Advertising Agency Services

The vendor is required to provide advertising agency services to manage, expand, and optimize our multi-channel advertising strategy.
- Background and current landscape
1. Undergraduate recruitment
•    Digital advertising supports both brand awareness and enrollment-driven initiatives
•    Google paid search
o    Using for lead generation
o    Focuses on high-intent, admissions related and branded keyword groups
•    Google display and remarketing
o    Using for upper funnel awareness and mid-funnel re-engagement
•    Social media
o    Using for awareness, event promotion and admissions messaging
o    Channels include meta, snapchat and Spotify
2. Graduate recruitment
•    Digital advertising campaigns focus on awareness and lead generation
•    Google display and remarketing
•    Google paid search
o    Using for lead generation
o    Focuses in high-intent, program level, admissions related and branded keyword groups
•    Google display and remarketing
o    Using for upper funnel awareness and mid-funnel re-engagement
•    Social media
o    Using for event promotion
o    Channels include LinkedIn and meta
3. College-specific campaigns:
•    Primarily the college of business invests in additional campaigns targeting graduate recruitment
•    Google paid search
o    Using for lead generation
o    Focuses on program level keyword groups
- Objectives
•    Strengthen brand position and increase university awareness regionally and nationally
•    Drive qualified leads supporting undergraduate and graduate recruitment efforts
•    Increase event attendance and engagement with prospective students
•    Maximize ROI on advertising spend through continual optimization.

- Contract Period/Term: 3 years