2.1 Digital Media Planning & Strategy A. Develop and implement a comprehensive digital advertising strategy. B. Recommended media budget allocation by digital advertising channel; analysis to determine ideal budgets and flighting throughout each enrollment period. Fall enrollment begins mid-August, spring enrollment begins midJanuary and summer enrollment begins the first week of June. 2.2 Digital Media Buying & Management A. Manage the creation and placement of digital ads including but not limited to the following channels: o Google Display o Search Engine Marketing “PPC” o Spotify o CTV/Streaming Advertising o Facebook/Instagram, Twitter, SnapChat and others. o OTT o Twitch, YouTube or other video streaming social media B. Management that includes frequent (daily/weekly) optimization and implementation of best practices for all digital campaigns, analytics, and reports to keep metrics year to date on digital trends. C. Demonstrate expertise and product knowledge for each of the channels as part of the overall digital advertising recommendation. D. Vendor must be certified Google Premiere Partner 2.3 Analytics, Reporting, & Optimizations A. Provide a real-time reporting dashboard and communicate results with KCKCC through monthly reporting calls. B. Setup of pixels for retargeting and conversion tracking through a Google Tag Manager C. Monitor and analyze campaign performance and provide regular reporting on key performance indicators and success metrics. D. Monitor and analyze Google Analytics KPI’s E. Provide recommendations for optimizations to ensure continuous improvement for ongoing campaign performance. 2.4 Team Structure A. Service provider will assign a team lead and a support team for communication and service collaboration, with the lead responsible for the performance and composition of the team. 2.5 Creative Asset Development A. Assist in the development of ad copy across all channels to appeal to KCKCC’s target audience, including bilingual elements. B. Responsible for creating all SEM ad copy, ad groups, and keywords to ensure the highest quality traffic, ad rank, and quality score. C. KCKCC Marketing will host landing pages, or the partner may host landing pages, depending on cost and expertise (8 pages – one for each campaign and one thank you page for each campaign). KCKCC will need immediate access to all leads. Partner will at a minimum provide creative direction and best practices for landing pages. D. Secure approval from the College on all final placements and charges before proceeding. E. Optional to design video, Spotify and digital ads or have the college design. Decision will be made based on cost and expertise.
