The vendor is required to provide a strategic partner to develop, manage and execute an effective paid digital marketing campaign for a suite of educational programs to optimize performance and increase awareness of offerings amongst qualified, target audiences likely to convert.
- Strategic paid media consulting services as well as media planning, creative development, media buying/placement, media execution, and campaign measurement of a comprehensive digital media plan.
- Professional services required will include:
• Reviewing previous state campaign strategy metrics/reports/lead gen results/enrollment per market
• Overall media budgeting/planning/optimization through “state-of-the-art” performance marketing solutions to place agency top of mind for target audiences.
a. Agency is open to innovative, creative, new ways to connect, educate and persuade target audience(s) and current best practices (lookalike targeting, CRM integration etc.)
b. Awarded respondent will be expected to conduct competitor analysis
c. awarded respondent will be expected to coordinate with existing agencies that manage paid media work, specifically regards to program messaging, geo targeting and budget allocation
• Development of digital creative to support media plan
a. Awarded respondent will be expected to partner with university creative teams to advice on best practices both inside and outside of the higher education industry.
b. Awarded respondent will develop creative to marry the message to the environment
c. Awarded respondent may partner with agency internal creative team to resource imagery and video assets
d. Creative is expected to be on brand harmonizing with the overall agency brand, framework and messaging
e. Creative development includes identified programs for agency flex & agency programs only (excludes Isenberg school of management - manage their own display creative internally)
f. Awarded respondent will be responsible for producing SEM copy, final approval by agency
• Ad targeting /rotation plans/distribution/trafficking
a. Develop all creative rotation plans and traffic all ads to media outlets.
b. Recommendation and incorporation of a/b testing for creative and landing pages when applicable for optimized results.
c. All campaigns created for narrow geographic markets should be scalable in response to changing goals of the university through adjustments/amendment to the contract.
d. Application of agency codes (consistent with established university conventions), and conversion tracking; awarded respondent is responsible for ensuring activation of approved live campaigns.
• Invoicing and monthly budgeting
a. Each invoice should show agency fee as a percentage of net media spent not gross nor total budget plus monthly forecasting.
• Coordinating with teams/partnerships (internal/external)
a. Partner with in-house agency teams (S.A. internal creative partners where applicable) on media optimizations and campaign recommendations; team meetings to be accounted for in campaign planning (as needed, monthly, quarterly etc.).
• Martech / it partnership (internal)
a. Work with internal CRM/it/web teams to connect and integrate data points (such as enrollment data) and systems to achieve marketing conversion goals of lead gen/enrollment (benchmarking against our own data for analytics).
b. Awarded respondent will be expected to partner with university and lead recommendations for campaign optimizations S.A. 1p data, lookalike targeting.
i. Agency currently uses salesforce and marketing cloud for CRM management.
ii. Agency ISOM manages their own instance of zapier for connections mapping.
iii. Agency currently uses g4 and site improve for analytics.
iv. Agency currently uses sprout social/meltwater for social media.
c. Awarded respondent may be required to manage SEM campaigns in institutional agency google ad words account.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: February 28, 2025