Scope: The University is seeking qualified firms (“Proposers”) that are able to conduct multichannel digital marketing campaigns to increase brand awareness and national visibility of WVU programs, in an effort to boosts enrollment, enhance recruitment efforts, and drive traffic to WVU. All services shall be provided in accordance with all requirements stated herein. The Proposer selected should demonstrate their ability to assist the University in increasing lead volume while utilizing the University’s mission, culture, vision, and goals through:
• Geotargeting • Remarketing
• Prospecting and retargeting
• Analytics, attribution and Return on Investment (“ROI”) analysis
• Media strategy and planning
• Market and audience insights
• Multichannel digital advertising informed by target audience research
• List-based advertising/predictive audiences, matched audiences with first party data
• Lookalike/similar audiences
• Audience targeting, content targeting (interests/traits/location/demographics/attributes/behavioral)
• Focused digital advertising
• Metrics of success: Mainly (Requests for Information (“RFIs”), brand awareness
The successful Proposer will be expected to assist and advise the University and its stakeholders while delivering the following Scope of Services:
• WVU-owned ad accounts with agency granted access per school unit
• Analytics dashboarding and collaboration with our analytics and Customer Relationship Management (“CRM”) teams to verify Call to Action (“CTA”) conversions (Requests for Information (“RFIs”), and hopefully in the future, event registrations, consultation/advising requests, etc.)
• Attribution and Return on Investment (“ROI”) analysis.
• Expertise and assistance in support of long-term strategy, as well as any necessary pivoting based upon changes within the media landscape
• Guidance to WVU by understanding WVU limitations due to the University’s technical limitations and modernization projects
• Navigate various levels of understanding skill sets across WVU, from expert to learner
• Submit ideas and recommendations to WVU which may display attributes of being experimental and entrepreneurial in nature
• Recognize spend waste with corrective recommendations
• Optimalization of advertising dollars
• Working alongside and in conjunction with WVU as partners to improve all levels of advertising and landing page experiences
• Provide feedback, both positive and negative, on WVU ideas, acting as the University’s sounding board and partner
• Stress visibility and transparency and obtain the necessary WVU approval for all projects
• Production of succinct and actionable on-brand copy with consistent tone and vocabulary
• Establish frequency for performance reviews/optimization meetings, and deeper biannual/quarterly meetings
• Detailed and robust client onboarding processes, and ongoing partnership and project management processes which keep all parties organized and informed
• Understand the careful balance between WVU objectives/goals (and that of each unit) and data-informed decision making
• Assistance in creating an optimized user experience utilizing Google-aligned keywords, ad copy, and messaging, aligning University landing pages to paid efforts
• Assist WVU to translate the University’s goals into detailed plans by program, media channel and time frames
• Provide a comparative analysis of existing and/or proposed advertising for WVU to comparable higher education institutions, especially concentrating on peer, regional and Big 12 institutions
• Attend collaborative meetings with key stakeholders that are clearly data-driven, sharing insights and suggestions for improvement.
• Provide asset production support for all media, as needed, including but not limited to interactive ad creative (HTML5)
• Generation of regular ad copy performance reports to inform and provide a look into users’ point of view
• Facilitate a structured feedback loop, including but not limited to, continual testing, biweekly touch bases, monthly reports, and quarterly reviews
Due Date: 6/5/2025 4:00 PM EDT
Contact: Virgil Cooper vccooper@mail.wvu.edu Phone +1 304-293-5711
