1. Website performance (UX, content, SEO, speed).
  2. Content strategy (relevance, variety, distribution).
  3. Social media and email marketing.
  4. Search engine presence.
  5. Analytics and measurements.
  6. Brand consistency.
  7. Regulatory compliance.

D. Microsite/Landing Pages

Overview and Work Product: Vendor will develop customized microsites/landing pages for KSU, incorporating industry-leading data validation services, enhanced tracking tools, and fully integrated data flow to maximize volume, quality, and user experience. This should include developing and disseminating a project plan outlining integration needs, as well as content creation utilizing KSU creative assets and brand guide.

Steps include:

  1. Integration of specialized APIs.
  2. Establishment of a seamless data flow to the CRM.
  3. Use of enhanced tracking tools for analysis.

E. Marketing and Lead Generation Campaigns

Overview and Work Product: Vendor will create an effective marketing strategy utilizing various channels (social media, third-party PPC, CPM, CPL advertising, and other paid media campaigns, etc.), in order to connect KSU to prospective students in ways that minimize costs and maximize conversions. The vendor will deliver customized ad sets, a customized landing page, enhanced tracking tools, fully integrated data flow, and ongoing campaign management as part of this process.

Steps include:

  1. Develop customized ad sets for delivery in social media and paid search media campaigns.
  2. Develop a landing page for e-traffic, with CRM integration via API.
  3. Implement enhanced tracking tools, fully integrated data flow, and strategic custom tools and software integration.
  4. Provide ongoing management, including daily assessment of results from third-party PPC/CPM/CPL campaigns.
  5. Lead/Application Nurture Process

Overview and Work Product: Vendor will develop a strategic, automated communication strategy for lead/application nurturing over a 45-day period. The campaign should provide a consistent and strategic communication process throughout the enrollment funnel. It includes components such as phone scripts for contact center agents and personalized email and SMS messaging based on students' degree area/program of interest.