The Vendor is required to provide to conduct multichannel digital marketing campaigns to increase brand awareness and national visibility of university.
- Their ability to assist the University in increasing lead volume while utilizing the university’s mission, culture, vision, and goals through:
• Geotargeting
• Remarketing
• Prospecting and retargeting
• Analytics, attribution and Return on Investment (“ROI”) analysis
• Media strategy and planning
• Market and audience insights
• Multichannel digital advertising informed by target audience research
• List-based advertising/predictive audiences, matched audiences with first party data
• Lookalike/similar audiences
• Audience targeting, content targeting (interests/traits/location/demographics/attributes/behavioral)
• Focused digital advertising.
• University-owned ad accounts with agency granted access per school unit
• Analytics dash boarding and collaboration with our analytics and customer relationship management (“CRM”) teams to verify call to action (“CTA”) conversions.
• Attribution and return on investment (“roi”) analysis.
• Expertise and assistance in support of long-term strategy, as well as any necessary pivoting based upon changes within the media landscape
• Guidance to university by understanding university limitations due to the university’s technical limitations and modernization projects
• Navigate various levels of understanding skill sets across university, from expert to learner
• Submit ideas and recommendations to university which may display attributes of being experimental and entrepreneurial in nature
• Recognize spend waste with corrective recommendations
• Optimization of advertising dollars
• Working alongside and in conjunction with university as partners to improve all levels of advertising and landing page experiences
• Provide feedback, both positive and negative, on university ideas, acting as the university’s sounding board and partner
• Stress visibility and transparency and obtain the necessary university approval for all projects
• Production of succinct and actionable on-brand copy with consistent tone and vocabulary
• Establish frequency for performance reviews/optimization meetings, and deeper biannual/quarterly meetings
• Detailed and robust client onboarding processes, and ongoing partnership and project management processes which keep all parties organized and informed
• Understand the careful balance between university objectives/goals (and that of each unit) and data-informed decision making
• Assistance in creating an optimized user experience utilizing google-aligned keywords, ad copy, and messaging, aligning university landing pages to paid efforts
• Assist university to translate the university’s goals into detailed plans by program, media channel and time frames
• Provide a comparative analysis of existing and/or proposed advertising for university to comparable higher education institutions, especially concentrating on peer, regional and big 12 institutions
• Attend collaborative meetings with key stakeholders that are clearly data-driven, sharing insights and suggestions for improvement.
• Provide asset production support for all media, as needed, including but not limited to interactive ad creative (html5)
• Generation of regular ad copy performance reports to inform and provide a look into users’ point of view
• Facilitate a structured feedback loop, including but not limited to, continual testing, biweekly touch bases, monthly reports, and quarterly reviews.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: May 29, 2025