Specifications include, but are not limited to: i. Clearly demonstrate robust research capabilities, creativity and strategic marketing knowledge and skills. Base this on prior work, creative briefs, and recent in-house developed marketing strategies that include market research, messaging, target audience differentiation, and identification, brand awareness and execution timelines. Include advertising and public relations campaigns that showcase creativity based on a goal and target audience. Include in proposal: Examples of all of the above, to include all forms of media, where applicable. ii. Develop, monitor, and act on marketing metrics including demographic trends and issues as they relate to higher education. Include in proposal: Examples of marketing and campaign metrics that the Offeror created and monitored that were shared with their clients. Share an example where metrics changed the way a campaign was being instituted. Provide information that the Offeror gathered that would influence a client’s decision- Salisbury University Page 17 SU-20-15-CP Branding Exploration RFP – Rev. 3/3016 JHC making as it relates to marketing strategy and audit of their competitors. Provide an example of a document or case study that was prepared for a higher ed client (or other comparable client) that addressed current and future trends and how that might influence the marketing strategy. iii. Act as counsel for best practices as they relate to strategic communications, social media, brand strategy, enrollment pipeline building, and creative services. Salisbury University is interested in partnering with an Offeror that can act as an extension of our internal teams for the duration of the contract. Include in proposal: Examples of how the Offeror has complemented an internal team of marketing and communications professionals. Provide specific cases when the Offeror offered expertise working in partnership with a client who had an in-house team.