At a Glance
- Buyer: The City University of New York (CUNY), on behalf of the School of Professional Studies
- Industry: Higher education
- Location/markets: New York City and surrounding metro area (NY, NJ, CT), with additional emphasis on regions where adult learners seek online degree options
- Primary scope: Digital marketing, enrollment marketing, and advertising services
- Key deliverables/channels: Annual strategic enrollment marketing plan; paid search; social media; display; retargeting; connected TV; creative assets; email; SMS; CRM workflows in Slate; live dashboard; market research; predictive modeling; training; monthly reporting
- Budget: Not specified
- Contract type/term: One contract anticipated; three-year term with two optional one-year renewals
- Key dates: Proposal deadline April 17, 2026, at 1:00 PM
- Eligibility/must-haves: At least three years of relevant experience; at least three similar projects; authorized to do business in New York State; MWBE/SDVOB utilization plan or waiver required; proposals submitted by email with wet-signature scans
Why This Could Be Interesting
CUNY is seeking a digital marketing and advertising partner for its School of Professional Studies, the unit focused on serving working adults, degree completers, transfer students, and other nontraditional learners. That alone makes this a meaningful higher-ed account with a clearly defined enrollment mission.
The work goes well beyond campaign execution. The selected agency would help shape annual enrollment strategy, run multichannel paid media, develop creative, support program launches, improve lead nurturing in Slate, and maintain a live dashboard tied to performance and ROI.
What stands out is the breadth and operational depth. Media buying sits inside the contract. So do CRM workflows, SMS, predictive modeling, training, and monthly optimization. This reads less like a narrow media assignment and more like a partner role tied directly to inquiry, application, and enrollment outcomes.
Another notable signal: the contract starts at three years and can extend to five. The audience targeting is also specific, from adult learners in the NYC metro to online-focused prospects beyond it, which gives agencies a clearer acquisition brief than many public-sector opportunities.
Best suited for agencies with higher-ed enrollment marketing experience, strong paid media and CRM capabilities, and comfort working across strategy, execution, reporting, and stakeholder coordination.
Proposal deadline: April 17, 2026, at 1:00 PM
Download the full RFP here.
