1. Reviewing previous FY campaign strategy metrics/reports/lead gen results/enrollment per market 2. Overall media budgeting/planning/optimization through “state-of-the-art” performance marketing solutions to place UMass Amherst top of mind for target audiences. a. UMass Amherst is open to innovative, creative, new ways to connect, educate and persuade target audience(s) and current best practices (lookalike targeting, CRM integration etc..) b. Awarded respondent will be expected to conduct competitor analysis c. Awarded respondent will be expected to coordinate with existing agencies that manage paid media work, specifically regards to program messaging, geo targeting and budget allocation 3. Development of digital creative to support media plan a. Awarded respondent will be expected to partner with university creative teams to advise on best practices both inside and outside of the higher education industry. b. Awarded respondent will develop creative to marry the message to the environment c. Awarded respondent may partner with UMass Amherst’s internal creative team to resource imagery and video assets d. Creative is expected to be on brand harmonizing with the overall UMass Amherst brand, framework and messaging e. Creative development includes identified programs for UMass Flex & UWW programs only (excludes Isenberg School of Management - manage their own display creative internally) f. Awarded respondent will be responsible for producing SEM copy, final approval by UMass Amherst 4. Ad targeting /rotation plans/distribution/trafficking a. Develop all creative rotation plans and traffic all ads to media outlets. b. Recommendation and incorporation of A/B testing for creative and landing pages when applicable for optimized results. c. All campaigns created for narrow geographic markets should be scalable in response to changing goals of the university through adjustments/amendment to the contract. d. Application of UTM codes (consistent with established university conventions), and conversion tracking. Awarded respondent is responsible for ensuring activation of approved live campaigns. 5. Invoicing and Monthly Budgeting a. Each invoice should show agency fee as a percentage of net media spent not gross nor total budget plus monthly forecasting. 6. Coordinating with teams/partnerships (internal/external) a. Partner with in-house UMass Amherst teams (s.a. internal creative partners where applicable) on media optimizations and campaign recommendations. Team meetings to be accounted for in campaign planning (as needed, monthly, quarterly etc..). 7. Martech / IT Partnership (internal) a. Work with internal CRM/IT/web teams to connect and integrate data points (such as enrollment data) and systems to achieve marketing conversion goals of lead gen/enrollment (benchmarking against our own data for analytics). b. Awarded respondent will be expected to partner with university and lead recommendations for campaign optimizations s.a. 1P data, lookalike targeting. i. UMass Amherst currently uses Salesforce and Marketing Cloud for CRM Management. ii. UMass Amherst ISOM manages their own instance of Zapier for connections mapping. iii. UMass Amherst currently uses G4 and SiteImprove for analytics. iv. UMass Amherst currently uses Sprout Social/Meltwater for social media. c. Awarded respondent may be required to manage SEM campaigns in institutional UMass Google Adwords account. 8. Campaign Results a. Awarded respondent is expected to deliver a dashboard of reporting – campaign channels and spend per campaign b. Analytics reporting to include proof of performance, reach, frequency, conversions, spend and metrics on a monthly basis (benchmarking against our own data vs “industry”) – clearly divided per program and tactic – monthly report format to be developed collaboratively with the UMass Amherst team c. All reporting should include brief bullet point interpretations of the data (What does this data tell us about the campaign? Are we moving the needle?), data reporting per campaign in a standard format, include strategic insights, optimizations and recommendations of any necessary changes to the campaign as well as an executive summary – awarded respondent is accountable for working with UMass Amherst to implement campaign optimizations. d. Develop benchmark data YoY data to utilize after Year 1 integrated into reporting including integrating Salesforce Marketing Cloud lead gen & opportunity data into the report e. Campaign budgets will be defined by UMass Amherst Marcom/Isenberg and subject to change based on factors including campaign performance, changes to overall program marketing strategy, and awarded respondent’s recommendations based on media efficiencies. Awarded respondent will provide planned media budgets for all campaigns on a quarterly basis. f. Weekly meetings/calls with Marcom and Isenberg staff and meetings/calls with UMass Amherst staff, university creative teams, and program communicators, as needed.
