CMC is seeking a digital marketing partner that will increase leads and applicants by at least 10% YOY through strategic placement and active management of online display ads, paid search and other paid online advertising/promotions. The partner will provide real-time or monthly reporting via a client-accessible dashboard, monthly meetings, or a combination of both. CMC seeks strategic insights and short and long term ROI analysis through such reporting.
Specific requirements include:
- Advise on best media mix for CMC’s strategic marketing goals.
- Advise on best conversion strategy, including: messaging, creative, landing pages, calls to action, etc.
- Provide a flexible solution that can be adjusted according to seasonal needs and identified opportunities.
- Display advertising:
o Brand awareness: Determine optimal geographic targeting to create awareness of CMC within Colorado and possibly specific out-of-state markets.
o Program-specific: 4-5 general academic program areas; Determine optimal geographic targeting for in-state and out-of-state markets.
o Optimize for both mobile and desktop
- Paid Search may include
o Branded Terms
November 16, 2017 RFP 776-17 Digital Advertising Management776-17 Digital Advertising Management.docx
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o Industry Terms
o Academic Program Terms
- Other media: identify additional opportunities and recommend allocations based on budget and creative inventory.
- Reporting
o Monthly or real-time dashboard campaign performance reporting, including insights to optimize for emerging opportunities.
o Monthly contractor/client meetings to review performance and opportunities.
o ROI reporting, including tracking leads to completion (attending students), leveraging tools and data available from the college’s Microsoft Dynamics-based CRM.
Available to selected partner:
- Detailed reports from previous campaigns (display and paid search).
- Access to CMC’s Google analytics account
- Access to data from the college’s CRM and an outline of processes.
- Brand guidelines, including messaging
- Specific performance goals by program and location
Creative:
CMC requires the services of an external partner to provide creative assets for the above campaign, based on CMC’s established brand guidelines. This is not a requirement of this digital marketing RFP, and should be submitted as a separate proposal, if at all. CMC would also be interested in referrals to creative agencies for this aspect of the campaign.
Timeline
The Marketing Department desires ad placement by mid-January 2018.