Purpose:
We are looking to partner with an agency to help create and execute marketing campaigns to increase awareness and enrollment for the Program. The selected agency will coordinate project requirements, including campaign creation, delivery, messaging, design, placement, and management of marketing media and materials. The successful external agency will be required to ensure all EMP marketing efforts and advertising projects stay aligned with the overall branding of CU Boulder.
Background:
Founded in 1893, the College of Engineering and Applied Science at the University of Colorado Boulder is the second largest of seven schools and colleges at one of the nation’s top public research institutions. As Colorado’s flagship university, CU Boulder has selective admissions standards and a comprehensive array of undergraduate and graduate programs, including the Lockheed Martin Engineering Management Program (EMP). The Engineering Management Program, established in 1988, provides education for technical professionals who want to become leaders in their industry.
For additional information please visit https://www.colorado.edu/emp/
Our mission is to prepare engineers, applied scientists and technical professionals for career advancement in leadership and management. From undergraduate to graduate-level work, our focus is to help students at all levels achieve their career objectives and succeed in technical and engineering fields. The Engineering Management Program is flexible to best fit the changing needs of students, including working professionals, and offers programs for graduate, undergraduate and certificate-level students, both on campus and online.
We are looking for an agency due to recent changes in our marketing support and resources. For the past 18 months, EMP has executed awareness and enrollment campaigns through an internal university department partnership and their external agency 02 April 2018 partner for media buying. Recently, this support has been significantly reduced, and EMP is now looking for an agency partner to fill this critical role.
Scope of Work:
Needs:
The agency will be responsible for developing comprehensive awareness/engagement campaigns.
The primary target audience includes new to mid-career professionals in engineering and technical fields and military officers. The geographic focus for this is the U.S.A., but could include specific countries internationally.
Projects:
Agency to provide planning, negotiation, buying, placement and posting of the media buys. Agency also to provide all creative design and messaging. Example campaign components (depending on final recommendations and agreements) may or may not include:
- Strategic Recommendation: Approach on how to best increase awareness and enrollment
- Required media spend to achieve this; allocation of budget across media/tactic.
◦ Paid Search/PPC
◦ Paid and Organic Social
◦ SEO
◦ Digital Display/Retargeting
◦ Website design/optimization
◦ Creative Development Costs (display/social ads, landing pages, etc.)
◦ Reporting
EMP operates under the broader CU Boulder brand identity/standards and “Be Boulder” brand campaign. While the Program does not need to create separate branding, the agency partner would work within the university branding to develop and create our own communication (messages, copy, imagery, video, content, etc.) to support the Program needs specifically.
Due Date:
April 23rd, 2018
Address:
Strong educational PR firms include Ketchum PR and Edelman PR.