Marketing Services

The Vendor is required to provide marketing services for strategic media planning, placement, optimization, and reporting services supporting recruitment, outreach, workforce, and economic development-related campaigns conducted by the college system and its affiliated divisions and programs.
- Strategic responsibilities
• System staff throughout all phases of campaign planning and media placement to ensure strategies are effectively targeted, efficiently executed, and aligned with project goals and recruitment needs.
• Capable of responding quickly to changing project demands and adjusting media strategies, placements, and tactics as necessary to support project objectives and campaign performance.
• Responsibilities shall include the procurement and placement of traditional, digital, mobile, streaming, social, and other emerging media platforms appropriate for project objectives and target audiences.
• Monitor campaign performance and provide ongoing recommendations regarding placement effectiveness, audience targeting, optimization opportunities, and media allocation throughout campaign execution
• Any negotiated value-added placements, bonus placements, or promotional opportunities shall be used to support projects or initiatives identified by the college system.
- Media services
1. Placement specifications
• Perform services in accordance with the specifications and requirements outlined herein under the direction of the college system.
• Utilize industry standard media planning, audience measurement, market research, analytics, and reporting tools necessary to effectively plan, place, monitor, optimize, and evaluate campaigns across traditional, digital, streaming, audio, mobile, and emerging media platforms.
2. Operational placement requirements
• College system in developing comprehensive media plans designed to achieve the recruitment goals of active projects and initiatives.
• Media plans should support the attraction of qualified candidate pools aligned with project-specific workforce needs while maximizing cost effectiveness and return on investment (roi).
• Work collaboratively with the college system to establish efficient processes for translating project goals, hiring demands, timelines, and target audiences into customized media planning and placement strategies.
• Develop, manage, and monitor media budgets in coordination with the college system while remaining responsive to anticipated response rates, recruitment performance, project deadlines, changing market conditions, and other factors that may require strategic adjustments during campaign execution.
• Develop and implement authorized media placement strategies and identify opportunities for budget efficiencies, added-value placements, and campaign optimization where appropriate.
• Execute all authorized media placement activities, including negotiation and purchase of media placements, coordination of placement instructions and scheduling, verification of media placement, publication, broadcast, or delivery, monitoring and evaluation of campaign and placement performance, and preparation of post-buy analyses and performance reporting.
• Maintain ongoing evaluation of media effectiveness, audience response, recruitment performance, and emerging media opportunities to support future planning and campaign recommendations.
- Types of media to be purchased
• Directly responsible for procuring and placing media across a variety of traditional, digital, mobile, streaming, social, and emerging platforms as authorized by the college system. Media types may include, but are not limited to, broadcast television, cable television, connected television (CTV), traditional radio, streaming audio platforms, print advertising, sports marketing, event sponsorships, outdoor advertising, billboard advertising, in-store advertising, paid social media advertising, email marketing, digital advertising, mobile marketing, and other media formats or technologies that emerge during the term of the contract.
• Media purchasing and placement activities must be conducted in a manner that is efficient, cost effective, strategic, flexible, and responsive to the needs and objectives of the college system.