STATE OF NORTH CAROLINA North Carolina A&T State University Request for Proposal #: 59-P2382 Digital Marketing Campaign and Enrollment Management
Proposal Opening Date: 4/25/2024 At 3:00 PM ET
1.0 PURPOSE AND BACKGROUND
For nearly 132 years, we at North Carolina A&T have believed in the power of our students to change the world.
Today’s 13,530 Aggies are some of the most high-achieving students ever to attend A&T. They excel in the classroom and in academic competition, whether coding like wizards in a national hackathon, writing a flawless business case contest entry or creating a self-driving car.
As a land grant, doctoral research university with a national reputation in STEM education, we are proud of the impact that our 70,000-plus alumni have across America. From Silicon Valley to the halls of Congress to farms across North Carolina, Aggies innovate, discover, serve and lead. Because that’s what Aggies DO.
At North Carolina Agricultural and Technical State University, we deliver a high-quality, intellectually stimulating education focused on helping every student gain access to the hands-on opportunities, core knowledge and global perspective that will help them make lasting change in their lives and the lives of people in their workplaces, communities and world.
There are a multitude of opportunities for students to learn and grow at North Carolina A&T — 59 undergraduate degree programs, 18 minors, 11 doctoral degree programs, 35 master’s programs and 41 graduate certificate programs. Students seeking intellectual stimulation and growth, critical thinkers seeking research opportunities, travelers at heart looking to learn abroad and future citizens of the world who want to serve humankind will find undergraduate and graduate degree programs, offered both in the classroom and online, that will help them fulfill their dreams. Certificate programs and continuing education opportunities are available in a wide range of areas, as well. Detailed information can be found at https://www.ncat.edu/academics/majors-minors-andprograms/index.php
NC A&T SU Undergraduate/Graduate/PHD and Online admissions is sourcing a vendor/s for digital marketing strategies that has significant experiences specifically working with enrollment management and/or admissions offices for goal- oriented results. This vendor will complement existing recruitment and marketing strategy by expanding the multi-channel communications impact to prospective students throughout the admissions lifecycle.
The vendor will provide trackable metrics to calculate return-on- investment (ROI) for each digital marketing campaign as well as frequent assessment throughout the duration of the contract.
Successful vendor/s will demonstrate in their proposal the capability to:
The primary objective is to enhance the digital presence and optimize admissions processes for Historically Black Colleges and Universities (HBCU) with a student population exceeding 14,000.
The scope covers strategic planning, implementation, and monitoring of digital marketing campaigns tailored to attract prospective students and increase enrollment.
The geography targeted with the campaign will be guided by past enrollment data as well as through identifying areas of opportunity.
1. Research and Analysis:
• Conduct an in-depth analysis of the target demographic, including potential students’ preferences,
behaviors, and digital media consumption patterns.
• Analyze competitors’ digital strategies and identify areas for differentiation and improvement.
2. Strategic Planning:
• Develop a comprehensive digital marketing strategy aligned with the university’s goals and values.
• Define key performance indicators (KPIs) to measure the effectiveness of marketing efforts, such as website traffic, lead generation, and conversion rates.
• Create a content calendar outlining themes, topics, and distribution channels for digital content.
3. Website Optimization:
• Audit the university’s website to ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO).
• Implement strategies to improve website performance, including faster loading times, intuitive navigation, and compelling calls-to-action.
• Develop landing pages optimized for conversion to capture leads and encourage prospective students to take action.
4. Content Creation:
• Produce engaging and relevant content tailored to the target audience, including blog posts, articles, videos, infographics, and social media posts.
• Collaborate with faculty, students, and alumni to showcase the university’s unique offerings, achievements, and culture.
• Utilize storytelling techniques to highlight success stories, testimonials, and alumni achievements.
5. Social Media Marketing:
• Develop and manage social media profiles across platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok.
• Create engaging social media campaigns to build brand awareness, foster community engagement, and drive traffic to the university’s website.
• Utilize targeted advertising to reach specific demographic segments and promote relevant content.
6. Email Marketing:
• Build and segment an email list of prospective students, parents, alumni, and other stakeholders.
• Develop personalized email campaigns to nurture leads throughout the admissions process, including informational newsletters, event invitations, and application reminders.
7. Digital Advertising:
• Optimize ad targeting, keywords, and bidding strategies to maximize return on investment (ROI) and prospective students effectively.
• Track and analyze campaign performance, adjusting strategies as needed to optimize results.
8. Admissions Support:
• Collaborate with admissions teams to streamline the application process and enhance the applicant experience.
• Provide digital tools and resources to assist prospective students in researching programs, scholarships, financial aid, and campus life.
• Offer virtual campus tours, webinars, and information sessions to facilitate engagement and interaction with prospective students.
9. Analytics and Reporting:
• Monitor key metrics and analytics data to evaluate the effectiveness of digital marketing efforts.
• Generate regular reports outlining performance insights, trends, and recommendations for continuous improvement.
• Conduct A/B testing and experimentation to optimize strategies and achieve desired outcomes.
10. Continuous Improvement:
• Stay updated on industry trends, emerging technologies, and best practices in digital marketing and higher education admissions.
• Conduct regular reviews and assessments to identify areas for optimization and innovation.
• Solicit feedback from stakeholders and incorporate insights into future initiatives.
5.0 SPECIFICATIONS AND SCOPE OF WORK
NC A&T SU seeks a vendor for digital marketing strategies that has significant experiences specifically working with enrollment management and/or admissions offices for goal- oriented results. This vendor will complement existing recruitment and marketing strategy by expanding the multi-channel communications impact to prospective students throughout the admissions lifecycle. The vendor will provide trackable metrics to calculate return-on- investment (ROI) for each digital marketing campaign as well as frequent assessment throughout the duration of the contract.
11. Overview:
• The primary objective is to enhance the digital presence and optimize admissions processes for Black Colleges and Universities (HBCU) with a student population exceeding 14,000.
• The scope covers strategic planning, implementation, and monitoring of digital marketing campaigns tailored to attract prospective students and increase enrollment.
12. Research and Analysis:
• Conduct an in-depth analysis of the target demographic, including potential students’ preferences, behaviors, and digital media consumption patterns.
• Analyze competitors’ digital strategies and identify areas for differentiation and improvement.
13. Strategic Planning:
• Develop a comprehensive digital marketing strategy aligned with the university’s goals and values.
• Define key performance indicators (KPIs) to measure the effectiveness of marketing efforts, such as website traffic, lead generation, and conversion rates.
• Create a content calendar outlining themes, topics, and distribution channels for digital content.
14. Website Optimization:
• Audit the university’s website to ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO).
• Implement strategies to improve website performance, including faster loading times, intuitive navigation, and compelling calls-to-action.
• Develop landing pages optimized for conversion to capture leads and encourage prospective students to take action.
15. Content Creation:
• Produce engaging and relevant content tailored to the target audience, including blog posts, articles, videos, infographics, and social media posts.
• Collaborate with faculty, students, and alumni to showcase the university’s unique offerings, achievements, and culture.
• Utilize storytelling techniques to highlight success stories, testimonials, and alumni achievements.
16. Social Media Marketing:
• Develop and manage social media profiles across platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok.
• Create engaging social media campaigns to build brand awareness, foster community engagement, and drive traffic to the university’s website.
• Utilize targeted advertising to reach specific demographic segments and promote relevant content.
17. Email Marketing:
• Build and segment an email list of prospective students, parents, alumni, and other stakeholders.
• Develop personalized email campaigns to nurture leads throughout the admissions process, including informational newsletters, event invitations, and application reminders.
• A
on non-duplicated inquiry volumes and cost per inquiry by channel at least twice per week
