Specifications include, but are not limited to: A. Truman completed a comprehensive rebranding initiative in 2020. The proposal response will address how marketing services can support Truman’s existing brand (https://identity.truman.edu/). B. The consultant will identify a comprehensive creative strategy. This integrated marketing strategy will include messaging and methods, and proposals should contain advertising recommendations for: 1. digital and social media platforms 2. traditional radio, television and print 3. mailings, billboards, geo-fencing, IP address targeting and other methods for reaching prospective students C. The consultant will provide strategic leadership to Truman’s admissions, marketing and social media team members including content planning, brand positioning, communications, campaign development and media determinations. D. The consultant will increase awareness of Truman as a high-quality, affordable, accessible, and supportive institution of higher education that prepares students for lifelong success. E. Proposal responses will address the consultant’s recommendations for lead generation and nurturing activities including the development of an efficient paid advertising plan. F. Digital marketing will be a significant component of the consultant’s proposal. Digital marketing should be adaptable as new data is obtained, and digital marketing should guide Truman prospects through the enrollment funnel. G. Proposal responses will comply with interstate higher education regulations and disclosure requirements for certain programs offered online. H. Proposal responses will recommend key performance indicators to measure the success of Truman’s marketing efforts. The consultant will provide these necessary metrics to measure the short and long term success of marketing plan(s) for diverse program offerings. I. Proposal responses will indicate the consultant’s staffing and capacity to provide the aforementioned services; the manner in which the work will proceed; how information will be gathered; how communication will occur, the projected number and nature of meetings with Truman, and a timetable for developing the various stages of the consultant’s proposal.
