Specifications include, but are not limited to: a. Services to be provided: The selected vendor or agency must have a proven track record of developing and executing comprehensive offline media planning, negotiation and implementation for universities and meet the following requirements: • Provide sophisticated research; strategy development; customer-journey mapping; behavioral segmentation and responsive communication; campaign strategy; media planning and buying; and data tracking, management, analysis, and reporting. • Develop and manage a large-scale, comprehensive offline media plan that will engage prospective students and their families throughout their enrollment journey. • Provide a managed-service relationship with NKU that includes a dedicated team. • All bids and scopes of work should include regular Account Management status calls to track current and upcoming projects. i. Campaign Strategy Partner will develop a media brief with objectives, primary and/or secondary targets, KPIs, and additional strategic elements to engage prospective students throughout the enrollment process and drive applications, helping NKU achieve the university’s enrollment goals. ii. Audience Research Provide research on NKU’s target audience position strategy. Analyze industry research, trends, and competitors to gain a full snapshot of NKU opportunities. Building advantageous targeting data and personas could include but is not limited to: • Media usage and attitudes • Online activities, sites visited, devices used, where accessed • Mobile and social activities • Offline/leisure activities and habits • Custom mapping of enrolled students...
