Digital Advertising Services

Background

The University of Maryland Global Campus (UMGC) is seeking a single vendor to provide digital advertising services as part of an integrated marketing campaign aimed at increasing awareness and enrollment among veteran and military-affiliated populations. The contract is intended to leverage AI tools and various digital media platforms to effectively reach these target audiences both in the U.S. and overseas. UMGC has a significant presence with over 91,000 students globally, including more than 57,000 with military affiliations.

Work Details

The selected vendor will provide a comprehensive suite of digital advertising services over a 12-month period, including: 1. **Digital Campaign Services**: A detailed 'Digital Media Calendar' outlining the planned media services, including native content focused on military and veteran education. 2. **Native Content Services**: Promotion through social media feeds, podcast advertising, and OTT video platforms. 3. **AI-Enabled SEO Management Services**: Targeted ads on platforms like Facebook/Instagram, cross-device display ads, streaming services targeting veterans, and precision geo-targeting capabilities. 4. **Reporting Requirements**: Regular reconciliation documentation and analysis for each deliverable, including real-time data analytics for SEO management. 5. **Account Management**: Assignment of an Account Lead and Executive-in-Charge for project oversight.

Period of Performance

The contract is expected to commence in August 2026 and will last for an initial term of one year, with potential extensions up to three additional years.

Place of Performance

Services will be performed primarily in the United States but may also include outreach to veteran populations overseas.

Bidder Requirements

Vendors must demonstrate significant experience in digital marketing targeting military-affiliated populations and possess capabilities in AI integration within marketing campaigns. Additionally, vendors must adhere to UMGC's Information Governance, Security, and Technology policies.