Standard Terms and Conditions

(effective as of September 6, 2023)

I. Payment Terms

  1. Net thirty (30) days (unless otherwise indicated).  All billing will be made on a monthly basis for all activity in a given month unless otherwise indicated.
  2. In the event Client does not pay all amounts set forth hereunder when due, Carnegie Dartlet LLC (“Carnegie”) may, upon written notice to Client of such failure to make payment and Client’s failure to do so, terminate this Agreement and/or suspend its provision of the Services until such time as all amounts owed and due to Carnegie hereunder are paid in full. Without limiting any of Carnegie’s remedies for non-payment or late payment of any undisputed amounts due, it is agreed that any payment not paid by its due date will be subject to a late charge of one percent (1.0%) per month (12% per year). If collection efforts resulting in litigation are required, Client shall pay all actual costs of collection, including reasonable attorneys’ fees. Client shall also pay any and all sales or use taxes, duties or charges of any kind imposed by any federal, state, or local governmental authority for the Services provided under this Agreement. All payments shall be made in United States Dollars in a mutually-agreeable format.

II. Confidentiality

  1. Each party acknowledges (each a “Receiving Party” respectively) that it is the policy of the other party (each a “Disclosing Party” respectively) to maintain as confidential all information that should reasonably be understood by the Receiving Party to be confidential or proprietary to the Disclosing Party, including, without limitation, information relating to the business methods, marketing strategies, the terms of this Agreement, including, without limitation, the content of the Insertion Order, tools, systems, procedures, customers, potential customers and suppliers of such Disclosing Party (the Disclosing Party’s “Confidential Information”), and each Receiving Party further acknowledges that such Confidential Information is of great value to the Disclosing Party. The parties recognize that each Receiving Party has and will acquire Confidential Information of the Disclosing Party. Each Receiving Party agrees that it will not directly or indirectly (except where authorized herein or by the Disclosing Party in writing), disclose or divulge to any third party, or cause or authorize or permit any third parties to use, any such Confidential Information. Confidential Information shall not include information that: (i) is now or subsequently becomes available to the public through no fault or breach of the Receiving Party, (ii) the Receiving Party rightfully possessed prior to disclosure by the Disclosing Party, (iii) is independently developed or acquired by the Receiving Party without the use of any Confidential Information of the Disclosing Party, (iv) is rightfully obtained by the Receiving Party from a third-party who has the right to disclose the information; or (v) is required to be disclosed by applicable law, subpoena or similar process or a request by a government agency, in which case, to the extent legally permitted, the party from whom disclosure is sought shall, prior to any such disclosure, promptly notify the other of such request for disclosure, in order to give such party the opportunity to object to or seek to limit the scope of such disclosure; provided, however, that Client may disclose any Confidential Information to any regulatory agency having jurisdiction over it without notice of such disclosure to Carnegie.
  2. Each Receiving Party shall, subject to the terms and conditions of this Agreement, upon the termination or expiration of this Agreement, return, or at the Disclosing Party’s request, destroy, to the Disclosing Party any and all Confidential Information of the other and shall, subject to the terms and conditions of this Agreement, cause an officer of such party to certify in writing the destruction of any materials created by the Receiving Party that reflect any Confidential Information of the Disclosing Party.
  3. The parties agree that any breach or threatened breach by the Receiving Party of this Section II may cause irreparable harm to the Disclosing Party and shall entitle the Disclosing Party, in addition to any other legal remedies, to apply to any court of competent jurisdiction to enjoin such breach or threatened breach. Each party shall ensure that it has corporate policies and practices in place to ensure its employees and agents comply with that party’s confidentiality obligations hereunder.
  4. The provisions of this Section II shall survive the termination or expiration of this Agreement.

III. Indemnity and Limitation of Liability

  1. Client shall indemnify and hold Carnegie and its parents, affiliates, subsidiaries, and its and their employees, agents, consultants, and contractors (collectively, the “Carnegie Parties”) harmless from and against any and all losses, liabilities, obligations, damages, penalties, judgments, suits, costs, expenses or disbursements of any kind (including, without limitation, reasonable attorneys’ fees and expenses) brought by a third-party against, or incurred by, the Carnegie Parties as a result of a third-party claim, to the extent such claims, damages, liabilities or costs result from: (i) Client’s or Client’s affiliates’ or subsidiaries’ gross negligence or intentional misconduct; (ii) Client’s breach of its obligations under this Agreement; (iii) Client’s grant of any rights or access to Client accounts or materials to the Carnegie Parties in connection with the services contemplated under this Agreement; (iv) Client’s breach of any representation or warranty hereunder, except to the extent such condition or circumstance described in clauses (i)-(iii) of this Section III(a) results from Carnegie failure to comply with any representation, warranty or covenant of Carnegie contained in this Agreement.
  2. Carnegie shall indemnify and hold Client harmless from and against any and all losses, liabilities, obligations, damages, penalties, judgments, suits, costs, expenses or disbursements of any kind (including, without limitation, reasonable attorneys’ fees and expenses) brought by a third-party against, or incurred by, Client as a result of a third-party claim, to the extent such claims, damages, liabilities or costs result from: (i) Carnegie gross negligence or intentional misconduct; (ii) Carnegie’s breach of its obligations under this Agreement; (iii) Carnegie’s breach of any representation or warranty hereunder, except to the extent such condition or circumstance described in clauses (i)-(iii) of this Section III(b) results from Client’s failure to comply with any representation, warranty or covenant of Client contained in this Agreement.
    1. Carnegie will in no way be liable to Client (nor to any person claiming rights derived from Client’s rights) for incidental, indirect, consequential, special, punitive or exemplary damages of any kind — including lost revenues or profits, loss of business or loss of data — arising out of or in connection with this Agreement or the services provided hereunder (including without limitation as a result of any breach of any warranty or other term of this Agreement), regardless of whether the party liable or allegedly liable was advised, had other reason to know, or in fact knew of the possibility thereof.
    2. Neither party’s cumulative liability for all losses relating to or arising in connection with this Agreement or list provided hereunder shall under any circumstances exceed the Fee actually paid (or due to be paid) to Carnegie hereunder, provided, however, that neither party’s liability will not be so limited for a breach of Sections II or XIII hereof.
    3. In the event of a claim seeking indemnity hereunder, the party seeking indemnity (the “Indemnified Party”) shall give the party from which it seeks indemnity (the “Indemnifying Party”) prompt written notice of any claim for indemnification hereunder and provided further that the Indemnified Party shall permit the Indemnifying Party to control the defense or settlement of any such claim or cause of action (utilizing counsel reasonably satisfactory to the Indemnified Party). The Indemnified Party shall provide full information and reasonable assistance to the Indemnifying Party as required to settle or defend any such claim. The Indemnifying Party shall permit the Indemnified party to monitor any defense or settlement conducted by the Indemnifying Party and the Indemnifying Party shall not settle any such Claim without the Indemnified Party’s prior written approval (not to be unreasonably withheld in light of the nature of the claim and the terms of such proposed settlement)

IV. Independent Contractors

The transaction described herein is an arms-length transaction between independent contracting parties. Neither party intends hereby to create a joint venture, partnership, or principal/agent relationship. Neither party shall have the right to create an obligation, liability or responsibility of any kind, whether expressed or implied, in the name of, or on behalf of, the other party and no employee of one of the parties shall be deemed for any reason to be an employee of the other

V. Digital Privacy

Client represents and warrants that all personal data, personally identifiable information and any other identifying information (“Personal Information”) provided by client or its designees to Carnegie has been collected, maintained, and provided to Carnegie in compliance with all applicable privacy and other laws and regulations, including without limitation, the General Data Protection Regulation (“GDPR”), that the use of such Personal Information as requested by Client is permitted by applicable laws and regulations, and that all Personal Information provided by Carnegie to Client will be used by Client and Client’s designees strictly in compliance with all applicable laws and regulations. Client further represents and warrants that its web site operations and data collection and tracking practices are, and will remain, in compliance with all applicable privacy laws and regulations, including without limitation, GDPR.

VI. Force Majeure

Neither party shall be responsible for delays or failures in performance resulting from acts beyond the reasonable control of such party. Such acts shall include but not be limited to acts of God, riots, failure of utilities, acts of war or terrorism and other disasters, provided, however: (i) that the party whose performance or attempts to cure is delayed or prevented gives the other party written notice thereof within ten (10) business days of any such event or occurrence and exercises reasonable efforts to resume performance or cure as soon as possible. For the purposes of this Agreement, a “business day” shall mean any day, excluding Saturdays and Sundays, on which commercial banks located in Massachusetts are required by law to accept deposits.

VII. Assignment

Client is prohibited from assigning this Agreement or any rights hereunder to any other party without the prior written consent of Carnegie, which consent shall not be unreasonably withheld or delayed. Any assignment by Client in violation of this provision shall be void and of no effect. This Agreement is and shall be binding upon and enforceable against each party’s respective successors and permitted assigns.

VIII. Notices/Publicity; Grant of Rights

  1. Any notice required to be sent under this Agreement may be delivered by hand or by nationally-recognized overnight courier, or mail, postage pre-paid, certified (or any foreign counterpart), return receipt requested, to the respective addresses and contacts set forth on the Insertion Orders. Either party may from time to time change its notification information specified herein by notice to the other party in accordance with this Section VII. Notwithstanding anything to the contrary herein, Client agrees that Carnegie may, in connection with any marketing materials, presentations, and/or corporate filings and reports, i) identify Client (or Client’s principal, if applicable) as a client and describe the Services and the related programs provided hereunder and/or ii) display or incorporate some or all of the elements of the Services in such documentation. Client (or Client’s principal, if applicable) shall be depicted in all such instances in a positive light and no display or utilization in all such instances shall imply or express any endorsement of Carnegie or of its products and/or services by Client (or by Client’s principal, if applicable).
  2. Client hereby grants to Carnegie a non-exclusive, royalty-free, non-sublicenseable worldwide license to use Client’s approved trademarks, trade names, service marks, slogans, logos, and name (collectively “Marks”) only as necessary for Carnegie to perform its obligations in accordance with the terms of this Agreement and no other rights or ownership are transferred to Carnegie in connection with the Marks.

IX. Counterparts

This Agreement may be executed in counterparts and/or with facsimile signatures and transmitted in digital form (e.g. .PDF), each of which shall be deemed to be an original and all of which together shall be deemed to be one and the same instrument.

X. Governing Law

The parties agree that the laws of the State of Massachusetts (without giving effect to its conflicts of law principles) govern all matters arising out of or relating to the parties’ business relationship and this Agreement, including, without limitation, its validity, interpretation, construction, performance, and enforcement. The parties further agree that any claim, suit or proceeding arising out of or relating to the parties’ business relationship or this Agreement must be brought in the federal or state courts with jurisdiction in the state of Massachusetts and irrevocably consent to the personal jurisdiction of and appropriateness of venue in such courts.

XI. No Waiver; Severability

No failure or successive failures on the part of either party to enforce any covenant or agreement, and no waiver or successive waivers on its or their part of any condition of this Agreement shall operate as a discharge of such covenant, agreement, or condition, or render the same invalid, or impair the right of either party, its respective successors and permitted assigns, to enforce the same in the event of any subsequent breach or breaches by the other party, its successors or permitted assigns. All waivers must be in writing. If any provision of this Agreement shall be held by a court of competent jurisdiction to be contrary to law, that provision shall be changed and interpreted so as to best accomplish the objectives of the original provision to the fullest extent allowed by law, and the remaining provisions will remain in full force and effect.

XII. Construction/Survival

All references in this Agreement to the singular shall include the plural where applicable. Titles and headings to sections or paragraphs in this Agreement are inserted for convenience of reference only and are not intended to affect the interpretation or construction of this Agreement.

XIII. Entire Agreement

This Agreement, including, without limitation, the Insertion Order, constitutes the entire agreement between the parties hereto and supersedes all previous agreements and understandings, whether oral or written, express or implied, solely with respect to the subject matter of this Agreement. Except as may be expressly authorized herein, this Agreement may not be altered, amended, or modified except by written instrument signed by the duly authorized representatives of both parties.

XIV. Representations and Warranties

  1. Each party represents, warrants, and covenants to the other that it: (i) is duly organized, validly existing, and in good standing under the laws of the jurisdiction in which it is organized; (ii) is duly qualified to transact business and is in good standing in each jurisdiction where the nature and extent of its business and properties require due qualifications and good standing; (iii) does, and will throughout the term of this Agreement, possess all requisite authority, permits and power to conduct its business as is now being, or is contemplated by this Agreement to be, conducted; (iv) is and will, throughout the term of this Agreement, perform its obligations hereunder, in compliance with all applicable federal, state and local laws and regulations; and (v) is not subject to, or aware of the threat of, any litigation that is reasonably likely to be determined adversely to it and that, if so adversely determined, would have a material adverse effect on its financial condition or its ability to perform its obligations hereunder.
  2. Each party represents and warrants that the execution and delivery by each party of this Agreement and the performance by it of its obligations hereunder: (i) are within its power; (ii) have been duly authorized by all necessary company action; and (iii) except for any action or filing that has been taken or made on or before the date of this Agreement, requires no action by or filing that has been taken or made on or before the date of this Agreement, require no action by or filing with any governmental agency.

XV. Equal Employment Opportunity

Carnegie affirms that it provides equal employment opportunities for all individuals without regard to race, color, religion, national origin, sex, gender, age, disability, sexual or gender preference, pregnancy, or other characteristics protected by law. Carnegie will not recruit, hire, train, assign, compensate, discipline, promote, transfer or discharge any individuals who may be assigned to provide services hereunder in violation of this equal employment opportunity policy.

XVI. Non-Discrimination by Client

Client shall treat equally all Carnegie employees, affiliates, subcontractors, or any party brought to client for execution of work without regard to race, color, religion, national origin, sex, gender, age, disability, sexual or gender preference, pregnancy, or other characteristics protected by law. Carnegie will also be precluded from executing any work that includes content that is discriminatory or exclusive of any group including race, color, religion, national origin, sex, gender, age, disability, sexual or gender preferences, pregnancy, or other characteristics protected by law.

Additional Provisions for Optional Services

The following provisions only apply if the order form includes the services. 

ADMITTED STUDENT INSIGHTS SURVEY

Client acknowledges that the Client may be jointly responsible with Carnegie for contacting survey audience using unique links for respondents. Carnegie recommends sending one or two follow-up emails for best results, as well as indicating the survey close date in all communications.

The survey will be open for up to 10 days per send methodology or until it has collected the scoped number of completes, whichever comes first. The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Any change in scope, such as requests for additional completes will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

ADMITTED STUDENT RESEARCH (in Slate CRM)

Client acknowledges that the Client Slate instance will be used to recruit survey respondents. Carnegie will plan and execute all communications, including timed follow-up. Invitation times will be related to time of student decline or deposit.

The survey will be open for up to 30 days beyond Client’s decision deadline. The survey will be administered through Slate. Carnegie is solely responsible for the design and management of the survey and its resulting data. All survey functionality is based on Slate functionality and leveraged by Carnegie and special requests or unique design may not be available.

Any change in scope, such as requests for additional completes will result in a cost increase. A Slate report of findings will be available in the Client Slate instance. Individual responses will also be tied directly to a Slate entry for the admitted student. A charge for incentives has been included in the total cost.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

ANNUAL UNLIMITED DARTS DATA TAGGING

Client acknowledges that prospective student identifiers and addresses are required data points. Carnegie will provide a sample data file as needed and will direct Client to a secure Google Drive folder where data files can be uploaded. Client acknowledges that Carnegie representatives cannot send or receive data files via email or any other method of transference other than secured Google Drive transfer or client-hosted SFTP site.

Annual unlimited data tagging provides for one instance of darts data tagging each month for twelve months. The twelve-month agreement begins immediately following the delivery of your Dart strategy presentation or after this contract is signed (whichever comes later), at the nearest upcoming third Friday of the month. Client will submit prospective student data by 5:00pm PST on the third Friday of every month. The data tagging process will begin the following Tuesday. Once data tagging is complete, Client will be notified and data will be available in your secure transfer folder for upload to your CRM. The typical turnaround time for receiving tagged files is around seven days from the time of tag initiation. If the data submission deadline passes and no files are sent to Carnegie for tagging, Carnegie assumes that no tagging is needed for that month. Client’s next available opportunity to tag data will be the following month. No months will be added to the twelve-month agreement if Client chooses to skip one or several months of data tagging opportunities. Rather, an additional annual unlimited data tagging agreement may be purchased.

ANNUAL UNLIMITED CARNEGIE MOTIVATOR DATA TAGGING

Client acknowledges that prospective student identifiers and addresses are required data points. Carnegie will provide a sample data file as needed and will direct Client to a secure Google Drive folder where data files can be uploaded. Client acknowledges that Carnegie representatives cannot send or receive data files via email or any other method of transference other than secured Google Drive transfer or client-hosted SFTP site.

Annual unlimited data tagging provides for one instance of Carnegie Motivator data tagging each month for twelve months. The twelve-month agreement begins immediately after this contract is signed, at the nearest upcoming second Friday of the month. Client will submit prospective student data by 5:00pm PST on the second Friday of every month. The data tagging process will begin the following Tuesday. Once data tagging is complete, Client will be notified and data will be available in your secure transfer folder for upload to your CRM. The typical turnaround time for receiving tagged files is around seven days from the time of tag initiation. If the data submission deadline passes and no files are sent to Carnegie for tagging, Carnegie assumes that no tagging is needed for that month. Client’s next available opportunity to tag data will be the following month. No months will be added to the twelve-month agreement if Client chooses to skip one or several months of data tagging opportunities. Rather, an additional annual unlimited data tagging agreement may be purchased.

APPLICATION CONVERSION MODELING

Client agrees to provide Carnegie with application, admission, and enrollment data from the scoped number of cycles (typically the most recent three enrollment cycles), including any available academic, geodemographic, financial, and behavioral data as well as student status information (e.g. suspect, prospect, applicant, admit, enrollee). Client acknowledges that Carnegie cannot fulfill this deliverable without the minimum data requirements listed above. Client is responsible for gathering all relevant stakeholders to attend data/discovery meetings as well as ongoing project meetings. Client acknowledges that expansion of project scope (including adding special populations for tagging and/or requesting additional ad-hoc analysis beyond the scope of the contracted services) will result in a cost increase. Client agrees to provide data and documentation to Carnegie via either (a) an approved secure data transfer site provided by Carnegie or (b) a secure data transfer method as preferred by Client. Client further agrees to provide tracking data during the enrollment cycle on a schedule agreed-upon between Carnegie and the Client, typically monthly.

BENCHMARKING PERCEPTION STUDY

Quantitative perception study and detailed report using previously selected geographies. Contrasting market data by geography (300 completed surveys per geography minimum), year-over-year analysis, and key insights.

Client acknowledges that the same geographies, competitors, questions, and demographics breakouts used in previous perception study will be used in the benchmarking perception study and that this study cannot be launched less than one year following the previous perception study.

The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party national panel sample and survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Participants may be removed from the survey due to familiarity bias. Other than age and location, no other demographic, social, economic, racial, educational, or occupational limits will be placed on the audience. Any change in scope, such as requests for additional completes or additional geographies will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

BRAND LIFT ANALYSIS

Using Google Analytics, Carnegie will research and analyze the effects of branding campaigns on how prospects are reaching Client’s website and their behavior on it. A brand lift measurement strategy that benchmarks site performance before, during, and after your campaigns are in-market will be delivered and will provide data and insights. The “pre-campaigns” time segment will benchmark brand-influenced traffic sources and their audiences. The “during-campaigns” time segment will provide insights based on immediate impact from campaigns and an optional second “during-campaign” time segment can be added to the Analysis for additional insights on campaign impact as changes are made (i.e. target markets, budgets, etc.). The “post-campaigns” time segment will analyze the potential lasting impact of brand campaigns on the market

If brand campaigns are an always-on tactic, the post campaign analysis will be based on a date 12 months from the pre-campaigns time segment or based on a slow spend time segment for campaigns where the market is closest to benchmark.

BRAND PERSONALITY DEFINITION: EXECUTIVE WORKSHOP

One interactive executive workshop will be conducted on campus by Carnegie representatives. The workshop will last four to six hours (when beginning on time). While invitation templates and language will be provided by Carnegie, Client acknowledges that the recruitment, location selection, and location preparation for these workshops is the sole responsibility of the Client. Carnegie provides several hospitality recommendations, based on past experience. Client recognizes the following recommendations and assumes all risk associated with not taking the recommendations:

  1. Providing refreshments and/or a meal during workshop increases the engagement levels of participants during the half-day workshop.
  2. A centralized location, easily accessible for all or most Client stakeholders, will remove obstacles in attendance. Wayfinding signs are equally important at the designated location.

All executive workshop sessions will have audio recording to capture qualitative data. If there any objections from the Client, Client understands that the Account Manager needs to be informed at least two weeks prior to the on-site visit.

By electing an executive workshop, Client acknowledges that the resulting messaging platform deliverable will include archetype-driven story headlines and defined trait dimensions, but will not include a grand narrative, nor a storyline per archetype. In order to deliver a comprehensive messaging platform with storylines, multiple messaging workshops would need to be conducted on campus.

Client may choose to have Carnegie facilitate this workshop virtually, rather than in person, however that decision must be made no less than four weeks in advance of the workshop date.

BRAND PERSONALITY DEFINITION: LIVE WORKSHOPS

A series of interactive workshops will be conducted on campus by Carnegie representatives. Each workshop will last two hours (when beginning on time). While invitation templates and language will be provided by Carnegie, the recruitment, location selection, and location preparation for these workshops is the sole responsibility of the Client. Carnegie provides several recruitment recommendations, based on past experience. Client recognizes the following recommendations and assumes all risk associated with not taking the recommendations:

  1. Providing refreshments and/or a meal during workshops not only draws added interest in attendance, but also increases the engagement levels of participants during the two-hour workshops.
  2. A centralized location, easily accessible for all or most Client stakeholders, will remove obstacles in attendance and will reduce the number of no-shows. Wayfinding signs are equally important at the designated location.
  3. Requesting registrations for the workshops provides a higher level of commitment for stakeholders and allows Carnegie representatives to align materials ordering with actual attendance counts, potentially reducing the amount of leftover materials.

Client may choose to have Carnegie facilitate these workshops virtually, rather than in person, however that decision must be made no less than six weeks in advance of the workshop dates.

BRAND PERSONALITY DEFINITION: ONLINE SURVEY

An online survey will be available for stakeholders who are not invited to or able to attend the brand personality workshops. Upon being given the URL, Client assumes all responsibility for inviting stakeholders to take part in this survey and ensuring there is no overlap between participation in the live workshops and the online survey. Client acknowledges that the online survey reproduces Carnegie’s personality workshop frameworks, but without allowing for the ability to collaborate with other online survey participants (unlike the collaboration methods used during the in-person workshops).

Client acknowledges Carnegie recommends sending one or two follow-up emails for best results, as well as indicating the survey close date in all communications. The online survey will be open for up to seven days or until it has collected the scoped number of completes, whichever comes first. The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party survey provider. Client acknowledges that user testing of the platform has been conducted and that improvements to functionality are facilitated by the platform host.

Any change in scope, such as requests for additional completes will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

BRAND POSITIONING + STORY DEVELOPMENT

Client acknowledges that Carnegie is being hired to deliver a proprietary method for delivering brand personality and consensus-building. Client acknowledges that no other firm in the world can deliver this method, because it was invented by Dartlet LLC and trademarked. Due to the proprietary nature of this work, Client recognizes that the Strategic Deliverable provided by Carnegie will look and feel unlike any other brand assessment and that the specific deliverables reported in the culminating Strategic Deliverable will include: workshop data (traits, faults, archetype, cause statement, genome), competitive audit, market perception research, personality solution, and messaging platform. Client acknowledges that the Strategic Deliverable and the previously stated contents will not be altered in any significant way.

Up to two rounds of revision included in messaging platform. Revisions must be requested within 6 weeks of the initial virtual reveal of the strategic deliverable. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts.

A print-ready pdf of the strategic deliverable will be provided. Should the Client desire printed copies, Carnegie will provide a print cost and time estimate.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

CAMPAIGN CONCEPTS

Carnegie will develop and present the scoped number of unique campaign concepts for Client review. A series of single-canvas product examples will be produced for each concept. Two rounds of revision are included. Once a singular concept has been chosen, Carnegie will deliver native files to Client for development and implementation.

Client understands that it is purchasing Carnegie’s creative expertise and best recommendations. If for any reason the client is not entirely satisfied, Carnegie will make the best use of the revision round to edit elements of the chosen concept to more closely align with the client’s desires and expectations. This revision round includes visual and language updates within the construct of the presented campaign concepts. Revision round does not include creation of additional campaign concepts. Mock-ups and concepts presented for demonstration purposes do not imply rights of use of imagery. Client will provide access to Client-owned imagery whenever possible. Packaging of files may take up to three days after client approval of final concept.

When Dart Iterations are in scope: Once a singular concept has been chosen, Carnegie will present a series of single-canvas product iterations (scoped number per Dart) for the chosen concept and will then will deliver native files to Client for development and implementation.

CARNEGIE CLARITY

Client acknowledges that (a) any Insertion Order that includes the Carnegie Clarity (“Clarity”) services will utilize the capabilities of the BlueConic On Demand Service (the “BlueConic Service”), which is necessary to execute Clarity, (b) BlueConic, Inc. (“BlueConic”) and its licensors exclusively own all rights, title and interest in and to the BlueConic Service, (c) Carnegie will operate and manage the Clarity service (including the BlueConic Service) on behalf of Client as agreed upon in the applicable Insertion Order, and (d) BlueConic is an intended third party beneficiary of the provisions set forth in this Section IV. In connection with Client’s use of the BlueConic Service (whether directly or through Carnegie acting on behalf of Client), Client hereby agrees to all of the terms and conditions imposed on the use of the BlueConic Service (as updated from time to time), which terms and conditions currently are available at https://www.blueconic.com/terms-2022 and are incorporated by reference herein as if fully set forth herein. The BlueConic Service shall be hosted on the standard BlueConic Amazon cluster in the USA.

Client’s BlueConic Subscription to the Service is subject to the usage limits specified in an agreed upon Order Form and/or otherwise communicated to Client in the Service or the documentation. During the term of the BlueConic Subscription, BlueConic may, from time to time, provide guidance on Client’s usage of the Service to inform Client of its usage impact and to empower Client to make optimal use of the BlueConic Subscription. If Client is unable or unwilling to abide by such usage limit, Client will: (1) agree to execute a new Order Form reflecting increased usage limits as set forth in the overage fees listed below; or (2) upon thirty (30) days’ written notice of an overage event, pay the invoice issued by BlueConic for the excess usage. Notwithstanding anything to the contrary herein, Client will not be charged any overage fees during the Term defined in this Order Form. Notwithstanding the foregoing, Client may incur overage fees as described below during any successive renewal term if Client is unable to abide by the usage limits agreed upon by the Parties.

Client’s Carnegie Clarity service including BlueConic Subscription and corresponding consulting services shall receive no refund or exchange for any unused services or unused fees of the subscription or consulting. All fees are based on the services purchased hereunder and not actual usage.

Definitions

“Profiles Under Management” means the 365-day rolling average of the number of profiles (both dormant or engaged profiles, and anonymous or identifiable) stored in Client’s instance of the Service during the Term as measured by the Service. For example, to calculate the 365-day rolling average, the total number of profiles stored on a daily basis by the Service from the past 365 days are added up and the result is divided by 365. Client can add 100,000 additional profiles for an overage fee of $33 per month.

“Users” means the number of users that are authorized to access the Service by an assigned user name and password. Client can add one (1) additional User for an overage fee of $150 per month.

“BlueConic Hostname” refers to a unique hostname for a BlueConic channel, that ensure that browsers appropriately recognize BlueConic scripts on Client’s site to optimize first-party data collection. Client can add one (1) additional Hostname for an overage fee of $50 per month.

“Tenant(s)” refers to a Client specific installation or instance of the Service for production purposes accessible for authorized Users. Client can add additional production Tenant(s) for an overage fee of $1000 per Tenant per month.

“Data Storage” meaning the total amount of data related to the main objects of the Service (e.g., profiles, groups, and events) stored by the Client’s instance of the Service in any given month during the Term as measured by the Service on the last day of the month. Client can add an additional 10 GB of Data Storage for an overage fee of $100 per month.

“Data Operations” meaning the monthly volume of read/write operations generated within the Client’s instance of the Service by (for example) dialogues, connections, listeners/collectors, API calls, profile merges, recommendations, and AI Workbench notebooks as measured by the Service. Client can add 50 million additional Data Operations for an overage fee of $100 per month.

“Data Traffic” meaning the monthly volume of network traffic attributable to the Client’s instance of the Service, generated by (for example) connections, API calls, recommendations, images, HTML, and JavaScript and excluding internally generated network traffic as measured by the Service. Client can add 800 GB of additional Data Traffic for a monthly overage fee of $100 per month.

CARNEGIE MOTIVATOR

Client acknowledges that prospective student data is needed and that no work on this deliverable can begin until that data is collected and analyzed. Specifically, student origination addresses and a unique identifier for CRM integration are critical data points that will be required. Client recognizes that these data points are non-negotiable and that the Motivator tagging cannot be conducted without the proper data access. Carnegie will provide a sample data file as needed and will direct Client to a secure Google Drive folder where data files can be uploaded. Client acknowledges that Carnegie representatives cannot send or receive data files via email or any other method of transference other than secured Google Drive transfer or via client-hosted SFTP site.

COLLATERAL ANALYSIS

Client is responsible for gathering all relevant stakeholders to attend each discovery meeting. These stakeholders must be knowledgeable about the pieces of collateral presented for evaluation. Client acknowledges that if the previously mentioned stakeholders are not present at discovery meetings, the resulting recommendations may suffer in quality or Client will need to pay additional fees and travel expenses for additional audit meetings to ensure Carnegie has the opportunity to gather the necessary information.

The Collateral Analysis will take place on campus, over the course of one or more consecutive days. Carnegie will facilitate the scoped number of interviews, each with participants numbering no more than eight people. A final report containing collateral profiles, summary charts, and conclusions based on the established evaluation rubric and the expertise of Carnegie team will be provided. Carnegie cannot guarantee any outcome from action taken due to the summary conclusions. Up to two remote presentations of audit results are included.

COMPETITIVE ANALYSIS

Investigation of Client’s competitive set including examining positioning and storytelling tactics, language themes, tone, style, visual identity, technical considerations, realities, and quality rankings.

Client will provide Carnegie with a list of competitors to evaluate. Carnegie recommends Client provides direct competitors as the resulting profiles and summary data will allow the Client to best see areas of opportunity in its market. Client acknowledges that Carnegie strongly recommends using cross-application admissions data to inform and/or determine the list of competitors.

CONSULTING HOURS

Consulting hours are activated for any and all activity conducted by a Carnegie strategy specialist, including, but not limited to: Art Director, Content Strategist, Design Strategist, Digital Strategist, Enrollment Strategist, Marketing Strategist, Research Analyst, Senior Strategist, Slate Strategist, AVP, VP, SVP, or EVP. If multiple specialists are needed on any occasion, the time spent by each specialist is counted against the total number of purchased consulting hours. Time spent by Account and Project Management personnel do not count against the purchased consulting hours.

CREATIVE BLITZ

Client will choose from a series of established blitz modules to fill the scoped number of programming hours. One custom module can be created by Carnegie to meet a unique need.

Client is responsible for recommending relevant stakeholders to attend the blitz. These stakeholders must be knowledgeable about and have the authority to impact creative strategy. Client acknowledges that a creative blitz requires a commitment from attendees to attend the entirety of the event and that the creative decisions made will be acted upon by Carnegie immediately following the blitz, as it relates to contracted work. If, after the blitz, Client requests changes to the creative strategy confirmed during the blitz, the timeline and/or budget may be impacted.

Client acknowledges that Client is being invited as guests to a blitz environment and that all liability for personal injury adheres to the travel policies carried by the Client. Any material damages to property beyond normal wear and tear will be billed back to the client.

Client understands that Client team flight, parking, and ground transportation reservations and associated costs are not included in the price, unless noted otherwise. Clients will be responsible for booking flight and ground transportation to the training destination.

Client understands the Blitz is scoped for a max number of client participants, as defined in the contract. The client is responsible for any Carnegie-incurred costs that result from attendees surpassing that max number, including but not limited to meal, lodging, and excursion costs.

CREATIVE EXECUTION

Client acknowledges that photograph and color reproduction are subject to a variety of factors in both print and digital display. Carnegie maintains best practices, client color specifications, and PANTONE or applicable color system guidelines, but cannot guarantee consistent display across various media.

The Client’s project will utilize already existing client assets and stories. Client will provide any student/staff/faculty/alumni profiles, facts, statistics, and evidence points they wish to have considered for inclusion in the piece, and deliver any former marketing pieces they wish Carnegie to reference. If Client requests Carnegie to interview a subject/stakeholder and gather their story for use in a piece, a $300 per interview charge will be invoiced. Client will identify the interviewee and provide relevant contact information. Interviews will be documented and/or recorded. Client recognizes that quotes may be edited for grammar, length, and personality archetype, however all subjects quoted will be provided the opportunity to review and approve quotes prior to publishing.

Once content is approved by the Client, the Carnegie is not responsible for public author objection or audience reaction. Carnegie cannot guarantee factual accuracy of proposed copy; Client acknowledges its responsibility to fact-check and provide notes prior to final approval.

Client will provide access to client-owned photography, unless stock photography is desired. The client-managed library will be distilled to a reasonable size of approved images before sharing with Carnegie. If stock photos are used for final creative—either by necessity or request from the client, a $300 per image charge will be invoiced.

Clients will provide timely feedback on revision rounds, generally within 3-10 business days. If no edits are received within four weeks of Carnegie’s request for feedback, files will be packaged, delivered, and considered final, concluding the work on the project. For each Client-requested revision round beyond the amount allotted in the contract, the client will be offered that additional revision round at a charge of $50 per page/canvas being revised and will be invoiced in the month in which the work is completed. A revision round includes one round of copy and/or design revision in response to one submission of consolidated Client feedback.

Carnegie’s creative work product and strategy is based on best recommendations. After delivery of final files, Client modification may occur, but client assumes risk that the product is no longer meeting design or personality targets. Client acknowledges that all design and copy require a final review and proofing by the Client prior to print or placement. Final file packaging may take anywhere from one to three business days.

Additionally, the medium-specific provisions below apply to all relevant deliverables:

  1. PRINT COLLATERAL
    Client will incur an add-on fee of $500 for the request of fold styles beyond the typical booklet fold (8+ page documents) and trifold (6 page documents). This add-on will include the choice of three variant fold options for selection.
    A printer’s proof is always recommended by Carnegie. Client understands the risks associated with not requesting a printer’s proof, paper sample, or physical mock-up prior to full production and agrees to assume that risk if these precautions are not taken.

    1. If Carnegie is contracted to facilitate print production, all files will be prepared for printing by Carnegie, except for hard proofs and press checks, unless otherwise specified, and will incur additional charges, such charges will be discussed with and pre-approved by the Client in writing.
  2. EMAIL
    Once the Client approves the topic for each email, a topic cannot be changed without incurring an additional charge of an additional email.For email template design deliverable, free web fonts will be used; cost of font licenses are not included. Each email template will be delivered as an editable Adobe XD file. Client will need to provide a paired down photo library for image selection, otherwise stock photography may be used (thereby incurring a cost of $300 per stock image used). Client sign off of each email template design is required before proceeding with any HTML or prototyping in scope. When HTML is in scope, Carnegie will begin build out of each email template once final design is approved.

DEMOGRAPHIC CLUSTERING + PSYCHOGRAPHIC DARTS

Client acknowledges that prospective and current student data is needed for this deliverable and that no work on this deliverable can begin until that data is collected and analyzed. Specifically, student identifiers and addresses are critical data points that will be required. Client recognizes that these data points are non-negotiable and that the Dart work cannot be conducted without the proper data access.

Carnegie will provide a list of prospective and/or current students data variables needed for all student Dart work and will direct Client to a secure Google Drive folder where data files can be uploaded. Upon request, an SFTP site can be provided instead. Client acknowledges that Carnegie representatives cannot send or receive data files via email or any other method of transference other than secured Google Drive transfer or via the SFTP site.

Client recognizes that Carnegie may direct the Client to invite distinct groups of specific students to Dart workshops. Client acknowledges that the recruitment, location selection, and location preparation for these workshops is the sole responsibility of the Client. If Dart workshops are scheduled and attendance numbers are not high enough for statistical significance, Client understands that the workshops will need to be delayed until appropriate attendance numbers can be reached. Client also acknowledges that if a workshop delay occurs due to recruitment, weather, or an Act of God, all additional rescheduling expenses incurred will be the responsibility of the Client regardless of any previous financial limitations set on approved reimbursable Carnegie expenses.

A series of interactive workshops for current students will be conducted on campus by Carnegie representatives. Each workshop will last 60 minutes (when beginning on time). In addition to invitation templates and language that will be provided by Carnegie, Carnegie provides several recruitment recommendations, based on past experience. Client recognizes the following recommendations and assumes all risk associated with not taking the recommendations:

  1. Providing refreshments and/or a meal during workshops not only draws added interest in attendance, but also increases the engagement levels of participants during the workshops.
  2. A centralized location, easily accessible for all or most Client stakeholders, has shown to remove obstacles in attendance and reduce the number of no-shows. Wayfinding signs are equally important at the designated location.
  3. Requesting registrations for the workshops provides a higher level of commitment for stakeholders and allows Carnegie representatives to align materials ordering with actual attendance counts, potentially reducing the amount of leftover materials.

The resulting Student Dart deliverable will show both demographic and psychographic results from the student and workshop data. A single initial student Dart deliverable presentation, one-hour training session, and four hours of Dart implementation consultation is included in this scope of work.

Client acknowledges that Dart results are not guaranteed as being a complete one-to-one match to future student groups. Rather, results are presented as a likelihood of Darts matching a potential student to Client’s demographic and psychographic information. Results should be considered unique to Client and not universally applicable.

Client may choose to have Carnegie facilitate these workshops virtually, rather than in person, however that decision must be made no less than six weeks in advance of the workshop dates.

DIGITAL CAMPAIGN THEME

Carnegie will develop and present the scoped number of unique campaign themes for Client review. A series of digital ad examples will be produced for each theme. Two rounds of revision are included. Once a singular theme has been chosen, Carnegie will deliver native files to Client for development and implementation.

Client understands that it is purchasing Carnegie’s creative expertise and best recommendations. If for any reason the client is not entirely satisfied, Carnegie will make the best use of the revision round to edit elements of the chosen theme to more closely align with the client’s desires and expectations. This revision round includes visual and language updates within the construct of the presented campaign themes. Revision round does not include creation of additional campaign themes. Mock-ups and concepts presented for demonstration purposes do not imply rights of use of imagery. Client will provide access to Client-owned imagery whenever possible. Packaging of files may take up to three days after client approval of final theme.

DIGITAL MARKETING MEDIA PLAN AND EXECUTION

All paid digital marketing services agreed to include up to two rounds of media plan revisions. Additional rounds of revisions are subject to consulting fee. Delays for execution of campaigns beyond 60 days from agreement date due to Client’s lack of response, delay of start, or other specific reasons may be subject to consulting fees for time and support. Consulting fees for digital media plans and delay management are $250 per hour. These fees will be billed upon completion of consulting and will reduce the total budget for anticipated campaigns.

DIGITAL PERCEPTION RESEARCH

Geographies will be confirmed by the Client prior to survey launch. Client acknowledges that Carnegie strongly recommends selecting geographies in which it is reasonable to assume the Client is well known. In the occasion that the desired geography does not have the required sample needed for testing, one or more additional surrounding geographies may be chosen in combination to increase the sample. The Client will be informed if combined geographies are needed.

The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party national panel sample and survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Participants may be removed from the survey due to familiarity bias. Other than age, location, and enrollment status, no other demographic, social, economic, racial, educational, or occupational limits will be placed on the audience. Any change in scope, such as requests for additional completes or additional geographies will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Carnegie will not alter the actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

DIGITAL PRIVACY

Client represents and warrants that all personal data, personally identifiable information and any other identifying information (“Personal Information”) provided by client or its designees to Carnegie has been collected, maintained, and provided to Carnegie in compliance with all applicable privacy and other laws and regulations, including without limitation, the General Data Protection Regulation (“GDPR”), that the use of such Personal Information as requested by Client is permitted by applicable laws and regulations, and that all Personal Information provided by Carnegie to Client will be used by Client and Client’s designees strictly in compliance with all applicable laws and regulations. Client further represents and warrants that its web site operations and data collection and tracking practices are, and will remain, in compliance with all applicable privacy laws and regulations, including without limitation, GDPR.

Client acknowledges that Carnegie may use Client’s anonymized campaign results data for the purpose of internal use and benchmarking. Data will not be provided to any third party without the express written consent of the client, except as required by law or to complete the agreed upon scope of this agreement.

DISCOVERY INTERVIEWS

Client will provide the names and contact information for the scoped number of key stakeholders. A representative from Carnegie will use this information to contact these stakeholders and schedule an interview. Carnegie recommends that Client contact each stakeholder prior to being contacted by a representative of Carnegie to explain the purpose of the interview. Client acknowledges that all information and insight collected in these interviews are confidential and will not be shared with any other representative of the Client.

ENROLLMENT OPERATIONS + COMMUNICATIONS ANALYSIS

Client is responsible for gathering all relevant stakeholders to attend the on-site or virtual meetings. These stakeholders must be knowledgeable about and have the authority to impact admissions communications. Client acknowledges that if the previously mentioned stakeholders are not present at audit meetings, the resulting recommendations may suffer in quality or Client will need to pay additional fees and travel expenses for additional audit meetings to ensure Carnegie has the opportunity to gather the necessary information.

A final report containing macro conclusions, insights, and recommendations based on the experience and expertise of Carnegie will be provided. Carnegie cannot guarantee any outcome from implementation of these recommendations. Up to two rounds of revision are included in final report and one remote presentation.

EXTERNAL PERCEPTION RESEARCH

Geographies will be confirmed by the Client prior to survey launch. Client acknowledges that Carnegie strongly recommends selecting geographies in which it is reasonable to assume the Client is well known. In the occasion that the desired geography does not have the required sample needed for testing, one or more additional surrounding geographies may be chosen in combination to increase the sample. The Client will be informed if combined geographies are needed.

The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party national panel sample and survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Participants may be removed from the survey due to familiarity bias. Other than age and location, no other demographic, social, economic, racial, educational, or occupational limits will be placed on the audience. Any change in scope, such as requests for additional completes or additional geographies will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Carnegie will not alter the actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

FINANCIAL AID OPTIMIZATION

Client agrees to provide Carnegie with admission and financial aid data from the scoped number of cycles (typically the most recent three enrollment cycles), including academic, geodemographic, financial, behavioral, and student status information as specified by Carnegie. Client acknowledges that Carnegie cannot fulfill this deliverable without the minimum data requirements listed above. Client is responsible for gathering all relevant stakeholders to attend data/discovery meetings as well as ongoing project meetings. Client acknowledges that expansion of project scope (including adding special populations for modeling and awarding and/or requesting additional ad-hoc analysis beyond the scope of the contracted services) will result in a cost increase. Client acknowledges that exchange of data and documentation will be necessary as part of both the discovery and ongoing tracking period; Client agrees to provide data and documentation to Carnegie via either (a) an approved secure data transfer site provided by Carnegie or (b) a secure data transfer method as preferred by Client. Client further agrees to provide tracking data during the enrollment cycle on a schedule agreed-upon between Carnegie and the Client, typically weekly or bi-weekly.

FOCUS GROUPS FOR SURVEYS

Focus group script development may include updates and edits from Client. Finalized and approved scripts that are delivered to any focus group may not be edited, adjusted, or updated for any reason. Carnegie to provide Client final focus group script at completion of focus groups.

Unless otherwise scoped, Client is responsible for recruiting Focus Group participants including invitations and RSVP tracking. Carnegie may provide suggested communication language and strategic counsel on criteria selection. Low participation or turnout for focus groups does not qualify for cancellation or adding additional focus groups without additional scope. Focus groups may only cancel due to outside factors such as inclement weather or power outages.

All focus group discussions are confidential. No recordings or transcripts will be provided to Client in order to uphold confidentiality guarantee and research ethics. Carnegie will produce confidential reporting documents that detail focus group outcomes, themes, and quotes for Client.

GA4 IMPLEMENTATION PACKAGE (AUDIT + CONFIGURATION)

Work will be completed over a 5-month period from when Carnegie is granted access to GA4. This includes:

  1. Audit Implementation & Measurement Plan Review/Development: Carnegie will ensure that Client is accurately tracking and using data to meet institution’s strategic initiatives.
  2. Goal and Event Tracking Implementation: In collaboration with Client, Carnegie will identify new goals and implement those goals along with existing Universal Analytics goals, which are different in each version.
  3. GA4-BigQuery Integration: Carnegie will provide data pipeline integration to ensure Client owns Client’s website data and is harnessing Google`s querying technology to run reports. Pricing does not include BigQuery storage and query costs.
  4. GA4 & Universal Analytics Customized Dashboard: As Google phases out UA, Carnegie will familiarize Client team with GA4’s features and how to integrate with Looker Studio, allowing Client to obtain insights from both platforms.

GA4 WORKSHOP

Carnegie’s GA4 workshop will include a brief overview of Google Analytics, an overview of the key differences between GA4 and Universal Analytics, and a Client-selected list of topics from the following options: Home screen & UI navigation, Implementing GA4 manually and with GTM, creating filters and segmenting data, life cycles reports, user reports and events, configuration basics (setting up goals, managing user access), Google BigQuery overview and writing simple queries.

The workshop will be conducted via Zoom over a 2.5 hour period. Attendees can utilize the chat feature in Zoom to ask questions during the session that will be answered by the instructors in real-time. The presentation and recording of the session will be provided afterward, along with links to any resources referenced in the workshop.

GOOGLE ANALYTICS ASSESSMENT + DASHBOARD

Client will provide Carnegie with one Google Analytics property to assess. The assessment includes a write-up of recommendations and a one-hour call to review recommended changes to improve data collection and accuracy. Carnegie will also develop an overview Looker Studio dashboard in order to provide a holistic view of Client’s website traffic that includes top geographies, sourced traffic and channels, and days of the week when Client’s site has the most traffic. The dashboard is interactive with filters allowing Client to filter by dimensions of interest such as campaign name, ad content, or custom date range.

GOOGLE ANALYTICS CONSULTING

Carnegie will work with Client to identify high-level goals such as application and RFI submissions, allowing Client to measure progress toward stated marketing goals and providing insight into optimization opportunities. Beyond these fundamental steps, the consulting time may also include:

  1. Delivery of Google Analytics Goal/Conversion and Event worksheet, in alignment with Client’s measurement plan.
  2. Heat Mapping: Qualitative insights into which areas of the page users are more likely to engage with.
  3. Site Search Analysis: Insights into how visitors search Client’s site, including how well they find certain pages or information.
  4. Channel Attribution Analysis: Going beyond last-click conversions, this analysis helps in assigning conversion success to the appropriate channel(s).
  5. Setup of Advanced Google Analytics Tools: Set up of custom channel groupings, custom dimensions, custom metrics, UTM tagging, and more custom features to track site’s performance and user interactions.
  6. Enhanced Reporting and Customized Dashboards: Ensuring Client’s dashboard incorporates all newly collected data and reflects individual stakeholder needs.
  7. Ad Platform Dashboarding: Bringing Client’s Facebook Ads, AdRoll, LinkedIn Ads, Google Ads into Client’s Looker Studio reports for centralized reporting.
  8. Custom consulting

Ongoing analytics services include regular calls for Carnegie to provide progress updates and ensure alignment with Client’s objectives, as well as address ad hoc requests and questions as needed.

GOOGLE BUSINESS PROFILE OPTIMIZATION

Carnegie will work with you to optimize your Google Business Profile on the back-end for the most relevant and searched-for keywords and will assist in updating images and other components of the property. Furthermore, Carnegie will create a set number of Google Posts to advertise upcoming events right in the profile. Finally, Carnegie will set up tracking on all posts and on the website button so that traffic can be analyzed in Google Analytics.

IDENTITY DEVELOPMENT

Carnegie will develop and present the 7-10 brandmark concepts for Client review. Client may choose 3 preferred logo concepts to move forward with and may request one round of collective revision to those concepts. Additional revisions will require additional scope. One final brandmark concept will be chosen by Client after requested revisions are complete. One additional round of revision on the chosen brandmark is included. After receiving written approval from Client to proceed with final brandmark, Carnegie will produce a standard suite of logo variants (color variants, horizontal variant, vertical variant, and simplified icon variant). Two rounds of collective revision on the logo suite are included. Additional revisions may require additional scope.

When Brand Standards are in scope, Client will confirm all variations needed in the final primary logo suite. Using the Client-approved sub-brand list (cities, organizations, affiliations, etc.), a sub-brand strategy will be proposed and incorporated into the resulting brand standards document. An initial single sample of each type of sub-brand will be presented for approval. Up to two rounds of revision may be applied to the sub-brand samples. Once the samples are approved by Client, Carnegie will deliver the native files of sub-brand samples for future Client reproduction. All creative and technical guidelines will be included in resulting brand standards document.

Though Carnegie’s recommendations reflect a macro competitive landscape review of positioning, copy, design, marks, color use, and logos, the Company cannot guarantee its recommendations to be wholly unique, ownable, or to qualify for trademark. Client acknowledges that Carnegie does not stand in the place of legal counsel, does not work directly with the USPTO, and therefore, cannot guarantee trademark clearance. The Client understands that it is its own responsibility to involve relevant legal counsel in such considerations. Should legal counsel identify an issue with trademark clearance, Carnegie can engage in an additional contract to address the issue.

INTERNAL BRAND LAUNCH + TRAINING

Following one initial virtual brand positioning strategy and story presentation with key stakeholders, the scoped number of live brand strategy sessions (60 minutes) and message training engagements (90 minutes) will be conducted on campus. Client agrees to arrange the on-campus events to take place within three (3) months following the initial virtual reveal of the strategic deliverable, less this scope of work be forfeited.

Client recognizes that for best results a large screen or projector with high-definition resolution and accurate color display should be used. Message training worksheets will be printed and distributed to all training attendees.

Client may choose to have Carnegie facilitate these consensus-building engagements virtually, rather than in person, however that decision must be made no less than four weeks in advance of the scheduled date of delivery.

LEAD GENERATION WITH COLLEGEXPRESS

Carnegie reserves the right to edit, revise, or reject any participation and to create and/or edit all content (such as copy, data, and images) being displayed on CollegeXpress.com on behalf of the Client. Client grants a non-exclusive right to share Client’s content in order to deliver upon the contract. Client may provide updates to content at any time, up to three (3) times per annual subscription. CollegeXpress will update within three (3) business days.

Client assumes liability for all content including, but not limited to copy, data, and images of participation published online and also assumes responsibility for any claims arising therefrom made against Carnegie, including costs associated with defending against such a claim. Client is responsible for reviewing all content. Carnegie cannot be held accountable for incorrect and/or outdated data supplied by third-party partners. Carnegie will honor requests to edit/update any institutional-specific data/content given that it is compliant with Carnegie’s style guide.

Carnegie does not guarantee any level of impressions or traffic to institution pages on CollegeXpress.com nor does Carnegie guarantee a minimum number of inquiries to be delivered.

If the start date noted on the contract has passed when the contract is signed, the service will begin within one week of the receipt of the signed contract. At which time the contract is considered live. Any cancellations of participation must be communicated to Carnegie in writing not less than thirty (30) days prior to the go live date. After go live, no refund or exchange for any unused services or unused fees of the subscription. All fees are based on the services purchased hereunder and not actual usage.

LEAD IMPORT TO CRM AUTOMATION

Client acknowledges that in order to complete this work, Carnegie will need access to Client’s CRM instance, including the following permissions: Administrator (All Access) [Required], Security Administrator, SFTP Access. After being provided with CRM access, Carnegie will work with Client to identify necessary data points needed for collection and follow up.

Carnegie utilizes webhooks to create the automated connection. This requires Carnegie to: create a service account on behalf of Client to authenticate the webhook connection, create a new source format(s) and configure proper mapping for the import, create new interaction code(s) to ensure proper attribution is available, set up webhook connections from ad platforms to CRM, test and confirm implementation. After the initial set up is complete, Carnegie will give Client a final review prior to launching the automation to ensure everything is configured in the most optimal way for your team.

Post-launch, Carnegie will ensure mapping is set for any new campaigns and monitor imports on a monthly basis until the campaigns wrap up to ensure accuracy in data collection.

Lead import automation and monitoring is limited to Carnegie-executed and -managed digital media campaigns.

MARKET OPPORTUNITY INDEX

Client agrees to provide Carnegie with admissions data from the scoped number of cycles and at a minimum, the student admissions status (prospect, inquiry, applicant, admit, or deposit,etc.) and the origination home address of the student records requested. The more data able to be shared, however, the better the analysis and resulting recommendations. Client acknowledges that Carnegie cannot fulfill this deliverable without the minimum data requirements listed above.

When available, demographic mapping will be provided in the deliverable to client, along with scored recommendations. Client recognizes that suggestions for market expansion in this product are limited to available data from governmental agencies and sources.

MARKETING OPERATIONS + COMMUNICATIONS ANALYSIS

Client is responsible for gathering all relevant stakeholders to attend the on-site or virtual meetings. These stakeholders must be knowledgeable about and have the authority to impact marketing communications. Client acknowledges that if the previously mentioned stakeholders are not present at audit meetings, the resulting recommendations may suffer in quality or Client will need to pay additional fees and travel expenses for additional audit meetings to ensure Carnegie has the opportunity to gather the necessary information.

Carnegie will facilitate the scoped number of group discussions, each with participants numbering no more than eight people. A final report containing macro conclusions, insights, and recommendations based on the experience and expertise of Carnegie will be provided. Carnegie cannot guarantee any outcome from implementation of these recommendations. Up to two rounds of revision are included in final report and one remote presentation.

MARKETING PLAN

Client is responsible for gathering all relevant stakeholders to attend the planning meetings. These stakeholders must be knowledgeable about and have the authority to impact marketing operations and/or execution. Client acknowledges that if the previously mentioned stakeholders are not present at planning meetings, the resulting recommendations may suffer in quality or Client will need to pay additional fees and travel expenses for additional audit meetings to ensure Carnegie has the opportunity to gather the necessary information.

A final document containing insights, recommendations, objectives, strategies, and tactics based on the experience and expertise of Carnegie will be provided. Carnegie cannot guarantee any outcome from implementation of these recommendations. One round of revisions is included for the final deliverable.

Client is responsible for gathering all relevant stakeholders to attend the virtual execution meetings.

NEIGHBORHOOD PSYCHOGRAPHICS REPORT

Client acknowledges that if enrollment data is not present in other areas of scope they will be requested to provide student admissions data detailing the inquiry and matriculant totals for the institution by zip code for the two most recent enrollment cycles.

ON-CAMPUS CREATIVE INTENSIVE

Client will choose from a series of established training modules to fill the scoped number of programming hours. One custom module can be created by Carnegie to meet a unique need.

Client is responsible for recommending relevant stakeholders to attend the creative intensive. These stakeholders must be knowledgeable about and have the authority to impact creative strategy. Client acknowledges that a creative intensive requires a commitment from attendees to attend the entirety of the event and that the creative decisions made will be acted upon by Carnegie immediately following the event, as it relates to contracted work. If, after the event, Client requests changes to the creative strategy confirmed during the creative intensive, the timeline and/or budget may be impacted.

Client understands that ground transportation, parking, and other associated travel costs to the training destination for the Client team are not included in the price, unless noted otherwise. Clients will be responsible for organizing ground transportation to the training destination for the Client team.

Client understands the creative intensive is scoped for a max number of client participants, as defined in the contract. The client is responsible for any Carnegie-incurred costs that result from attendees surpassing that max number, including but not limited to meal, lodging, and materials costs.

PHOTOGRAPHY

Carnegie will conduct an on-site photo shoot, collecting assets specific to institution’s personality. A client liaison will coordinate scheduling, location arrangements, talent recruitment, and needed permissions or access to on-campus resources. The shot list and schedule will be reviewed with Carnegie iteratively and a finalized schedule will need to be agreed upon two weeks prior to arriving on site. Carnegie will deliver a comprehensive and edited library of photo assets 6-7 weeks post photoshoot.

PRICE + VALUE STUDY

Client acknowledges that the Client may be jointly responsible with Carnegie for contacting survey audience using unique links for respondents. Carnegie recommends sending one or two follow-up emails for best results, as well as indicating the survey close date in all communications.

The survey will be open for up to 14 days per send methodology or until it has collected the scoped number of completes, whichever comes first. The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Any change in scope, such as requests for additional completes, will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. Client agrees to provide data and documentation to Carnegie via either (a) an approved secure data transfer site provided by Carnegie or (b) a secure data transfer method as preferred by Client.

PROGRAM MARKETING RESEARCH

Client will provide the scoped number of programs for evaluation and those programs must be of the same degree level (certificate, undergraduate, or graduate). Client recognizes that digital data for all programs is subject to volume and employment and degree conferral information are limited to available data from governmental agencies and sources.

The scoped number of completes will be collected within the scoped number of regions; geographies will be confirmed by the Client prior to survey launch. The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party national panel sample and survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Participants will be confirmed as prospective students in the scoped geographies. No other demographic, social, economic, racial, educational, or occupational limits will be placed on audience, though an attempt at making demographics as representative as possible will be made. Any change in scope, such as requests for additional completes or additional geographies will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

PROSPECTIVE STUDENT NEEDS SURVEY

The scoped number of completes will be collected within the scoped number of regions; geographies will be confirmed by the Client at least one week prior to survey launch. The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party national panel sample and survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Participants will be confirmed as prospective students in the scoped geographies. No other demographic, social, economic, racial, educational, or occupational limits will be placed on audience, though an attempt at making demographics as representative as possible will be made. Any change in scope, such as requests for additional completes or additional geographies will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. A charge per complete has been included in the total cost.

Any launched or “in field” survey cannot be changed for any reason other than critical survey or programming needs as determined by Carnegie. If Client requests changes on any launched survey, additional costs will be incurred to restart survey and timeline will be extended.

RETENTION MODELING

Client agrees to provide Carnegie with enrollment data from the scoped number of cycles (typically the most recent three academic years), including any available academic, geodemographic, financial, and behavioral data as specified by Carnegie. Client acknowledges that Carnegie cannot fulfill this deliverable without the minimum data requirements listed above. Client is responsible for gathering all relevant stakeholders to attend data/discovery meetings as well as ongoing project meetings. Client acknowledges that expansion of project scope (including adding special populations for modeling and/or requesting additional ad-hoc analysis beyond the scope of the contracted services) will result in a cost increase. Client agrees to provide data and documentation to Carnegie via either (a) an approved secure data transfer site provided by Carnegie or (b) a secure data transfer method as preferred by Client.

RETENTION STUDY

Client acknowledges that the Client may be jointly responsible with Carnegie for contacting survey audience using unique links for respondents. Carnegie recommends sending one or two follow-up emails for best results, as well as indicating the survey close date in all communications.

The survey will be open for up to 14 days per send methodology or until it has collected the scoped number of completes, whichever comes first. The survey will be administered online. Carnegie is solely responsible for the design and management of the survey and its resulting data. The platform and collection of sample is facilitated by a third party survey provider. All survey functionality is based on the industry-leading platform leveraged by Carnegie and special requests or unique design may not be available.

Any change in scope, such as requests for additional completes, will result in a cost increase. A summary report of responses to survey questions will be provided. Raw data is withheld from Clients for the privacy of respondents. Client affirms that Carnegie will not alter actual data results in any way that changes the implied meaning or representation of facts. Client agrees to provide data and documentation to Carnegie via either (a) an approved secure data transfer site provided by Carnegie or (b) a secure data transfer method as preferred by Client.

SCRIPTS

Script development includes copy only unless a storyboard is included in scope. Carnegie will provide a script with a word count that is best practice for the length of the ad. Carnegie is not liable for any Client-requested revisions to the script that overextend the word count and thereby do not fit the originally agreed upon length of the ad. Carnegie is not liable for the execution or the results of the execution of the approved script.

For Carnegie-produced videos in which the script is applied, the Client acknowledges that Carnegie may make revisions to the script to fit the b-roll, length, and pacing. The Client is responsible for reviewing and providing final approval for any changes made.

SEO COMPETITIVE AUDIT

Carnegie will perform a search engine optimization competitive analysis based on the top, high-quality keywords that represent Client’s institution. Carnegie will analyze who Client’s search engine competitors are both locally and nationally. In doing so, Carnegie will assess what these competitors are doing on their websites from an SEO perspective in order to appear higher up in the rankings. Then, Carnegie will make recommendations for how Client can gain more visibility and outrank the competition.

SEO CONTENT AUDIT

Carnegie will perform a SEO-focused content audit of select pages of Client’s website. This will include full assessments of missed keyword opportunities, metadata shortcomings, header tag issues, user experience roadblocks, and content gaps. Carnegie will also make recommendations for structured data markup where applicable and will analyze current traffic and ranking data for each page utilizing Google Analytics, Google Search Console, and keyword research tools.

An initial discovery call will be conducted to choose the select group of pages on Client’s website that will be audited. A comprehensive document will be delivered with an in-depth analysis of each page, along with recommendations for title tags, meta descriptions, header tags, structured data, and additional content. All audited pages will also include targeted SEO keyphrases, data analysis via Google Analytics and Google Search Console, and strategic insights. This document will also be reviewed remotely via a one-hour screenshare wherein Carnegie will walk-through the recommendations stemming from the audit in detail.

SLATE COMMUNICATIONS: CREATIVE PRODUCTION

Creative work edits shall be limited to three rounds of revisions by Client, which shall occur between draft presentation and final approval. Further revisions beyond three rounds will incur additional charges, at a rate of $150/hour, and will be invoiced at the end of the month in which the work is completed. All files will be prepared for printing by Carnegie, except for hard proofs and press checks, unless otherwise specified, and will incur additional charges, such charges will be discussed with and pre-approved by the Client in writing.

SLATE CONSULTATION

Consultation hours cannot be rolled over to the next week or month. If the total allotment of hours is not fulfilled, remaining hours expire at the week or month’s end. Additionally, development of full communication campaigns, integrations, portals, and reports can be added at a per service cost. These are not currently included in scope.

SLATE CRM ACCESS

Carnegie will serve as an affiliate in the Admissions Department for the Client and will coordinate duties through the designated contact person identified in writing and provided by Client to Carnegie. Client shall provide Carnegie with (a) a Client email address account; (b) remote access to Client’s customer relationship management (“CRM”) program; and (c) all CRM access and permissions required for Carnegie to provide the Services. Carnegie shall, at the reasonable request of Client, (a) comply with the Client’s regulations and policies provided to Carnegie by Client in writing and applicable federal and state law; and (b) comply with Client’s policies and procedures governing conduct related to communication, individual behavior, electronic or network use, and information security. Carnegie agrees to assume and accept all risks arising out of, associated with, or related to Carnegie performing the Services in accordance with this Agreement and shall be solely responsible for any injury, loss, or damage which Carnegie may sustain while performing its duties under this Agreement, including, without limitation, travel to and from the Client.

SLATE REPORTS, PORTALS, INTEGRATIONS

Edits shall be limited to three rounds of revisions by Client, which shall occur between initial presentation and final approval. Further revisions beyond three rounds will incur additional charges, at a rate of $150/hour, and will be invoiced at the end of the month in which the work is completed.

SLATE SYSTEM PERFORMANCE

To fulfill the terms of the partnership and all Slate deliverables, the Client’s Slate instance should be operational and run complex processes efficiently. If system slowness due to inconsistent system maintenance hinders or halts the completion of project deliverables, Carnegie will not inherently be responsible for troubleshooting system inefficiencies or employing extraneous workaround solutions. This may result in certain contracted items being rendered undeliverable.

STRATEGIC ENROLLMENT DISCOVERY

Client is responsible for gathering all relevant stakeholders to attend the discovery meetings. These stakeholders must be knowledgeable about and have the authority to impact enrollment management. Client acknowledges that if the previously mentioned stakeholders are not present at discovery meetings, the resulting recommendations may suffer in quality or Client will need to pay additional fees and travel expenses for additional audit meetings to ensure Carnegie has the opportunity to gather the necessary information.

The Strategic Enrollment Discovery will take place on campus or virtually. Collectively, up to five Carnegie team members will facilitate the discovery meetings.

STRATEGIC ENROLLMENT PLAN + IMPLEMENTATION

In order to prioritize short-term planning, a first iteration of the Strategic Enrollment Plan will be delivered focusing solely on short-term initiatives. A final document containing both short-term and long-term insights, and recommendations on prioritization, objectives, strategies, and tactics based on the experience and expertise of Carnegie will be provided. Carnegie cannot guarantee any outcome from implementation of these recommendations. Up to three rounds of revision are included for the final deliverable.

Client is responsible for gathering all relevant stakeholders to attend the Strategic Enrollment Plan presentation and implementation meetings. The Strategic Enrollment Plan presentations and meetings will take place on campus, over the course of two consecutive days.

TECHNICAL SITE AUDIT AND CONSULTING

A series of five phone calls and screen shares is included. Each meeting focuses on a specific area, and Client is given an export of the issues along with recommendations. While Carnegie provides best practice guides to assist in the process of prioritizing and implementing recommended changes, Carnegie does not make the changes in the Content Management System (CMS).

TRADITIONAL MEDIA

The final composition of traditional media will be based on Client-provided customer data. If the total traditional media buy budget changes, the cost associated with this deliverable may be adjusted. The scope of this contract does not include the art direction, sourcing, or production of videos, photographs or audio assets. 

While all or none of these may be included in the recommended media strategy, Client acknowledges the following cancellation policy for traditional media services: Radio/Television–¿Twenty-four days notice required for termination of contracts. Printed Outdoor–Billboards and Transit Shelters, require 95 days notice to cancel. Newspaper/Magazines–These can be cancelled up until two days prior to the date of booking deadlines. For dailies, these can be up to seven days in advance, for weeklies, nine days in advance, and for monthlies, at least 35 days in advance.  

TRAVEL

In the unlikely event that weather, safety emergency, pandemic, or some other Act of God makes it impossible for our staff to arrive or causes your institution/organization to close on the day(s) our team intends to be on site, Carnegie will reschedule travel arrangements for a later date. Client acknowledges that if at any time, the safety of your community or our staff is in question, we will reschedule travel arrangements for a later date. Furthermore, if the weather, a safety emergency, or some other Act of God is going to discourage attendance in numbers that will render our activities non-impactful, we will immediately look into rescheduling for future date.

If the Client cancels the event or requests a date/location change after arrangements have been made, Client is responsible for reimbursing any costs incurred related to the event and to the date/location change. If Carnegie needs to cancel or reschedule the on-site event due to unforeseen circumstances, those costs associated with the change will be absorbed by Carnegie.

USER TESTING

Carnegie deploys user tests for unique audiences to see how easy or difficult it is to find key information on Client’s website. During the user tests, each audience type completes 10 specific actions that are predefined by Carnegie and Client. A comprehensive dashboard will be provided with a data analysis and insights following the completion of the tests. A one-hour Zoom meeting to review recommendations is included.

Client acknowledges that audiences under the age of 18 cannot be tested unless Client provides a list of users who have already opted in to taking the test. Ten total actions can be completed per audience. Desktop and mobile versions of the website can be tested, with a minimum of one audience and question set per format.

VIDEO AND SHADOW PHOTOGRAPHY

Carnegie will deliver content strategy for video production. Once approved, Carnegie will walk through subject-selection, location scouting, and scheduling principles with a primary client liaison. The client liaison will coordinate scheduling, location arrangements, talent recruitment, and needed permissions or access to on-campus resources in advance of the shoot. The shot list and schedule will be reviewed with Carnegie iteratively and a finalized schedule will need to be agreed upon four weeks prior to arriving on site.

On the ground, the scoped number of consecutive days will be allocated for video and shadow photography production. Each production day includes ten hours of time, including all time needed for set-up and take-down. A Client liaison does not have to accompany the production crew but must be available for contact related to scheduling, location arrangements, talent recruitment, and needed permissions or access to on-site resources.

The scoped number of edited video spots will be delivered. Shadow photography (50 images/day) will also be captured. Carnegie will deliver an edited library of photo assets six to seven weeks following the shoot. The footage obtained from the on-campus video shoot will be delivered as edited video spots only. The timeline for edit spots will be determined by the project team following contract signature. Unedited, unculled footage may be requested and received via hard drive for an additional fee.

Voiceover talent and music options will be provided (if concept requires). Music is included for up to $25,000 ad spend for anything posted to the internet (YouTube, Facebook, other social media channels, websites, etc.). Music and voiceover talent for radio and/or national spots to be negotiated separately.

If the Client requests a change to a script after Client approval of the script and the recording of the voiceover, the cost of re-recording the voiceover will be invoiced to the client at a cost of $300, providing the same voice talent is used. If a new voice talent is desired, the Client will be invoiced $400 for the new recording.

Three rounds of revision are included with each deliverable.

VIDEO EDITING

Upon project initiation, a creative brief will be developed by Carnegie for Client’s review. Client will need to approve creative brief before video editing can begin. Specific requested revisions must be noted in creative brief.

Client acknowledges that all feedback must be consolidated into one written document per round of revision. Any feedback not included in this manner will be considered an additional round of revision and could be subject to hourly fees.

Final files will be delivered as a digital file.

VIDEOGRAPHY

Carnegie will conduct an on-site video shoot, collecting assets specific to institution’s personality and directly correlated with approved script. A Client liaison will coordinate scheduling, location arrangements, talent recruitment, and needed permissions or access to on-site resources. The shot list and schedule will be reviewed with Carnegie iteratively and a finalized schedule will need to be agreed upon four weeks prior to arriving on site.

On the ground, the scoped number of consecutive days will be allocated for video production. Each production day includes eight hours of time, including all time needed for set-up and take-down. A Client liaison does not have to accompany the production crew but must be available for contact related to scheduling, location arrangements, talent recruitment, and needed permissions or access to on-site resources.

The footage obtained from the on-campus video shoot will be delivered as edited video spots only. Unedited, unculled footage may be requested and received via hard drive for an additional fee of $1,500.

Voiceover talent and music options will be provided (if concept requires). Music is included for up to $25,000 ad spend for anything posted to the internet (YouTube, Facebook, other social media channels, websites, etc.). Music and voiceover talent for radio and/or national spots to be negotiated separately.

If the Client requests a change to a script after Client approval of the script and the recording of the voiceover, the cost of re-recording the voiceover will be invoiced to the client at a cost of $300, providing the same voice talent is used. If a new voice talent is desired, the Client will be invoiced $400 for the new recording.

Three rounds of revision are included with each deliverable.

VIRTUAL GOOGLE ANALYTICS GOALS WORKSHOP

The virtual workshop is two hours and focuses on Goal and Event Tracking in Google Analytics and the corresponding Tags in Google Tag Manager. After providing foundational knowledge on these topics and beginning to assess Client’s current Google Analytics View used for tracking, an additional two hours of post-workshop consulting occurs via Zoom. This consulting can serve to help Client better understand how to classify user engagement actions as either Goals or Events (or both), fill out a Goal Tracking Worksheet to help organize tracking objectives, and/or work on modifying, testing, and implementing changes to complete the tracking objectives.

VIRTUAL GOOGLE ANALYTICS WORKSHOP (INTRODUCTION TO PLATFORMS, REPORTING, AND ANALYSIS)

This workshop will explore Client’s Google Analytics account (or accounts, if there are more than one), including an overview presentation on Google Analytics, Google Tag Manager, and Google Looker Studio, as well as best practices for setting up access and properties for multiple areas of the institution.

The hands-on training will answer the questions:

  • How can I better understand the data about the traffic that is coming to my site?
  • How do I know what changes to the website were or were not effective?
  • Should I set up goals and events?
  • Do I need to make any changes to the way our Analytics account is set up?
  • How can I visualize this information in a meaningful and actionable way?

Virtual workshops do not include Carnegie team members’ presence on campus. However, if Client participants wish to congregate for the workshop sessions, it is Client’s responsibility to reserve a room/rooms on campus that has a projector and Wi-Fi access. The room(s) should be reserved to accommodate participants for two separate days and up to 2.5 hours per day. After training sessions, assignments will be provided that will allow attendees to put to use knowledge gained from each day. The assignment deliverables and Carnegie presentations are provided for all participants. A Looker Studio dashboard will also be created for the institution, and a 1-hour post-workshop call to review the dashboard, answer final participant questions, and de-brief is also included.

If Client has not had Carnegie complete a Google Analytics Assessment prior to the workshop, it is strongly recommended. A completed Assessment will ensure that the discussion is backed by soundly collected data and Analytics account structure.

VIRTUAL SEO WRITING WORKSHOP

The workshop is conducted via Zoom and broken up into two separate 2.5-hour long sessions spaced two weeks apart. In between the two remote sessions, attendees will be given an assignment to optimize a piece of content, giving them the opportunity to put what they learned in session one into practice and come to the second session with their questions. Participants will be encouraged to collaborate virtually during each session and break out rooms will be utilized within Zoom to facilitate group work. Attendees will also utilize the chat feature in Zoom to ask questions during the session that will be answered by the instructors in real time. Presentation decks and recordings of the sessions will be provided afterwards, along with links to the resources referenced in the workshop.

VISUAL BRAND IDENTITY ANALYSIS

Client is responsible for gathering all relevant stakeholders to attend each audit interview. These stakeholders must be knowledgeable about and have the authority to impact Client’s brand or the implementation of the brand. Client acknowledges that if the previously mentioned stakeholders are not present at audit interviews, the resulting recommendations may suffer in quality or Client will need to pay additional fees for additional audit meetings to ensure Carnegie has the opportunity to gather the necessary information.

The Brand Identity Analysis will take place virtually or on campus, over the course of one or more consecutive days. Carnegie will facilitate the scoped number of interviews, each with participants numbering no more than eight people. A final report containing macro conclusions, insights, and recommendations based on the experience and expertise of Carnegie will be provided.

Client acknowledges that a high volume of collateral is needed for this analysis to be worthwhile and that it is Carnegie’s recommendation that no less than 60 pieces of collateral are reviewed. These pieces will need to be identified and provided to Carnegie prior to the on-site meeting. In addition to print or digital collateral, any relevant brand standards must also be provided to Carnegie for review. Up to two rounds of revision are included in report and one remote presentation of analysis results.

WEB COPYWRITING AND OPTIMIZATION

Carnegie will work with Client to identify what pages are priority for web copywriting and optimization. The content strategy may involve rewriting existing pages or writing new pages from scratch. A set number of pages of content will be delivered monthly, along with metadata, a keyword list, header tags, and internal link recommendations. Carnegie will track the ranking position in Google for keywords that have been optimized for and report on performance once pages have been implemented long enough for search engines to recognize the changes. Client will receive a comprehensive dashboard that will show organic clicks and impressions, position rankings nationally and locally, and organic traffic metrics. Carnegie does not make the changes in the Content Management System (CMS).

WEBSITE STRATEGY

Client will identify all stakeholders who will need to be part of review and decision making throughout the project. Key stakeholders and decisions makers will be available for discovery conversations. Client delays in review and providing feedback may impact the project schedule.

Client will provide Carnegie with access to its current analytics platforms including Google Analytics, Google Tag Manager, Google Search Console, and Google My Business.

Client will provide Carnegie with access to photography assets, brand standards, brand assets, editorial style guides, and examples of successfully designed materials that reflect these standards and guidelines.

WEBSITE REDESIGN WITH CMS HANDOFF

Design and code deliverables will be verified against the WCAG 2.1 standard for accessibility, to level AA of conformance. Client is responsible for ensuring that the CMS implementation and website content meet accessibility standards.

WEBSITE REDESIGN WITH CARNEGIE IMPLEMENTATION

Client will provide Carnegie with access to its current CMS and associated codebase, including the front-end code.

The new site will be constructed from the ground up following best practices and Carnegie’s preferred implementation approach, with all new content structures and functionality as needed to implement the new design system.

The new site will be implemented as a single site, not a multi-site network.

Pending a final determination on the contents of the CMS Customization budget allowance, the following items are not included in the scope of the website implementation: page optimization for printing, a third-party site search solution, multi-lingual capabilities, and user authentication via university login IDs.

Design and code deliverables will be verified against the WCAG 2.1 standard for accessibility, to level AA of conformance. Client is responsible for ensuring that website content meets accessibility standards.

If the website requires an API to a 3rd party data source or application, the API must function as defined by the API’s owner. If there are deviations from this defined functionality, additional time may be required from Carnegie to troubleshoot or compensate. Any such additional time shall be affirmed through an approved contract amendment or change order form. Pending a final determination on the contents of the CMS Customization budget allowance, there are no API builds or 3rd party integrations included in this scope of work.

If the website requires additional support from — or coordination with — a 3rd party, the 3rd party must provide the support in an effective and timely manner. If there are delays, gaps, or inaccuracies, additional time may be required from Carnegie to compensate. Any such additional time shall be affirmed through an approved contract amendment or change order form.

The launch date and time will be mutually agreed upon at least six weeks in advance. It is understood that unforeseen circumstances may necessitate a shift in the launch date even after it is agreed upon. The launch will occur on a Tuesday, Wednesday, or Thursday, and will not occur on or immediately prior to any National Holiday. Launches will occur within regular business hours whenever possible.

YIELD MODELING

Client agrees to provide Carnegie with admission and financial aid data from the scoped number of cycles (typically the most recent three enrollment cycles), including academic, geodemographic, financial, behavioral, and student status information as specified by Carnegie. Client acknowledges that Carnegie cannot fulfill this deliverable without the minimum data requirements listed above. Client is responsible for gathering all relevant stakeholders to attend data/discovery meetings as well as ongoing project meetings. Client acknowledges that expansion of project scope (including adding special populations for modeling and awarding and/or requesting additional ad-hoc analysis beyond the scope of the contracted services) will result in a cost increase. Client agrees to provide data and documentation to Carnegie via either (a) an approved secure data transfer site provided by Carnegie or (b) a secure data transfer method as preferred by Client. Client further agrees to provide tracking data during the enrollment cycle on a schedule agreed-upon between Carnegie and the Client, typically weekly or bi-weekly.

YOUTUBE OPTIMIZATION

In the first month, Carnegie will work with Client to optimize Client’s YouTube account and establish best practices at the channel level. This includes:

  • Writing an optimized channel description
  • Recommending new playlists for video categorization
  • Setting an order for playlists and trailer video on the channel home page
  • Establishing best practices for channel name, URL, visuals, and linking

Beginning in the second month, Carnegie will delve into specific priority videos. Carnegie will optimize the scoped number of videos per month, which includes:

  • Performing keyword research to identify the best words and phrases to optimize for on each video
  • Writing optimized video titles and descriptions
  • Choosing video tags
  • Editing closed captioning
  • Adding each video to the correct playlist

Prior to implementing changes in Client’s YouTube account, Carnegie will send suggestions in a document for approval.

ZIP CODE MODELING

Client agrees to provide Carnegie with admissions data from the scoped number of cycles and at a minimum, the student admissions status (prospect, inquiry, applicant, admit, or deposit, etc.) and the origination home address of the student records requested. The more data able to be shared, however, the better the analysis and resulting recommendations. Client acknowledges that Carnegie cannot fulfill this deliverable without the minimum data requirements listed above.

Client recognizes that zip code models in this product are limited to available data from governmental agencies and sources.

 

 

IN WITNESS WHEREOF, the parties, intending to be legally bound, have caused this Agreement to be executed by their duly authorized representatives as of the date and year first set forth above. The parties hereto agree that a facsimile or electronic transmission of this fully executed Agreement shall constitute an original and legally binding document.

END OF STANDARD TERMS AND CONDITIONS