KANSAS UNIVERSITY REQUEST FOR PROPOSALS Product/Service Category: Digital Marketing for Online University Academic Degree Programs RFP 2650027 – SCOPE OF WORK (SOW)

Closing Time and Date: 2:00PM CST, August 28, 2024

Procurement Representative: Ramia Whitecotton

Telephone: 785.864.1425

E-Mail Address: rmwcotton@ku.edu

Web Address: http://www.procurement.ku.edu/

1.0 OVERVIEW

KU is soliciting electronic bids from well-qualified suppliers to provide Digital Marketing for

Online University Academic Degree Programs for use by KU Enrollment Marketing and

Communications.

The awarded supplier(s) will enhance the client’s online presence and drive targeted traffic to

their digital assets through a comprehensive digital marketing strategy, with the expressed goal

of meeting enrollment goals for online degree programs. The scope includes paid digital

advertising on platforms such as Google, Meta (Facebook and Instagram), and LinkedIn, among

others, complemented by traditional media buys, content creation, and strategic planning and

execution.

Objectives:

1. Increase brand visibility and awareness.

2. Drive targeted traffic to the client’s website and landing pages.

3. Generate leads and conversions through various digital channels.

4. Optimize advertising spend for maximum ROI.

SERVICE DESCRIPTION

Supplier will provide the following Services which include the listed tasks:

9.1 Formulate 5-year strategic communication and marketing plan with input from

stakeholders.

• Conduct a comprehensive market analysis to inform strategy

• Identify and define target audiences

• Evaluate and craft message and channel strategy

• Create comprehensive, shared planning documents

• Coordinate collaborative efforts through Enrollment Marketing.

9.2 Communicate the plan to stakeholders, providing any needed training and/or

procedures to implement the plan

9.3 Formulate yearly tactical plan for efficient and effective implementation of marketing

plans including KPIs, milestones, or outcomes to be used for assessment.

• Implement and manage the overall digital marketing strategy

• Provide regular performance reports and insights

• Continuously optimize campaigns based on data-driven insights and

feedback.

9.4 Use of Media Platforms: Facebook, Instagram, Snapchat, TikTok, YouTube, Google,

etc.

9.5 Execute public relations/marketing initiatives and special projects to drive enrollment

and promote the university; Campaign designs to achieve the goals of the marketing

and enrollment plans.

9.6 Provide method for email follow-up with leads, various technical support, and

guidance on messaging and strategy. Formulate detailed messaging strategy

considering audience and venue.

9.7 Use of focus groups and interviews with stakeholders

9.8 Contractor will closely monitor the performance of all campaigns, suggest real-time

changes to improve performance toward the stated objectives, and evaluate the

campaign upon its completion to provide learnings for the next campaign.

• Accurate audit of campaign with a detailed analysis and development of

custom plan.

• Build processes to get feedback on communications, collect feedback data,

and provide a summary report with recommendations

9.9 All content created for the digital enrollment marketing campaign, including copy,

artwork, value propositions, landing pages, web-based forms, targeting personas,

and media plans, shall be subject to modifications within the reasonable opinion of

KU before final approval and acceptance

9.10 Provide post plan project mgmt. and technical assistance to reduce time to

implementation and ROI attainment

9.11 Any use and/or communication with KU Marketing Communication Department?

(Most creative development will occur in-house at KU Marketing Communications,

although the Job Order Contractor will be responsible for providing creative strategy,

consultation, and evaluation and/or testing plans for creative input.)

9.12 Contractor shall designate a competent employee to be responsible for the work,

to coordinate all the services to be rendered, and to represent Contractor with

authority to act for Contractor (“Account Manager”)

• The account manager shall respond to KU and act as the liaison between KU

and Contractor for purposes of administration of the Contract and shall have

full decision-making authority on behalf of Contractor and the authority to

obligate Contractor.

• Account Manager shall be subject to the approval of the University and shall

not be changed during the term of the Contract without prior written

permission of the University.

• During any absence of the Account Manager, Contractor shall designate an

alternate Account Manager under the same terms and conditions.

• The Account Manager shall respond within 1 business day upon receipt of a

telephone call, email, or any other form of communication.

9.13 Contractor shall attest to KU that its computer systems and other data collection,

maintenance, and storage systems are secure and safe

9.14 Services performed by Supplier will be conducted in at their respective offices,

utilizing virtual or in-person meetings with KU as needed.

9.15 The directional audience of the marketing campaign will consist of:

• Highschool Seniors living in target recruitment states in the U.S. List of pipeline states will be provided to Supplier.

• Community College Students

• Students at other 4-year public institutions

• Parents of prospective students

• High school teachers and counselors

• International Students

• KU Students

• Working Professionals

• Diverse Communities

11.0 DELIVERABLES

Supplier will provide the following Deliverables during the SOW Term:

11.1 Detailed campaign plans for each digital advertising channel.

11.2 Creative assets including ad visuals, copy, and multimedia content.

11.3 Regular performance reports (weekly/monthly) and meetings outlining key metrics and insights.

11.4 Strategy documents and execution plans for traditional media buys and content creation.