Project Overview

California State University, Fullerton (CSUF) is seeking a digital marketing agency of record to plan, execute, and optimize paid digital advertising campaigns for the College of Business and Economics (CBE). The engagement focuses on driving enrollment, awareness, and lead generation for graduate and online business programs, with the potential to expand to additional programs during the contract term.

The selected agency will manage end-to-end digital advertising efforts, provide advanced reporting and analytics, and act as a strategic partner to CBE’s internal marketing team.

Scope of Work (Requirements)

The selected agency will be responsible for:

Auditing and benchmarking current digital advertising campaigns

Planning, launching, and managing paid media campaigns across channels such as:

• Google Search and Display
• PPC and retargeting
• YouTube and OTT video
• Social media platforms including Meta, TikTok, LinkedIn, X / BlueSky
• Mobile location targeting and geofencing
• Creating display ads using existing brand guidelines and assets
• Audience segmentation and targeting (including adult learners, working professionals, underrepresented students, and international prospects)
• Campaign optimization through A/B testing and performance tuning
• Conversion tracking for inquiries, applications, downloads, and events
• Providing real-time, custom reporting dashboards with clear performance metrics
• Supporting CRM and marketing technology integrations
• Ensuring compliance with ADA, WCAG accessibility standards, and data privacy regulations (GDPR, CCPA)

Ongoing collaboration, proactive recommendations, and regular performance reporting

Key Dates

• RFP Issued: January 21, 2026
• Questions Due: February 4, 2026 (4:00 PM PST)
• Addenda Issued By: February 11, 2026
• Proposal Due: February 25, 2026 (3:00 PM PST)
• Notice of Intent to Award: March 11, 2026
• Contract Award: March 25, 2026
• Services Begin: June 30, 2026

Budget

The total budget is not guaranteed, but estimated annual spend includes:

• ~$175,000 per year for graduate programs
• ~$120,000 per year for the online degree-completion program

Budgets include both media spend and agency fees, with potential increases if additional programs or services are added during the contract term.

Why This Is a Great Opportunity

This RFP is a strong fit for digital marketing agencies with higher-education experience, especially those focused on enrollment marketing, lead generation, and multi-channel paid media strategy. It offers a multi-year engagement with a nationally recognized public university, recurring campaign work, and the possibility of expansion across additional colleges and programs within CSUF.

Agencies with strong analytics capabilities, accessibility awareness, and experience working with public institutions will be particularly well positioned.

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