University at Buffalo Issues Digital & Social Media RFP

University at Buffalo Issues Digital & Social Media RFP

The University at Buffalo, School of Management (“University”) is seeking a Google Adwords Certified firm to develop a program targeting potential Executive Masters of Business Administration (“EMBA”), Professional Masters of Business Administration (“PMBA”), and Full Time Masters of Business Administration (“FMBA”) applicants from Western New York and Southern Ontario, Canada using Google AdWords, as part of the University’s online marketing strategy. The University is also looking for a firm to develop social media paid advertising campaigns for the EMBA and PMBA programs. The University’s focus is on increasing more qualified candidate leads and enrollment.


University: The University is a premier, research-intensive public university dedicated to academic excellence and is the largest and most comprehensive campus in the State University of New York (SUNY) system. The University offers a wide range of academic programs including more than 100 undergraduate degrees, 205 master’s degrees and 94 doctoral and professional degrees. Founded in 1846 as a private Medical School, the University joined the SUNY system in 1962, and now educates yearly more than 18,700 undergraduates and 9,000 graduate and professional students through its 15 schools/colleges. The University has established a national and international reputation in select programs and enjoys membership in the prestigious Association of American Universities (“AAU”).

School of Management: Since 1923, the UB School of Management has built an impressive reputation as one of the best schools of business in the world. The comprehensive range of our academic portfolio, the expertise of our faculty and the worldwide success of our graduates are the primary reasons for the school’s acclaim. In 1994, the School of Management launched an Executive MBA program for top managers, which has attracted the brightest management talent from the area’s leading companies. In 1997, the school’s part-time MBA program was transformed into the Professional MBA program, creating a more convenient and streamlined part-time evening program for working professionals.

The School of Management’s innovative MBA programming is evident internationally, as well. In 1984, the school established the first U.S. MBA program in China, which was supported by the Chinese Ministry of Education and the U.S. Department of Commerce. U.S. President Ronald Reagan announced creation of the program during a diplomatic trip to China that year; news of the announcement made headlines all over the world. The school’s China MBA program, headquartered at the Dalian University of Technology, graduated more than 200 students before ending in 1988 in the aftermath of the Tiananmen Square incident.

The Wall Street Journal, Bloomberg Businessweek, the Financial Times, Forbes and U.S. News and World Report have ranked the University at Buffalo School of Management as one of the world’s best business schools. The ratings measure the quality and value of the UB School of Management’s various academic programs and are based on satisfaction surveys of students and corporate recruiters and the success of our alumni worldwide.

Scope of Work:


First Month Monthly As Required:

  • Assess current Google Adwords campaigns for PMBA, EMBA, FMBA and School of Management.
  • Offer recommendations to improve current campaigns
  • Formulation of ads to generate strong ad frequency and quality scores.
  • Create digital display ads and remarketing

Monthly As Required:

  • Offer recommendations to improve current campaigns
  • Formulation of ads to generate strong ad frequency and quality scores.
  • Target potential leads based on the demographics the University’s School of Management provides.
  • Monthly keyword research, monitoring and adjusting of ads, bid rates and options to maintain and improve on quality scores and results.
  • Monthly assessment/reporting of current campaigns for EMBA/PMBA/FMBA and School of Management
  • Monthly calls to review campaign and recommendations offered

As Required:

  • Update digital display ads and re-targeting ads as deemed necessary for specific ad campaigns.
  • Redesign of landing pages as deemed necessary for specific ad campaigns.
  • Creation of content for landing pages deemed necessary for specific campaigns.
  • Set up and monitor social media paid ads such as Facebook, LinkedIn, YouTube and Twitter, as deemed necessary by the University.
  • Update conversion tracking when and where possible.

Due Date:

November 5th



Bethany Scibetta

University at Buffalo


224 Crofts Hall

Buffalo, New York 14260

Shift Communications and W2O Group should be considered for this assignment.

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