Annual Marketing Campaign Services

The Vendor is required to provide annual marketing campaign services for include:
1. Strategic media planning
• Develop and execute a comprehensive annual digital advertising strategy aligned with pierce college’s enrollment goals, including campaign phasing (fall, winter, spring, summer) and audience prioritization.
2. Audience targeting & segmentation
• Advanced audience targeting capabilities including: behavioral and intent-based audience targeting (education-focused audiences); targeting by audience list (i.e. Admitted, not enrolled, current students not enrolled; demographic and household targeting (i.e., income-based segments such as populations; underrepresented population targeting strategies
3. Digital advertising execution (display & retargeting)
• Deploy and manage digital display advertising campaigns, including: always-on site retargeting via pixel tracking; seasonal campaign pushes with defined start/end dates; geofencing and addressable targeting; optimization for performance
4. Creative deployment & optimization
• Support the deployment, testing, and optimization of ad creative assets, including: banner ad trafficking; a/b creative testing; recommendations for creative performance improvements
5. On-demand program marketing
• Provide flexible, on-demand digital marketing services to support academic programs, initiatives, or enrollment needs that arise throughout the contract term.
• Services may include, but are not limited to, program specific campaign strategy and planning, digital advertising, audience development and targeting tailored to specific programs. Campaigns will be authorized on an as-needed basis at the discretion of college and may vary in scope, duration, and channel mix.