MRB-58290 - USA (Indiana) - Digital Agencies of Record and Modern Marketing Services - Deadline November 24,2026

(1) Vendor needs to provide digital agencies of record and modern marketing services including advertising planning and management, search and AI visibility, measurement and attribution, personalization and web strategies, and customer experience (CX).1. Performance Media Strategy & ExecutionA. Paid Search• Develop comprehensive keyword strategies (e.g., brand, non–brand, competitor, and program–level terms)• Map audience intent to search behaviour to inform campaign structure and messagingB. Paid Social• Develop cross–platform strategies (e.g., Meta, LinkedIn, TikTok, Reddit, Snapchat, and emerging platforms)C. Programmatic Media• Plan and execute campaigns across display, video, native, and digital audio channelsD. Influencer Marketing• Identify and vet influencers aligned with brand and campaign objectivesE. Traditional Media2. Search Visibility & AI DiscoveryA. SEO (Search Engine Optimization– deliver enterprise–level SEO services appropriate for a large, multi–campus institution. Proposals should exhibit both strategic leadership and technical depth, along with the ability to operate effectively within a decentralized content environmento Analyze and define search audience intent across key stakeholder groups, including prospective students, parents, adult learners, alumni, donors, faculty, and research audiencesB. AIO (AI Optimization) & Generative Search Visibilityo Optimize content for inclusion in AI–generated summaries and answer–driven search experienceso Design and execute zero–click and answer–engine visibility strategies3. Conversion & Experience Optimization4. Data, Measurement & Attribution5. Lifecycle & Personalization Strategy6. Website Development• Develop and implement web solutions in alignment with design system (Rivet), ensuring consistency with university branding and user experience standards• Build and maintain websites within supported platforms, including Cascade CMS and Site Builder7. Email & SMS Strategy and Execution8. Multi–Channel Marketing Automation• Strategy development for automated and personalized multi–channel communication journeys, which may include (but not limited to) web, email, SMS, paid social, organic social, etc.(2) All question must be submitted no later than November 3, 2026.