This RFP seeks a vendor to provide comprehensive digital marketing support services for a college in Michigan. The scope includes strategy development, quarterly planning focused on enrollment goals, media planning, rate negotiation, and budget allocation across all paid digital channels. The vendor will deliver comprehensive search engine optimization (SEO) and AI search optimization recommendations and implementation support, including keyword research and content briefs.

Execution and management responsibilities cover full management of Search Engine Marketing (SEM), Paid Search, Social Media (Paid), Display Ads, and Retargeting campaigns. Creative work includes creating ad copy, graphic asset requests/briefs, and video concepts, with final production handled by NMC. The agency will provide finalized wireframes, copy, and design specifications for new landing pages and is expected to build and deploy these pages within Cascade CMS.

The vendor will monitor and optimize campaign performance continuously and deliver custom-built dashboards for real-time performance monitoring and ROI analysis. Weekly performance check-ins and monthly formal reporting meetings are required.