Marketing Strategy, Media Buying and SEO for IHCC and DCTC

Background
Dakota County Technical College (DCTC) and Inver Hills Community College are seeking proposals from an experienced agency to assist with their marketing and communication efforts. The goal is to develop a comprehensive digital and non-digital advertising strategy that aligns with the colleges' enrollment objectives and enhances their visibility among prospective students.

Work Details
The selected agency will be responsible for the following services:

1. **Digital Advertising Strategy Development**: Create a detailed marketing strategy that aligns advertising messages with enrollment goals.

2. **Advertising Campaign Management**: Plan, execute, and manage campaigns across digital platforms including paid search, retargeting, social media, display, and geo-targeting. Guidance for additional channels such as print, radio, and billboards is also required.

3. **Analytics and Reporting**: Monitor campaign performance in near-real time, provide regular analytics reports to measure effectiveness and ROI, and grant dashboard access to the college Marketing team.

4. **Creative Content Collaboration**: Develop engaging content for various assets including landing pages, graphics, videos, and written content.

5. **Streamlining Creative Production**: Provide training and tools for content generation that meets brand guidelines.

6. **Search Engine Optimization (SEO)**: Analyze search terms and optimize college websites for better search engine rankings.

7. **Mentorship and Training**: Share knowledge of community and technical college marketing best practices with the college Marketing Team.

Period of Performance
The contract is expected to commence on October 1, 2025, with a duration of two years and an option to extend for three additional one-year contracts.

Place of Performance
Services will be performed primarily at Dakota County Technical College and Inver Hills Community College locations in Minnesota.

Bidder Requirements
Bidders must demonstrate experience in higher education marketing with references from at least three large organizations including one college. Proposals should include detailed pricing broken down by stages/elements, a clear understanding of project objectives, and a custom fit for the client rather than a template-based approach.