Digital Media RFP Issued By State of Illinois Public Institutions of Higher Education

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The University is seeking oversight and management of digital media buys and optimization for search engine marketing, social media advertising and other forms of digital advertising. The Vendor will provide strategic counsel in media planning by analyzing various digital media opportunities to maximize exposure for the University with desired audiences. The Vendor must have proven results working with higher education clients as well as other commercial and non-profit clients. The Vendor must have a proven ability to deliver high-quality leads at or below regional and national cost per lead benchmarks. In consultation with University Marketing, the Vendor will plan annual digital media campaigns while evaluating new opportunities in the best interest of the University. The Vendor must be able to quantify results from its digital advertising efforts.

The Vendor will provide detailed plans, tracking and reports on the budget and advertising outcomes. The Vendor will provide concise monthly billing statements and help ensure the University stays within the specified digital media budget. Increasing student enrollment is the primary area of focus for the digital media plan. Audiences for digital advertising campaigns are anticipated to be prospective undergraduate and graduate students including oncampus and online learners. Key markets include the St. Louis DMA as well as other parts of Illinois, Missouri or surrounding states. Markets and areas of focus will vary based on University priorities in response to environmental factors, strategic plans and available budget. Efficient and effective optimization of digital advertising is critical for success of the University’s digital media campaigns. In an ongoing effort to generate high-quality, affordable leads and increase awareness for the University, the Vendor will monitor ad performance and make adjustments to leverage high performing ads, limit budget to low performing ads, update negative keywords, reallocate budget for seasonal trends, and maintain competitive bid limits and search rankings while monitoring and adjusting for industry changes, emerging trends and competition. The Vendor will plan all campaigns, ads and keywords with input and review from University Marketing and assist with creative development as needed. The Vendor will manage conversion codes, retargeting codes and other digital ad tracking on university web pages with a thorough understanding of current privacy laws and the university web privacy policy. All tracking will be tested regularly to ensure accuracy. The Vendor will provide ongoing recommendations for ads and landing pages to improve results.

The University is seeking oversight and management of digital media buys and optimization for search engine marketing, social media advertising and other forms of digital advertising. The Vendor will provide strategic counsel in media planning by analyzing various digital media opportunities to maximize exposure for the University with desired audiences. The Vendor must have proven results working with higher education clients as well as other commercial and non-profit clients. The Vendor must have a proven ability to deliver high-quality leads at or below regional and national cost per lead benchmarks. In consultation with University Marketing and Communications (UMC), the Vendor will plan annual digital media campaigns while evaluating new opportunities in the best interest of the University. The Vendor must be able to quantify results from its digital advertising efforts.

The Vendor will provide detailed plans, tracking and reports on the budget and advertising outcomes. The Vendor will provide concise monthly billing statements and help ensure the University stays within the specified digital media budget. Increasing student enrollment is the primary area of focus for the digital media plan. Audiences for digital advertising campaigns are anticipated to be prospective undergraduate and graduate students, including oncampus and online learners. Key markets include the St. Louis DMA, as well as other parts of Illinois, Missouri or surrounding states. Markets and areas of focus will vary based on University priorities in response to environmental factors, strategic plans and available budget. Efficient and effective optimization of digital advertising is critical for success of the University’s digital media campaigns. In an ongoing effort to generate high-quality, affordable leads and increase awareness for the University, the Vendor will monitor ad performance and make adjustments to leverage high performing ads, limit budget to low performing ads, update negative keywords, reallocate budget for seasonal trends, and maintain competitive bid limits and search rankings while monitoring and adjusting for industry changes, emerging trends and competition. The Vendor will plan all campaigns, ads and keywords with input and review from UMC and assist with creative development as needed. The Vendor will manage conversion codes, retargeting codes and other digital ad tracking on University web pages with a thorough understanding of current privacy laws and the University web privacy policy. All tracking will be tested regularly to ensure accuracy. The Vendor will provide ongoing recommendations for ads and landing pages to improve results.

Digital Media Planning The Vendor will provide strategic counsel in media planning by analyzing search engine marketing, social media advertising and other forms of digital advertising. The Vendor will develop digital media plans to maximize exposure for the University with desired audiences. The Vendor plans all campaigns, ads and keywords with input and review from UMC and assists with creative development as needed. Digital Media Buying The Vendor will represent SIUE and assess advertising opportunities from a variety of digital media. The Vendor will purchase digital media on behalf of the University and ensure budget is allocated accurately for all digital advertising campaigns. The Vendor will provide adequate notice and invoice the University accordingly if funds need to be replenished for planned digital advertising campaigns to avoid unwanted stoppage.

Digital Media Optimization In an ongoing effort to generate high-quality, affordable leads and increase awareness for the University, the Vendor will monitor ad performance and make adjustments to leverage high performing ads, limit budget to low performing ads, update negative keywords, reallocate budget for seasonal trends, and maintain competitive bid limits and search rankings while monitoring and adjusting for industry changes, emerging trends and competition. The Vendor must have a proven ability to deliver high-quality leads at or below regional and national cost per lead benchmarks. The Vendor will provide recommendations for ads and landing pages to improve advertising results. Tracking and Reporting The Vendor must be able to quantify results from its digital advertising efforts. The Vendor will provide detailed reports on digital media budget allocation and advertising outcomes. The Vendor will manage conversion codes, retargeting codes and other digital ad tracking on University web pages with a thorough understanding of current privacy laws and the University web privacy policy. All tracking will be tested regularly to ensure accuracy. Billing and Budget Management The Vendor will provide concise monthly billing statements and help ensure the University stays within the specified digital media budget.

-Provide a clear schedule for developing and launching new campaigns and digital ads.

-Bi-weekly meetings and progress updates.

-Monthly advertising reports for all campaigns.

-Monthly billing reports and detailed budget allocation updates for all campaigns.

-Annual assessment of digital advertising impact on admissions funnel and ROI.

-Annual creative calendar to maintain fresh ads for all campaigns and ad types. Must include up-to-date ad specs for all applicable ad types. Adjusted as needed throughout the year.

-This contract has an initial term of July 1, 2021

– June 30, 2022 with three (3) 1-year renewal options.

Due Date:

March 12, 2021

Address:

Chief Procurement Office for Higher Education Attn: Protest Review Office 513 Stratton Office Building 401 South Spring Street Springfield, IL 62706 Email: EEC.CPOHE@illinois.gov

Ruder Finn and Finn Partners are agencies worth considering.

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