Singapore's National Environment Agency launches hunt for social media agency

Singapore's National Environment Agency (NEA) has launched a hunt for a social media agency as it looks to create a stronger online presence and brand identity for NEA, according to GeBiz documents seen by MARKETING-INTERACTIVE. The remit will be for a period of 12 months, commencing tentatively from 1 April 2024 to 31 March 2025, with the option to extend for four terms of 12 months each.

The social media agency appointed will also have to help enhance the understanding of NEA’s initiatives and efforts and deepen engagement with the public by growing the following for NEA’s social media channels and creating engaging, trending and relatable content. It will also have to build positive relationships with meaningful engagements and encourage the public to adopt positive behaviors, motivating every individual to care for the environment as a way of life, it said.

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The appointed agency will need to provide social media management services for NEA's corporate social media channels. These include its official Facebook, Instagram, Threads, X, Telegram, WhatsApp, TikTok and Lemon8 accounts. It does not include campaign-specific social media channels such as Clean & Green Singapore.

The agency appointed will need to plan, propose, develop and implement an editorial calendar that will include five Facebook posts a week, three Instagram posts, three Threads posts, three X posts and two Telegram and WhatsApp messages.

When the same content is adapted across the different social media channels, the content should be adjusted accordingly for the different channels and the respective target audience groups. The agency should also develop customised content catered to the different platforms and audiences, it said. 

This includes the conceptualisation, copywriting, design, and development of content that can be optimised and synergised across all NEA online channels where appropriate.

The agency will also need to propose, develop, and implement four engagement contests on NEA's Facebook, Instagram or a combination of NEA's platforms for each contractual year based on NEA’s key topics during the period.

The agency will need to reference findings from NEA’s brand audits and take into account recommendations made by the brand or public relations agency when strategising online content. The chosen agency will also need to ensure that the messaging is kept consistent, and artwork produced will need to adhere to brand guidelines. 

Daily tasks for the appointed agency include monitoring and escalating conversations that require NEA's immediate attention and working with appointed media buy agencies to amplify selected social media posts and to assist with
optimising ad buys.

It will also need to prepare a monthly and annual report detailing the performance of NEA's social media channels with an overview of the key performance indicators for NEA’s social media channels and detailed recommendations for the following year.

NEA has been very active on its social media platforms, regularly jumping on trends and capturing opportunities to get its message across. Recently, it did up a post for Halloween encouraging netizens to be more eco-friendly as they celebrate the festivities. 

In its post, it suggested that netizens bring along reusable popcorn containers and cups if they are having a spooky movie night, that they keep hydrated with reusable bottles if they are visiting haunted houses and that they bring along a reusable bag if they plan to visit candy shops.

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