a) Media Strategy and Planning i. Develop tailored media plans and strategies to meet university goals with maximum efficiency and effectiveness. ii. Provide audience targeting strategies based on campaign goals and audience insights. iii. Recommend channels, platforms, tactics and appropriate budget allocations. iv. Recommend strategies to cost-effectively maximize paid share of voice, 3+ reach and average frequency. v. Present options for base, recommended and optimal media budgets based on the addressable market. b) Media Buying and Execution i. Negotiate and purchase media placements across all channels, including: digital (e.g., display, digital audio streaming, social, search), print, radio, linear and nonlinear TV, and out-of-home. ii. Secure additional value-added opportunities and bonus placements. iii. Provide monthly payment reconciliation and credits. iv. Evaluate and test new opportunities. c) Campaign Management and Optimization i. Monitor campaign performance and adjust tactics as needed to optimize the return on media spend. ii. Coordinate with university teams for creative refreshes and asset delivery.
