Specifications include, but are not limited to: A. Execution of continual search campaigns for degree and certificate programs, academic sessions (e.g., summer, winter) and non-degree programs (e.g., summer pre-college). Program search campaigns shall be designed to drive program leads with campaign conversions defined as landing page form fills. Session campaigns shall be designed to drive single-class enrollments with campaign conversions defined as specific actions on campaign landing pages, including but not limited to form fills and class listing clicks. The University will monitor and define conversions through CRM data (Salesforce) with the awarded vendor’s tracking pixel serving to confirm University data and inform campaign optimization. Geography will vary by campaign, extending always throughout New England, typically across the Northeast, and sometimes nationally. Campaign budgets will be defined by Marcom/Isenberg staff and subject to change based on factors including campaign performance, changes to overall marketing strategy, and awarded vendor’s recommendations. Awarded vendor will provide planned media budgets for all campaigns on a quarterly basis. Awarded vendor will be responsible for producing search ad copy, final approval of which will be given by University staff.
