Specifications include, but are not limited to: The selected vendor or agency must have a proven track record of developing and executing comprehensive digital marketing plans 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 digital marketing 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 to, 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. • 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 iii. Preferred Digital Placements Identify ad-accepted sites that NKU target audiences visit, and pair them with historical insights from past higher-education campaign experience, to further inform on media placements and alignments that will set NKU up for success. The selected digital partner must have capabilities to execute media utilizing the following platforms and technologies, including but not limited to: • Programmatic media (please provide details on the DSP and data partners available within the DSP) • Search Engine Marketing • Social Media (Instagram, Facebook, LinkedIn, YouTube, Twitter, TikTok, Snapchat) • Connected TV/OTT • Streaming Audio • AI and Marketing Automation • Rich Media • Site Direct Buys, as needed...
