Digital Marketing and Advertising Services

Concepts

• advertising and marketing
• communications and engagement directorate
• goldsmiths
• specialist digital marketing agency
• digital marketing
• house marketing team
• marketing campaigns
• digital advertising campaigns
• advertising services
• optimisation of any digital advertising activity

Location

United Kingdom:

Description

Goldsmiths, University of London has been set challenging student recruitment targets. To achieve these targets, the Communications and Engagement Directorate will use a number of promotional, marketing, recruitment and advertising techniques to attract, recruit and convert the best students for our range of products. Goldsmiths is looking to appoint an expert supplier to use cutting-edge digital marketing and advertising strategies, alongside a deep understanding of the higher education sector, to offer consultancy based solutions for each recruitment campaign and support the ongoing delivery and optimisation of any digital advertising activity. Whilst increasing brand visibility and recognition is important, success will be measured against student recruitment related KPIs such as open day registrations, prospectus downloads, website lead generation, applications and enrolments. As such, we are seeking to appoint a specialist digital marketing agency to support and deliver our student recruitment campaign by managing core paid for digital marketing and advertising for the next three years. The successful agency will deliver Goldsmiths' paid digital advertising campaigns, including the following channels: Paid search (Google, Bing) Display (Google, Bing) Social media (Facebook, Instagram, TikTok, Twitter) Video (YouTube)

Total Quantity or Scope

The agency will be required to report on campaign performance and have a commitment to continued optimisations and improvements for all campaigns. We are looking for an agency who will be a partner and take the time to understand and appreciate Goldsmiths, our community and our portfolio of programmes. The agency will be able to offer consultancy, advice and creative thinking to identify the best possible digital advertising and marketing campaigns and solutions to reach student recruitment targets. The agency will not be asked to design and develop creative or messaging as we have an in-house marketing team to deliver these. However, the agency should provide consultancy and suggestions for improvements or optimisations. The agency will also have a key eye on future trends and innovations in the digital marketing and advertising sector and adopt an analytical and consultative approach to campaign performance. The campaigns must be agile and responsive so that they closely follow demand and audience behaviour and allow for swift and precise readjustment of spend where necessary. The campaigns will need to support key student recruitment objectives, including: Brand awareness raising and recognition Undergraduate application generation Undergraduate offer accepts Undergraduate recruitment event sign-ups Clearing application generation Postgraduate application generation Postgraduate offer accepts Postgraduate recruitment event sign-ups The successful agency should have a demonstrable track record of generating undergraduate and postgraduate university applications for both UK and international markets. The agency will have a demonstrable experience of using analytics and reporting technologies to demonstrate the impact of their work, and establishing a Return on Investment (ROI) model for activity. The success of this contract will be measured by an increase the number of enquiries, event attendees, applicants and enrolled students. Outstanding numerical conversion rates will be valuable. Another key success factor will be a confident client team who feel in partnership with an agency they can trust, supported by seamless and campaign reporting, and an agency team who remains committed to continued optimisation and improvements to the advertising activity. We seek a marketing partner who are confident in meeting our goals so the contract will benefit from two-way collaboration. The agency must be keen to work with us to create a relationship with the client team, always keeping in mind our strategic aims and objectives, as opposed to delivering the contract in a reactive and inconsistent approach. For this, the selected supplier must demonstrate a fluid and agile account delivery team, regardless of the size of the agency or the scale of their client roster. A constructive approach and commitment to issues management will also be valued. Likewise, the client team at Goldsmiths will offer the same and take on board constructive feedback where improvements can be made to our practices, processes and strategies when and where relevant to ensure success is measurable for client and agency alike.

CPV Codes

• 79340000 - Advertising and marketing services

Indicators

• This is a one-off contract (no recurrence)
• Renewals are not available.

Other Information

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