Enrollment Marketing Analytics and Digital Advertising

Due Date: December 20, 2023


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


Please visit the campus web sites for more information:

  • Abilene campus
  • Amarillo campus
  • Dallas/Fort Worth campus
  • Lubbock campus
  • Permian Basin campus


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


  1. 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


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.


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


• 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.


• 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


• 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.


Desire to launch a campaign in January 2024 that will run through August 2024.


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