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.
In order to optimize your ROI, you ideally should have an annual planning session with FM outlining your goals and objectives for the year, along with a budget allocation. However, we recognize there may be instances when your overall media buy is a one-time purchase of less than $500, applying to:
If your media buy meets the above criteria, and you would like to qualify to complete your media buy outside of the universitywide media buying contract using a procurement card (PCard), follow the process outlined below. Please note that even if your media buy meets the above criteria, you may still use the contract.
Following is the process to evaluate whether or not your media buy qualifies for purchase outside of the contract using a PCard:
Looking at your budget holistically and planning for the fiscal year provides the most benefit (and ROI) for your unit. We will therefore evaluate the process articulated in this addendum periodically, reviewing both the process and operational implications to ensure the benefits of a universitywide contract are being maximized. Your feedback on this process is welcome.