External paid advertising (media)

Paid media is a valuable tool to enhance your owned and earned marketing efforts. Every ASU unit planning to run paid media, including social media, must work with the ASU Outreach Hub Media Strategy & Performance team to coordinate their campaign.

After a comprehensive national review conducted by Enterprise Brand Strategy and Management and the ASU Enterprise Partners Outreach Hub, we have selected WPP Media (formerly Neo/Mindshare) as ASU’s new agency of record, concluding our work with LAVIDGE.

WPP Media brings several years of strong performance with EdPlus/ASU Online and a deep understanding of ASU’s audiences and priorities. Their involvement is expected to deliver:

• Improved data-driven planning
   
• Integrated reporting
   
• Stronger performance insights to better support enrollment, reputation and enterprise goals

The agency’s standard commission is 12%.

Important: While WPP Media will support many campaigns, not all paid media will go through the agency. The Outreach Hub Media Strategy & Performance in-house team will continue to manage certain campaigns internally. The Outreach Hub will oversee all paid media, whether executed internally or through WPP, to ensure transparency, alignment and value.

New campaign requests

To initiate a new paid media request, submit a Paid Media Request with as much information as possible to help expedite the process. The Outreach Hub Media Strategy & Performance in-house team will work with you to understand which channels will most efficiently reach your target audience within your specified budget.

New request for paid media services

Please allow a minimum of six weeks for plan development and campaign launch.

If you need to make changes to an active campaign — such as adjustments to timing, budget, creative or targeting — submit a Change Campaign Request. This ensures all updates are properly tracked, coordinated, approved and implemented.

Change request for existing paid media campaigns

Please allow three to four business days for changes to active campaigns.

1. Submission or New Request: Submit a Paid Media Request using the link above. Include as much information as possible to expedite the process.
2. Plan: The media brief is reviewed internally by the Outreach Hub or shared with the agency. Pending project scope and parameters, we may request a call with you to review and discuss.
3. Media plan and strategy: A media plan recommendation is developed and emailed to you for review and feedback and revisions are made as needed. Please allow up to 30 days for completion.
4. Authorization: Once the media plan is considered final, you will be asked to provide written approval of the media plan prior to the Outreach Hub or agency placing any media. You will also secure written authorization from your business operations or finance team for media spend prior to campaign launch.
5. Creative: The Outreach Hub provides creative specs and material deadlines in the form of a production calendar. In most cases, you are responsible for developing and providing creative or ad materials.
6. Review and approval: The Brand and Outreach Hub teams have developed an integrated process for creative review and approval that is required for paid advertising to ensure all advertising meets the requirements of the brand guide. Review and approval of creative materials is facilitated using Wrike in the following steps:
   1. After media plan approval, you are responsible for uploading all creative assets into Wrike, the Brand team’s creative review platform.
   2. You will receive an automatic notification once the Brand Strategy and Management team reviews your creative assets. You will then review for any required changes.
   3. You must provide all comments and new versions of creative assets using Wrike.
   4. After receiving the official final approval from the Brand Team in Wrike, retrieve all approved creative assets and forward them to your designated paid media contact at the Outreach Hub. Ensure that each asset is explicitly marked as "Final" in the file name.
   5. After final approval, the Outreach Hub will ensure that your advertising is placed and begins running.
      
      NOTE: Please allow four to five business days for initial creative review and feedback once you have submitted your creative materials via Wrike.
      
      See best practices for submitting creative
7. Billing: For campaigns executed by the agency, invoices are routed through the Outreach Hub for review and approval. Invoices are then sent to you for direct payment to the agency. For campaigns executed internally, ASU Enterprise Partners will invoice you for direct payment to ASUEP. You may be asked to provide a P-Card.
8. Post: Proof of performance and a monthly digital report or campaign summary will be provided. Additional reporting parameters may be adjusted based on the complexity of the campaign.

Submit creative for review