Oregon Buys #S-580100-00018205

EOU seeks regional digital marketing services for student recruitment

Eastern Oregon University is seeking an agency to plan and deliver a regional, multi-channel campaign to recruit students. - Buyer: Eastern Oregon University (EOU), University Advancement; contact named in the RFP: Justin Montgomery. - Requested service: One full-funnel digital marketing and media-buying engagement, covering campaign strategy, media purchasing and management, creative production, targeting and retargeting, optimization, analytics integration, attribution, and reporting. - Named platforms and tools: Google Ads, Microsoft Ads, Connected TV/OTT, Meta, TikTok, YouTube, Google Analytics 4 (GA4), Google Tag Manager (GTM), Slate CRM, Looker Studio, and Tableau. No service provider or product OEM is identified as the selected provider. - Target markets and audiences: Eastern Oregon, Western Idaho, Southeast Washington, and the Portland, Boise, and Yakima-Pasco-Richland-Kennewick markets; priority audiences include Latinx students and families, military-connected students, and on-campus undergraduates. - Budget and performance goals: Budget capped at $100,000; targets include at least 20% year-over-year growth in applications, inquiries/RFIs, and visit-page engagement, and at least 70% of streaming/OTT impressions delivered in priority markets. - Notable requirements: Daily campaign and budget monitoring, ongoing creative testing, a real-time dashboard, bi-weekly updates, and monthly reports. Use GA4 and Slate CRM for measurement and attribution; meet privacy and accessibility requirements; and provide EOU ownership and access to advertising accounts, tracking configurations, creative assets, and performance data. - Line items: One digital marketing services line item, quantity 1, identified as RFP 2026-27-03; no product items or product part numbers are specified.

Description

Eastern Oregon University seeks proposals from qualified digital marketing and media-buying agencies to plan and execute a full-funnel, multi-channel recruitment campaign. The work includes paid search, Connected TV/OTT, paid social, creative production, audience targeting, retargeting, GA4 and Slate CRM integration, campaign optimization, and performance reporting. Campaign targeting includes Eastern Oregon, Western Idaho, Southeast Washington, and the Portland Metro area, with dedicated outreach to veteran and military-connected students and other specified audiences. The RFP states that the initiative budget must not exceed $100,000; the contract is expected to run from December 2026 through May 2027, with final invoices due by June 13, 2027.

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