CUNY School of Professional Studies Issues Digital Advertising RFP

Background:

Offering bachelor’s degrees, master’s degrees, dual degrees, undergraduate and advanced certificates, and professional non-degree programs, the CUNY School of Professional Studies (CUNY SPS) presents opportunity for personal growth and job mobility. We provide online and on campus programs that meet the needs of adults who are looking for a seamless way to finish or transition into a bachelor’s degree, earn a master’s degree or certificate in a specialized field, advance in the workplace, or change careers.

Drawing on CUNY’s nationally and internationally renowned faculty and practitioners, as well as industry and education partners, the School’s programs provide opportunities for personal growth, job mobility, greater civic participation, and new ways to advance knowledge.

The School’s growth has been remarkable. Launching over twenty degrees since 2006, enrollment has grown to over 3,000 students in the credit-bearing programs, and the School has seen more growth in its non-credit offerings, with a portfolio of grant-funded programs currently accounting for more than $15 million. In addition, the School now maintains an active Alumni Association and has established the CUNY SPS Foundation that offers multiple scholarship opportunities to students.

Scope of Work:

1. Search Campaign using Google AdWords and BingAds

a. Create and execute AdWords and BingAds campaigns for all CUNY SPS degree programs

b. Research and select top keyword combinations for each CUNY SPS degree program (18)

c. Include long tail and misspelling variations and match types

d. Include A/B testing for each campaign

e. Incorporate a bid management strategy to maximize ROI

f. Make recommendations on geographic reach through the campaign

g. Monitor and report out to CUNY SPS

h. Creative, ad placement and include media budget for09/1/2017-6/30/2018

2. Facebook Advertising Campaign

a. Create and execute Facebook campaigns for all CUNY SPS degree programs

b. Make recommendations on geographic reach and target demos per program

c. Update and optimize Facebook ads regularly

d. Monitor and report out to CUNY SPS

e. Creative, ad placement and include media budget for 09/1/2017 – 6/30/2018

3. Online Banner Ad Campaign- DoubleClick Display

a. Create and execute banner ad campaigns for all CUNY SPS degree programs

b. Develop a strategy for sets of online banners for all CUNY SPS degree programs (18)

c. Banners should include animation and messaging following CUNY SPS style guides

d. Include A/B testing for each campaign

e. Incorporate a bid management strategy to maximize ROI

f. Make recommendations on geographic reach through the campaign

g. Monitor and report out to CUNY SPS

h. Creative, ad placement and include media budget for 09/1/2017 – 6/30/2018

4. Retargeting

a. Create ads to use in retargeting campaigns for selected info sessions

b. Monitor and report out to CUNY SPS

c. Creative, ad placement and include media budget for 10/1/2017-6/30/2018

5. Landing page platform/generator

a. Develop and create dedicated landing pages for each CUNY SPS campaign/degree program

b. Provide a mobile friendly experience for  the user

c. Capture the lead data and provide to CUNY SPS on a weekly basis

d. Track user information to create analytics for program optimization

Due Date:

August 31, 2017 to:

Address:

Jerri.Brown@cun .edu

NYC centric PR firms include Rubenstein Associates and DKC PR.