UC Law SF Digital Marketing Services HPL Program

Background
The University of California College of the Law (UC Law SF), established in 1878, is the oldest law school in California and operates as an independent public entity governed by its own Board of Directors. UC Law SF offers various graduate degrees, including the Master of Health Policy (HPL). The college aims to enhance the visibility, enrollment, and national reputation of its HPL program through strategic digital marketing initiatives.

Work Details
The selected digital marketing firm will be responsible for:

1. Developing and executing a data-driven, multi-channel digital marketing strategy aimed at increasing enrollment for the HPL program, targeting a minimum of 25 new students (13 full-time and 12 part-time).

2. Utilizing expertise across digital channels such as Google, Bing, Meta (Facebook and Instagram), YouTube, and LinkedIn.

3. Implementing AI-driven strategies for enhanced engagement and conversion rates.

4. Managing media buy budgets between $100,000 and $150,000 annually while providing regular budget status reports to the HPL team.

5. Conducting search engine optimization (SEO) and geomarketing services to support enrollment goals.

6. Reporting actionable insights on campaign performance and trends to the HPL team regularly.

Period of Performance
The anticipated contract term is three years, consisting of an initial one-year term with two optional one-year renewals.

Place of Performance
Services will be performed primarily at UC Law SF located at 200 McAllister Street, San Francisco, CA.

Bidder Requirements
Bidders must demonstrate compliance with relevant data privacy regulations (FERPA, GDPR, CCPA) and provide evidence of their ability to protect student data while leveraging first-party and third-party data sources.