SCOPE OF WORK
Lamar Institute of Technology is soliciting Request for Proposals for an advertising and marketing communications firm to develop and implement effective advertising and marketing communication programs to build and sustain enrollment growth through a diverse range of student recruitment, student retention and community outreach initiatives. Each respondent shall provide LIT with a comprehensive approach to marketing and advertising with clear objectives, measurable analytics and a broad knowledge of the target populations.SERVICES TO BE PERFORMED
Respondents will work closely with the marketing staff to create marketing and advertising campaigns throughout the year. Build on established brand promise and guidelines to develop recommendations for marketing communication strategies and tactics that will more effectively integrate LIT’s approach to enrollment growth, student success and community support and awareness. Develop a plan to allocate advertising/media budget effectively to support LIT’s positioning strategy and to reach various target markets effectively. Create and produce advertising for the various recommended media and purchase media to execute this plan, which should include the use of electronic media and internet search marketing. Monitor and provide analytic data to ensure the effectiveness of advertising and media expenditures. Revise and update advertising and media plan to effectively deliver key messages to potential students, including high school students. Help meet enrollment goals in a highly competitive higher education marketplace. All marketing communications must speak effectively, to targeted audiences, which include the following:- Prospective students
- Current students
- LIT internal audiences
- Parents
- High School counselors and college advisers
- Employers
- Community
- Local Industry
