California State University, Fullerton Issues Marketing RFP
California State University Fullerton (CSUF) seeks an experienced marketing consulting firm that will provide online search marketing services/pay-per-click (PPC). CSUF desires to contract a marketing consulting firm that will perform a variety of specialized online marketing functions, while offering innovative and cost-effective suggestions. This includes advertising on a variety of online platforms, including Google, Microsoft and Facebook Properties.
The California State University (CSU) is the largest system of higher education in the nation, the most diverse, and one of the most affordable university systems in the country. The CSU system is comprised of twenty-three (23) campuses statewide and the Office of the Chancellor located in Long Beach. The Office of the Chancellor (CO) is the system wide executive office of the CSU. The CSU is governed by a 25-member Board of Trustees, the majority of which are appointed by the Governor. California State University, Fullerton (CSUF) is a comprehensive university located in Orange County, and serves as an intellectual and cultural center for the entire region. Accredited by the Western Association of Schools and Colleges, Cal State Fullerton is ranked fifth among “Top Public Regional Universities” in the West (by U.S. News and World Report); eighth in the nation for the number of bachelor’s degrees awarded to underrepresented students (by Diverse: Issues in Higher Education); and 14th in the nation among master’s-level universities contributing to the public good (by Washington Monthly).
Scope of Work:
The contracted firm will perform a variety of specialized online marketing functions, including targeted search, display, and social media campaigns, on all relevant platforms including, but not limited to, Google properties, Microsoft properties, and Facebook properties, to promote college’s graduate programs. Annual Campaigns cost will include all set up and management fees. We expect active management, optimization and timely reporting of each campaign to achieve a balance of costs and conversions. In addition, we expect innovative and cost-effective suggestions that will lead to the achievement of long-term goals that will be collaboratively decided upon by college representatives and the contracted firm with adjustments as needed.
1. Campaign strategy, advising and implementation on the most appropriate online advertising platforms (search, social media, etc.) to promote the college’s graduate programs.
a. Please describe the strengths and weaknesses of the three most frequently used search and social media platforms employed by your company to achieve client goals.
2. Ad creation in coordination with college representatives.
a. Please provide two examples of content from past campaigns run for clients in higher education or the non-profit sector.
3. Campaign optimization, including content recommendations for both ad content and landing pages.
a. Please provide two examples of situations in the past in which you have offered suggestions to clients in order to refine landing pages and website content to improve the efficacy of digital ads and SEO.
4. Routine analysis and reporting of results per campaign.
a. Please provide two examples of your reporting capabilities as well as a list of analytical data available for inclusion in your reports. Include a description of report accessibility, frequency options, and options for customized reports.
Contracts and Procurement
Attn: Hector Muniz, Buyer III
California State University, Fullerton
2600 Nutwood Ave., Suite 300
Fullerton, CA 92831