University Of Oregon Issues Digital Marketing RFP
The University of Oregon on behalf of the Lundquist College of Business (“University”) is seeking an agency to provide digital marketing opportunity assessment services, digital campaign setup, and management, and reporting services to enhance effectiveness of digital marketing efforts for the college’s graduate programs (MBA, Oregon Executive MBA, MS in Sports Product Managing, MS in Finance, and Master of Accounting).
Scope of Work:
Marketing Assessment and Website Traffic Performance:
Contractor will review and uncover market opportunities for University’s graduate business programs based on an analysis of search volumes, determination of visibility of programs across target markets, including recommendations for improvements to increase website traffic.
Search Engine Optimization (SEO) Strategy:
Contractor shall make SEO recommendations to improve the performance, rankings, and organic traffic opportunities for the programs’ website via content/metadata analysis, indexing analysis, backlink analysis, keyword research, and other industry accepted analyses.
Landing Page Lead Capture:
Make recommendations for lead capture optimization opportunities on program landing pages.
Paid Search and Paid-per-Click (PPC) Strategy:
Contractor shall Audit existing Google AdWords and Bing search and display ad campaigns and develop a paid search strategy, based on the market opportunities identified, advanced automated bidding rules, and campaign forecasting.
Contractor will recommend remarketing campaigns through Google and other remarking platforms to prospects who have visited core pages on the program’s websites.
Paid Social Media:
Contractor shall assess the program’s current paid social campaigns and provide strategy recommendations for Lundquist Communication team to implement to complement paid search marketing efforts.
Digital Campaign Setup:
Based on the digital marketing opportunity assessment, Contractor will develop new and adapt current campaign structures to optimize campaigns background to generate the highest return on investment (ROI), including structuring campaigns based on keyword, competitive bid research, PPC analysis, and more.
Digital Campaign Monitoring, Optimization, and Management:
Contractor will conduct daily ad campaign monitoring and optimization, including management of media spend, writing and optimizing digital marketing text copy, budget allocations, and tracking of digital campaigns and platforms.
June 29 to:
Lundquist College of Business
1208 University of Oregon
Eugene, Oregon 97403
Strong digital PR agencies include 5WPR and Shift Communications.