Scope: Rowan University’s rapid transformation from a regional college into one of the nation’s fastest growing research institutions has fueled record-breaking enrollment and heightened brand awareness. To build on this momentum, Rowan seeks a data-driven performance marketing agency with expertise in audience intelligence, advanced data enrichment, and precision-driven digital campaigns to optimize conversion and engagement at scale, with a focus on the online student population.
The Division of Marketing & Communication at Rowan University is looking for an agency with deep expertise in online higher education marketing, digital media buying (Google, Meta, programmatic), affiliate marketing, and AI-driven personalization. The selected agency will be responsible for harnessing Rowan’s rich first-party data, integrating third-party insights, and leveraging advanced analytics tools to drive targeted performance marketing campaigns. A primary focus will be on executing strategic consideration and conversion campaigns that engage prospective students and key stakeholders at critical decision-making moments, optimizing for measurable online enrollment growth and institutional engagement. By July 2025, we expect to have approximately 20 online programs launched with more in the pipeline, with our current online student population of 1,700, we have a target of 10,000 students for this online specific modality by 2027. While performance marketing will play a critical role in achieving this growth, we recognize the need for a strong brand presence to support these efforts. A dedicated brand agency is already in place and actively working on brand development initiatives to complement the performance marketing strategy. This initiative aims to:
A. Utilize advanced data enrichment techniques to build dynamic audience segments based on behavioral, demographic, and intent-based signals.
B. Develop and activate high-value audience cohorts by combining first-party CRM data, thirdparty insights, and real-time engagement tracking.
C. Drive enrollment growth and inquiries through highly targeted, personalized digital marketing campaigns across paid channels.
D. Optimize Rowan’s media investments with a data-driven budget allocation strategy that prioritizes channels and tactics with the highest return on investment.
E. Implement AI-driven personalization to tailor ad creative, messaging, and content delivery based on user behavior and lifecycle stage.
F. Build an advanced marketing attribution framework to track lead quality, measure conversion paths, and ensure clear ROI measurement across all campaigns.
G. Launch and scale Rowan Online’s digital marketing efforts, leveraging predictive analytics to target the right students at the right time.
The selected agency will be expected to integrate seamlessly with Rowan’s marketing technology, including CRM, analytics, and automation platforms, ensuring a cohesive, data-driven omnichannel strategy that maximizes efficiency and effectiveness.
Contact: bids@rowan.edu Stacie Mori Office of Contracting & Procurement E-mail:mori@rowan.edu
Due Date: 3/19/25 2:00 pm
