Marketing RFP Issued By University of Wisconsin -­ Madison

Marketing RFP Issued By University of Wisconsin -­ Madison

The University of Wisconsin ­Madison is requesting proposals for the School of Pharmacy for the purchase of brand discovery/marketing research, web design and architecture, digital marketing services, and inbound marketing services.


The University of Wisconsin–Madison School of Pharmacy (SoP) is recognized worldwide for premiere pharmaceutical degree programs, advancing research and practice, and providing outreach to expand its impact. The School of Pharmacy is ranked 9th by U.S. News & World Report college rankings among pharmacy schools. The mission of the SoP is to educate, train, and promote lifelong learning opportunities for students, pharmacists and scientists, while creating, disseminating and applying new knowledge based on research and practice in the biomedical, pharmaceutical, social and clinical sciences to improve health.

Scope of Work:

Brand Discovery/Marketing Research

The SoP seeks to understand consumer insights:

  • Brand awareness – state, regionally, nationally
    • School
    • Programs
    • Research
  • Brand perceptions
    • Attributes vs competition
    • Strengths vs importance
    • Known vs distinctive
    • Competitor messaging and benchmarking

The SoP seeks web development and design in these key areas:

  • Web redesign of home page
    • Navigation and content architecture
    • Request for Information (RFI) development and integration
    • SEO
  • Web redesign of PharmD program section
    • Navigation and content architecture
    • Copywriting and content creation
    • Request for Information (RFI) development and integration
    • SEO
  • Content architecture strategy/recommendation for other content areas (no execution)
    • Other programs
    • Research
    • News
    • About
    • Alumni
    • Other proposed content areas
  • User testing and validation
    • Navigation and usability testing
    • Content and terminology assessment Work may also include web site discovery:
  • User needs and expectations for SoP web site
    • Type of information expected
    • Information most important to research phase, selection phase, acceptance phase
    • Web site dissatisfiers
    • Content gaps based on SEO/keyword search volume/trends

Digital Marketing Services:

The SoP seeks digital marketing services focused on generating awareness, interest, and consideration for the PharmD program. The target prospective students are Millennial/Gen Y/Gen Z and studying or majoring in biochemistry, chemistry, biology, microbiology, or global health, and among prospective students with an interest in health sciences such as medicine, nursing, physical therapy, etc.:

  • Attending UW­Madison
  • Attending a UW System school (e.g., UW­LaCrosse, UW­Milwaukee, UW­Oshkosh, UW­Eau Claire, UW­ Green Bay)
  • Attending a key out­of­state school (e.g., University of Minnesota­Twin Cities & Duluth, University of Iowa, University of Illinois, University of Illinois at Chicago)

Digital marketing services will include:

  • Digital marketing campaign strategy development
  • Paid media planning and buying in paid search, display advertising, pre­roll video advertising, retargeting, geo­fencing, and other tactics
  • Paid media plan management, tracking, and optimization
  • Creative development and execution of digital ads

Inbound Marketing Services:

The SoP seeks inbound marketing services that will nurture leads into applicants for the PharmD program. The SoP will have HubSpot as its CRM and marketing automation but will most likely transition to Salesforce for CRM and Eloqua for marketing automation in 2019.

Inbound marketing work will include:

  • Development of email templates and execution of email marketing campaigns for each phase of the prospective student journey/funnel and student personas
  • Development and execution of landing pages
  • Content marketing campaigns, including webinars and social content, for lead generation and to maintain interest and consideration
  • Event marketing to generate action
  • Lead analysis to ensure the right message is communicated at the right time

Due Date:

December 6th


21 N PARK ST, SUITE 6101
MADISON, WI 53715­1218

Strong agencies for this assignment could include Finn Partners or Ruder Finn.

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