Annual Enrollment Marketing Campaign and On-Demand Marketing Services

Pierce College is seeking a vendor to provide a fully managed, integrated digital marketing campaign to support enrollment goals throughout the academic year. The work includes always-on site retargeting, seasonal campaigns for fall, winter, spring, and summer, audience targeting, campaign execution and optimization, creative trafficking and testing, as well as reporting and analytics.

The selected vendor will be responsible for strategic media planning and development of a comprehensive annual digital advertising strategy aligned with the college's enrollment objectives. Services must include advanced audience targeting and segmentation capabilities, such as behavioral and intent-based targeting, audience list targeting for groups including admitted but not enrolled students, current students not enrolled, demographic and household targeting, and strategies focused on underrepresented populations.

The scope also includes digital advertising execution for display and retargeting campaigns, including pixel-based site retargeting, seasonal campaign launches, geofencing, addressable targeting, and performance optimization. In addition, the vendor will support creative deployment and optimization through banner ad trafficking, A/B testing, and recommendations to improve creative performance.

The contract will also include flexible, on-demand program marketing services to support academic programs, initiatives, or emerging enrollment needs during the contract term. These services may include program-specific campaign strategy, digital advertising, and tailored audience development, with individual campaigns authorized as needed by Pierce College.