The University at Buffalo is pleased to announce that Fahlgren Mortine (FM) has been awarded the media buying contract for the university. Securing an exclusive agency contract is part of the operational excellence project University Communications (UC) began in fall 2017, which was supported by the provost and the vice president for finance and administration. The purpose is to create efficiencies in the purchasing and processing of advertising across paid media platforms for units and central procurement offices as it relates to contact review, negotiations and execution. This also decreases the university's risk and increases overall ROI while standardizing processes and procedures to ensure ethical and sustainable business practices, and consistency in institutional branding.
FM is an integrated marketing and communications agency. Their services include media planning, buying, placement, management of assets and, if needed, creative to support the media buys (e.g., copywriting and graphic design).
This includes strategic and tactical plans (delivered in the form of a brief) based on budget and parameters provided by UB units. Tactics may include a mix of, for example, traditional, digital and social media advertising.
If needed, these services would include development of ad copy, images and videos. NOTE: Use of creative services is optional and will require an additional charge to the unit. During the initial consult with FM, units should indicate whether they will be developing their own ads or whether FM will develop the ads. FM is available to provide cost estimates for its creative services.
Measurement includes media dashboards, tracking and reporting services. FM will provide units with a dashboard to measure and report upon the effectiveness of their ad campaign, hold meetings to review findings/outcomes, and provide recommendations on whether a campaign should be adjusted mid-stream to achieve objectives.