The organization seeks a strategic partner to provide comprehensive digital marketing and advertising services supporting its enrollment marketing and advertising efforts. The primary goals include strengthening brand visibility, driving qualified inquiries, and increasing application and enrollment conversion rates across undergraduate, graduate, certificate, and continuing education programs. The selected vendor will design, execute, and evaluate marketing and advertising initiatives that are measurable, data-driven, and closely aligned with the institution's mission to serve working adults, degree completers, and nontraditional learners, with a particular focus on promoting its online programs in key geographic, behavioral, and demographic markets.

The scope of work includes developing an annual strategic enrollment marketing plan that encompasses audience research, campaign timelines, messaging priorities, media strategy, and performance goals. The vendor will create and execute integrated, multichannel digital advertising campaigns and deliver high-quality creative assets such as digital display ads, social media assets, paid search extensions, and video/motion graphics. Responsibilities also include building and maintaining a live data dashboard that integrates advertising and engagement metrics for campaign optimization, supporting go-to-market strategies for new academic program launches, and conducting audience segmentation and behavioral targeting. The partner will be expected to manage strategic planning, campaign management, media buying, budget management, CRM optimization, content and campaign asset delivery, lead nurturing, and digital campaign execution across channels such as paid search, social media, display advertising, retargeting, and connected TV.