The Vendor is required to provide comprehensive digital and traditional media strategy, planning, buying, placement, and analytics services.
- Provide to consolidate current separate contracts into one integrated agreement that ensures cohesive, cost-effective, and data-driven advertising campaigns.
- The size and scope of advertising campaigns may vary from the creation of materials to the development and campaign execution.
- Objective:
• Digital and traditional media planning, buying, placement and payment
• Recommendations for county local media and sponsorship opportunities
• Development or purchase of prospect lists for targeted campaigns
• Research, tracking, and reporting
• Dedicated and responsive account services team
• Strategic advice, campaign planning and guidance
• Real-time data analytics for campaign performance monitoring
- Services:
• Be knowledgeable of traditional and digital media and marketing trends, and capable to discern effectiveness of trends and deploy turnkey campaigns
• Be experienced in the development and execution of effective targeted campaigns, strategies, and tactics
• Be knowledgeable with ways to incorporate advertising into the College’s existing customer relationship management (CRM) and marketing automation systems
• Stay informed on local events and opportunities that may be appropriate for geofencing, TV advertising, and sponsorships
• Work closely with Division staff to build and execute successful marketing campaigns
• Develop additional campaigns as needed to help retain current students, attract new students, invite non-completers to return to county, target viable prospects for specific academic programs, create special interest campaign goals, and other campaigns as needed.
- Develop an overall annual combined traditional and digital marketing plan, including brand awareness and ongoing enrollment campaigns utilizing varied tactics to achieve campaign goals
- Develop campaigns aimed at adult audiences who:
• Have not completed a degree
• Seek career advancement or continuing education for their current career
• May be unemployed or under employed
• Are interested in changing careers
- To encourage current degree and non-degree students to take the necessary classes in their program of study, to return/enroll, or to take a class that may be relevant to their interests.
- Develop campaigns designed to target unique audiences to support specific programmatic campaign goals
- Advertising campaigns will include, but are not limited to:
• Enrollment for spring, summer and fall semester
• Enrollment for under-enrolled or new programs
• Open House and other special events
• General and ongoing brand awareness
• Non-degree Workforce Continuing Education training programs
• Campaigns that promote enrollment and achieve specific College strategic plan goals and/or promote special program/campaign goals.
- Advertising delivery may include, but is not limited to:
• TV, cable, CTV, radio
• Print – local magazines, chamber relocation guides, etc.
• Websites, mobile apps, and games
• Digital search marketing, PPC, remarketing, behavioral targeting, ZTV, ROS, geofencing and other geotargeting
• Social media: LinkedIn, SnapChat, YouTube, TikTok, Facebook, Instagram, and other similar channels
• Spotify, Pandora, iHeartRadio, or similar channels
• Out-of-home media
• Other media tactics, which may be effective outlets for College advertising and prospecting
- Additional services to include:
• Build strategies to drive traffic to the College’s web page(s) by displaying ads as a result of keyword searches, retargeting, behavioral marketing, WebID, lookalike audiences, conquests of competitor sites, and other tactics
• Targeting and retargeting of college contacts via digital display ads and video tactics
• A/B testing of tactics and advertising graphics to deliver the most effective campaign possible
• Provide clear and accurate reporting for all campaigns, monitor success during campaigns and make appropriate adjustments as needed; assist in evaluation of return on investment
• Provide a dashboard of campaign analytics that can be accessed by College staff
• Determine which activities are effective based on results and data analysis
• Negotiate best possible rates with premium media placement
• Seek and carry out unique local media opportunities that may be effective such as televised sports and other events, sponsorships, etc.
- Provide cost and performance projections for all assigned campaigns and initiatives.
- Develop and implement paid advertising plans that support student recruitment, enrollment, special campaign and brand awareness goals.
- Place all social media advertising through the College’s existing social advertising platform accounts.
- Media buying services may include but are not limited to TV, print, radio, and billboards, CTV, social media, search, behavioral marketing, targeted audience development
- Track all initiatives and provide timely, accurate, and concise reporting on a weekly, monthly, quarterly, and annual basis.
- Provide analyses of media performance comparing results month over month, year over year, and against researched higher education industry benchmarks.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: February 13, 2026
