Specifications include, but are not limited to: Creative Services: Develop appropriate messaging (i.e. tagline, advertising phrase) and design theme to appeal to target markets in an annual advertising campaign. Design and theme recommendations should advance and solidify the college’s brand and enable it to continue to compete strongly in a competitive marketplace; Creative strategy and annual ad campaign should be able to be deployed across a variety of media, including print, out-of-home, video, broadcast and digital, as well as the website, and can be used for internal marketing collateral by college designers.; Provide recommendations and creative guidance on related collateral such as video production (used for TV spots, streaming video, student testimonials on social, etc.), photography, website design, etc.; Marketing: Develop an integrated advertising and marketing strategy that encompasses general marketing of the college, plus targeted marketing for 3-5 priority program areas, which are selected annually; Provide recommendation and guidance to the college in regards to appropriate marketing mix and keep abreast of emerging platforms and media; Marketing and advertising plans should encompass traditional methods (print, radio, broadcast, outdoor, etc.), with a significant portion dedicated to digital marketing and related landing pages. (Currently, the media placement budget for annual media contracts is over $280,000, encompassing print, TV, streaming and online/digital, out-of-home, radio, etc. This does not include additional funds allocated to printing, local/high school advertising and sponsorships, ads in printed local educational guides, miscellaneous contracted services); Provide integrated digital marketing that includes paid digital marketing strategy and execution, paid social media strategy and execution, search engine optimization, etc. Key deliverables regarding total leads, target for goal completions, etc. will be determined; Serve as college’s agency for outreach to media for advertising rate negotiations, recommendations, ad placement and contract completion.; Propose and execute an annual media advertising campaign to drive enrollment, including planning, buying, negotiating and trafficking. Please note the media spend is not part of this proposal; Advertising strategy will include working with LCCC team to assess opportunities and challenges to increase inquiries and then identify and recommend a strategy for LCCC’s paid advertising campaign; At a minimum, provide internet marketing analysis and recommendations on a monthly basis; Monthly meetings will be held with key members of College Relations team and successful agency to check progress on goals and make necessary adjustments.
