Brief
Budapest Corvinus University is seeking a service provider to deliver comprehensive media planning, buying, content development, campaign optimization, and reporting services for its domestic and international student recruitment campaigns. The goal is to select a provider with international and higher education experience capable of strategically planning complex, multi-channel media campaigns, developing, implementing, monitoring, and evaluating the campaign content. The planned quantity is 15 campaigns as detailed in the technical specifications and price table included in the procurement documents. The estimated budget for this procurement is net 157,480,000 HUF, with a commitment to utilize 70% of this amount, up to a limit of net 110,236,000 HUF, as specified in the contract draft. The target groups for the university's campaigns include domestic and international youth aged 16-25 interested in economics, business, social sciences, and international studies, seeking high-quality, competitive education. Domestic target groups include high school graduates, undergraduate students planning to pursue master's degrees, graduates interested in further education (e.g., MBA), and professionals seeking to enhance their knowledge through specialized training. International target groups include students from Europe, Southeast Asia, and the Middle East, foreign students seeking English-language programs, applicants through scholarship programs (e.g., Stipendium Hungaricum), researchers, and PhD students. The planned target countries for international recruitment campaigns include Albania, Azerbaijan, Bosnia and Herzegovina, Croatia, France, Germany, Ghana, Italy, Jordan, Kazakhstan, Kosovo, Montenegro, Nigeria, North Macedonia, Romania, Serbia, Slovakia, Tunisia, Turkey, and Vietnam. The service provider will be responsible for high-level media buying tasks related to the university's ongoing and special communication-marketing campaigns. The provider must deliver the following services as detailed in the technical specifications and price table: media planning, media buying, PPC campaign setup and optimization, A/B testing, conversion tracking setup, reporting (monthly and campaign-specific), and campaign management. The detailed description in the technical specifications outlines the 'Basic Package' tasks, which include media planning, media buying, PPC campaign setup and optimization, campaign management, A/B testing, conversion tracking setup, and monthly and campaign-specific reporting in both Hungarian and English. Tasks not included in the 'Basic Package' are campaign closure reporting in Hungarian and English, dashboard creation and maintenance, and benchmark-based campaign analysis and recommendations. The provider must also ensure professional consulting in the following areas: media planning expert, PPC expert/ad manager, social media campaign manager, video campaign expert, AdTech/tracking specialist, data analyst/media researcher, and project manager. The services must align closely with Budapest Corvinus University's annual recruitment cycles, ensuring that media planning and campaign timing support the effectiveness of the institution's student recruitment processes. The planning must consider the media market characteristics of international target groups, including preferred digital and traditional platforms in target countries, as well as linguistic and cultural differences, to ensure that communication is always relevant and targeted. The services must fully comply with Budapest Corvinus University's branding and communication guidelines, promoting a consistent and credible presence in both domestic and international markets. The contracting authority reminds bidders that the technical specifications may refer to specific brands or origins if justified by the subject of the contract and/or required by law, but such references should only occur in exceptional cases where a sufficiently precise and understandable description of the contract subject is not possible. In such cases, the phrase 'or equivalent' must also be understood, meaning that the contracting authority will accept equivalent performance/offers, but the bidder must demonstrate the equivalence with technical documentation in their offer. The detailed task description is included in the technical specifications, price table, and contract draft.
