Digital Marketing Services

Digital marketing and media-buying agencies to plan and execute a full-funnel, multi-channel digital marketing campaign anchored by paid search (SEM) boosts in EOU’s target recruitment areas to grow prospective student inquiries and applications, including dedicated outreach to veteran and military-connected students.
- 1. Use paid search (SEM), Connected TV (CTV), and paid social ads in target recruitment areas.
2. The selected agency must manage all media channels and perform these operations:
a. Budget and Schedule Control
i. Cost Management: Monitor costs daily. Keep total spend within the approved budget.
ii. Fund Reallocation: Move funds to high-performing channels and areas to decrease the Cost Per Acquisition (CPA).
b. Channel Execution and Optimization
i. Paid Search (SEM):
1. Update keywords and add negative keywords to prevent unnecessary spend.
2. Adjust bids immediately based on device type, time, user intent, and target regions.
3. Use responsive search ads (RSAs) and monitor headline results.
ii. Connected TV (CTV):
1. Show non-skippable videos on target household devices and limit ad frequency per household.
iii. Paid Social Media:
1. Publish native ads across platforms, adjust bidding strategies, and monitor user comments to protect brand safety.
c. Audience Management and CRM Integration
i. Data Sync & Retargeting: Sync Slate CRM data regularly to target lookalike audiences, exclude current students, and build retargeting lists in GA4.
d. Creative Lifecycle Management
i. Testing and Quality: Test ad variants continuously, update low-performing content, and send traffic to verified landing pages.
e. Technical Maintenance and Quality Control
i. Compliance and Tracking: Verify tracking tags continuously and follow all applicable privacy and accessibility laws.
f. Account Management and Communication
i. Communication Schedule: Attend status meetings every two weeks
and report tracking errors immediately.
3. Target ads by Designated Market Area (DMA), prioritizing Portland, Boise, and Yakima-Pasco-Richland-Kennewick DMAs alongside key regional counties.
4. Create tailored media, text, and targeting for Hispanic/Latino students, on-campus undergraduates, and military veterans.
a. Media Specifications:
i. Connected TV (CTV)
1. :30s Brand & :15s Action Video: 16:9 ratio (1920x1080), MP4/MOV format, stereo audio at -24 LKFS; include captions (SRT) and a call-to-action (CTA).
2. Companion Banners: Static 16:9 ratio (1920x1080) or 300x250 JPG/PNG images with links.
ii. Paid Search (SEM)
1. Responsive Search Ads (RSAs): 10 to 15 headlines (max 30 characters) and 4 descriptions (max 90 characters) per ad group.
2. Ad Assets: Sitelinks, callouts, structured snippets, and horizontal/square image assets without text overlay.
iii. Paid Social Media
1. Vertical Video (Meta/TikTok/Shorts): 9:16 ratio (1080x1920), :09 to :60s duration with margin safety for app controls.
2. Meta Carousels & Lead Units: 1:1 or 4:5 image formats combined with direct CRM forms or image series.
3. YouTube In-Stream Video: 16:9 ratio (1920x1080), :15s non-skippable or :30s skippable formats with a 300x60 banner.
iv. Programmatic Display
1. Banners & Native Ads: Static, HTML5 animated (max 15s loop, <150 KB), or native display images with concise headlines and body text.
5. Achieve target goals for these Key Performance Indicators (KPIs):
a. Year-over-year increases in student applications, RFIs, and campus visit page clicks.
b. Total delivered streaming/CTV ad impressions and click volume in target regions.
6. Measure and report campaign results using Google Analytics 4 (GA4) and Slate CRM.
7. Provide monthly performance reports and collaborate with the EOU team on ad approvals, landing page designs, and CRM integration.