University of Akron Workday #339

University of Akron Seeks Digital Marketing Agency for Student Recruitment Campaigns

The University of Akron is seeking a qualified digital marketing agency to support its student recruitment efforts for the Fall 2027 incoming class. - Government Buyer: - The University of Akron, a public higher education institution in Ohio - Scope of Services: - Development and implementation of strategic, targeted digital marketing campaigns - Focus on recruiting traditional first-time students, transfer students, graduate students, adult learners, online learners, and veterans - Media buying expertise required across digital channels: paid social, display, Google, YouTube, SEM, and audio - Value-added services: SEO, AI search, CRM (Slate) integration, custom landing page development and analysis - Performance measurement: monthly and annual reporting on KPIs such as impressions, clicks, inquiries, visit registrations, applications, and enrollments - Budget and Contract Details: - Initial budget: $700,000 (with $500,000 for on-campus and $200,000 for online student marketing) - One-year contract, renewable for up to two additional years - Notable Requirements: - Compliance with Web Content Accessibility Guidelines (WCAG) 2.0 or higher - Vendors must provide a Voluntary Product Accessibility Template (VPAT) for web-accessible systems - Preference for vendors with significant Ohio economic presence or domestic products (Buy Ohio/Buy America policies) - No specific OEMs or vendors are named in the solicitation

Description

The University of Akron is seeking proposals for a one-year contract with a qualified enrollment-focused digital marketing agency to develop and implement strategic digital marketing campaigns targeting prospective students and their families. The campaign aims to increase enrollment for the Fall 2027 incoming class, focusing on various student populations including traditional, transfer, graduate, adult learners, online learners, and veterans. The agency must demonstrate expertise in media buying across digital channels and provide guidance on SEO, AI search, CRM integrations, and custom landing page development. The contract includes monthly and annual performance measurements and has an anticipated budget of $700,000 for the initial year.

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