816-18P - Advertising Creative

CMC is seeking a creative production partner that will work with CMC’s digital marketing contractor to increase leads and applicants for targeted programs by at least 15% YOY for fall semester 2019 This goal is a combined goal across all selected academic/program focus areas. A secondary goal is to continue to strengthen CMC’s brand message and awareness. This 15% increase would have equated to 1155 additional leads and applicants for all programs in 2017 fall semester (7700). 2018 applicants are projected to be 20% higher than in 2017.
 
 
 
Primary target audience: 17-25, primarily in-state, concentrating on Front Range. Parents and other influencers can also be included when advisable. CMC also plans to target some out-of-state geo targets with specific interest and lifestyle targeting, based on historical enrollment trends and identified new market opportunities. Experience with Latino cultural and Spanish language advertising a plus. No emphasis will be placed on recruiting online students, except for the BSN (nursing) program.
 
Bids can be submitted as either total project estimate or hourly, but both with stated “not to exceed” amounts for the stated scope of work.
 
 
Specific requirements include:

• Based on CMC brand guidelines and messaging, create campaign concepts and produce creative for multiple channels (e.g., web banner ads, online radio, YouTube, social media, etc.) to support campaign strategies.
• Optimize creative for best conversion rates including: messaging, creative, landing pages, calls to action, etc.
• Provide flexible solutions that can be adapted to seasonal needs and new opportunities. Ex: adding or adjusting a campaign for a program with lagging applicant numbers.
• Display advertising:
  • Increase awareness of CMC primary messaging and engagement within Colorado and possibly specific out-of-state markets.
  • Program-specific: increase awareness and increase engagement for 8-10 general academic program areas.
  • Optimize for both mobile and desktop
• Social media: depending on requirements of strategic ad management partner, create paid ads using CMC resources
• Other media: recommend and produce creative solutions, based on campaign strategy and budget, to implement a multi-channel, in-state campaign.

• High level screenshots or static reports of Google Analytics and other relevant reports.
• Current/historical admission numbers --  http://coloradomtn.edu/departments/institutional-research/cmc-facts/

• Access to CMC’s creative library:
  • Images
  • Video (finished productions and b-roll)
  • Infographics
  • Branded graphic elements
• Brand guidelines, including messaging
• Examples of past creative
• Detailed reports from previous campaigns (display and paid search).
• Access to CMC’s Google analytics account
• Access to static reports from the college’s CRM and marketing automation (Click Dimensions) and an outline of processes.
• Specific performance goals by program and location