STATE OF NORTH CAROLINA RFP: Digital Marketing Campaign and Enrollment Management
Proposal Opening Date: 9/17/2024 At 3:00 PM ET
Direct all inquiries concerning this RFP to:
Stephen W. Pass
Assistant Director of Procurement Services
Email: swpass@ncat.edu
Phone: 336-285-2984
1.0 PURPOSE AND BACKGROUND
For nearly 132 years, we at North Carolina A&T have believed in the power of our students to change the world.
Today’s 13,530 Aggies are some of the most high-achieving students ever to attend A&T. They excel in the classroom and in academic competition, whether coding like wizards in a national hackathon, writing a flawless business case contest entry or creating a self-driving car.
As a land grant, doctoral research university with a national reputation in STEM education, we are proud of the impact that our 70,000-plus alumni have across America. From Silicon Valley to the halls of Congress to farms across North Carolina, Aggies innovate, discover, serve and lead. Because that’s what Aggies DO.
At North Carolina Agricultural and Technical State University, we deliver a high-quality, intellectually stimulating education focused on helping every student gain access to the hands-on opportunities, core knowledge and global perspective that will help them make lasting change in their lives and the lives of people in their workplaces, communities and world.
There are a multitude of opportunities for students to learn and grow at North Carolina A&T — 59 undergraduate degree programs, 18 minors, 11 doctoral degree programs, 35 master’s programs and 41 graduate certificate programs. Students seeking intellectual stimulation and growth, critical thinkers seeking research opportunities, travelers at heart looking to learn abroad and future citizens of the world who want to serve humankind will find undergraduate and graduate degree programs, offered both in the classroom and online, that will help them fulfill their dreams. Certificate programs and continuing education opportunities are available in a wide range of areas, as well. Detailed information can be found at https://www.ncat.edu/academics/majors-minors-andprograms/index.php NC A&T SU Undergraduate/Graduate/PHD and Online admissions is sourcing a vendor/s for digital marketing strategies that has significant experiences specifically working with enrollment management and/or admissions offices for goal- oriented results. This vendor will complement existing recruitment and marketing strategy by expanding the multi-channel communications impact to prospective students throughout the admissions lifecycle.
The vendor will provide trackable metrics to calculate return-on- investment (ROI) for each digital marketing campaign as well as frequent assessment throughout the duration of the contract.
Successful vendor/s will demonstrate in their proposal the capability to:
The primary objective is to enhance the digital presence and optimize admissions processes for Historically Black Colleges and Universities (HBCU) with a student population exceeding 14,000.
The scope covers strategic planning, implementation, and monitoring of digital marketing campaigns tailored to attract prospective students and increase enrollment.
The geography targeted with the campaign will be guided by past enrollment data as well as through identifying areas of opportunity.
1. Research and Analysis:
• Conduct an in-depth analysis of the target demographic, including potential students’ preferences, behaviors, and digital media consumption patterns.
• Analyze competitors’ digital strategies and identify areas for differentiation and improvement.
2. Strategic Planning:
• Develop a comprehensive digital marketing strategy aligned with the university’s goals and values.
• Define key performance indicators (KPIs) to measure the effectiveness of marketing efforts, such as website traffic, lead generation, and conversion rates.
• Create a content calendar outlining themes, topics, and distribution channels for digital content.
3. Website Optimization:
• Audit the university’s website to ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO).
• Implement strategies to improve website performance, including faster loading times, intuitive navigation, and compelling calls-to-action.
• Develop landing pages optimized for conversion to capture leads and encourage prospective students to take action.
4. Content Creation:
• Produce engaging and relevant content tailored to the target audience, including blog posts, articles, videos, infographics, and social media posts.
• Collaborate with faculty, students, and alumni to showcase the university’s unique offerings,
achievements, and culture.
• Utilize storytelling techniques to highlight success stories, testimonials, and alumni achievements.
5. Social Media Marketing:
• Develop and manage social media profiles across platforms such as Facebook, Instagram, Twitter,
LinkedIn, and TikTok.
• Create engaging social media campaigns to build brand awareness, foster community engagement, and drive traffic to the university’s website.
• Utilize targeted advertising to reach specific demographic segments and promote relevant content.
6. Email Marketing:
• Build and segment an email list of prospective students, parents, alumni, and other stakeholders.
• Develop personalized email campaigns to nurture leads throughout the admissions process, including informational newsletters, event invitations, and application reminders.
7. Digital Advertising:
• Optimize ad targeting, keywords, and bidding strategies to maximize return on investment (ROI) and reach prospective students effectively.
• Track and analyze campaign performance, adjusting strategies as needed to optimize results.
8. Admissions Support:
• Collaborate with admissions teams to streamline the application process and enhance the applicant experience.
• Provide digital tools and resources to assist prospective students in researching programs, scholarships, financial aid, and campus life.
• Offer virtual campus tours, webinars, and information sessions to facilitate engagement and interaction with prospective students.
9. Analytics and Reporting:
• Monitor key metrics and analytics data to evaluate the effectiveness of digital marketing efforts.
• Generate regular reports outlining performance insights, trends, and recommendations for continuous improvement.
• Conduct A/B testing and experimentation to optimize strategies and achieve desired outcomes.
10. Continuous Improvement:
• Stay updated on industry trends, emerging technologies, and best practices in digital marketing and higher education admissions.
• Conduct regular reviews and assessments to identify areas for optimization and innovation.
• Solicit feedback from stakeholders and incorporate insights into future initiatives.
5.0 SPECIFICATIONS AND SCOPE OF WORK
NC A&T SU seeks a vendor for digital marketing strategies that has significant experiences specifically working with enrollment management and/or admissions offices for goal- oriented results. This vendor will complement existing recruitment and marketing strategy by expanding the multi-channel communications impact to prospective students throughout the admissions lifecycle. The vendor will provide trackable metrics to calculate return-on- investment (ROI) for each digital marketing campaign as well as frequent assessment throughout the duration of the contract.
As this bid was reposted due to questions being asked by proposed vendors EXHIBIT D addresses questions previously asked and the response from the University.
11. Overview:
• The primary objective is to enhance the digital presence and optimize admissions processes for Historically Black Colleges and Universities (HBCU) with a student population exceeding 14,000.
• The scope covers strategic planning, implementation, and monitoring of digital marketing campaigns tailored to attract prospective students and increase enrollment.
12. Research and Analysis: 0-10 Pts
• Conduct an in-depth analysis of the target demographic, including potential students’ preferences, behaviors, and digital media consumption patterns.
• Analyze competitors’ digital strategies and identify areas for differentiation and improvement.
13. Strategic Planning:
• Develop a comprehensive digital marketing strategy aligned with the university’s goals and values.
• Define key performance indicators (KPIs) to measure the effectiveness of marketing efforts, such as website traffic, lead generation, and conversion rates.
• Create a content calendar outlining themes, topics, and distribution channels for digital content.
14. Website Optimization:
• Audit the university’s website to ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO).
• Implement strategies to improve website performance, including faster loading times, intuitive navigation, and compelling calls-to-action.
• Develop landing pages optimized for conversion to capture leads and encourage prospective students to take action.
15. Content Creation:
• Produce engaging and relevant content tailored to the target audience, including blog posts, articles, videos, infographics, and social media posts.
• Collaborate with faculty, students, and alumni to showcase the university’s unique offerings, achievements, and culture.
• Utilize storytelling techniques to highlight success stories, testimonials, and alumni achievements.
16. Social Media Marketing:
• Develop and manage social media profiles across platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok.
• Create engaging social media campaigns to build brand awareness, foster community engagement, and drive traffic to the university’s website.
• Utilize targeted advertising to reach specific demographic segments and promote relevant content.
17. Email Marketing:
• Build and segment an email list of prospective students, parents, alumni, and other stakeholders.
• Develop personalized email campaigns to nurture leads throughout the admissions process, including informational newsletters, event invitations, and application reminders.
18. Digital Advertising:
• Optimize ad targeting, keywords, and bidding strategies to maximize return on investment (ROI) and reach prospective students effectively.
• Track and analyze campaign performance, adjusting strategies as needed to optimize results.
19. Admissions Support:
• Collaborate with admissions teams to streamline the application process and enhance the applicant experience.
• Provide digital tools and resources to assist prospective students in researching programs, scholarships, financial aid, and campus life.
• Offer virtual campus tours, webinars, and information sessions to facilitate engagement and interaction with prospective students.
20. Analytics and Reporting:
• Monitor key metrics and analytics data to evaluate the effectiveness of digital marketing efforts.
• Generate regular reports outlining performance insights, trends, and recommendations for continuous improvement.
• Conduct A/B testing and experimentation to optimize strategies and achieve desired outcomes.
21. Continuous Improvement:
• Stay updated on industry trends, emerging technologies, and best practices in digital marketing and higher education admissions.
• Conduct regular reviews and assessments to identify areas for optimization and innovation.
• Solicit feedback from stakeholders and incorporate insights into future initiatives.
Scope of Work by area detailed below:
EXHIBIT A
Undergraduate, Graduate, and Extended Campus: A&T Online
Undergraduate Admissions Criteria
Student Search –
• 125,000 – 200,000 Prospect to Inquiry conversion
• 25,000 Transfer Prospect to Inquiry conversion
• 20,000 Parent Communication
• 40,000 Application Generation
• 15,000 Yield Campaign/Anti Melt – 3,300 Paid Deposits
• Personized Post Card Mailing
• Ghost Voice Mail Messages
Digital Campaign –
• Display ads in Facebook, Instagram, Tic Tok (Social Media)
• 6 to 12 months Google Pay-Per-Click PPC
• 3 to 6 months social media retargeting
• 6 months of iHeartRadio Advertising
• Geofencing at 5 top community colleges
• MatchBACK – using website technology to match-back with all website activities
• InquiryDETECTOR uses website tracking technology to help
Extended Campus
One “performance-based digital agency” for on-ground and online students and for Undergraduate and Graduate students
I. Volume and Cost Metrics
1. Forecasted and Actual Volume of Inquiries by Channel
• Projected volume of inquiries by channel (e.g., SEO, Paid Search, etc.): X inquiries• Actual volume of inquiries by channel: Y inquiries
2. Projected and Actual Cost per Inquiry by Channel
• Projected cost per inquiry by channel: $X
• Actual cost per inquiry by channel: $Y
3. Progress Reports/Scorecards for Inquiry Generation
• Regular progress reports/scorecards detailing the performance of inquiry generation activities
II. Digital Asset Management
1. Management of NC A&T Website and Digital Assets
• Management and optimization of NC A&T website and digital assets
• Compliance with current standards, including Google Analytics and other relevant tools
III. Inquiries and Student Starts
1. Purchase of Inquiries at Program and University Levels
• Ability to purchase inquiries at the program level and university level
• Expected number of purchased inquiries: X inquiries
2. Projection of New Student Starts by Program
• Ability to project new student starts by program based on inquiries and other relevant factors
IV. Performance Evaluation
1. Evaluation Based on Projected Inquiry Volumes and Cost per Inquiry
• Evaluation of the agency’s performance in meeting projected volumes of inquiries and cost per inquiry targets by channel
2. Evaluation Based on Inquiry-to-Application Conversion and Cost per Application by Channel
• Evaluation of the agency’s performance in inquiry-to-application conversion rates and cost per application targets by channel
V. Real-time Reporting
1. Provision of Real-time Dashboard for Non-duplicated Inquiry Volumes and Cost per Inquiry by Channel
• Provision of a real-time dashboard showing actual volumes of non-duplicated inquiries delivered to the CRM
• Real-time tracking and reporting of cost per inquiry by channel
2. Alternatively, Up-to-date Reports at Least Twice per Week
• If a real-time dashboard is not feasible, the agency should provide up-to-date reports on nonduplicated inquiry volumes and cost per inquiry by channel at least twice per week
VI. Budget and Expenses
1. Overhead Expenses Budget Breakdown by Work Categories
• Detailed breakdown of the agency’s overhead expenses budget by work categories (e.g., project, creative, graduation, etc.)
2. Media Expenses as Pass-through Expenses without Markup
• All media expenses related to purchasing inquiries should be passed through as expenses without any markup
VII. Strategic Plan Goal Alignment by AY 2027-2028
1. In-demand Online Degree Programs and Certifications: 290 Enrollees, launch of 3 Undergraduate, 3
Graduate, and 6 Certificates based on current/planned inventory
• Expected enrollment of 290 students in in-demand online degree programs and certifications
• Launch of 3 new undergraduate programs, 3 new graduate programs, and 6 new certificates based on current/planned inventory
2. Community College Strategy: 145 Transfer Enrollees
• Expected enrollment of 145 transfer students from community colleges
VIII. Success Metrics
1. Program Page Bounce Rate: 50-64%
• The agency should aim for a program page bounce rate within the range of 50-64%.
2. Quality Leads for 32 Online Programs: 960 leads (30 leads per program)
• The agency should deliver 30 quality leads for each of the 32 online programs, resulting in a total of 960 quality leads.
3. Lead to Application Rate: 7% to 12%
4. Application to Enrollment Rate 19% -35%
Undergraduate Admissions Criteria
Sophomore/Junior and Senior Search Campaign—up to 200,000 total prospect names. Campaign includes 1 fall
Senior drop and 1 spring Sophomore/Junior drop. Creative elements will be refreshed with a different call to action, when appropriate, to differentiate between the two audiences. Elements include:
• Name buy strategy and purchasing assistance from an enrollment strategist; any name vendor can be used for the purchase of names, upon your direction
• Mailing a personalized postcard
• A combination of display and social media ads (Facebook, Instagram, and Snapchat) to run 2 monthsfor
your Senior drop and 1 month for your Sophomore/Junior drop; our digital experts will optimize the
ad placement and specific channelselection based on campaign metrics and best practices
• 5 (A/B subject lines) targeted emails for a total of 10 emails
• 5 (A/B subject lines) nurture emails for a total of 10 emails to all campaign engagers
• Encrypted landing page with pixel tracking (cookies)
Transfer Search Campaign—up to 25,000 total transfer prospect names, including new names and prospects already in your database. Campaign includes 1 drop. Creative elements will be refreshed from the main Search campaign, when appropriate, to increase relevance for the Transfer audience. Elements include:
• Mailing a personalized postcard
• A combination of display and social media ads (Facebook, Instagram, and Snapchat) to run 1 month for
your Transfer drop; our digital experts will optimize the ad placement and specific channel selection based on campaign metrics and best practices
• 5 (A/B subject lines) targeted emails for a total of 10 emails
• 5 (A/B subject lines) nurture emails for a total of 10 emails to all campaign engagers
• 1 ringless voice message will be delivered directly to the voicemail box of up to 5,000 transfer prospects with valid mobile phone numbers
• 1 month of display and social media (Facebook and Instagram) geofencing advertising to devices that passed through your top 3 local community colleges
• Encrypted landing page with pixel tracking (cookies)
Geo Fencing & Targeting – At 10 North Carolina Community Colleges
appGEN Campaign—a comprehensive application generation campaign to your best 20,000 Senior inquiries.
Campaign includes up to 2 drops. Elements include:
• Mailing a personalized postcard
• 3 (A/B subject lines) targeted emails for a total of 6 emails
• 1 ringless voice message to encourage completion of incomplete applications
• A combination of display and social media ads (Facebook and Instagram) to run a total of 1 month per drop.
Our digital experts will optimize the ad placement and specific channel selection based on campaign metrics and best practices.
• Mailing a personalized postcard to the inquiries’ parents/family
Traditional Undergraduate Digital Campaign—a multi-channel digital campaign to attract prospective students outside of your name buy list. Includes:
• Look-alike modeling identifies leads based on household metrics from past enrollees and enables you
to launch digital campaigns (in the absence of a list) to households that contain prospective students who have a high likelihood to convert
• A combination of display and social media ads (Facebook and Instagram) to run 3 months to the lookalike model list; our digital experts will optimize the ad placement and specific channel selection based on campaign metrics and best practices
• Development of a landing page with a contact form, optimized to run alongside digital ads
• 6 months of Google Pay-Per-Click (PPC) Search ads that put your school in front of relevant keywords
• 3 months of display and social media (Facebook and Instagram) retargeted advertising to visitors from your undergraduate webpages who are in North Carolina, including pixel installation
• 6 months of iHeartRadio advertising on the Black Information Network in Charlotte
Influencer Marketing Campaign
• Up to 10 micro-influencers posting twice in the fall; each posting timeframe will include at least 1 image or video on their main social platform and an amplification on another social channel (could
also be Instagram Stories, Facebook Stories, etc.)
• Up to 10 micro-influencers posting twice in the spring; each posting timeframe will include at least 1 image or video on their main social platform and an amplification on another social channel (could also be Instagram Stories, Facebook Stories, etc.)
• Influencers will provide their post insights so that we can report on the campaign impact
