4.1 Media Strategy and Planning • Develop a comprehensive, data-driven media strategy that aligns with Ozarks Tech’s marketing goals. • Identify key audience segments and recommend the most effective media channels to reach them, including new and emerging platforms. • Provide strategic recommendations for media mix, budget allocation, and timing to optimize campaign performance. 4.2 Media Buying and Placement • Execute media buys across a range of platforms, including but not limited to: o Digital Channels: Google Ads, social media platforms (Facebook, Instagram, LinkedIn, etc.), geofencing, and digital streaming services (e.g., Hulu, Spotify). o Traditional Channels: Billboards, broadcast TV and radio, terrestrial radio, bus wraps, print media, etc. • Monitor and adjust placements in real time to maximize reach and impact. • Negotiate rates and secure placements per the college’s budget and campaign goals. • Clearly state the percentage fee your agency charges for media buying services. This fee should be included in the total cost proposal and reflect any additional services provided. 4.3 Performance Reporting and Optimization • Provide detailed, bi-monthly performance reports with insights into campaign effectiveness, including critical metrics such as reach, engagement, conversions, and ROI. • Provide the Ozarks Tech Marketing and Communications team with a reporting dashboard that provides real-time access to campaign data. • Regularly adjust strategies and tactics based on performance data to improve campaign outcomes and capitalize on audience behavior trends. • Present campaign performance and strategic recommendations to Ozarks Tech senior leadership as needed, potentially several times a year.
