Executive Summary: International Marketing & The Need for Conversions
In 2017, RTO12 completed an extensive Product Development Framework Report that included significant Environics research into differentiated Key Tourism Activities (KTAs) that will motivate travellers from four key Designated Marketing Areas (DMAs) in the United States to visit this region. As per the recommendations in the Product Development Framework Report and the organization’s subsequent 5-Year Regional Tourism Strategy, RTO12 now seeks to promote these KTAs to audiences in the DMAs: Boston, Chicago, Washington and New York City.
Specifically, RTO12 seeks a Consultant to conduct social content marketing and lead nurturing programs that align with the organization’s current initiatives in these areas.
For the purposes of this RFP, please consider the total budget to be $100K CDN* when creating your submission.
*subject to revision
The RFP Process
- The RFP will be posted online and potential bidders will be e-mailed a copy of the RFP.
- Upon receiving the document and reading its content, potential bidders are requested to send an email to [email protected] to acknowledge their intent to provide information about their proposal. This step will guarantee that the bidder name is entered in the bidder list.
- The bidders prepare their formal response and send their document in an electronic format to Explorers’ Edge by the specified RFP close date.
Request for Proposal Issued: January 11, 2019
RFP Due: January 30, 2019 at 2pm
This work described in this RFP is to be completed by July 2, 2018.
Statement of work:
The purpose of this project is to market the Explorers’ Edge region and specific KTAs to four DMAs in the United States (Boston, Chicago, New York City and Washington). The Consultant will create a social, content strategy to launch new content into these areas, and the expected result is significant visitation to the www.thegreatcanadianwilderness.com site, and in increase in leads for nurturing into the RTO’s international database.
As per the Product Development Framework outcomes, the six differentiated KTAs for the RTO12 region are:
- Being Lakeside
- Guided Nature Tours
- Wildlife Viewing
- Indigenous Cultural Experiences
This project will be executed in Four Phases:
Phase One: Significant consultation with RTO12 / Explorers’ Edge staff to ensure objectives and executional approach are understood and agreed to by both parties.
Phase Two: Development of the paid social strategy including measurable objectives, market reach/CTR/leads forecasts, recommended platforms, and target audience identified. Inventory of current content editorial pertaining to the KTAs that can be re-issued for the international content marketing program via www.thegreatcanadianwilderness.com. Working with EE’s Senior Director of Strategy & Communications, identify new editorial ideas per the KTAs for development to successfully hook targeted audiences. Creation of new or necessary content (to live on www.thegreatcanadianwilderness.com).
Phase Three: Paid social content marketing deployed into DMAs via www.thegreatcanadianwilderness.com and chosen platforms. Consultant will do media buys and provide oversight of the spend, and make recommendations for adjustments once the program is underway.
Phase Four: Final Report – a summary of the overall project implementation, results, and further recommendations.
Summary of Primary Deliverables
Phase 1 Memo Outlining Agreed to Project Approach and Ultimate Deliverables: MS Word and PDF electronic versions of the report in English
Phase 2 Strategy Document & Completed Content: MSWord and PDF electronic versions of the report in English. Content presented fully developed (to live on the RTO’s international site).
Phase 3 Report Required: MSWord and PDF electronic versions of the report in English.
Phase 4 Final Report: MSWord and PDF electronic versions of the report in English.
Required: All reports must be provided in print, in English as well as one PDF and one Word version. In addition, electronic versions of supporting documents will be provided when available.
The proposal, at a minimum, will break out the costs across the following:
- Preliminary consultation with RTO12 staff
- Development of project timelines (workback schedule) and deliverables
- Social marketing Strategic Plan
- Inventory of current content
- Recommendations for new content development based on review of international program objectives and KTAs
- In-market spend vs. vendor costs including Canadian currency conversions for USA
- Final Report
- Additional costed items
Your proposal will form an integral part of the contract and will be considered the Scope of Work for the Initial Term, so please be thorough.
- Please provide a synopsis of your qualifications, including a detailed summary of previous successfully implemented projects of this nature
- Please include your approach to working with Clients
- Please provide a detailed description of your organization, including location(s), business operations, financial security, corporate history, principals and previous work for similar clients
- A standard contract proposal
Note: Proponents shall identify, within their submission, all excluded items.
Assumptions: The entire project will be fully completed no later than July 2, 2019.
Below are aspects of your proposal that will be used to evaluate it, and you may also be asked to present and elaborate on these items to RTO12 staff. Proponents considered for this project must be able to demonstrate the following credentials/expertise:
- Demonstrated understanding of the provincial regional tourism organization model and RTO12 in particular; knowledge of the RTO’s 5-Year Strategy and the Product Development Framework outcomes
- Demonstrated experience of key personnel in a project of similar scope and nature
- Demonstrated social, content marketing expertise (and tourism marketing in particular)
- Demonstrated understanding of
- Demonstrated strong corporate history and presence, financial standing, and capacity to perform
- Demonstrated experience in project management in order to meet deadlines with optimal efficiency and efficacy
- Cost competitiveness
- References (minimum of three)
A total of 100 points will be allocated to each proposal, as follows:
|Qualifications and Experience of Company||10|
|Qualifications and Relevant Experience of Project Team||10|
|Understanding of RTO12 Business Objectives Overall And For The Project||20|
|Quality of Implementation Approach & Ability to Meet RTO12 Objectives||20|
|Proposed Work Plan and Schedule||20|
|Fees and Disbursements (including sub-consultants)||20|
Financial points will only be awarded to submissions that have achieved a minimum score of 60 out of 80 points on the technical evaluation criteria. Proposals that do not meet this minimum score will be deemed non-compliant and will be given no further consideration.