Enrollment and University Marketing Services

Marketing services provider to support the development and implementation of integrated marketing strategies that promote the University's academic programs, enhance brand awareness, increase student recruitment and engagement, and support overall enrollment goals. Services may include market research, marketing strategy and planning, digital advertising, social media, content development, creative services, lead generation, campaign management, and performance measurement.
- Campaign development and execution Services may include:
• Student search campaigns
• Application-generation campaigns
• Application-completion campaigns
• Admitted-student and yield campaigns
• Direct mail, letters, postcards, brochures, viewbooks and other print communications
• Email development, deployment and automation
• SMS and MMS campaigns
• Personalized URLs, landing pages, forms and digital experiences
• Copywriting, graphic design, photography, video, motion graphics and related creative services
• Print procurement, personalization, mailing and fulfillment
• Response capture, processing and transfer to Longwood systems
• Testing of audiences, messages, creative, formats, offers, timing and channels
• Financial aid offer notifications and related affordability communications for students and families, including digital and print delivery, audience-specific versions, and compliance with applicable federal and state requirements
• Enrollment research initiatives, including in/out studies and post-cycle admissions surveys, with research design, administration, analysis and actionable recommendations.
- Enrollment media strategy and placement Services may include:
• Enrollment-focused media research, planning and audience targeting
• Paid search, paid social, digital display, programmatic media, streaming audio/video and connected television
• Retargeting and other strategies designed to support inquiry, application, completion, admission, yield and enrollment goals
• Coordination of paid media with studentsearch, direct mail, email and texting campaigns
• Media negotiation, purchasing, trafficking and verification
• Budget pacing, ongoing optimization and recommendations for adjustments
• Documentation of media costs, commissions, markups and added-value placements
• Reporting that connects media activity to enrollment-funnel outcomes when the necessary data are available
- Strategic marketing Services may include:
• Integrated marketing and communications planning
• Brand positioning, perception research, competitive analysis and institutional differentiation
• Audience identification, segmentation and journey development
• Academic program and departmental marketing
• Advancement and fundraising communications
• Alumni, community and stakeholder engagement
• Internal communications and employee engagement
• Recommendationsforinnovative, cost-effective and nontraditional tactics
- Creative services
Services may include:
• Campaign concept development and creative direction
• Advertising copywriting and design
• Print collateral, publications, brochures, direct mail and environmental graphics
• Digital advertising, social content and email creative
• Video, photography, animation and motion graphics
• Radio, streaming audio and video scripts
• Out-of-home, broadcast and experiential materials
• Editing, proofreading and production preparation
- Website and digital experience services
Services may include:
• Website and landing-page strategy, planning, design and development
• User research, user experience and information architecture
• Web content strategy and optimization for visibility across traditional search engines, answer engines, generative
AI platforms and other emerging discovery tools, including SEO, AEO and GEO
• Website analytics, testing and performance optimization
• Integration with University-approved platforms and systems
• Accessibility and compliance with applicable web standards