CAAS' social media pitch draws in 38 competing agencies

The Civil Aviation Authority of Singapore (CAAS) has called for a social media pitch earlier this month, which has seen 38 agencies vying for the account. These agencies include the likes of ADK Connect Singapore, AKA Asia, Germs Digital, Digitas Singapore, OMD Singapore,Mindshare Singapore, Ruder Finn Asia, TBWA\ Singapore, Type A and many others. 

The appointed agency will be tasked to provide social media management services for a period of one year. In a tender document seen by Marketing, the agency will be managing CAAS' four social media platforms (Facebook, LinkedIn, Twitter, and YouTube). The agency will be responsible for formulating and planning CAAS' digital strategy, to grow the platforms and maintain a monthly average engagement rate of minimally 3% to 5%. It will also have to propose relevant campaigns/ideas roll-out on a quarterly basis which leverages on the latest social media trends.

As part of the job scope, the appointed agency will also be tasked to perform content ideation and creation, design, copywriting, and production of all content and digital assets for social content to engage stakeholders on the different platforms. Content development must be based on optimal posting frequency for each platform, and includes a mix of original content or shared content. The agency will also need to manage all CAAS social channels daily, do monitoring/listening to comments on all pages, and alert CAAS of potential crisis as well as prepare proposed replies.

Additionally, the appointed agency will also be in charge of live coverage and onsite events support, providing digital media planning and buying services, carry out online advertising, and provide monthly reports on its social media channels.

Separately last week, CAAS' parent organisation, Ministry of Transport (MOT), also called for a social media pitch. The appointment is for one year, with the option to extend for another year. The appointed vendor will be responsible for developing an editorial strategy and content marketing strategy for MOT’s Facebook page. It will also have to produce content for the Facebook page, while maintaining a monthly editorial calendar for the page with at least 28 original posts per month, that is aligned with MOT’s announcements, campaigns, organisational objectives and events.

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