This category is intended to support the creative concepting, development, and execution for digital marketing assets (i.e., static, animated, video, etc.) from initial concept and production through to delivery and optimization for brand awareness, inquiry generation, and performance testing. The awarded vendor(s) will produce industry-leading work that includes, but is not limited to: a. Provide strategy, oversight and guidance in all creative development, including talent casting and direction from initial concept to asset completion; b. Support digital design and development from concept to production through final delivery; c. Provide animation, editing, resizing, refinement and music direction, if appropriate; d. Customize assets for geographies, business needs as well as reformat and resize as needed to fulfill testing and media plan specs and placements; e. Develop a robust testing matrix that analyzes social creative elements, controlling for multiple variables and optimizing clean learnings; f. Analyze historic performance, competitive messaging/imagery, trending terms for messaging, platform trends, culture, and more; g. Document monthly testing architecture that clearly outlines the desired learnings, controls and variables; h. Create trafficking grids that include testing architecture (as appropriate); i. Provide regular reporting and presentation of asset and testing performance; j. Optimize and maintain an iterative process to ensure continuous learnings; k. Deliver native design files as requested per UMGC requirements; and l. Leverage current technologies to support digital creative efforts and fulfill objectives of the Marketing Office.
