DIGITAL MARKETING RFP ISSUED BY STATE OF NORTH CAROLINA
Date of Issue: September 23, 2024
Proposal Opening Date: October 16, 2024 At 2:00 PM ET
Direct all inquiries concerning this RFP to:
Nita Mobley
Associate Director of Purchasing Services
Email: mobleyn@uncsa.edu
Phone: 336-770-3320
1.0 PURPOSE AND BACKGROUND
The University of North Carolina School of the Arts (UNCSA) is the UNC System’s Conservatory for the arts, dedicated entirely to the professional training of students possessing exceptional talents in the performing, visual and moving image arts. UNCSA offers students focused, intensive, professional training at the high school, baccalaureate, and master’s levels in its schools of Dance,
Design and Production, Drama, Filmmaking and Music.
The Strategic Communications Office at UNCSA is seeking proposals to secure an agency partner to provide comprehensive digital marketing management, including strategy research and development, advertising placement, performance monitoring and reporting services.
The intent of this solicitation is to award an Agency Contract.
5.1 GENERAL
The University of North Carolina School of the Arts (UNCSA) Strategic Communications Office seeks proposals from qualified agencies to provide comprehensive digital marketing management services. The selected partner will help UNCSA attract high school, undergraduate and graduate prospects through innovative digital strategies.
5.2 SCOPE OF WORK
The specific items and any specifications that the Purchasing Agency is seeking are listed below. Items offered by the Vendor must meet or exceed the listed Specifications to be considered for award.
The chosen agency will be responsible for:
A. Strategic Research and Development
a. Conduct a comprehensive audit of UNCSA’s current digital marketing strategies, processes and assets
b. Perform qualitative and quantitative analysis to inform new strategies
c. Review existing competitive analysis associated with the “Rise to Greatness at UNCSA” campaign and complete any necessary additional analysis, identifying opportunities for differentiation
d. Identify emerging channels and recommend expansion strategies
e. Develop tailored strategies for each of the five conservatories (Dance, Design & Production, Drama, Filmmaking and Music) for their respective target audience (high school, undergraduate and graduate prospects)
B. Digital Advertising Management
a. Optimize and manage paid campaigns across multiple platforms (e.g., search engines, social media, display
networks)
b. Conduct ongoing keyword research and optimization
c. Develop and refine audience targeting and remarketing strategies for each conservatory
d. Create compelling ad copy that is in alignment with the guidelines found in the “Rise to Greatness at UNCSA”
campaign brand guidebook and conduct A/B testing
e. Implement advanced tracking and attribution modeling
f. Manage bidding strategies and budget allocation across campaigns for each conservatory
C. Performance Monitoring and Reporting
a. Set up and maintain a real-time dashboard for campaign monitoring including data integration from Slate CRM
b. Provide monthly custom reports with actionable insights
c. Conduct trend analysis and recommend data-driven optimizations
D. Conversion Rate Optimization (CRO)
a. Analyze and optimize landing pages or portals for improved conversion rates
b. Implement and test various CRO techniques (e.g., messaging, design, user experience)
E. Emerging Technologies and Innovations
a. Recommend relevant new technologies or platforms
b. Propose and implement innovative campaigns to differentiate UNCSA from competitors
5.3 PROPOSAL REQUIREMENTS
Please include the following in your proposal:
A. Agency Overview
a. Brief history and core competencies
b. Relevant experience in higher education marketing
Proposal Number: 62-00426
c. Team structure and key personnel bios
B. Strategic Approach
a. Initial assessment of UNCSA’s digital marketing opportunities
b. Proposed methodology for research and strategy development
c. Approach to balancing acquisition and brand-building efforts
C. Technical Capabilities
a. Overview of your tech stack and proprietary tools
b. Data security and privacy compliance measures
D. Performance Measurement
a. Proposed KPIs and reporting framework
b. Case studies demonstrating past success in similar projects
E. Budget and Pricing
a. Detailed breakdown of costs for each service area
b. Any additional fees or expenses
