Specifications include, but are not limited to: The contractor must provide all related services as described below: 1) Referencing and using The Citadels primary and secondary research, the contractor shall provide professional counsel and make strategic recommendations for marketing strategies, offline and online media placement and other promotional program recommendations that would benefit The Citadels marketing program. The contractor shall be knowledgeable about consumer trends that may be relevant to The Citadels marketing programs and update such knowledge as necessary throughout the life of the contract. 2) Utilizing The Citadels research and other primary and secondary research, the contractor shall perform creative concept development for one or more campaigns for use in multiple media as needed, including i) print, ii) television broadcast, iii) radio broadcast, iv) outdoor resources (billboards, fuel pump toppers, others) v) online programs vi) Other media deemed effective channels for intercepting and influencing the Colleges target audiences. The contractor may be required to freshen existing creative concepts from one or more recently created campaigns until new creative campaigns can be funded and developed. 3) The contractor shall make efficient, effective, written recommendations to the College for media campaigns to achieve specific, measurable outcomes based on contractors knowledge of the higher education (undergraduate and graduate) customer. 4) The contractor shall make specific promotional and media recommendations on how to promote The Citadel to prospective cadets, prospective students (non-cadet), parents, alumni, donors, legislators and the public at large, both domestically and internationally based on contractors knowledge of the higher education industry. 5) The contractor shall purchase media (including print, television broadcast, radio broadcast, outdoor resources, billboards, fuel pump toppers, others) in a timely and professional manner to take advantage of discounts, media position, special promotions and added-value opportunities that benefit The Citadel. 6) The contractor shall field and respond to unsolicited media opportunities, evaluate, and make recommendations regarding unsolicited media opportunities. 7) The contractor shall communicate and coordinate with The Citadel and other contractors and partners to obtain appropriate production materials necessary to meet the placement requirements of the media outlets. 8) The contractor shall provide traffic reports to determine if online and traditional media was placed as requested, and provide proof of performance and post-buy analysis of the advertising campaigns. 9) The contractor shall provide reporting of updated media schedule detailing media outlets, insertion dates, negotiated rates on behalf of The Citadel, and value added components on a regular basis as defined by The Citadel during initial program planning sessions. 10) The contractor shall provide search engine marketing capabilities, including analysis and recommendations for paid search and search engine optimization and appropriate performance reporting. 11) The contractor shall recommend and administer other marketing and media partnership or sponsorship programs authorized by The Citadel that could maximize the use of available funds. 12) The contractor shall perform media production services including, but not limited to the following: i) creative concept, ii) graphic design, iii) photography, iv) copywriting, v) illustration, vi) talent and ownership negotiations, vii) pre-press and printing process management
