The vendor is required to provide from qualified marketing vendors to design and implement a comprehensive nurturing campaign aimed at guiding admitted students through the necessary steps for enrollment.
1. Audience and competitive analysis
a. Audience analysis
• Academic interests
• Geographic location
• Socioeconomic background
• Motivations for college selection
b. Competitive analysis
• Marketing strategies
• Brand positioning
• Unique selling points
2. Messaging development
a. Key message platform
• Develop a compelling narrative that highlights university unique value, including academic strengths, student experiences, and campus culture.
• Ensure consistency across all marketing channels.
b. Call-to-action (CTA) strategy
• Visit the website
• Request information
• Schedule a campus tour
• Apply and submit documents
• Pay their deposit
• Register for classes
c. Messaging tailoring
• Adapt key messages for different student demographics and academic interests.
• Ensure inclusivity and cultural relevance.
3. Marketing channel strategy
a. Digital marketing
• Website optimization: ensure admissions pages are user-friendly and conversion-optimized.
• Search engine marketing (SEM) and SEO: Enhance searchability and ranking of admissions-related
content.
• Social media campaigns: targeted promotions on key platforms.
• Email marketing: segmented email nurturing campaigns via HubSpot.
• Online advertising: strategic ad placements on google and social media.
b. Print marketing
• Design and produce brochures, postcards, and viewbooks.
c. Event marketing
• Support outreach at college fairs, campus tours, and information sessions.
d. Public relations
• Develop media outreach strategies and press releases.
• Partner with influencers to engage prospective students authentically
4. Content creation
a. Admissions website content
• Program descriptions
• Faculty profiles
• Student testimonials
• Application process details
• Financial aid resources
b. Blog posts & articles
• Topics include academic programs, student life, and career opportunities.
c. Video content
• Short and long-form videos showcasing campus life, student experiences, and faculty expertise.
5. HubSpot implementation & automation
• Automate email nurturing workflows to streamline student engagement.
• Implement lead scoring and tracking to measure student progress toward enrollment.
• Ensure integration to admission pros CRM for real-time data synchronization and personalized outreach.
6. Measurement & evaluation
a. Campaign tracking
• Website traffic
• Lead generation
• Application submissions
• Enrollment conversion rates
b. Data analysis
• Assess engagement metrics to identify strengths and improvement areas.
c. Reporting
• Provide regular reports with actionable insights on campaign effectiveness
7. Knowledge transfer
a. HubSpot training sessions
• HubSpot fundamentals: overview of the platform’s capabilities and best practices for email marketing.
• Workflow automation: how to build and modify email workflows to engage prospective students.
• Contact management & segmentation: strategies for organizing student data and creating targeted lists.
• Email creation & optimization: how to draft, design, and schedule email campaigns.
• Performance tracking & reporting: understanding key metrics, campaign analysis, and data-driven optimizations.
b. Training format & delivery
• Live virtual or in-person sessions: interactive training with Q&A sessions.
• Recorded tutorials: step-by-step video guides for ongoing reference.
• User manuals and documentation: a written guide covering essential HubSpot functions specific to university admissions processes.
c. Ongoing support
• Provide post-training support for a specified period to assist with troubleshooting and additional questions.
• Offer recommendations for continued learning, including HubSpot certifications and advanced training opportunities.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: March 17, 2025