Digital Advertising Services

Project Goals Project Deliverables Lee College is seeking a marketing services provider to manage advertising and marketing services which may include all Google/paid searches, online display ad campaigns (on applicable websites and social media platforms that reach the target demographic for each program or team), search engine optimization (“ SEO ”) campaigns, as well as some traditional advertising, as identified, that will meet the independent needs of each group while looking for efficiencies between them when possible. The brand creative is being developed by the Lee College Marketing and Public Affairs Department. The design concept firm will provide a framework of sample advertising concepts and deliverables, which are expected to be utilized by the Contractor to remain consistent with brand messaging. In addition to incorporating the new concept into paid media channels to drive reach and engagement with our thought leadership content and registrations for our branded events, Lee College is also planning to launch the new creative concept in key markets to drive awareness of the Lee College brand and our position. Lee College’s priority audiences include prospective undergraduate, workforce, and certificate students. Lee College will start by testing strategies in key markets, and then expanding. Lee College offers more than 60 programs ranging from academic and workforce associate degrees to certificate programs. Each of the programs may have specific demographic or targeting needs. Historically, Lee College has spent up to $270,000 annually for the services contained within this RFP, with the goal of driving awareness of, and prospective student lead generation for, each program. Any award made as the result of a Lee College-issued competitive solicitation will remain in effect for one year from the date of award. The Lee College District may, at its sole discretion, request an extension of the contract for a period of four (4) additional years, twelve (12) months at a time. Extension of any contract is contingent upon satisfactory service and will require written authorization by both parties. LC reserves the right to award contracts to multiple vendors. The decision to award multiple contracts, award only one contract, or to make no awards rests solely with LC. LC may make multiple awards; this fact should be taken into consideration by each vendor.