Specifications include, but are not limited to: UMGC is seeking a vendor to support digital media creative development, implementation, performance testing as well as optimization of assets. The vendor must have an understanding of best practices and trends of social media and digital platforms, capabilities to conceptualize and execute creative asset development at scale, an understanding of performance metrics and indicators and analytic capabilities to structure and develop optimal testing planning, optimization and solutions based on the university’s objectives. UMGC heavily relies on data and performance metrics, and as such, this RFP reflects the need to not only develop digital creative strategies and assets for a variety of platforms and formats, but also to test and continuously optimize creative assets. The Services provided are anticipated to be project-based and cover creative strategy, services and production of assets for local, regional and/or national geographic areas. Media buying is not part of this scope, however the awarded vendor(s) is expected to have regular access to contracted digital media buying agency.