Digital And Search Engine Firm Needed In Michigan

Grand Rapids Community College has issued an RFP for Digital Advertising and Search Engine Marketing.  The chosen agency shall provide the communications department with a digital and search engine marketing campaign that will generate prospective student leads.

Background

At Grand Rapids Community College traditional classrooms have been transformed into state-of-the-art learning spaces. These learning spaces support the breadth of educational opportunities available at GRCC, including experiential learning, honors courses, seminars, workshops, training courses and online learning. Average class size is 22.9 students, and 92% of our faculty hold master’s or doctoral degrees. Also helping students achieve classroom success are such student support services as academic and career counseling, occupational and disability support, and bilingual support.

In 2014-2015 more than 29,500 students from all walks of life enrolled in traditional liberal arts and occupational courses, adult education courses, and skilled training courses and apprenticeships. One in three graduating high school students in Kent County choose to earn their certificate or degree at GRCC before stepping into their career, or transferring to a four-year college or university.

Scope of Work:

The requirements and scope of  work the vendor will be expected to  complete  within  a $50,000 budget for the 2017-18 fiscal year are:

1. Search Engine Marketing – Develop campaigns across the most used search engines, optimizing for phone calls and link clicks, among the target  audience. Messaging should be relevant to the search query with an accountable and measurable return on investment.
   • Run Sept. 5, 2017 through June 30, 2018.
2. Digital Marketing – Develop a campaign across platforms, which delivers our message to the target audience at the zero moment of truth, optimizing for landing page form fills. Should include remarketing and burn pixels.
   • Run Sept. 11, 2017 through Nov. 30, 2017, and Jan. 28, 2018 through June 30, 2018

GRCC will provide base search terms for SEM, and the creative for the digital campaign.

Key messages, target auadience and geographic regions are known.

The vendor shall be Google preferred, and have account executives with strong expertise in the West Michigan marketplace that are available to meet face-to-face and personally manage the campaign. The vendor should be supported by a team of proven experts in marketing, digital advertising and SEM. Additionally, the vendor will provide real-time, comprehensive reports that allow GRCC to remain nimble in tailoring the campaign to audience needs and wants. A live interface showing campaign performance is preferred, though Static reports delivered at regular intervals is acceptable.

Due Date:

June 24 to:

Address:

Grand Rapids Community College

151 Fountain NE

Grand Rapids, MI 49503

Attn: Shipping & Receiving

Finn Partners and Kaplow PR are strong digital PR firms.