The agency seeks a vendor to provide comprehensive content, reporting, and social media strategy services. These services will focus on elevating the agency's image and effectiveness across social platforms, with a primary emphasis on Instagram and TikTok. The vendor will be responsible for developing an editorial strategy and maintaining a rolling 12-week calendar aligned with the agency's content pillars, covering topics such as top majors, campus culture, alumni impact, and barriers to enrollment.

The scope includes creation of original content such as short-form videos, stories, carousels, and select still images. The vendor will provide creative direction and work collaboratively with the agency's Social Media Manager to integrate assets into the content plan. Tentpole moments, including major events like Homecoming, SpringFest, Convocation, and rivalry games, will be documented through teasers, real-time coverage, and recap packages within 72 hours.

Measurement and reporting are integral parts of the service, with monthly dashboards and scorecards tracking metrics such as Reach (primary KPI), Impressions, Followers, Engagements, and peer benchmarks. Optional paid boost support is available, including recommendations on posts to boost, target audiences, and budget suggestions.