Scope: Selected partners will serve as TROY’s strategic digital experts, advising on tools, technologies and best practices to improve our external web presence and actively implementing and supporting those improvements in collaboration with TROY’s internal team. This includes recommending and executing solutions aligned with user behavior, accessibility, marketing performance and more, all while ensuring hands-on support in execution and cross-platform integration.
Proposers may submit responses covering all services outlined in this RFP or limit their proposal to specific areas of expertise. However, proposals must clearly identify each area for which the proposer seeks to provide services, and include relevant qualifications, examples, team details and costs for each.
Note: TROY’s hosting and security infrastructure are provided through an existing contract with Modern Campus. Selected vendor(s) will not be responsible for server management, platform security, uptime or backend infrastructure. All development and integrations must function within the parameters of the Modern Campus CMS environment.
1.Web Design & Development
1. Support and enhance TROY’s new 2025 web reskin using Modern Campus CMSDevelop mobile-first, responsive layouts and interactive elementsTest and implement navigation for optimal visitor experienceProvide strategic insight for ongoing design enhancements based on user behavior trends, peer benchmarking and higher education best practices
Deliverables may include:
1. Design mockups in TROY’s preferred format (e.g., Figma). Proposers must specify their standard design tool and accommodate conversion if needed.Completed front-end code, built in alignment with TROY’s design systemPreferred framework: TROY uses Tailwind CSS for its design system and requests adherence unless otherwise agreed uponAll code must be well-commented, reusable and WCAG-compliant
2.Modern Campus CMS Expert Services
2. Design and build reusable components and templates in Modern Campus CMSEnsure usability and consistency across page types and user flowsProvide ongoing enhancements to leverage CMS resources fully
3.Accessibility Services
3. Maintain and elevate accessibility to meet/exceed WCAG 2.1 AAConduct manual accessibility audits to complement SiteImprove and Modern Campus CMS automated scanningProvide documentation and guidance for continuous accessibility improvementsLead accessibility training for web and other content contributorsPerform remediation services to pursue AAA compliance
4.Performance Monitoring & Analytics
4. Use GA4, GTM, AI tools and other relevant platforms (e.g., social media analytics, media dashboards or integrated campaign trackers) to monitor KPIs tied to engagement, referral traffic, conversions and content performanceLead performance reviews with data insights and recommendationsCollaborate with TROY teams and advertising agencies on shared metrics
5.Conversion Rate Optimization (CRO)
5. Analyze prospective student funnelsRecommend and implement UX improvements and A/B testsIdentify and reduce user friction points in enrollment journeysPerform content audits, migration and/or clean-up services
6.SEO Strategy, Research & Training
6. Enhance domestic SEO and expand to international audience prioritiesConduct keyword research, metadata recommendations and site auditsProvide SEO training and support for content producers
Proposers must demonstrate a deep understanding of evolving search behavior, including the influence of AI- powered search engines, featured snippets and generative summaries. Effective strategies should go beyond keyword targeting to address topical authority, structured data and Google’s E-E-A-T principles. Proposals should also consider visibility within zero-click and AI-driven discovery environments. TROY’s partners should be able to bridge traditional SEO with emerging content discovery models that align with how prospective students and stakeholders search today.
Proposers must outline the structure of their SEO team supporting this engagement, including key roles and areas of specialization. TROY is seeking a partner(s) offering a collaborative team approach that brings multiple perspectives to the SEO strategy.
7.Microsite Strategy (Advancement, Alumni, etc.)
7. Work with department leadership to improve Advancement and Alumni micrositesEnhance storytelling, donation paths and engagement featuresConnect alumni and donor content to enrollment messaging where appropriate
8.Additional Web Enhancements
TROY also seeks support for third-party tools and services to improve the user experience and advance recruitment and engagement goals, while ensuring all solutions are accessible, mobile-friendly and aligned with the University’s brand standards.
These may include, but are not limited to:
8. Career exploration tools, such as embedded job market data or academic-to-career pathway visualizationsInteractive campus experiences, including 3D maps and virtual toursCustom widgets, calendars, calculators or embedded tools that meet prospective student needsPersonalization tools or strategies that tailor content, calls-to-action or navigation based on user behavior, location or audience segmentLanguage translation services or multilingual platform integrations that support localization and accessibility for international audiencesPublication tools that offer accessible, flipbook-style viewing experiencesEnhanced accessibility tools such as assistive navigation aids, user-controlled display options or real-time content readersTools that analyze user intent or behavior to deliver predictive content recommendations or identify high- exit pages and conversion gapsAdvanced site search tools that improve content discovery, incorporate AI or natural language processing and provide enhanced reporting on user behaviorConsultation on evaluating, selecting or implementing new engagement technologiesOther enhancements or services relevant to the goals outlined in this RFP
Web-Focused Marketing Services
1.SEO Content Production
1. Develop SEO-optimized content such as articles, landing pages, program descriptions and blog posts to support organic traffic growthCollaborate with TROY’s content strategy team to ensure alignment with enrollment and brand goalsApply keyword research, internal linking strategies and on-page SEO best practices to all content deliverables
2.Paid Advertising
2. Develop strategic media plan and implement paid tactics that align with enrollment goalsManage campaign setups, audience targeting, creative asset coordination, performance tracking and ongoing optimization for improvementCoordinate with internal team as well as agency partners to create and align landing pages with adsUse integrated reporting to refine targeting and optimize campaign ROI
3.SEO + Paid Integration
3. Connect SEO-driven content with paid campaign goalsIdentify landing page enhancements to support both paid and organic conversion
4.Earned Media Support
4. Provide strategies for amplifying blog content and University announcementsLeverage PR and backlinking strategies to enhance brand visibilitySupport brand storytelling through SEO and influencer tactics
5.Additional Marketing Services
5. Proposers are encouraged to include other marketing or web-related services they offer that may benefit TROY’s external marketing and communication strategy, particularly those that support enrollment, engagement or brand visibility.
Vendors specializing solely in these services are encouraged to respond to this RFP with proposals limited to this category.
Due Date: 2:00pm CDT Friday, August 22, 2025
Contact: Ms. Leslie Scrushy, lscrushy@troy.edu Samantha Johnson, johnson@troy.edu marketing@troy.edu
