McMaster University invites qualified bidders to submit responses for the supply of media buying and planning support in accordance with the terms of this Request for Proposals.
McMaster’s media buying strategies support a variety of university priorities, including reputation growth and brand awareness, and the recruitment of students, domestically and globally, to various levels of programming. These services may be used by a number of McMaster departments, including but not limited to Communications, Marketing and Public Affairs (CMPA), and McMaster Continuing Education (MCE). Bidders must quote the entire bid. Partial bids will not be accepted.
McMaster University (the “University”) is seeking an experienced agency partner who can plan, negotiate and manage media buying using proven media strategies for the University. Specifically, the University is seeking an agency with knowledge, success and tools to fulfill the University’s media plans for the 2024/2025 fiscal year and beyond. Media buys will include, but will not be limited to, SEM, digital, display, search, programmatic, social, radio, TV, out of home and print.
Increasing competitiveness between post-secondary institutions, combined with the looming end of Ontario’s enrolment boom, the competitive recruitment environment for the best students and faculty, and the importance of universities establishing a clear and prominent place for themselves, have created a growing need for McMaster to differentiate itself and to invest more actively to build the University’s reputation and enrolment efforts nationally and internationally.
The external advertising program is a key initiative to help differentiate and promote McMaster as a highly recognized and ranked, research-intensive University within competitive national and international environments. Effective media buys are required to continue to expand McMaster’s share-of-voice and advance student acquisition through a balanced approach of earned and paid media coverage.
Currently all of McMaster’s media is in English. However, future media investments may include other languages depending on markets and audiences.
