Strategic Partnership for Marketing the MBA Program

Longwood University contracted a private consulting firm to serve as a full‑service marketing and enrollment partner for its online MBA program. The vendor will conduct market research, create and execute a multi‑channel marketing plan, manage the recruitment funnel from lead to enrollment, integrate with the university’s Banner SIS and Canvas LMS (via TargetX/Axiom), and provide ongoing student‑support and retention services. Compensation is a 50 % share of gross tuition and fees collected from students the vendor enrolls, with no upfront fees, and the agreement includes up to ten years of service plus an automatic five‑year renewal. The contract also mandates a Small‑Business Subcontracting Plan and compliance with FERPA, E‑Verify, and other federal regulations. • Scope: market research, brand‑aligned advertising, recruitment process management, technology integration, student support, reporting. • Term: July 1 2019 – Dec 31 2031 (10‑year base term, auto‑renew 5 years). • Compensation: 50 % of gross tuition/fees; revenue‑share model with performance‑based incentives. • Requirements: eVA registration, SWaM subcontracting plan, data‑privacy safeguards, no hard‑sell tactics.