Singapore's CPF calls for new pitches

Singapore's national social security system Central Provident Fund Board (CPF) has called for two pitches for social media engagement as well as for corporate branding and strategy, according to GeBiz documents seen by MARKETING-INTERACTIVE.

Social Media Engagement

As part of CPF's overall communication strategy to engage members, it is looking to grow its social media communication efforts and presence. This is to deepen its engagement with members by reframing CPF’s benefits, driving resonance and giving members a greater sense of control to make informed decision about their CPF monies.

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As a result, it has called for a social media engagement pitch. The chosen agency will need to work on CPF's social media platforms which include Facebook, Instagram, YouTube, Telegram and TikTok while supporting or cross marketing the other channels, initiatives and touchpoints. 

These touchpoints include the CPF website, CPF mobile app, electronic direct mailers (EDMs) and its 'Let's Talk CPF' podcast. The chosen agency will also need to work on content partnerships with lifestyle and financial bloggers and content publishers, as well as mainstream media partners to educate the public on various aspects of the CPF system.

The agency will also need to work on outreach efforts for CPF which includes online webinars for members spanning a variety of topics. These topics include retirement, healthcare and housing, targeted community outreach and advocacy programmes with industry partners, grassroot leaders for different groups of CPF members, and a dedicated Youth Engagement Programme.

CPF will conduct a kick-off meeting with the appointed agency after the contract is awarded to finalise the strategy work plan which will include the final set of KPIs and metrics, content pillars, crisis and issue management frameworks and a community management framework. 

Corporate branding and strategy

In tandem, CPF is also looking to appoint an integrated marketing and branding agency for a period of two years.

Under the contract, an agency will have to conduct a brand audit to provide an analysis of CPF’s brand positioning, strengths and weaknesses, opportunities and threats. This should also include reviews and insights to the CPF’s surveys conducted internally to sharpen and develop the board's brand equity and experiences for internal and external stakeholders.

The rebranding should meet the following key business objectives:

a) Improve members’ understanding of CPF’s role in their lives and in times of uncertainties, and help members appreciate and see CPF as a fundamental aspect of their retirement planning journey.
b) Improve members’ perceptions and sentiments towards CPF at every life stage.
c) Inspire and instill fulfilment and pride among CPF Board’s employees

It will also be required to conceptualise and propose a strategic framework with effective communications and engagement approaches in translating the corporate purpose to revitalise the board's brand image, so as to align and connect meaningfully with all internal staff and public members.

The chosen agency will also have to advise, implement, manage and execute some or all areas of the branding exercise including internal and public communications, transformation, capability-building and change management to fulfil the rebranding strategy.

The brand audit and overall corporate branding strategy and framework should launch no later than 1 November 2024, it said in tender documents. 

After the launch, there will be at least six months of internal communications and engagements to the launch of 70th Anniversary of CPF in 2025.

Then pitch calls come just over six months after CPF appointed McCann Worldgroup Singapore to develop an overall integrated marketing communications strategy that is aligned with the Board’s messaging narrative from 2023 to 2025.

According to the tender document seen by MARKETING-INTERACTIVE last year, the appointment will be for one year with an option to extend for a further two years. However, the duration of the contract shall not exceed three-years.

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