Advertising RFP Issued By University of Prince Edward Island

This Request for Proposals (the “RFP”) is an invitation by the University of Prince Edward Island (the “University”) to prospective proponents to submit proposals for Digital Advertising.

The University of Prince Edward Island “UPEI” offers a wide range of programs and degrees to undergraduate, graduate, and doctoral students. Our students have access to exceptional programs, faculty, researchers, facilities and staff. Students come from all walks of life and from local, regional, national, and international locations to study and learn here. The University enrolment is approximately 5000 students. The University’s Marketing and Communications department works directly with local, national, and international media—sharing news, stories and promoting the school—with the goal of building awareness about what the University is doing. Marketing and Communications is responsible for creating, preserving, and promoting the University’s visual identity and professional design standards in all areas of communication. They offer professional design services to the campus, manage and monitor the use of visual identity elements within University materials, and create or approve print or digital promotional materials destined for external audiences.

Scope of Work:

The University is looking for a service that provides programmatic advertising to focus on target audiences for different campaigns run throughout the year. There will be deadlines that need to be met at certain times of the year to reach the target markets at the right times. We are looking for a supplier with superior strategic and innovative thinking that consistently delivers measurable results. Like all universities, our objective is to engage in recruitment approaches that are true to our brand promise while standing out in a cluttered field. Our target market is generally 16- to 24-year-olds with emphasis on high school students. They are selective consumers, who are smart and often cynical about the marketing messages that bombard them. The successful proponent will have carefully considered consumer fatigue among this market and developed strategies that will allow UPEI to cut through the clutter and speak directly to this audience. We seek to break through and stand out in a highly competitive environment with consistent, clear and authentic messaging Scope of work is to include the following: – A strategic plan for digital advertising campaigns including programmatic (digital and display), social media and paid search. – High school ad placements. – Influencer advertising. – Monitoring and optimization during the campaigns. – Measuring and reporting on campaign progress with several stakeholder information sessions to ensure campaign will resonate with intended audiences. – Must be user friendly with a dashboard for running reports and reviewing results from advertising campaign. Reporting should show number of clicks through rates, likes, leads, comments etc. through various channels of distribution. Reports should also show to-date budget spend, progress toward goals with a high-level overview, insights, and summarization of the campaign performance. Metrics are to be tracked by pixel placement: ad views, visits, qualified admissions, applications started, conversions (completed applications), growth of remarketing pool. – Creation of strategic framework and audit of existing digital channels for media platforms – Creation of fully conceived campaign strategy, creative concept, objectives, initial measurement metrics. – Creation of campaign website and supporting messaging for use on digital media channels – Liaising with the media buyer (agency hired to facilitate the media buy to ensure that appropriate channels of distribution are used to support the launch of the campaign)

Due Date: September 21, 2021 2:00 PM Atlantic Time


Carolyn Garro,

Proposals must be submitted through the University’s online Bonfire portal at:

Relevant agencies include Hunter PR and Zeno Group. 

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