Morgan State University, founded in 1867, is a doctoral/research university and has issued an RFP for a Digital Marketing and Branding of Online Degree and Certificate Programs. With an enrollment of over 7,725 students and a staff of 2,200, the Northeast Baltimore campus is the largest of the State’s four historically black institutions and offers baccalaureate, master and doctoral programs in the fields of liberal arts, the sciences, engineering, public health, nursing, education, and business, etc.
Morgan has taken the strategic decision to offer an increasing number of online degree programs. These online degree and /or certificate programs are expected to be launched during the fall 2016 semester with additional degree and/or certificate programs being launched at regular intervals in subsequent semesters. With the rapidly changing pace of education, attracting prospective students in a digital world is a strategic imperative and must be executed in a very competitive and dynamic environment.
In order to successfully launch, grow, and maintain a pipeline of students, Morgan plans to invest in a sustained marketing and branding program to support the 4 online degree programs currently being offered and the 3 new degree programs as well as 2 online certificate programs approved by the Maryland Higher Education Commission (MHEC). Additionally, the marketing and branding plan is expected to support several proposed online degree and certificate programs currently in the development pipeline. The crowded marketplace along with both the regional (and in some cases national) reach of online programs necessitates retaining an experienced firm with a demonstrated track record of success working with universities to market and launch their online programs.
In support of all of the approved programs, Morgan is seeking to engage a firm to provide marketing strategy and execution across a variety of digital platforms to assist the University in the following Scope of Services including:
- assisting online programs in identifying target student audiences,
- helping in developing plans for recruiting the students,
- developing detailed multi-media, including electronic and as appropriate hard copy messaging to support the marketing and branding of degree and certificate programs,
- assisting the respective programs in developing value propositions ,and
- executing the approved multi-media marketing and branding strategies.
The successful offeror will develop an Inbound Marketing strategy to drive prospective applicants to Morgan’s various online degree and certificate programs, web pages, and develop strategies to capture those students and convert them into applicants.
Proposal due by September 19 to:
Morgan State University
Washington Service Center, Room 107
1700 E. Cold Spring Lane
Baltimore, Maryland 21251-0001
PR firms in Maryland are Weber Shandwick, Stanton Communications and Warschawski.