Digital Media Campaign for Athletics

QUESTIONS/INQUIRIES: Submit all inquiries through Mason’s Bonfire Portal, no later than 4:00 PM Eastern Time (ET) on May 24, 2024. All questions must be submitted through Mason’s Bonfire portal. For assistance with technical questions related to

Bonfire, contact or visit Bonfire’s help forum at Responses to questions will be posted to Mason’s Bonfire portal and by 5:00 PM ET on May 29, 2024.

PROPOSAL DUE DATE AND TIME: June 10, 2024, at 2:00 PM ET

BACKGROUND: George Mason Athletics has undergone a transformative journey over the past six decades, reflecting the

dynamic growth of the esteemed university. From its humble beginnings in the NAIA to its current standing as a Division I,Atlantic 10 stalwart, the department has consistently embodied the ethos of being All Together Different. The department’s evolution mirrors the university’s remarkable ascent, underscored by groundbreaking achievements such as the historic Final Four appearance in 2006. Despite the evolving landscape of collegiate athletics, the department’s mission has remained unwavering. Serving as the highly visible front porch of George Mason University, it has fostered an inclusive, championshipdriven culture that prioritizes the holistic development of student-athletes into postgraduate leaders’ commitment to inclusivity, excellence, and uniqueness. With college athletics at a decisive crossroads, the dedication to evolution and meeting the expectations of a new era is key. The department remains steadfast in its mission while embracing change and innovation, ensuring that George Mason Athletics thrives as a beacon of excellence and inclusivity and promotion of game ticket sales through media campaigns supporting Mason’s athletics., especially basketball, occasionally soccer, and baseball games, fundraising, and awareness campaigns.

XI. STATEMENT OF NEEDS: Mason is seeking a contract to provide digital media campaigns to enhance the Athletic Department’s reputation by fostering academic and athletic growth among student-athletes. The campaigns shall strategically promote game ticket sales while supporting the university’s broader objectives. The campaigns should primarily focus on basketball, with occasional highlights on soccer and baseball games, alongside fundraising endeavors and awareness campaigns. The university aims to leverage paid social media, paid search, Google Ads, and advanced Search Engine Optimization strategies, supplemented by robust analytics and customizable dashboard mock-ups. The contractor should be able to meet the following requirements:

1. Proficiency in crafting and executing Meta campaigns tailored to the basketball season and others, ensuring maximum visibility and engagement. This expertise instills confidence in their ability to deliver effective campaigns.

2. Expertise in developing and executing paid search campaigns targeted at basketball enthusiasts, optimizing reach and conversion.

3. Extensive SEO services provided by a skilled team of engineers to enhance website performance and bolster organic search rankings effectively (Preferred, not required).

4. Provision of a user-friendly dashboard that grants regular access to crucial data metrics, including Return on Ad Spend (ROAS), impressions, and Click-Through Rate (CTR). This dashboard should be updated daily, ensuring real-time insights and reassuring the Athletics team about the transparency and accessibility of data.

5. Scheduled weekly meetings dedicated to strategy refinement and planning upcoming campaigns, fostering collaboration, alignment, and guiding on best practices.

6. Experience working with Division I collegiate athletics programs.

7. Demonstrate versatility and be able to collaborate effectively with various university departments as needed. They should also possess prompt responsiveness and maintain excellent communication channels with the university throughout the project duration.

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