Specifications include, but are not limited to: Vendor Will Provide: A Marketing Plan: A comprehensive written digital marketing plan to include strategy, advertising venues, reporting and metrics. Integration and Lead Delivery: Direct real-time lead integration with the University’s existing CRM system, Slate. Request information forms should feed directly into Slate. Delivery of leads via real-time lead emails and a weekly CSV file. Microsite Development: Development of two microsites with landing pages optimized to convert traffic to student inquiries. One microsite will mirror degrees.uhd.edu Second microsite will mirror degrees.uhd.edu/mba-programs Microsite content will be developed by the agency with guidance and input from the University. University will provide some, but not all, editorial content. University will provide some, but not all, photos. University will provide some, but not all, creative assets. Microsite should be hosted on agency’s servers as a subdomain of the University’s main website address. General Brand Page This page is not program specific and provides an overview of the University. Program Category Landing Pages Designed specifically for each program and/or program category listed below with media allocation Business Completion Criminal Justice Education Humanities & Social Sciences Public Service Science Transfer MBA *Other categories as needed (not to exceed 3 per academic/fiscal year) *Each program offered with these categories will live on the specific program category level page with appropriate program details Event Landing Pages Designed specifically to support the events listed below with media allocation Graduate Open House Undergraduate Open House MBA Information Session Transfer Thursday Thank You Page Displayed after a form is submitted and contains links to social media and important links within the University of Houston-Downtown’s website. Search Marketing Campaigns: Develop and optimize search campaigns on major search engines such as Google and Bing. Tasks will include but may not be limited to: Keyword research focusing on brand and programs Creation of search accounts within Google and/or Bing Account structuring and keyword builds Text ad creation Application of budgets and bid strategy according to media budget available. Display and/or Remarketing Campaigns: Develop and optimize display and/or remarketing campaigns. Tasks will include but may not be limited to: Research previous successes and opportunities within Google for campaign expansion Creation of display and/or retargeting campaigns within search engines Campaign structuring and keyword builds Banner ad creation Text ad creation Web Banners: Develop, maintain and update static web banners defined as fitting all major dimensions found in the IAB UAP guidelines for the University’s brand, as well as priority programs with dedicated media. Sizes include 300x250; 160x600; 728x90; 320x50. Social Media advertising: Support social media advertising by utilizing custom campaigns built on the following networks: Facebook, Instagram, LinkedIn, as well as any other social platforms that are appropriate for digital marketing by the University. (Campaign does not include management of the University’s social profiles within these networks.) Affiliate Marketing Campaigns: Develop and optimize affiliate marketing campaigns focused on increasing lead volume. Affiliate partners should drive additional leads through organic paid search rankings, email campaigns and display ads. Call Tracking Integration: Creation and implementation of session-based call tracking campaigns to track inbound phone calls from the microsite to the phone number of the University’s choice. Development and Status Meetings: Weekly development meetings during development and launch (web-based meetings are acceptable.) Monthly status meetings thereafter for duration of contract. Detailed Reporting: Structured status reports to provide insight to lead source and campaigns driving conversions. Reports should also provide insight to traffic sources for optimizing marketing campaigns. Excel reports should be generated bi-weekly and quarterly. Monthly Campaign status reports to include the following data: Performance metrics by channel (Google, Display Network, Bing, etc.) Weekly performance reports including, but not limited to: costs, impressions, clicks, leads, CPC, CPL, CTR, CVR Day of the week metrics including but not limited to: costs, impressions, clicks, leads, CPC, CPL, CTR, CVR Program metrics including but not limited to costs, impressions, clicks, leads, CPC, CPL, CTR, CVR Monthly Reports to include the updating of actual budget worksheets Quarterly campaign reports to include the following data: Metrics by individual college units including but not limited to: total leads by program, total leads received by source, leads by program by source, keyword performance within search Other reporting as requested A Media Plan: A detailed media plan should be provided to the university prior to launching any campaigns. The media plan should outline the planned spend by channel and by month. Plan should be flexible enough to change as campaign progresses as long as it remains in budget. Purchase and management of all media buys including but not limited to: Google Adwords, Google Display, Google Affiliate Network, Bing, Facebook and LinkedIn. The cost of all media should be billed through the agency as part of the contract. Additional requirements: Vendor must have demonstrated experience with higher education clients including: Real-time lead integration as well as reporting through enrollment funnel Demonstrated experience with MBA clients At least 5 years of experience providing comparable services Note: Satisfaction of these requirements should be apparent in the respondent’s provided references. (See Section 8)
