University of Regina REQUEST FOR PROPOSAL
University of Regina
REQUEST FOR PROPOSAL
Date of Issue: October 30, 2024
Media Planning, Buying and Data Analysis- Levene
Closing Date: November 8, 2024, 2:00 PM CST
Issuing Office
Supply Management Services
University of Regina
3737 Wascana Parkway,
College West Building Room 146 TEL: (306) 585- 4031
Regina SK., S4S 0A2
Attention: Amber Gunnlaugson EMAIL: purchase@uregina.ca
Background
The Levene Graduate School of Business at the University of Regina is seeking assistance with promotional media planning,
buying and data analysis to generate prospective student leads to the Levene Executive MBA program. Through promotional advertising and digital media, prospective students are encouraged to click on the ads to reach our customized landing pages to request info or connect with the advisor. The deadline to apply for the EMBA is March 1st. With the number of applications, we currently have, we are short on reaching our objectives. Hence, we need an immediate strategic and effective tactics.
The University is committed to the inclusion of Indigenous people and businesses to support the growth of a better workforce and more vibrant communities. With this vision in mind, The University seeks to partner with consultants that will not only deliver exceptional value through their products and services but will also drive positive impact through Indigenous communities.
1.1 Service Requirements, Deliverables & Project timeline
To use a variety of programmatic digital promotion to increase awareness and enrollment of the Levene EMBA program.
1.1.1 Primary Objectives
The key objectives are as follows:
1.1.1.1 Target and retarget various personas of prospective students interested in pursuing their EMBA.
1.1.1.2 Generate leads into the various landing pages.
1.1.2 Secondary Objective
As a secondary objective, the University wants to raise awareness for Levene Graduate School of Business in Western Canada.
1.1.3 Service Requirements
The Levene Graduate School of Business requires the following for the period of Tentatively November 25 2024, to March 30, 2025, to achieve the above-mentioned objectives (in Article 1.1):
Services will include, but are not limited to, the set up (if not already existing) and maintenance of the following:
1.1.3.1 Digital media strategy and tactics, buying and data analysis, including but not limited to:
• Configurations of Google analytics with U of R UCM unit;
• Implementation and conversion tracking of pixel codes (both web and Meta Pixel); and
• Data filters with appropriate goals
• Digital media buying
• Retargeting
• Timeline
1.1.3.2 Regular recommendations based on data analysis provided and/or other market factors (i.e. demographic alternations, diversification of digital platforms, budget reallocation, unique campaigns, webpage alterations, adjustments to ads, etc.).
• A final report and recommendations for the future.
1.1.3.3 Please Note: The University will supply all key messaging and design creative made so far.
The University has three (3) lading pages, and we are working on a fourth (4 th) one.
The University has a design and writing team for any requirements and support suggested by the Consultant, aligning with the strategy/tactics proposed.
SUPPLY MANAGEMENT SERVICES
College West Bldg., Room 146
3903 wįbazuką Road
Regina, Saskatchewan, Canada, S4S 0A2
Phone: 306-585-5003
Email: purchase@uregina.ca
1.3.3.4 Target Audiences:
The University has identified six (6) personas with ads that links to three (3) landing pages. More ads and one retargeting landing page is being built. The Universities audiences are mainly:
• Men, women, others, indigenous, non-indigenous
• 30+ years old professionals with income of +$80,000 with at least eight years’ work experience
• Professionals working in financial/accounting sector, public safety, engineering, medical, management, project management, NGOs, government, or any private sector companies
• University alumni with four-year undergraduate degrees
• Location: Saskatchewan, Alberta, Manitoba
