The vendor is required to provide marketing and advertising services including but not limited to, consulting, planning, implementation and reporting services for branding, marketing, communication, and recruitment-focused marketing for projects on an as-needed basis for the university.
- This agreement is brand recruitment-focused digital marketing; campaign development and management; strategic branding, marketing and communication planning; recruitment campaign development, management and reporting; institutional communication projects, campaigns and initiatives; media planning and placement; publicity; and organizational change management consulting and measurement and evaluation services in order to elevate awareness of the university institutional brand among target audiences, create interest that can be measured by using performance indicators and develop inspiring communications that will move people to action.
- Recruitment-focused digital marketing:
• Develop and implement a robust plan that increases top-of-funnel volume with qualified inquires and applicants in local, regional, and national markets.
• Outcomes will yield evaluative reports providing strategic direction for positive positioning and differentiation along with an associated media plan for digital marketing.
• Staff in enrollment marketing (EM) and university marketing and communications (UMC) will handle content creation, video creation and any design work needed for recruitment marketing campaigns.
• Provide strategic direction, campaign management and optimization, access to a campaign analytics platform that integrates with the slate CRM and allows university to review campaign performance at any time, and valuable industry trends to improve the success and focus of their specific campaigns.
- Brand development and strategy:
• Develop a new visual identity that includes research, logo design, identity map, identity narrative, brand architecture, brand assets, and brand guidelines; this includes, but is not limited to creative work, analyze and interpret market research and trends, and offer innovative strategies for implementation.
• Create a comprehensive brand strategy that aligns with our goals and resonates with our target audience; this includes but is not limited to positioning, messaging, and differentiation.
- General marketing and campaign development:
• Elevate awareness among target audiences, create interest that can be measured by using performance indicators, and develop inspiring communications.
• This includes but is not limited to management, copywriting, photography, video, web, and production services.
• Produce non-academic microsites and website redesign services to improve visitor ship, SEO, and audience awareness for special initiatives.
• Provide reporting/analytics to show individual ad performance/return on investment (ROI) and managing website guests’ ability to opt out of cookies in compliance with general data protection regulation (GDPR).
• Develop campaigns to increase brand awareness, engage audiences, and strengthen brand identity; this includes traditional, digital media, and video campaigns.
- Media planning and placement:
• Traditional and digital media planning, placement, trafficking, optimization, advertising, promotion, and reporting for all communication and marketing campaigns, nationally and internationally, depending on the project needs.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: March 28, 2025