RFP BACKGROUND
The University of Waterloo (UW) continues to promote its undergraduate programs to prospective students as part of its broader strategic enrollment management goals.
UW is soliciting proposals from potential suppliers to provide enhanced institution and program listings on reputable, high-traffic postsecondary education websites including lead capture functionality for students interested in UW programs. The services may also include (at the sole discretion of UW and contingent on available pricing) additional advertising opportunities, banner ads, newsletters and email campaigns, social media promotion, digital events, and other services as may be offered by the Supplier(s) in conjunction with the listing(s).
The listings and associated services will be reliable, low maintenance, and provide accurate lead capture as well as performance metrics and reporting for the listings and promotions. It should also be flexible and scalable in order to meet the changing needs of an ever growing and expanding campus. It is expected the pricing will be locked in.
It is anticipated that standardized content creation will be conducted in-house at UW. The institutional and program listings will reflect standardized content as deployed elsewhere in similar contexts. Creation of content marketing for use in campaigns or promotions will consist primarily of repurposed or re-edited content created by UW and authorized for use by the Supplier(s). The Successful Respondent(s) will be expected to name an Account Representative to act as the dedicated liaison for UW.
Objective of this RFP
The objectives of this RFP are:
- To establish a contract with one or more high performing, organized and reputable suppliers of postsecondary education lead generation websites, and work collaboratively with them to a deliver clear return on this marketing investment through the capture of interested student leads and the demonstration/measurement of awareness reach and exposure;
- Establish low friction (ideally automated) integration or import into our Customer Relationship Management (CRM) system of accurate student profiles (leads) from the website;
- Increase awareness of and applications to undergraduate programs at UW.
