The Vendor is required to provide digital advertising services which will serve the varying needs of university as a whole and its individual departments in accordance with all requirements stated herein.
- University has been utilizing digital marketing for the past eight (8) years and has recently invested additional advertising allocations into this medium.
- Digital marketing services:
• Provide university with a full range of high-quality services reasonably expected from a digital marketing partner.
• Provide information about and implement campaigns designed to contribute to university marketing and communication’s overall mission of telling university story and to increase brand awareness and enrollment among highly qualified students.
• Provide processes for ensuring that all digital marketing that is performed is in accordance with all applicable laws and regulations.
• Cooperate fully with university employees and provide timely responses to questions as needed.
• Comply with procedural instructions of university.
- Research/analysis/performance/results
• Provide market analysis/research to advice on the best approach for campaign.
• Track all analytics for the campaigns disseminated and provide any necessary tracking measures to interface with university digital platforms.
• Must provide a dashboard for analytics that is updated daily, at a minimum.
• Provide end-results and recommendations for improvement at the close of each campaign.
• Key metrics: ensure they focus on important KPIS (key performance indicators) such as ROI (return on investment), conversion rates, traffic growth, lead generation, and customer acquisition costs.
• Data interpretation: they should offer insights and actionable recommendations based on data rather than just presenting numbers.
• Innovative tools: utilize tools like heat maps, a/b testing, or user behavior analytics to optimize campaigns.
- Third-party affiliation(s)
• university does not typically partner with brands associated with alcohol, tobacco, weapon or explicit content for digital marketing, and contractor must take appropriate measures to ensure university message is not endorsed on these types of sites.
• university has the right to review, upon request, the complete list of appropriate top tiers sites to be used per campaign; contractor will be responsible to maintain a list of blacklisted sites. - Customer service/account management requirements
• Provide a timely response for a campaign quote request.
• Must be flexible to situation-specific needs of university.
• The contractor shall not delay timelines or implementation of a campaign that would impact the cost proposed in the quote.
• Meet with the office of university marketing and communication bi-weekly to review and optimize campaigns and make recommendations about new platforms available.
• Contractor must provide complete training on any software/asset that university is expected to be involved with (analytics, dashboards, campaign generation platforms, etc.)
- Minimum services to be provided:
• Strategy and analysis for campaign development
• Search engine optimization (SEO)
• Search engine marketing (SEM), including pay-per-click.
• Mobile and banner displays, including but not limited to targeting/retargeting, geotargeting.
• Social media paid ads.
• Broadcast TV placements.
• Billboard placements
• Work with university to determine specific goals and metrics so funds can be appropriately allocated for maximum reach and effectiveness.
• Place, monitor and optimize digital campaigns based on agreed upon goals.
• Email marketing and communication funnel development
• Conversion rate optimization
• Split testing
• Landing page development
• Lead form creation
• Geotargeting
- Contract Period/Term: 1 year
- Pre-Proposal Conference Date: April 21, 2025
- Questions/Inquires Deadline: April 04, 2025