Marketing services

Tender description

Media planning and buying for Robert Gordon Uni, including PPC and SEO, Overarching strategy, digital advertising, any ATL advertising. Develop a media strategy to: — increase awareness and consideration of the University, — drive enquiries and applications in the most effective and efficient way, — improve the quality and increase the quantity of our applications. Specific objectives: 1) To advise on SEO strategy and a plan to increase our reputation, domain authority and to ensure that we are on page 1 of the most popular search engines; 2) To develop a PPC strategy and plan which allows us to flex our spend to drive more enrolments for the lowest possible CPA; 3) To plan and buy any digital advertising to meet our objectives and deliver the highest quality of application for the lowest CPA; 4) To plan and buy and ATL advertising to raise awareness, grow consideration and drive direct response for the most efficient use of spend. Expected outputs would be: 1) An overarching media strategy and plan; 2) SEO strategy and plan and advise on content and link building; 3) PPC strategy and plan and recommended buying strategies; 4) A digital advertising strategy and plan to deliver high quality applications; 5) An ATL strategy and plan to increase awareness and consideration and to drive direct response; 6) Market insight into the target audience, media landscape, competitive environment and SOV and competitor marketing spend.