Board of Regents of University of Oklahoma Issues Digital Marketing RFP

The Board of Regents of The University of Oklahoma (University) invites interested Suppliers to submit Proposals to furnish the University with Digital Marketing for the OU Price College of Business for the MBA Programs for the Gene Rainbolt Graduate School of Business that is located on OUHSC Campus, in Oklahoma City.

The primary objective is to effectively partner with a firm to provide digital marketing assessments and strategic development, search engine optimization (SEO), digital campaign building and execution, campaign monitoring and performance reporting, and website integration for the Executive MBA in Aerospace and Defense Program, Full-Time MBA, Professional MBA, and all associated graduate certificates (hereafter referred to as “OU MBA programs”). The firm must be responsive to advertising effectiveness, driving social media efforts, and developing strategic plans.

The University of Oklahoma (OU) is interested in retaining an individual firm that will design, develop, and implement strategic digital marketing strategies and campaigns that, in collaboration with OU, will:

·         Drive awareness of OU’s MBA programs through key target markets.

·         Generate leads for prospective applicants to OU’s MBA programs.

·         Increase brand awareness for OU’s Price College of Business as Oklahoma’s premier provider of graduate business education.

·         Support the comprehensive brand strategy for

OU’s Price College of Business and the Gene Rainbolt Graduate School of Business, ensuring that all branding efforts for the OU MBA programs align with our other graduate business programs

Background:

University Demographics Created by the Oklahoma Territorial Legislature in 1890, the University of Created by the Oklahoma Territorial Legislature in 1890, the University of Oklahoma is a doctoral degree-granting research university serving the educational, cultural, economic and health-care needs of the state, region and nation. The Norman campus serves as home to all of the university’s academic programs except health-related fields. The OU Health Sciences Center, which is located in Oklahoma City, is one of only four comprehensive academic health centers in the nation with seven professional colleges.

The selected firm will be expected to service the marketing needs of OU’s MBA programs.

Digital Marketing Assessment and Development:

                a). Assess best practices in reaching and engaging with a niche prospective student population to drive awareness and meet unmet demand.

                b). Develop strategies to support increased program visibility and engagement.

                c). Assess website and platform analytics to inform overall digital strategy.

                d). Ensure content alignment with SEO, digital campaigns, and ADA compliance.

Search Engine Optimization:

                a). Optimize the web presence for the OU’s MBA programs.

                b). Utilize strategies that support long-term SEO success.

                c). Implement measurable SEO efforts and strategies to allow for continuous improvement and quality control.

Digital Campaign Building and Execution:

                a). Develop and lead the strategy and full execution of paid search and pay-per-click campaigns.

                b). Make best-practice recommendations in the areas of content, creative design, platforms and channels, frequency, measurement, and any other suggested areas.

                c). Build and execute a paid social media strategy that supports the overall digital engagement strategy.

                d). Develop digital campaign structure and media buying recommendations.

                e). Develop ad copy and design while adhering to and supporting the University of Oklahoma and Gene Rainbolt Graduate School of Business brand guidelines.

                f). Set up tracking methods and analytics to measure effectiveness.

Campaign Monitoring and Reporting:

                a). Develop measures for all components of digital campaigns promoting the OU MBA programs.

                b). Closely monitor all digital campaign measurement results for cost efficiencies, engagement effectiveness, and any other suggested components.

                c). Provide timely and consistent reports reflecting the campaign results.

                d). Make campaign recommendations based on measurements.

Website Integration:

                a). Assist in adding and updating information about the OU MBA programs to an existing website(s).

                b). Make recommendations on suggested content, organization, and presentation of web presence for the OU MBA programs.

Due Date:

May 30th, 2019. 

Address:

susan-mecham@ouhsc.edu

Agencies worth considering include Kaplow PR and Kite Hill PR.

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