Specifications include, but are not limited to: Focus Area 1: Promote Priority Programs UND will continue digital marketing directed towards its priority programs. Over the duration of the project, UND will adjust (delete/add) program campaigns based on recommendations from Administration. The Contractor must adjust each campaign based on performance and changing priorities. Focus Area 2: Strengthen Brand Equity Digital marketing will be used to strengthen UND’s brand equity in North Dakota and among key stakeholder groups. This could include general brand awareness, targeted promotion of brand differentiators and promoting UND’s successes digitally. Focus Area 3: Improve SEO The Contractor will enhance UND’s SEO techniques through activities such as identifying demand, benchmarking competition and optimizing content. Focus Area 4: Revise Email Marketing The Contractor will evaluate UND’s email marketing strategy currently used to recruit prospective undergraduate, online and graduate students. After assessing bounce rates, open rates and conversions, the Contractor must recommend a strategy based on industry best practices that will improve conversions. Focus Area 5: Content Optimization The Contractor will provide A/B testing for landing pages, email marketing and digital ads to optimize content, including but not limited to copy, photography, videos, calls to action, and overall page design. Account Management For all focus areas, the Contractor must provide ongoing account management including, but not limited to: Suggest a channel mix with ad publishers such as Google AdWords, Bing Ads, Pandora, Spotify, Apple Music, Yahoo!, Facebook, YouTube, Instagram, and LinkedIn. Set up accounts and billing. UND will make payments to vendors. Identify and build out clear user intent keywords based on research. Write ads and implement ad extensions. Provide a dedicated Account Manager to the UND account. Perform daily optimizations of ads. Provide weekly update reports and conference calls. Set up tracking including integration/collaboration with UND-managed Google Analytics goals and conversions
