Marketing RFP issued By West Virginia University Online

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West Virginia University Online is seeking an agency that can conduct a multichannel digital marketing campaign that raises brand awareness and national visibility of WVU online programs, and that boosts enrollment and recruitment and drives traffic to the WVU Online website ( Qualified vendors must submit proposals showing how display marketing will generate qualified leads for accredited online graduate and undergraduate programs, and online certificates. The vendor will leverage Google, Bing, Yahoo! and other search engines to drive traffic to WVU Online programs and offerings to increase lead volume.


WVU Online targets nontraditional learners. Nontraditional learners can be defined as a complex population of students who are more mature, have been exposed to numerous life experiences, have diverse educational backgrounds and aspirations, choose a variety of enrollment patterns, and are fulfilling diverse role relationships simultaneously. Most nontraditional learners are engaged in full‐time or part‐time jobs, have families, and are involved in extensive personal, career, and academic commitments.

Scope of Work:

1. Search Marketing Campaigns

o Develop and optimize search campaigns on major search engines such as Google and

Bing. Tasks will include but may not be limited to:

 Keyword research focusing on brand and individual programs and certificates

 Creation of search accounts within Google and/or Bing.

 Account structuring and keyword builds.

 Text ad creation.

 Application of budgets and bid strategy according to media budget available.

2. Display and/or Remarketing Campaigns

o Develop and optimize display and/or remarketing campaigns. Tasks will include but may

not be limited to:

 Research previous successes and opportunities within Google for campaign


 Creation of display and/or retargeting campaigns within search engines.

 Campaign structuring and keyword builds.

 Banner ad creation.

 Text ad creation.

3. Banners

o Develop, maintain and update static web banners defined as fitting all major dimensions

found in the IAB UAP guidelines for the university’s brand, as well as priority programs

with dedicated media (maximum = 30 total banners). Sizes include: 300×250; 160×600;

728×90; 320×50.


Display Marketing for Online Learning

4. Affiliate Marketing Campaigns

o Develop and optimize affiliate marketing campaigns focused on increasing lead volume.

Affiliate partners should drive additional leads through organic paid search rankings,

email campaigns and display ads.

5. Geofencing

o At request of WVU Online, vendor will implement location‐based marketing on an as

need basis. 

o Social Media

o Vendor will support paid advertising on Facebook, Twitter, Instagram, etc. 

o Create brand experience with messaging.

6. Website management in the form of SEO.

o SEO responsibility includes, but are not limited to, website content/creation

management, keyword management, indexing, local SEO, SERP Optimization, and


7. Analytics

o Vendor will provide client with bi‐weekly traffic reports, conversion reports, competitor

and industry analyses, and refined strategies based on results.

8. Consultation

o Vendor is expected to provide client with ongoing campaign adjustments and notify

client of any ongoing issues to include cost‐savings opportunities and conversion


o Monthly meetings will be held to discuss outcomes, necessary adjustments, and overall

strategy recommendations.

Due Date: July 29, 2021 at 4:00 PM ET


West Virginia University – Procurement Services

150 Clay Street, 2nd Floor PO BOX 6024

Morgantown WV 26501-5976

Relevant agencies to consider for this assignment include Ruder Finn and Shift Communications.

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