Specifications include, but are not limited to: I. Development and implementation of marketing and advertising strategies, campaigns and other promotional services. a. Development and implementation of a marketing plan focused on achieving CSN’s marketing and institutional goals b. Planning, provision, creation and/or placing of branding, research, advertising, marketing, consulting, creative and/or digital services. i. CPC (Cost per conversion) ii. CPM (Cost per impression) iii. PPC (Pay-Per-Click) iv. Conversions v. ROAS vi. Engagements vii. Bounce Rate viii. Impressions ix. Campaign Planner x. Media and Ad programming strategy - Match media and programming to the target audience. Access to target audiences and cost of reaching the target groups. xi. Tracking Advertising Performance c. Instate and national branding support d. Create and implement a customer/ student journey engagement plan which increases enrollment, retention, and transfers. e. Strategic development, presentation, budgeting and implementation of marketing and branding campaigns to deepen awareness of CSN and garner student enrollment using schemes that include, but are not limited to: xii. Broadcast media (TV, cable, satellite, OTT, radio) xiii. Digital media (social, display, search, email, geo-fencing, app*, SEO) xiv. Outdoor/Out-of-Home (OOH) media xv. Print media i. Supporting promotional media f. Provide strategic campaign support, including planning, development, and execution; multi- channel outreach; and branded material development g. Manage search engine marketing and online display ad campaigns targeted to our respective audiences including social media targeting, video, and streaming ads as well as cross-device schemes such as geofencing. h. Leverage media outlet relationships to negotiate promotions and added value components over and above negotiated media placements. i. Marketing to emphasize academic programs showing growth or that have potential for growth based on college enrollment and state/regional job market data. j. Provide social media strategy development, content, and execution II. Graphic design and multimedia production a. Develop and design and layouts for digital, print, and collateral materials including, but not limited to, video, brochures, posters, and other materials b. Provide creative development support, including but not limited to videography and photography for campaigns. c. Support CSN’s internal marketing needs by providing integrated collateral templates d. Select brand appropriate stock photography and/or manage photo shoots including recommending photographers and providing art direction and guidance on site. e. Manage video production services including writing, storyboarding, talent management, shooting, directing, post-production and distribution. f. Advise CSN on maintaining brand consistency for visuals and content; provide recommendations on brand evolution and advancement III. Increase CSN’s SEO and social media presences to effectively target related audiences.
