Description
Rockingham Community College is seeking a qualified advertising agency to provide services to generate interest in the college, increase applications, and improve completion rates. The selected agency will be responsible for identifying and communicating with prospective and current students, demonstrating expertise in digital advertising strategies and techniques, and meeting the college's enrollment and marketing goals. The agency will provide a comprehensive market analysis, assessment of the college's digital landscape, and results reporting throughout the campaign. The contract term will be for one year, with the option to renew for up to two additional one-year terms.
Key responsibilities of the agency will include:
• Developing a comprehensive market analysis to determine and manage list purchases and marketing strategy
• Providing assessment of the college's digital landscape and social/digital analytics in relationship to enrollment
• Developing and deploying an email workflow plan that is behavioral-based with varying email formats, structures, and design assets
• Managing list purchase and preparation of data for inclusion in marketing campaign
• Providing predictive and behavioral modeling tools for list buys to develop affinity models and identify specific prospects for outreach
• Delivering a real-time online reporting portal that provides on-demand analytics including metrics on response, audience interaction, and student information