The vendor required to provide digital advertising marketing strategy, creative development, and media placement.
- Strategy and campaign development
• Collaborate with state to develop an integrated, omnichannel strategy and media plan for awareness, engagement, and lead-generation campaigns across emerging platforms, including (but not limited to) google ads, meta, Tik-Tok, YouTube, and programmatic display.
• Demonstrate proficiency in leveraging first-party data and CRM integrations (i.e., slate, constant contact) for audience segmentation, remarketing, and lookalike modeling.
• Recommend new and emerging technologies—including ai-assisted optimization tools—to enhance campaign efficiency, targeting, and creative performance.
• Ensure all creative concepts, messaging, and deliverables adhere to state official brand guidelines, maintaining consistency in tone, color, typography, photography, and all current accessibility standards.
• Produce ad copy and creative assets for multiple formats (static, video, animation, and vertical short-form) with quarterly creative refreshes and ongoing consultation with the university’s marketing team.
- Campaign management
• Demonstrated experience integrating slate CRM data and tracking full-funnel student journeys—from initial ad click to application, acceptance, and deposit—will be viewed favorably.
• While not required, slate proficiency is considered a significant advantage.
• Provide continuous optimization and data-driven management of all digital campaigns, including media buying, bid strategy, ad placement, and creative testing.
• Maintain strict adherence to monthly and annual budget limits, ensuring transparent tracking and no hidden fees.
• Comply with FERPA, GDPR and CCPA, and state data privacy standards; maintain all campaign data as the property of state.
• Employ brand safety and ad fraud prevention measures to protect state reputation across all platforms.
• Provide full implementation of conversion tracking, UTM tagging, and google analytics 4 integrations linked to slate CRM.
- Reporting and analysis
• Provide state with access to a real-time performance dashboard (google data studio, looker studio, or equivalent) tracking impressions, reach, ctr, CPC, conversions, and cost-per-lead.
• Deliver monthly performance summaries by the 5th of each month, including analysis, insights, and optimization recommendations.
• Conduct quarterly strategy review meetings to assess campaign effectiveness and alignment with KPIs such as brand awareness lift, inquiry generation, and application conversions.
• Maintain all campaign data and performance reports for a minimum of 24 months and provide full data exports upon request.
- Creative deliverables
• Produce creative assets that align with state visual and verbal brand standards, including required accessibility features (captioning, alt-text, contrast compliance).
• Deliver complete sets of ad variations for all active platforms (minimum four ad sizes per campaign).
• Refresh campaign creative at least once per quarter and collaborate with university staff on ongoing updates or seasonal rotations.
• Ensure messaging reflects the university’s brand personality—brave, open, creative, energetic, supportive, and nimble—and reinforces the brand essence “empower your passions.”
• It should also reinforce our current theme “small classes, vibrant campus, big outcomes.”.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: February 23, 2026
