Towson University is seeking a full-service advertising and marketing agency to provide various services, including marketing, brand development, campaign planning, creative concept development, media planning and buying, and digital marketing. The agency will be responsible for supplying all necessary personnel, materials, equipment, and supplies to execute these objectives. The contract is for 5 years, with a total contract value ranging from $10,000,000 to $15,000,000. The agency will work closely with the university's internal marketing and communications team to develop and guide external paid media development and execution. Key areas of focus include enrollment marketing, brand awareness, and fundraising. The agency will be expected to provide robust reports and determine the format and delivery of campaign data and insights in collaboration with the university team. Some key points to consider: • The agency will be responsible for developing comprehensive post-campaign performance documentation for all marketing campaigns. • The university has a diverse internal marketing and communications team, and the agency will collaborate with this team to develop and guide external paid media development and execution. • The agency will be expected to work with the university's existing brand guidelines and messaging, which can be found at www.towson.edu/brand. • The university is committed to improving access and opportunity for adult learners and non-traditional students, and the agency will be expected to develop marketing campaigns that target these audiences. • The agency will be responsible for implementing website changes, including design and user experience recommendations, in collaboration with the university's internal team.