Enrollment Marketing Analytics and Digital Advertising
Due Date: December 20, 2023
Introduction
The Texas Tech University Health Sciences Center (“TTUHSC”), a part of the Texas Tech
University System, seeks proposals from qualified firms for Enrollment Marketing Analytics
and Digital Advertising (the “Services”). The Services are more specifically described in
Section 5.4 entitled Service Specifications.
1.2 Description of Texas Tech University Health Sciences Center
TTUHSC has as its major objectives the provision of quality education and development of
academic, research, patient care, and community service programs to meet the health care
needs of West Texas, which in total is comprised of 108 counties and represents 50% of
Texas’ land mass and 11% of its total population. This 131,000 square mile service area and
population of 2.7 million has been, and remains highly underserved by health professionals
and accessible health care facilities, despite the substantial and meaningful contribution
made by our institution. While education of students and residents remains the primary
focus of the institution, there has been an important impact on the health status of West
Texas.
Please visit the campus web sites for more information:
- Abilene campus
- Amarillo campus
- Dallas/Fort Worth campus
- Lubbock campus
- Permian Basin campus
General
The minimum requirements and the specifications for the Services, as well as certain
requests for information to be provided by Proposer as part of its proposal, are set forth
below. The successful Proposer is referred to as the “Contractor.”
5.2 Minimum Requirements
Each Proposal must include information that clearly indicates that Proposer meets each of
the following minimum qualification requirements if applicable:
Proposer is current with the State of Texas Comptroller of Public Accounts (if applicable)
Proposer can provide Certificate of Franchise Tax status. (if applicable)
Proposer shall demonstrate evidence of certifications, permits, licenses and insurances as
appropriate to provide the Services as required.
5.3 Additional Requirements Specific to this RFP
Proposer must submit the following informational sections as part of Proposer’s
proposal:
- Proposer’s Experience and Reputation
A. A brief history of the Proposer. Include the name of the Proposer’s primary contact
during the RFP process, to include phone numbers and email address.
B. Provide at least three references where similar Services to institutions of medical
higher education have been provided (or references most similar in application).
Include the name of the firm / organization, the year the project was implemented,
the complete mailing address, and the name of the contact person and their telephone
number and email address.
2. Product / Service Specifications
A. Detailed Project Approach
Provide a description of the proposed approach to the project, detailing how you will
meet or exceed all requirements in Section 5.4. This should include a description of
the work program, including a description of the deliverables and activities with
accompanying timelines and designated ownership of tasks. A project outline of the
proposed work plan should accompany the narrative. It is the responsibility of the
proposer to assess and define the appropriate number, type and hours of its staff
required to complete the project on schedule.
B. Project Team
Identify the key individuals, including sub-consultants if applicable, who are
proposed to be part of the team, along with their qualifications and experience. The
information should include the expected amount of involvement and time
commitment for each of these individuals.
C. Project Schedule
A desired project schedule has been included in Section 5.4 Service Specifications.
Please respond with the company’s ability to meetthis timeline. Itis the responsibility
of the proposer to assess and define the appropriate number, type, and hours required of its staff to complete the project within the schedule.
5.4 Services Specifications
Overview:
Texas Tech University Health Sciences Center (TTUHSC) School of Health Professions (SHP)
is dedicated to providing a high quality, inclusive and diverse, student-centered learning
environment for graduate and undergraduate education in the health professions, advancing
knowledge through scholarship and research and providing clinical services that improve
health and quality of life in Texas and the nation.
SHP offers over 20 graduate and undergraduate programs and five graduate certificates
across five discipline areas, all leading directly to careers in critical healthcare industry
segments across campuses in Lubbock, Amarillo, Midland, and Odessa, Texas, as well as our
online environment.
With declining enrollment and the increase of new programs across Texas, TTUHSC’s School
of Health Professions must shift its recruitment strategy to include enrollment marketing, a
more comprehensive and effective approach to attracting, identifying, converting, and
enrolling high-quality students. SHP desires to nurture and engage leads through various
channels, such as email campaigns, social media, and personalized communications that lead
to application conversions while building relationships with potential students to increase
trust and commitment. SHP desires to tailor its messages to individual leads’ specific
interests and needs to better connect with potential students by segmenting the lead pool
and delivering relevant content and information.
The TTUHSC SHP must enhance brand awareness and reputation, provide consistent and
positive messaging across various channels, and position itself as a reputable and attractive
choice for prospective students, making our school and programs stand out in the existing
competitive landscape.
Background:
Like many universities today, TTUHSC School of Health Professions is experiencing challenges in recruitment and enrollment. Enrollment marketing is crucial to our recruitment strategy. With the decrease in our qualified applicant pool and enrollment, we seek a partner to help us reach and maintain our enrollment goals. Combatting enrollment decreases in undergraduate and graduate health professions programs requires a multifaceted approach addressing various program recruitment aspects.
Given the complexities of the current environment, TTUHSC School of Health Professions seeks a strategic solutions partner that will leverage its expertise and proven best practices to assist our school in achieving desired recruitment and enrollment goals. Here are several strategies to help us meet our enrollment goals:
1. Competition in the Health Professions Field: The healthcare industry is highly
competitive, with an increasing demand for qualified professionals. Enrollment
marketing helps institutions stand out in the crowded marketplace and attract the
best candidates.
2. Targeted Outreach: Enrollment marketing allows schools to target specific
demographics, such as pre-health careers, licensed professionals, or other individuals
interested in health professions. This targeted approach can help identify and reach
potential students more effectively.
3. Program Promotion: Enrollment marketing helps promote specific programs and
offerings within the School of Health Professions. This can be critical as students often
look for programs that align with their career goals.
4. Informing Prospective Students: Potential students need to know the details of the
program, admission requirements, curriculum, faculty, and career opportunities.
Enrollment marketing materials and strategies can provide this information, helping
prospective students make informed decisions.
5. Engaging Prospects: Marketing materials, social media, webinars, and other tools can
engage prospective students, answering their questions, providing a glimpse of
campus life, and creating a sense of belonging even before they enroll.
6. Building Relationships: Developing relationships with prospective students is
essential. Effective enrollment marketing creates touchpoints that allow interaction
and relationship-building, which can influence a student’s decision to apply.
7. Data-Driven Decision-Making: Enrollment marketing is data-driven, allowing
institutions to assess the effectiveness of different strategies and adjust their
recruitment efforts accordingly.
8. Adaptation to Trends: The healthcare field continually evolves, and enrollment
marketing can help programs adapt to changing trends and demands.
In summary, enrollment marketing is a fundamental component of our recruitment strategy.
This can lead to higher student retention rates, which are crucial for program success. It will
help the TTUHSC School of Health Professions compete effectively, attract the right students,
and build a strong brand, ultimately contributing to our future success and the impact the
School of Health Professions will make in the healthcare industry.
Service Requirements:
TTUHSC, School of Health Professions, is soliciting a partner to provide a tailored,
comprehensive, integrated enrollment marketing solution to support student recruitment.
The services should include, but not be limited to, strategic program and market research and
planning, audience generation and affinity targeting, intent marketing throughout the
recruitment/enrollment funnel, yield and enrollment improvement, overall process
optimization, campaign management, and bi-lateral integration with our existing CRM, Slate.
Measured Outcomes:
• Increase in Applications: A primary metric is the rise in the number of applications
received and the quality of leads generated during and after the campaign. This demonstrates the campaign’s success in developing interest and motivating individuals to apply.
• Conversion Rates: Monitoring the percentage of prospective students who moved
through the enrollment funnel, from initial inquiry or lead to completed applications,
admission, and ultimately enrollment.
• Website Traffic and Engagement: Analyzing website traffic, page views, time spent on
the site, and engagement metrics like clicks, form submissions, or requests for
information. This indicates the campaign’s effectiveness in driving interest and
interaction with the school’s online resources.
• Cost per Acquisition (CPA): Evaluating the cost incurred for each enrolled student,
considering the expenses of the marketing campaign against the number of successful
enrollments.
• Lead Quality and Source Analysis: Assessing the quality of leads generated through
various channels (e.g., social media, website, events) to understand which sources
drive the most qualified applicants.
• Return on Investment (ROI): Determining the overall return on the investment made
in the marketing campaign by comparing the generated revenue from enrolled
students against the campaign costs.
• Application Completion Rate: Monitoring the rate at which initiated applications are
completed, which can indicate the ease of the application process and the level of
interest in the program. Track the life cycle behavior of the prospective student to
nurture through the application process by delivering real-time content based on
application status. The unique behavior will drive the relevant communication
through the applicant’s journey.
• Demographics: Analyzing the demographics of applicants and enrolled students to
understand the campaign’s impact on reaching a diverse and inclusive audience.
• Social Media Metrics: Measuring engagement on social media platforms, including
likes, shares, comments, and follower growth. These metrics indicate the campaign’s
success in engaging the target audience.
Deliverables:
• Marketing Plan: An overall strategic plan outlining the objectives, target audience,
messaging, channels, and timeline for the campaign.
• Enrollment Marketing Strategies: Develop comprehensive, highly relevant,
personalized, data-driven enrollment marketing strategies supported by powerful
assets for a multi-channel campaign focused on all funnel stages of the prospect
journey.
• Digital Content: Development of digital assets, including website content, landing
pages, and social media content that highlight the benefits of the TTUHSC School of
Health Professions.
• Email Campaigns: Customized email campaigns to nurture leads and encourage
potential applicants to take the next steps in the enrollment process.
• Paid Digital Marketing: Creating and managing digital marketing campaigns using
platforms like Google Ads, social media ads, or display ads to reach a wider audience.
• SEO Strategy: Implement search engine optimization strategies to improve the
visibility of the school’s website and content in search engine results.
• CRM Integration: Bi-lateral integration with our existing CRM, Slate.
• Metrics and Reporting: Regular monitoring and reporting on the performance of the
marketing campaign using key performance indicators (KPIs) such as website traffic,
conversion rates, application numbers, etc.
• Social Media Strategy: Developing a social media strategy that involves creating
engaging content, managing social media platforms, and leveraging them for
community engagement and promotion.
Timeline:
Desire to launch a campaign in January 2024 that will run through August 2024.
