A Pennsylvania university is seeking a qualified vendor to provide comprehensive marketing and digital advertising services. The selected partner will be responsible for developing and executing a strategic marketing plan that encompasses digital advertising placement, management, and reporting. This includes creating digital advertising campaigns across various channels such as paid search, digital display, social media, and geofencing. Creative development of digital advertising materials should operate within the context of an ongoing brand refresh project, ensuring consistency and alignment with an established brand framework designed by another agency.

The vendor must demonstrate the ability to segment target audiences and tailor messaging to different student types and stages within the recruitment funnel. Expertise in analyzing campaign data and making actionable recommendations is essential. Monthly reporting is required, with detailed insights into geographic and demographic performance outcomes. The scope also includes writing compelling copy for ads and landing pages.

In addition to digital advertising, the scope involves a full brand refresh, including discovery, research, creative development, internal alignment, and launch. The vendor should be able to support a university website redesign, contributing to user experience, user interface, usability testing, content strategy, development, accessibility, and optimization for search engines and large-language models. Development of a digital magazine website is also included, enabling the university to publish long-form stories throughout the year.