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IOWA STATE UNIVERSITY CONTENT AUDIT


Location
Iowa
Publication Date
05/04/2020 12:48 PM EDT
Closing Date
05/26/2020 05:30 PM EDT
Issuing Organization
Iowa State University
Solicitation Number
Description

Specifications include, but are not limited to: PHASE 1The initial project will be called “Phase 1.” Admissions and each Academic College (5) will be expected to completePhase 1 simultaneously starting immediately after a firm is selected, with the firm presenting deliverables by January2021. The purpose of the Content Audit is to use the firm’s recommendations and communication samples to impactthe Fall 2022 recruitment cycle beginning in Summer 2021.During Phase 1, the firm will audit and analyze existing print and email marketing content sent to prospectivestudents through Salesforce CRM and Marketing Cloud communication flows during the 2020 and 2019 recruitmentcycles. Each Academic College and Admissions will have a unique statement of work. The firm will work withidentified internal team members from each unique unit throughout the analysis. The firm will meet at the beginningof the project with each unique unit to understand their current communication flows, and recruitment goals andstrategies. Internally, the team will gather the data that is requested by the firm to complete the analysis. Thegathering and sharing of this data will require a non-disclosure agreement. The analysis will focus on keyrecruitment objectives identified by each Academic College and Admissions. The analysis will review the currentcontent that is delivered to prospective students and how it compares to the recruitment cycle calendar to identifycommunication and marketing gaps. The analysis will also compare recruitment efforts by each Academic Collegeand Admissions to identified market competition. The market competition will be identified through discoverymeetings and working with the internal team members. The firm will provide recruitment and contentrecommendations to enhance student applications and yield to each individual college and admissions. The firm willdeliver multiple communications content examples that support the recommendations and fill the identified gaps.These examples must follow Iowa State branding and best practices or have the ability to be tailored to fit Iowa Statebranding. The firm will also deliver multiple student personas that are specific to each Academic College andAdmissions. These personas should be defined using data attributes and are able to be segmented using queries.Phase 1 or the initial scope of this project does not include social media analysis and recommendations, but the firmshould be able to offer these services if units individually opt for additional services. The firm should also offermultiple price plan levels for various communications and marketing services including but not limited to, emailcontent, website landing pages, marketing videos, photography, search marketing, and social media marketing. Thefirm needs to be able to provide clear deliverables per price point (various price points) with content options andrecommendations to enhance student applications and yield for each unit.PHASE 2Pursuing a Phase 2 project with the selected firm will be determined by each individual unit (Academic Colleges andAdmissions). It will be expected that there is an opportunity to opt-in to additional statements of work (SOW) with theselected firm. Individual units opting in to both proceed with Phase 2 projects and proceed with the awarded firm ofthis RFP will complete those in years two and three of this contract.

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