Dearborn Advertising Agency

2026-11-03

PROJECT INFORMATION The University of Michigan - Dearborn is seeking a partner to manage , expand , and optimize our multi - channel advertising strategy . This partnership will support our brand awareness and student recruitment initiatives beginning the next recruitment cycle for a minimum three - year engagement . Background & Current Landscape Since 2015 , UM - Dearborn has deployed a digital - first advertising approach , with modest budgets managed by internal staff . Starting in July 2026 , we will have a substantial budget increase , enabling expansion of compaigns and strategic direction . Historically , our advertising efforts have focused on the following areas : • Undergraduate Recruitment o Digital advertising supports both brand awareness and enrollment - driven initiatives o Current channels include : ▪ Google Paid Search ▪ Using for lead generation ▪ Focuses on high - intent , admissions related and branded keyword groups ▪ Google Display and Remarketing ▪ Using for upper funnel awareness and mid - funnel re - engagement ▪ Social Media ▪ Using for awareness , event promotion and admissions messaging ▪ Channels include Meta , Snapchat and Spotify • Graduate Recruitment o Digital advertising campaigns focus on awareness and lead generation o Channels include : ▪ Google Display / Remarketing ▪ Google Paid Search ▪ Using for lead generation ▪ Focuses in high - intent , program level , admissions related and branded keyword groups ▪ Google Display / Remarketing ▪ Using for upper funnel awareness and mid - funnel re - engagement ▪ Social Media ▪ Using for event promotion ▪ Channels include LinkedIn and Meta • College - Specific Campaigns : o Primarily the College of Business invests in additional campaigns targeting graduate recruitment o Channels include : ▪ Google Paid Search ▪ Using for lead generation ▪ Focuses on program level keyword groups

MITN

2026-04-29