The University of Colorado Boulder Request for Proposals LEEDS PAID DIGITAL MEDIA
DUE DATE: 04/27/2023
SECTION II. SCOPE OF WORK/DELIVERABLES
A. Overview
CU is seeking proposals from Paid Digital Media firms. The selected firm (contractor/partner) will provide Paid Digital Media efforts in support of the Leeds Graduate Programs.
The Leeds Graduate Programs team currently collaborates with the internal Leeds Marketing team to recruit prospective students. The largest part of this recruitment effort is via digital media: targeting, attracting, and compelling prospective students to fill out a form to provide their contact information and ultimately submit an application for one of Leeds graduate programs.
Leeds also does manage a nurturing campaign for all generated leads; the partner will not need to engage on these ongoing communications.
B. Goals and Objectives (or Deliverables)
The goal of this project is to increase awareness of Leeds graduate programs and build a strong pipeline of prospects interested in our MBA and MS programs.
Timing: The Leeds academic year is July 1 to June 30th. The graduate admissions application normally opens in early August and closes early to mid-June, so campaigns need to be ready to start in July.
Historical Data:
• Heaviest spend: July through mid-November and mid-January through March.
• Lighter spends during the rest of the year.
C. Statement of Work
General Requirements:
Any Offeror selected for award shall deliver:
1. Initial planning: To the chosen partner, Leeds will provide documentation and presentations regarding what we have done in the past and associated success metrics; and target audience, brand and program strategy and details. Partner to provide recommendation for 2022-2023 Academic Year digital marketing plan.
2. Ongoing Execution: Partner should execute on the final plan. To include, but not limited to, search advertising (including SEM), social media advertising, banners, and other digital ads. Note: The Leeds marketing team can provide brand standards and assets (photography, video) to the chosen partner.
3. Reporting and Ongoing Adjustments: Partner shall provide monthly reporting to the Leeds team, to include analysis of performance against established metrics and recommendations for adjustments to plan and ideally also offer an online platform/dashboard for real-time access.
4. Billing
a. Provide a billing tracking document that captures spending each month and provide billing reports as requested.
b. Ensure all billing is recognized, reconciled, and finalized by fiscal year end.
5. Budget
a. Between $300,000 and $350,000 is anticipated to be the initial budget for this project, with a possibility that similar amounts will be budgeted in future fiscal years.
