The vendor required to provide online marketing strategies, placements, tracking, a-b testing, optimization, reporting, and refining placements on campaigns, actively adjusting to improve ROI.
- Operational requirements
• Assessment of our current digital advertising campaigns to benchmark and make recommendations.
• Setup and deployment of all digital marketing and advertising campaigns.
• Consulting on best practices in digital advertising and enrollment marketing for public universities, such as university.
• Expert services in display advertising, PPC, video ads (YouTube, OTT), geofencing, meta, Tiktok, x or blue-sky social media ads, look-a-like audiences, and campaign strategies.
• Access to real-time, custom reporting dashboard and conversion metrics.
• Monitor paid media campaigns and optimize the campaigns to improve performance and efficiency.
• Ability to integrate with university CRM technology and social media management tools.
• Access to an account executive for ongoing questions and campaign optimizations, and timely response to campaign needs.
- Operational performance
1. Audience identification
• Prospective and current students: segment audiences by demographics, interests, and behaviors (e.g., transfer students, adult learners, working professionals, international students).
• Underrepresented minority and low socioeconomic status students who have faced barriers to completing higher education.
• Alumni: engage alumni for referrals.
• Local business leaders who can advise workers of options to advance their career.
• Peer institutions
• Geographic focus: target campaigns locally, nationally, or internationally, depending on the audience.
2. Messaging and content strategy
• Value proposition: highlight unique aspects of the college, such as academic excellence, programs of study, career outcomes, flexible programs, attainable programs, or new degree offerings.
• Call-to-action (CTA): use clear CTAs for applications, inquiries, or event registrations.
• A-b testing and both visual and content messaging optimization.
3. Channels and platforms
• Search engine marketing (SEM): use PPC google ads to target students searching for educational opportunities.
• Social media: leverage platforms like Instagram, Facebook, LinkedIn, Tiktok, X or BlueSky, and YouTube, based on audience preferences.
• Display outreach, mobile location targeting, and retargeting ads: keep our institution top-of-mind with visual ads.
4. Budgeting
• Allocation: assign budgets based on campaign objectives, channel performance, and audience reach.
• Testing: allocate funds for a/b testing of ads and content to optimize performance.
• Total budget is not yet determined or guaranteed but estimated at $175,000 annually for grad programs, and $120,000 annually for the online-degree completion program.
• Budgets inclusive of ad budget and agency fees.
- Budget: $175,000 annually
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: February 4, 2026
