Scope of Work:
The Curators of the UNIVERSITY of Missouri, a public organization, propose to contract on behalf of the UNIVERSITY of Missouri-Kansas City for Henry W. Bloch School of Management with the intent of contracting with a qualified Online Marketing Agency for the purpose of developing an online marketing campaign for graduate programs, primarily MBA programs, of the Henry W. Bloch School of Management, hereafter referred to as "UNIVERSITY". The majority of graduate students come from the greater Kansas City area, which has a competitive market for graduate programs, thus the Bloch School needs to stand out with a strong digital marketing campaign. The Professional MBA now has the potential to enroll students from outside of the KC area with new online options. The Bloch School is the only school in the Kansas City region accredited by both AACSB International (Association to Advance Collegiate Schools of Business) and NASPAA (Network of Schools of Public Policy, Affairs, and Administration). The Henry W. Bloch School of Management at UMKC is the best choice for 21st century management education, offering undergraduate, graduate, doctoral and executive nondegree education. Our mission is to develop purposeful, entrepreneurial and innovative leaders to meet changing global demands, and advance knowledge and practice through excellent teaching, scholarship, outreach and service. Our vision is to be Kansas City's nationally and globally preeminent school of management focusing on entrepreneurial and innovative thinking as the foundation for transforming talent and achieving sustainable growth in for-profit, public and nonprofit enterprises. It is mandatory to partner with a supplier that can develop and deliver completed online digital marketing services for the University and Bloch as described herein.- Develop accurate positioning of the Bloch graduate programs to reach the ideal target audiences.
- Develop a full online marketing campaign, including sub-campaigns for different programs, that is compelling and appealing to the target audiences using all available online resources, with agreement of delivering an ample number of qualified leads, applications and ultimately, new students. If lead goals are not being met, must actively change campaign tactics to meet goals.
- Develop a cost-effective, targeted campaign that will extend for up to five (5) years.
- Develop creative, or implement creative provided by UMKC, for online ads, landing pages(s) and recommended keywords.
- Develop and manage all media planning and buying, with approvals from UMKC.
- Provide full reporting on all trackable media via dashboard and analysis reports, which are provided weekly, monthly, and annually.
- Participate in recurring conference calls to review results and adjust campaigns as needed for initial startup period, followed by bi-weekly or monthly calls.
- Work with UMKC IT campus security to follow standards and procedures for hosting landing pages and inquiry data.
