Schedule A – Scope of Services and Deliverables (Contractor)
Sway shall provide Kentucky State University with the marketing and lead generation services described herein. These services include, but are not limited to, the development of customized microsites and landing pages, execution of targeted multi-channel campaigns, and implementation of a structured lead nurture strategy. Additional services encompass advanced capabilities such as SEO optimization, predictive analytics, content development, and competitor analysis. Collectively, the services outlined below are intended to increase inquiry volume, improve lead quality, and support measurable growth in applications and enrollments.
Develop customized microsites and landing pages aligned with KSU's brand guide and creative assets.
Incorporate data validation services to ensure accurate lead capture.
Utilize enhanced tracking tools for performance analysis.
Establish a fully integrated data flow to KSU's CRM.
Create a comprehensive marketing strategy leveraging:
Social media campaigns.
Third-party paid media (PPC, CPM, CPL).
Other paid media channels
Deliver customized ad sets.
implement tracking and analytics tools to monitor results.
Provide ongoing campaign management, including daily performance assessments.
Implement BOT blocking and identification features.
Help KSU establish corporate partnerships for lead and student recruitment.
Design a strategic, automated communication plan to nurture leads.
Create persona-based content strategies aligned with defined goals and audience segments.
Implement drip campaigns with automated email and SMS messaging tailored to degree/program interests.
Provide phone scripts for contact center agents to ensure consistent, effective outreach.
Develop mid- and post-campaign reports including metrics such as targeting, retargeting, conversions, and bounce rates.
Create program-specific content (videos, blogs, whitepapers) to drive organic engagement and improve SEO/AI Overviews/
Work to help create a GEO campaign alongside KSU (Generative Engine Optimization) - aligning paid media, website, blogs, press releases, and alignment with traditional campus marketing campaigns.
Develop dynamic ad creative testing (A/B and multivariate) to optimize messaging, visuals, and calls-to-action.
Personalize ad and landing page messaging by audience segment (e.g., undergraduate vs. graduate leads).
Implement lookalike and retargeting audiences on paid media platforms to expand reach to high-value prospects.
Develop specific personas for the online degrees
Conduct competitor analysis for online.
Research purchasing journey for online students to identify friction points from marketing through starting class in the student's first term.