Digital RFP Issued By Stockton University
The University is a public institution of higher education organized under the laws of the State of New Jersey with a current enrollment of approximately 9,900 students. The University is a distinguished University of arts, sciences and professional studies and is known for exceptional program offerings and an interdisciplinary approach to learning, providing students with a diverse, high-quality education. The University’s main facilities are located on a 1,600-acre campus in Galloway, New Jersey. The University also has instructional sites in Ocean, Atlantic, and Cape May counties which provide a range of academic offerings, from continuing education to undergraduate and graduate-level coursework.
Scope of Work:
A. Stockton University is seeking proposals from a qualified firms for digital advertising services with
experience in higher education for approximately 2 – 5 marketing campaigns on an as-needed
B. Working directly with University Relations & Marketing, the goal is to generate cost-effective,
quality inquiries to increase the probability of enrollment as well as complementing existing
recruitment and marketing strategies.
C. University Capabilities & Responsibilities
1. The University Relations & Marketing team has established robust mixed media marketing
campaigns. We require support from an outside vendor to assist with the increased demand
from our campus and leadership to enable us to grow our undergraduate admissions
recruitment marketing efforts.
2. Stockton University has a strong internal marketing team which encompasses specialists in
marketing, social media, graphic arts, production service, and media relations, among others.
We develop all marketing plans based on existing research, knowledge and goals. In addition,
all collateral is created and produced internally (copy, digital ads, photography, video) to
support our marketing campaigns and social media content.
3. Stockton’s URM team will continue to control all social media accounts, including both organic
content and paid advertising campaigns, and Google AdWords advertising.
4. The firm will not be responsible for in-depth discovery and research, creation of a digital
marketing plan, copywriting, or display ad and landing page design.
II. SCOPE OF SERVICES
A. The University requires a vendor to assist in the expansion and execution of the University’s digital
marketing campaigns through the use of digital impressions, as well as providing monitoring and
optimization and a final report/recap at the end of each campaign.
B. Digital advertising services may include, but are not necessarily limited to any of the following:
1. Retargeting (Marketing): It is anticipated that this type of advertising will be the primary focus
of the University
2. Demographic Targeting
3. Interest Targeting
4. Behavioral Targeting
5. Data Targeting
6. Custom Audience Targeting
C. Firm shall provide monitoring and optimization as well as final reporting/recap at the completion
of each campaign.
D. The University estimates that the vendor will be involved with 2 -5 campaigns per fiscal year.
Campaigns may vary and will include awareness to application, application completion,
yield/deposit, as well as mini-campaigns around events such as open houses or campus visits/tours.
Due Date: October 8, 2021 at 2:00 p.m. Eastern Time
Office of Purchasing: Upper N-Wing
101 Vera King Farris Drive
Galloway, NJ 08205