Specifications include, but are not limited to: • Overall strategic planning on marketing, message development and branding issues. • Development and production of video and electronic content. • Comprehensive search strategy to generate qualified prospects for enrollment at SDSU. • Comprehensive digital strategy and ability to optimize strategy based on qualified engagement: • Suggested media buys and market penetration based on audience research in the following markets. Sioux Falls, S.D.; Rapid City, S.D.; Sioux City, Iowa, and Northeast, Neb., and Omaha, Neb. • Stretch media buys for Omaha, Minneapolis, Des Moines and Kansas City metro areas. • High-end marketing promotional materials. • A comprehensive budget with detailed explanation of services provided and estimated cost of the entire marketing and search initiatives based on a budget not to exceed $1 million annually. This is to include all aspects of the marketing and search campaign and cross collaboration with the various departments, including university marketing and communications, admissions, continuing and distance education, international affairs and the potential for various colleges and departments. Name purchases will be separate. • Include in the budget hourly production rates as it relates to the development of collateral materials and both audio and video production, in addition to the proposed media buy, as well as student search costs. • Overall campaign needs to include marketing initiatives designed to drive qualified prospects and applicants, and ultimately enrollment at SDSU, enhance SDSU’s on-line programming (including dual credit), transfers, admitted-to-enrolled, and other critical initiatives to help increase retention and enrollment.
