Digital Advertising Services

The Vendor is required to provide strategic, creative, and campaign management services for program-specific digital advertising efforts, including but not limited to:
- Strategic planning
• Conduct research on the assigned academic program.
• Analyze no more than four (4) competitive institutions and comparable academic programs.
• Recommend channel strategies aligned with campaign objectives.
- Messaging and creative development
• Develop program-specific messaging consistent with university brand standards and templates.
• All creative and messaging must align with university brand standards.
• Create digital advertising concepts and creative assets suitable for approved digital platforms.
• Produce headlines, ad copy, imagery recommendations, display advertising, social advertising, and digital creative as needed.
• Revise creative based on university feedback.
• All creative assets, ad copy, campaign materials, audience research, and reporting developed under this agreement shall become the property of university upon payment.
- Campaign management
• Configure, launch, monitor, and manage digital advertising campaigns.
• Manage audience targeting, bidding strategies, placements, and budgets.
• Implement campaign tracking and conversion measurement.
• Continuously optimize campaigns based on performance.
- Reporting and analysis
• Impressions
• Reach
• Clicks
• Click-through rate
• Cost per click (if available)
• Cost per conversion (if available)
• Conversion volume (if available)
• Audience insights
• Optimization recommendations
• Overall campaign performance summary.