Strategic Digital Marketing Services

Background
This Request for Proposal (RFP) is issued by The State University of New York College of Technology at Alfred (Alfred State or ASC) to solicit proposals from qualified digital marketing agencies to provide strategic digital marketing services. Alfred State is looking for a partner to help enhance the College’s online presence, engage with target audiences effectively, and achieve business and enrollment objectives through innovative and results-driven digital marketing strategies.
Alfred State College is a public college in Alfred, New York, United States. It is part of the State University of New York (SUNY) system and one of seven SUNY Colleges of Technology.

Work Details
The goal is to deploy strategic digital marketing campaigns for the next admissions cycle and beyond (August 2024 – Summer 2027). The successful vendor will provide services including:
- Conducting a comprehensive analysis of the higher education landscape, competitors, target audience, and market trends
- Developing a customized digital marketing strategy tailored to ASC’s enrollment objectives, target audience, and budget constraints
- Implementing a comprehensive digital marketing strategy across various channels
- Continuously monitoring the performance of digital marketing campaigns and making data-driven optimizations to maximize ROI
- Providing regular reports detailing the performance of digital marketing campaigns
- Other related services such as research, planning, placement, negotiation and execution of media buys, creative content development, monitoring media placements for fulfillment, providing an active dashboard reporting portal, maintaining communication as per an agreed-upon schedule, supplying ROI calculations based on conversions and other data available, recommending ad landing page improvements, resolving discrepancies with vendors before invoice approval, reviewing and approving all invoices for accuracy.

Period of Performance
The contract term will be for 3 years with an option to renew in years 4 and 5. Total annual costs cannot exceed $430,000.

Place of Performance
The geographic location(s) where the contract will be performed or where the product(s) will be delivered is Alfred State College located in Alfred, New York.