Digital Marketing for Online University Academic Degree Programs Agency: The University of Kansas (“KU”)
Closing Time and Date: 2:00PM CST, August 28, 2024
Procurement Representative: Ramia Whitecotton
Telephone: 785.864.1425
E-Mail Address: rmwcotton@ku.edu
Web Address: http://www.procurement.ku.edu/
RFP 2650027 – SCOPE OF WORK (SOW)
1.0 OVERVIEW
KU is soliciting electronic bids from well-qualified suppliers to provide Digital Marketing for
Online University Academic Degree Programs for use by KU Enrollment Marketing and
Communications.
The awarded supplier(s) will enhance the client’s online presence and drive targeted traffic to
their digital assets through a comprehensive digital marketing strategy, with the expressed goal
of meeting enrollment goals for online degree programs. The scope includes paid digital
advertising on platforms such as Google, Meta (Facebook and Instagram), and LinkedIn, among
others, complemented by traditional media buys, content creation, and strategic planning and
execution.
Objectives:
1. Increase brand visibility and awareness.
2. Drive targeted traffic to the client’s website and landing pages.
3. Generate leads and conversions through various digital channels.
4. Optimize advertising spend for maximum ROI.
5.KU Sponsoring Unit/Department/School: Enrollment Marketing and Communications
6.KU Sponsor for this Engagement: Dave Hunt, Director of Enrollment Marketing
7.Program/Project Name (if applicable): Online University Academic Degree Programs
2.0 SOW DEFINITIONS
For purposes of this SOW, the following definitions apply:
2.1 Services – The activities or tasks performed by Supplier for the benefit of KU or its Affiliates.
2.2 Supplier Personnel – Individuals who work for Supplier and provide services to KU whether they are Supplier’s employees or authorized subcontractors.
2.3 Milestone – A significant event or achievement that marks the completion of a specific phase of the SOW.
2.4 Deliverable – A Deliverable is an outcome, result, or product Supplier provides as part of this SOW. Deliverables can include documents, reports, prototypes, software modules, designs, installations, configurations, or any other tangible items produced or completed.
3.0 ABOUT THE UNIT
By utilizing a series of highly integrated information systems and a robust reporting
environment, Enrollment Management provides ongoing analysis of the characteristics and
behaviors of current, prospective, and former students to improve and enhance KU’s
competitive market position and prominence to increase our capacity to achieve strategic
enrollment goals related to quantity, quality, access, and success. The Office of Enrollment
Management at the University of Kansas is a service, research-, collaboration-, partnership- and
constituency-based organization, overseeing the Office of Admissions, the Office of the
University Registrar, Financial Aid and Scholarships, Enrollment Marketing & Communications,
and Student Lifecycle Technology. More information regarding their vision, mission statement
and strategic plan can be found under section 13. Reference Information.
4.0 CURRENT STATE
The University of Kansas currently utilizes a mix of internal marketing and communications
resources and external vendor partnerships to execute its enrollment marketing and
communications strategy. The has included, but is not limited to, executing paid advertising
initiatives with Google search/display/retargeting, Meta (Facebook & Instagram), LinkedIn,
digital audio, CTV/OTT, custom audience targeting, OOH, and others.
5.0 CURRENT CHALLENGES
The challenges with the current state are as follows. With a decentralized model, multiple strategies are inefficiently woven together, resulting in somewhat ineffective enrollment marketing efforts and lagging enrollment in several online programs. KU is also relatively new to the online
market and needs expert insights and advice from those that know how to thrive in this space to
guide our momentum forward.
6.0 DESIRED STATE
The major goals, expectations, or benefits KU hopes to achieve are not only to become leaders
in the online higher education market, first regionally then nationally, but to be innovators always
five steps ahead of our competition. This must first be achieved through dramatic increases in
online student enrollment, particularly in our current undergraduate and professional master’s
programs (20% increase Year-Over-Year as the stated goal). Second, KU must be forward looking and develop new programs that meet the needs of students in the future, and the winner
of this contract will be leaned on to provide those insights and guidance to help KU maneuver
through an ever-changing online enrollment landscape.
7.0 ANTICIPATED PURCHASING VOLUMES & BUDGET
For historical reference only, during the 2023-24 recruitment cycle, KU purchased $750,000 in
digital marketing and advertising for online degree programs.
While KU makes no commitment with respect to volumes, KU expects to purchase roughly the
same amount annually, at a minimum, in digital marketing/advertising for online degree
programs going forward, with increased spend relative to increases in enrollment and revenue
generation.
8.0 MINIMUM QUALIFICATIONS
The awarded Supplier(s) must have the following qualifications at minimum:
8.1 Digital Marketing business should have 5 amount of years in business with
documented evidence, and a minimum of 5 year’s experience with higher education
and online educational program marketing
8.2 Digital Marketing business should have satisfactorily completed within past 5 years
at least 5 contracts of comparable size, scope, complexity, and nature (name of
client, description of contract, value, dates, contact name)
8.3 Digital Marketing business should have experience in working on an escalated
timeline.
8.4 Digital Marketing business must understand sales & marketing strategy to include
target audience planning, marketing message and brand, marketing channel
selection, customer behavior trends and insights.
8.5 Digital Marketing business must adhere to KU’s confidentiality and conflict of interest
agreement
9.0 SERVICE DESCRIPTION
Supplier will provide the following Services which include the listed tasks:
9.1 Formulate 5-year strategic communication and marketing plan with input from
stakeholders.
• Conduct a comprehensive market analysis to inform strategy
• Identify and define target audiences
• Evaluate and craft message and channel strategy
• Create comprehensive, shared planning documents
• Coordinate collaborative efforts through Enrollment Marketing.
9.2 Communicate the plan to stakeholders, providing any needed training and/or
procedures to implement the plan
9.3 Formulate yearly tactical plan for efficient and effective implementation of marketing
plans including KPIs, milestones, or outcomes to be used for assessment.
• Implement and manage the overall digital marketing strategy
• Provide regular performance reports and insights
• Continuously optimize campaigns based on data-driven insights and feedback.
9.4 Use of Media Platforms: Facebook, Instagram, Snapchat, TikTok, YouTube, Google, etc.
9.5 Execute public relations/marketing initiatives and special projects to drive enrollment
and promote the university; Campaign designs to achieve the goals of the marketing and enrollment plans
9.6 Provide method for email follow-up with leads, various technical support, and
guidance on messaging and strategy. Formulate detailed messaging strategy considering audience and venue.
9.7 Use of focus groups and interviews with stakeholders
9.8 Contractor will closely monitor the performance of all campaigns, suggest real-time
changes to improve performance toward the stated objectives, and evaluate the
campaign upon its completion to provide learnings for the next campaign.
• Accurate audit of campaign with a detailed analysis and development of custom plan.
• Build processes to get feedback on communications, collect feedback data, and provide a summary report with recommendations
9.9 All content created for the digital enrollment marketing campaign, including copy, artwork, value propositions, landing pages, web-based forms, targeting personas, and media plans, shall be subject to modifications within the reasonable opinion of KU before final approval and acceptance
9.10 Provide post plan project mgmt. and technical assistance to reduce time to implementation and ROI attainment
9.11 Any use and/or communication with KU Marketing Communication Department?
(Most creative development will occur in-house at KU Marketing Communications, although the Job Order Contractor will be responsible for providing creative strategy, consultation, and evaluation and/or testing plans for creative input.)
9.12 Contractor shall designate a competent employee to be responsible for the work,
to coordinate all the services to be rendered, and to represent Contractor with authority to act for Contractor (“Account Manager”)
• The account manager shall respond to KU and act as the liaison between KU and Contractor for purposes of administration of the Contract and shall have full decision-making authority on behalf of Contractor and the authority to obligate Contractor.
• Account Manager shall be subject to the approval of the University and shall
not be changed during the term of the Contract without prior written
permission of the University
• During any absence of the Account Manager, Contractor shall designate an
alternate Account Manager under the same terms and conditions.
• The Account Manager shall respond within 1 business day upon receipt of a
telephone call, email, or any other form of communication.
9.13 Contractor shall attest to KU that its computer systems and other data collection,
maintenance, and storage systems are secure and safe
9.14 Services performed by Supplier will be conducted in at their respective offices,
utilizing virtual or in-person meetings with KU as needed.9.15 The directional audience of the marketing campaign will consist of:
• Highschool Seniors living in target recruitment states in the U.S. List of pipeline states will be provided to Supplier.
• Community College Students
• Students at other 4-year public institutions
• Parents of prospective students
• High school teachers and counselors
• International Students
• KU Students
• Working Professionals
• Diverse Communities
11.0 DELIVERABLES
Supplier will provide the following Deliverables during the SOW Term:
11.1 Detailed campaign plans for each digital advertising channel.
11.2 Creative assets including ad visuals, copy, and multimedia content.
11.3 Regular performance reports (weekly/monthly) and meetings outlining key metrics and insights.
11.4 Strategy documents and execution plans for traditional media buys and content creation.
