Scope: The professional services required will include, but may not be limited to:
A. Digital Strategy
• Deliver and execute comprehensive, personalized awareness and acquisition campaign strategies for UMass Boston’s major enrollment audiences — prospective undergraduate students (first-years and transfers), prospective graduate students, prospective guest students — for an entire enrollment year.
• Deliver data-informed media mix across UMass Boston channels, including but not limited to contextual placements, Facebook, Instagram, Google, LinkedIn, and TikTok.
• Dedicate significant resources to testing, iteration, and innovation on strategies to improve conversion rates through the prospective student marketing funnel.
B. Creative/Design Services
• Deliver all visual and written creative assets for all awareness and acquisition campaigns for an entire enrollment recruiting year. UMass Boston will supply some raw photography and video assets but not final creative unless otherwise agreed upon.
• Collaborate with UMass Boston’s Creative Services and Marketing departments on brand standards, use of existing photography and video assets, design strategy, tone, and messaging. Final signoff must always come from UMass Boston’s designated decision-makers before content is put in the market or changed while in the market. The selected bidder must maintain records of substantive changes to content in the market.
• Commit to rigorous testing and iteration on creative assets throughout the duration of all campaigns.
C. Account Management/Client Success
• Commit to weekly calls or meetings (in person or virtual) with UMass Boston admissions and marketing staff to align on priorities for each of UMass Boston’s audiences and related campaigns.
• Provide dedicated account managers for each of UMass Boston’s three major audiences.
• Ensure that members of the selected bidder’s team monitor live campaigns daily and make necessary adjustments to optimize performance and media mix.
D. Technical Marketing Services
• Ensure that all tracking pixels and integrations are set up and functioning as required.
• Complete and maintain optimal setup for all digital campaigns across channels and platforms, including but not limited to integrations with the Slate CRM, Google Analytics, and Google Tag Manager.
• Meet with UMass Boston’s Information and Technology (IT) staff and technical marketers as needed.
• Continually identify areas for improvement of technical campaign elements, and make such improvements as applicable.
E. Return on Investment (“ROI”) Tracking & Reporting
• Provide ongoing weekly reporting on campaign performance and conversion rates throughout the funnel, from awareness to lead generation to enrolled students.
• Set up and maintain three dashboards for campaign performance by audience (undergraduate, graduate, guest).
• In collaboration with UMass Boston’s Slate CRM administrators and experts, ensure that UMass Boston is tracking conversion rates through the Slate CRM to the best of its ability.
Due Date: Friday, March 7, 2025
Contact: Evanthia Tully Etully@umassp.edu
