Digital Marketing Management Services for Arts Conservatory

Background
The University of North Carolina School of the Arts (UNCSA) is the UNC System’s Conservatory for the arts, dedicated to the professional training of students in performing, visual, and moving image arts.

The Strategic Communications Office at UNCSA seeks proposals for a digital marketing management agency to enhance their outreach and recruitment efforts through comprehensive digital strategies.

Work Details
The selected agency will provide comprehensive digital marketing management services, including:

1. **Strategic Research and Development**: Conduct an audit of current strategies, perform qualitative and quantitative analyses, review competitive analysis related to the 'Rise to Greatness at UNCSA' campaign, identify emerging channels, and develop tailored strategies for each conservatory (Dance, Design & Production, Drama, Filmmaking, Music).

2. **Digital Advertising Management**: Optimize paid campaigns across platforms (search engines, social media), conduct keyword research, refine audience targeting and remarketing strategies, create ad copy aligned with brand guidelines, implement tracking and attribution modeling, and manage budgets.

3. **Performance Monitoring and Reporting**: Set up a real-time dashboard for monitoring campaigns with data integration from Slate CRM. Provide monthly reports with insights and conduct trend analysis for optimizations.

4. **Conversion Rate Optimization (CRO)**: Analyze landing pages for conversion improvements and implement CRO techniques.

5. **Emerging Technologies and Innovations**: Recommend new technologies or platforms and propose innovative campaigns.

Period of Performance
The contract will have an initial term of one year starting from the date of final contract execution or October 31, 2024, whichever is later.

The State has the option to renew the contract for up to two additional one-year terms.

Place of Performance
The services will be performed primarily at the University of North Carolina School of the Arts located in Winston-Salem, North Carolina.