154095 university of northern iowa

The University of Northern Iowa is seeking proposals for a digital advertising and marketing company to assist in various digital marketing duties for the University.


The University of Northern Iowa, located in Cedar Falls, Iowa was founded in 1876. Today, the campus covers 940 acres and consists of five colleges: Business Administration; Education; Social and Behavioral Sciences; Humanities, Arts and Sciences; and Graduate College. Approximately 10,000 undergraduate and graduate students are currently enrolled.

Scope of Work:

The University reserves the right to award RFP in whole or in part, whichever is in the best interest of the University. Companies are allowed to submit a partial response to the below requirements. Bid related questions must be submitted in writing (via email) by March 30, 2021 at 3pm CST. Questions will be answered and posted as an addendum by April 2, 2021 at 5pm CST. Questions must be submitted to the designated contact – 3.1 University Relations is seeking a Company to provide strategic, research based integrated marketing, digital media planning and digital media buying for overall University branding and recruitment campaigns with the following scope:

3.1.1. Target audience will vary based on social channel to include prospective students, parents of prospective students, alumni and residents in recruitment area.

3.1.2. Company must have knowledge of industry standard in data and privacy. Company is expected to help UNI navigate through changing laws and best practices. UNI research and data to be shared with Company based on need and in compliance with UNI’s data privacy and security policies.

3.1.3. Determine efficient and effective media mix, recommending appropriate digital media platforms to adhere to campaign goals. Current media mix will be shared with selected Company.

3.1.4. Create a performance based, evolving plan; implement and manage. The campaigns should encompass a variety of online channels and media including, but not limited to social channels, online ad networks, mobile remarketing, geofencing, etc.

3.1.5. Bi-monthly digital reporting, analysis and optimization recommendations. Additional meetings and strategy discussions may be needed and would be done without additional cost to UNI.

3.1.6. Monthly budget reviews.

3.1.7. Regular post-buy reporting and analysis broken into appropriate campaigns for UNI.

3.1.8. Strategic, research based creative recommendations. UNI will supply all creative, including ads, copy and landing pages. Guidance should be given on changes needed to creative based on ad performance.

3.1.9. Delivery of assets to digital platforms as required.

3.1.10. Integration of analytic tools to measure and report on the impact of executed media strategies and tactics. Use of UNI’s existing Google Analytics, Ads and Tag Manager is required.

3.1.11. The following is a list of goals this contract should accomplish: Converting suspects and prospects to students (conversions that need to be tracked are applications, admits, RFI submissions and visit day sign ups). Lead generation Brand awareness measured through web traffic and any additional metrics that Company can supply

3.1.12. Term – The contract(s) awarded as a result of this RFP will constitute an agreement whereby the company will provide services July 1, 2021 through June 30, 2022 with the option to renew a total of three years in one year increments upon mutual agreement of both parties.

3.1.13. Availability of Contract – Other departments on campus may utilize the terms of this RFP at a later time.

3.1.14. Data Ownership –All data is owned by UNI. Company must destroy data when agreement expires. Company is prohibited from selling or sharing all University data.

Due Date:

April 27


Molly Ungs Purchasing Agent 103 Gilchrist Hall University of Northern Iowa Cedar Falls, Iowa 50614-0008 Telephone (319)273-6448

Magrino PR and Alison Brod PR are agencies worth considering.

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