Marketing Strategy and Media Services

Mandatory virtual proposal conference: May 15th, 2026

Follow-up questions deadline: May 18th, 2026

Proposal submission deadline: June 5th, 2026

The client is seeking a vendor to provide comprehensive marketing strategy and media services. Responsibilities include the development of audience personas, messaging frameworks, and annual and seasonal marketing campaign strategies aligned with the enrollment funnel. The selected vendor will recommend campaign themes, messaging pillars, and value propositions to support the client's objectives.

The scope of work also encompasses integrated media planning and buying across channels such as paid search, paid social media, video advertising, display and programmatic campaigns, broadcast television, streaming TV, and streaming audio platforms. Vendors must monitor campaign pacing and budget allocation to ensure optimal performance.

Campaign execution includes real-time monitoring, A/B testing of messages and creative formats, and ongoing optimization of campaigns based on performance metrics. In addition, the vendor will handle digital marketing operations, including uploading and trafficking creative assets, monitoring delivery, and ensuring quality assurance through testing of digital ads and landing pages.

Creative services form a key component, covering the development of campaign themes aligned with college branding and enrollment goals, creation of diverse ad formats (display, video, social, and search), and generation of messaging for digital and traditional placements. Creative asset production must be optimized for digital channels, especially mobile and social platforms. The contract period will be one year.