Specifications include, but are not limited to: Fort Hays State University is looking to partner with a digital advertising agency that can enhance our online presence and outreach. We seek a partner with expertise in digital marketing strategies tailored to higher education, particularly targeting prospective online students. The ideal agency should demonstrate proficiency in data-driven approaches, innovative campaign development, and a strong understanding of the university's unique identity and goals. Additionally, they should offer creative solutions for engaging diverse audiences across various digital platforms while maximizing return on investment (ROI) and maintaining alignment with the university's values and objectives. Digital advertising RFP request: 1. Agency Overview and Experience a. Request for the agency's background, including years of experience, notable clients, and relevant case studies. b. Demonstration of expertise in digital advertising strategies and platforms, specifically in the education sector. c. Examples of previous creative work relevant to the education sector. d. Request for references from past or current clients in the education sector. e. Testimonials or case studies demonstrating successful outcomes achieved for similar clients. 2. Campaign Strategy and Planning a. Proposal for a 12-month comprehensive digital advertising strategy tailored to the university's lead generation objectives. b. Identification of target audience segments (e.g., prospective online undergraduate and graduate students). c. Proposed advertising channels and tactics (e.g., PPC, social media, display ads, video ads) d. Timeline for campaign planning, execution, and evaluation. 3. Creative Development a. Capability to create compelling ad creatives (banners, videos, etc.) aligned with the university's branding and messaging. b. Campaign landing pages will be hosted on FHSU domain, fhsu.edu or info.fhsu.edu. c. Forms built using Fort Hays State University’s CRM service, Hubspot. 4. Media Buying and Placement a. Experience and proficiency in media buying across various digital platforms (Google Ads, Facebook Ads, LinkedIn Ads, etc.). b. Strategy for optimizing ad placement to reach the target audience effectively. c. Ability to negotiate competitive rates and maximize the university's advertising budget...