Specifications include, but are not limited to: The College’s Strategic Communications & Marketing (SC&M) department develops comprehensive integrated marketing and communication campaigns to support the College’s strategic goals and objectives. The department is seeking a strategic service provider to work collaboratively with members of the SC&M department to develop and execute Search Engine Marketing/Optimization (SEM/SEO) and paid digital advertising (programmatic addressable video and display) activities. These services will complement and support the College’s marketing and communications goals, initiatives, campaigns, and other activities to target and enroll prospective students. The selected service provider will provide the following services: A. Search Engine Marketing/Search Engine Optimization (SEM/SEO) 1. Develop and execute a full-funnel, omni-digital-channel comprehensive SEM/SEO plan for the annual academic year that incorporates on-and-off-page content and technical SEO recommendations to support identified marketing initiatives, goals, and objectives. a. The plan must complement the College’s other advertising and marketing activities which may include sponsorships, out of house, print, traditional broadcast placements, automated emails, and paid social, all of which are planned and managed by JCCC’s SC&M team. b. The proposed plan and related activities will evolve and may vary throughout the duration of the agreement. 2. Research, identify, and recommend SEM/SEO strategies and tactics that build brand awareness and drive application and enrollment by identified audiences. a. Strategies and tactics may include keyword identification opportunities to attract relevant traffic to JCCC’s website; site content recommendations; keyword and content performance benchmarking; landing page recommendations; content optimization and testing; identification of remarketing opportunities; and device and geographic targeting and testing. 3. Develop and support a SEO strategy to ensure JCCC ranks highly in organic search on relevant terms and topics. Activities and recommendations may include, but are not limited to, recommending web site alt tags, meta tags, content, on-page optimization, technical SEO recommendations, internal linking, external linking, etc. 4. Provide semesterly (Fall, Spring, Summer) “site health checks” for jccc.edu to identify opportunities to improve technical SEO, increase domain authority and increase organic search value. 5. Develop, manage, and optimize SEM campaigns leveraging tools that include Google Ad-words, Pay Per Click (PPC), display, and video advertisements.
