Washington State University Issues Digital Advertising RFP

Washington State University Issues Digital Advertising RFP

Washington State University’s University Marketing & Communications team is seeking a digital agency to create and manage WSU’s digital-first recruitment advertising strategy and ongoing digital advertising promotions for Enrollment Management marketing. The agency will coordinate digital advertising to help promote WSU as a preferred college destination for both incoming Freshman and Transfer students.

Background:

Washington State University (WSU) is a public research university committed to its land-grant heritage and tradition of service to society. The main campus in Pullman was founded in 1890 and is Washington’s original land grant university. The system now has a Global Campus, and in addition, four campuses located in Richland, Spokane, Everett, and Vancouver Washington.

Washington State University is a public research institution with six campuses, four research and extension centers and extension offices in each of the state’s 39 counties. WSU is classified by the Carnegie Commission as a very high research activity institution. The University’s research and development expenditures topped $356 million last year. Founded in 1890 in Pullman, WSU is Washington’s land-grant university. The university enrolls nearly 31,500 students and employs more than 7,000 full- and part-time faculty and staff statewide. WSU offers 96 academic majors for undergraduates, 80 master’s degree programs, and 64 doctoral degree programs, as well as professional degree programs in medicine, nursing, veterinary medicine, and pharmacy and pharmaceutical sciences.

Scope of Work:

The selected agency will manage Washington State University’s digital-first advertising strategy with plans that include the following:

1. 2-3 digital advertising campaigns per year per goal developed quarterly via brainstorming with internal client team

2. Digital advertising negotiation and buying for executions including:

a) Programmatic Advertising (Display, Native and Video)

b) Search (SEO)

c) Paid Social Media Advertising (Facebook, Snapchat and Instagram only)

d) Retargeting Advertising

e) Event Geotargeting

f) In-app advertising (Examples: YouTube, Spotify, Hulu, etc.)

3. Building and managing key target audience lists including but not limited to:

a) Geographic location

b) Ethnicity

c) Age

d) Interests/Activities

4. Day to day management of placements and ongoing performance

5. Social Media Ad placement monitoring for comments and questions

6. Manage campaign development including ad building using WSU created assets

7. Account management including phone meetings and progress reports:

a) Campaign reporting + improvement recommendations

b) Quarterly recapping including quantitative and qualitative analytics, review of spend, ROI and future campaign recommendations

Due Date:

DECEMBER 28

Address:

gropp@wsu.edu

Relevant agencies include Hunter PR and Alison Brod PR.

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