Agency of Record
Advertising agency that coordinates the purchase of leads for a mid to large school or systems. For most schools, it’s likely to have a number of different agencies handling the various media types. In EDU that usually represents TV & radio, Internet, Print & yellow pages. Appointed as the exclusive agency of record, this agency makes all the corporate media contracts and makes payment to the other vendors that are involved in delivery of the advertisements or generation of the leads. The fee for the service is usually 15% for the media buying & placement of their advertising.
A quality firm will also provide creative services, testing, compliance, detailed analytics and constantly strive to improve the effectiveness of their clients spend. In the education industry the best choices include those who have a strong technology platform that integrates with a schools SIS (student information system or CRM system. Without the technology and real-time transfer of information between systems, these firms cannot optimize the campaigns and achieve optimum results. With the proper integration your agency should be able to manage the CPL’s based on actual conversion and thus deliver your targeted cost per enrollment.
Here are a few known Agencies of Record’s in For-Proft Education:
