, etc. Assets shall include but are not limited to paid media ads, ooh ads, print deliverables, or simple animation graphics, and should be specifically developed for each tactic, at each stage of the funnel.
• Adhere to and support the mays business school and university brand guidelines and platforms.
• Creative should be refreshed throughout the recruitment cycle to prevent ad fatigue.
• Libraries of graphic assets as they are created.
• Provide creative direction, scripts, or storyboards as needed for video production.
• Mays business school might request to pay additional funds for full agency video production.
4. Media planning and strategy:
• Provide campaign-specific media buying strategy and identify advertising channels that will drive enrollment using insights from brand strategy competition, market trends, and target audience.
• Develop clear, refined, and strategic audience segments for each program.
• Recommend scope and scale of media channels for successful campaign performance and provide schedule for media purchasing over campaign duration.
• Demonstrate expertise on tactics such as technical SEO, AI-influenced search strategies, competitor conquesting, retargeting, and geofencing.
• Include strategy to drive individual program recruitment event attendance.
5. Media purchasing:
• Agency may purchase media for advertising channels through in-house resources or outsourcing services, covering ooh, social, streaming, display, as well as other creative media tactics. Regardless, cost for media placement efforts should be included in agency proposal (actual hard media costs for advertising not included).