Advertising and marketing services

Tender description

Queen’s requires a digital marketing and communications partner for the China market, to develop the University’s brand awareness and market positioning amongst its target audiences, increase consideration levels and drive lead generation for the University’s range of international programmes to support its ambitious student recruitment targets. The partner agency will be responsible for: — development and implementation of integrated multi-channel digital marketing and content plans in China, — robust reporting and digital advice and guidance on an ongoing basis to the University’s in-house and in-market teams to inform planning, delivery and to optimise marketing performance. Contract scope to develop the University’s brand awareness and market positioning amongst its target audiences, increase consideration levels and drive lead generation for the University’s range of international programmes to support its ambitious recruitment targets: The agency will be responsible for: — development and implementation of integrated multi-channel digital marketing and content plans in China, — robust reporting and digital advice and guidance on an ongoing basis to the University’s in-house and in-market teams to inform planning, delivery and to optimise marketing performance. The agency is required to have the following experience and capabilities: — extensive international digital marketing experience in China gained within the higher education sector, with a strong track record of successful recruitment campaign delivery and content delivery, working directly with students and alumni, — provision of a senior account manager for the University, supported by an experienced account team which should include specialists in media planning, media buying, and copywriting for China, — provision of named bi-lingual English/Mandarin members of staff who will carry out translation services and copywriting for organic social media activity and digital campaigns, whom the University’s team will be able to train and liaise directly with to ensure key messages, tone of voice and positioning are in line with the University overarching brand position, — agency availability on a reactive basis to provide support on a campaign by campaign basis across different time zones to ensure immediacy of communications, — flexibility to work with a range of stakeholders, – including international office, faculty marketing teams and academic staff, strategic marketing and communications.