The vendor is required to provide comprehensive digital advertising and enrollment marketing services to support lead generation, application growth, and enrollment outcomes for prospective undergraduate and graduate students.
- A strong track record of executing integrated, multi-channel enrollment marketing campaigns that drive engagement at each stage of the enrollment funnel (awareness, consideration, application, enrollment, and yield).
- Digital and enrollment marketing efforts through:
• Targeting and placement optimization across digital platforms.
• Data-driven enrollment marketing strategies to engage students and key influencers (parents, guardians, counselors).
• Tactical execution of digital and offline marketing efforts to generate and convert inquiries, applicants, and enrolled students.
• Market research and competitive analysis to enhance strategy and performance.
• Real-time analytics, reporting, and insights for continuous campaign optimization.
- Digital advertising services
• Paid search: campaign setup, keyword strategy, bid management, ad copy development, audience segmentation, and landing page recommendations.
• Display advertising (prospecting, retargeting, native, and online video/audio): placement optimization, sequential messaging, audience exclusions, frequency caps, and campaign refinement through demand-side platforms (DSP).
• Retargeting & sequential messaging: multi-touch retargeting to re-engage prospective students based on website interactions, ad engagement, and previous campaign touchpoints.
• Paid social media: campaign execution on platforms such as Facebook, Instagram, LinkedIn, snapchat, and x (formerly twitter) with targeted audience segmentation and ad optimization.
• Mobile advertising: targeting high-intent mobile users through location-based strategies, app-based advertising, and mobile-first campaign structures.
• Geofencing: using geofencing strategies to target prospective students at competitor institutions, feeder schools, and recruitment events with hyper-targeted messaging.
• List-based targeting: creating campaigns tailored to specific student segments, including inquiry pools, admitted students, transfer prospects, and adult learners.
• Yield campaigns: targeting admitted but uncommitted students with personalized advertising and sequential messaging to drive enrollment conversions.
• Program-specific marketing: developing targeted campaigns for university spotlight programs and other key academic offerings based on market demand and institutional priorities.
• Advanced/digital TV/over-the-top advertising: leveraging digital TV platforms to engage prospective students through highly targeted streaming and on-demand content.
- Enrollment marketing services
• Capabilities in enrollment specific marketing services that enhance prospective student engagement and drive yield outcomes.
• Demonstrate expertise in multi-channel enrollment marketing strategies that support student movement through the enrollment funnel.
- Potential enrollment marketing services
• Email marketing & automated nurture campaigns:
1. Parent/guardian engagement campaigns to support decision-making.
2. Yield campaigns targeting admitted students to drive enrollment commitment.
3. Consultation on best practices for slate email workflows, audience segmentation, and message automation.
4. Alternative email solutions for outreach efforts that may not be best executed through slate.
• Direct mail & personalized print outreach:
1. Postcards, brochures, and letters targeting students at critical funnel stages (e.g. application yield, admitted-student engagement).
2. Personalized variable data mailers for high-intent students to drive conversions.
3. Parent/guardian mailers reinforcing key decision-making factors.
• SMS/text message campaigns:
1. Strategic text campaigns for event reminders, application deadlines, and enrollment follow-ups.
2. Personalized messaging for yield and commitment reinforcement.
• Other enrollment marketing strategies:
1. Vendors are encouraged to propose additional services and engagement tactics that align with university enrollment marketing needs and complement digital advertising efforts.
- Contract Period/Term: 1 year
- A Virtual Pre-Proposal Date: March 25, 2025
- Questions/Inquires Deadline: March 31, 2025