Media Buying Services

Questions and Proposed Deviations due by April 14th, 2026.

Response to Questions issued by April 17th, 2026.

Proposals due by April 29th, 2026.

The organization seeks a vendor to provide comprehensive media buying services for an out-of-state digital campaign, utilizing channels such as Google, social media platforms, websites, apps, and podcasts. The campaign will feature a strategic calendar targeting summer and fall for brand awareness and application generation through platforms including Google Performance Max, Meta (Facebook/Instagram), TikTok, YouTube, streaming audio, CTV, Snapchat, and Reddit. An always-on approach for paid search and display will maintain year-round visibility and capture high-intent traffic.

The initiative includes tailored audience segmentation, focusing on parents aged 40–55, with messaging that highlights Geneseo as an affordable choice with personalized student support. Media buying and optimization will be managed with a four-year budget totaling $850,000, strategically allocated across channels such as Paid Search, Meta, TikTok, YouTube, Snapchat, Google Performance Max, Streaming Audio, CTV, Twitch, and Reddit, with emphasis on conversions during critical periods.

Performance will be measured using KPIs such as Apply clicks, Visit clicks, Request Info submissions, and Deposit conversions. Conversion tracking will employ GA4, remarketing pixels, list-based retargeting, and ongoing optimization. The selected vendor will provide monthly reports detailing channel performance, conversions, and optimization recommendations. The contract period is for one year.