The chosen agency will be responsible for: A. Strategic Research and Development a. Conduct a comprehensive audit of UNCSA’s current digital marketing strategies, processes and assets b. Perform qualitative and quantitative analysis to inform new strategies c. Review existing competitive analysis associated with the “Rise to Greatness at UNCSA” campaign and complete any necessary additional analysis, identifying opportunities for differentiation d. Identify emerging channels and recommend expansion strategies e. Develop tailored strategies for each of the five conservatories (Dance, Design & Production, Drama, Filmmaking and Music) for their respective target audience (high school, undergraduate and graduate prospects) B. Digital Advertising Management a. Optimize and manage paid campaigns across multiple platforms (e.g., search engines, social media, display networks) b. Conduct ongoing keyword research and optimization c. Develop and refine audience targeting and remarketing strategies for each conservatory d. Create compelling ad copy that is in alignment with the guidelines found in the “Rise to Greatness at UNCSA” campaign brand guidebook and conduct A/B testing e. Implement advanced tracking and attribution modeling f. Manage bidding strategies and budget allocation across campaigns for each conservatory C. Performance Monitoring and Reporting a. Set up and maintain a real-time dashboard for campaign monitoring including data integration from Slate CRM b. Provide monthly custom reports with actionable insights c. Conduct trend analysis and recommend data-driven optimizations...
