Crafting the Perfect Digital Marketing RFP for Higher Education

Today’s higher ed marketing leaders face tight budgets, ambitious enrollment goals, and a pressing need to deliver a steady pipeline of qualified leads. Partnering with a digital marketing agency that brings expertise and innovation to the table can significantly bolster your enrollment marketing strategy. However, the first — and often most daunting — step is finding the right agency.

An effective RFP (Request for Proposal) process is key to starting that relationship on the right foot. It’s not just about listing services; it’s about ensuring your institution's unique needs and goals are clearly communicated. Whether you represent a private or public institution, a well-crafted RFP aligns your team and sets the stage for finding the perfect partner to help you achieve your enrollment objectives.

What to Include in a Digital Marketing RFP

Think of your RFP as the blueprint for your partnership. It should convey not only your needs and challenges but also your institution's personality and culture. Let’s explore the elements that make for a compelling RFP.

Timeline: Clearly outlining your selection process ensures everyone remains engaged and informed. A detailed timeline gives agencies the structure they need to submit thoughtful proposals. Include key dates — such as the Q&A period, submission deadlines, and decision announcements — and communicate any changes promptly. Sticking to your timeline builds credibility and keeps potential partners motivated to stay on track.

History of the Institution: Give agencies an immersive look at your institution’s history, culture, and mission. Think of it as a virtual campus tour — what makes your school special? This is your chance to highlight the values that will shape your marketing strategy. Be sure to convey the aspects that make your institution unique and how your past initiatives align with your vision for the future.

Goals for Digital Marketing: Be crystal clear about what you aim to achieve. Whether it’s boosting enrollment, improving brand recognition, or launching a new program, make sure your goals are explicit. Define your target audiences with as much specificity as possible, including demographics, interests, and behaviors. This will enable agencies to tailor their responses and propose strategies that align with your vision.

KPIs: Quantify success with enrollment targets and key performance indicators (KPIs). Share which programs or demographics are the focus of your strategy, and be upfront about the results you expect. Agencies can then present case studies or examples that resonate with your institution’s specific needs. For example, boosting enrollment for an online MBA will require a very different approach than building awareness for a new campus initiative.

Background of Previous Marketing Efforts: What have you done so far? What worked? What didn’t? Including a detailed history of your past campaigns, their outcomes, and lessons learned provides context for agencies to build upon. This transparency also streamlines conversations throughout the RFP process, saving time and helping agencies tailor their proposals.

Scope of Work: Clearly outline the services you require, being as specific as possible. The more you define your expectations — whether it’s SEO, PPC, social media marketing, or creative production — the better agencies can assess whether they’re a good fit. Remember, it’s easier to scale back later than to discover gaps after you’ve signed a contract.

Budget: Be upfront about your budget or at least a range. This transparency helps agencies propose solutions within your means, preventing you from reviewing proposals beyond your financial scope. Think of it as a way to avoid "touring the penthouse suite when you’re working with a dorm room budget." While not always necessary to share during the RFP phase, consider providing this information during later stages, such as presentations or finalist interviews.

Your Personality: Let your team’s working style and personality come through in the RFP. Are you looking for a hands-on, collaborative partner, or do you want the agency to take the lead while you focus on other priorities? Defining your expectations for collaboration helps attract a partner who aligns with your culture and values. Chemistry is essential — you’ll have good days and bad days, and you need to trust that your agency partner is in sync with your goals.

Preventing RFP Frustration

Open lines of communication: One of the most common missteps in the RFP process is assuming that institutions fully understand what they need, but not how to work with a partner to achieve those goals. This often leads to frustration — why isn't what we've done working, and what can we do differently? Starting the process with pre-calls and asking tough questions can save time and energy. Consider reaching out to references early on to get a "gut check" before diving deep into proposals. This proactive approach will help you feel more confident moving forward.

Ask the Right Questions: Don’t wait until the end of the process to gauge an agency’s cultural fit. Ask questions that uncover whether they understand your institution's needs, and ensure their approach aligns with your vision. How will they adapt their strategies when things aren’t going according to plan? Getting a sense of how an agency thinks under pressure is invaluable.

Don’t procrastinate: Timing is key. It’s not just about issuing the RFP; it’s about allowing enough time for procurement, contracting, discovery, and onboarding. Think carefully about your timeline. For example, if you need a campaign to go live in September, you may need to start your RFP process in February.

Consider factors such as:

• In-market dates: When do you need the campaign to launch? Work backward to establish your RFP timeline.
• Procurement: The procurement process can take weeks or months. Factor in time for drafting, reviewing, and finalizing the RFP.
• Onboarding: After selecting a partner, agencies need time for discovery and onboarding. Rushing this phase can lead to gaps in understanding and, ultimately, underperformance.
• Starting the RFP process early ensures that both your team and your agency have ample time to plan, strategize, and execute effectively.

Incorporating these elements into your RFP will not only help you attract the right agency partner but also set the foundation for a successful and productive relationship. By being thorough, transparent, and proactive, you can create a process that leads to the best possible outcomes for your institution