RFP - WSU School of Pharmacy Marketing

Washington State University’s College of Pharmacy seeks a qualified marketing consulting firm to design, launch, and manage comprehensive Google Ads campaigns that promote its Doctor of Pharmacy (PharmD) and Bachelor of Science in Pharmaceutical & Medical Sciences programs across multiple U.S. states and two Canadian provinces. The contractor will be responsible for full campaign set‑up, conversion‑tracking implementation, ongoing optimization, weekly performance dashboards, and quarterly strategic reviews, while ensuring all creative assets meet WCAG 2.1 Level AA accessibility standards. The university will pay Google ad spend directly; the consultant’s fees cover all services, including creative production, reporting, and meetings. The contract runs for an initial one‑year term with up to five optional one‑year renewals. • Manage WSU’s Google Ads account (Search, Display, YouTube, Performance Max, Remarketing, DemandGen). • Conduct audience research, keyword selection, look‑alike audience creation, and conversion‑tracking setup. • Provide weekly dashboards (e.g., Looker Studio) and quarterly strategic review reports. • Produce WCAG 2.1 AA‑compliant ad creative and supply a VPAT. • Attend bi‑weekly meetings for the first three months, then monthly meetings thereafter.