People's Association concludes PR and social pitch with 17 interested agencies

People’s Association has appointed Ninemer Communications for PR and social media duties for PAssion WaVe (PAWV), a community space under the PA that offers waterfront lifestyle programmes. The appointment is for one year, with an option to extend for another year. The appointment comes after a pitch called in July, which saw 17 agencies vying for it.

According to a tender document seen by MARKETING-INTERACTIVE, Ninemer Communications is tasked to further develop media relations and projects that will maximise exposure for PAWV’s objectives, programmes, events and profiles through securing favourable and optimal editorial coverage, while ensuring a consistent and effective message that presents PAWV’s role in a holistic manner.

It will also provide strategic counsel to help position PAWV positively in the media, and ensure message consistency across all its media platforms and touch-points. Additionally, it is responsible media communications and PR for PAWV’s programmes, key announcements and initiatives, signature events/festivals and campaigns across all media platforms including print, broadcast and online. Other duties that the agency will have to carry out are: development and preparation of media materials, pre-event preparation and media engagement, crisis communications and management, post-event report, and media monitoring and analysis. 

According to the tender document, Ninemer Communications is expected to achieve at least 100 media mentions of PAWV during the contractual period across all media platforms – broadcast (television and radio), print (newspapers and magazine) and online media.

Meanwhile, on a social media front, the agency will primarily cover the planning, content development, managing and monitoring of PAWV’s Facebook and Instagram page. It will also cover the Project Blue WaVe’s Facebook page, an eco-conservation campaign to promote a clean and blue water landscape.

Ninemer will also be responsible for editorial calendar and content development, where it will have to propose, develop and implement an editorial calendar plan with five Facebook posts across both Facebook pages, and three Instagram posts weekly. This includes the conceptualisation, copywriting, hashtags, design and development of content. The agency will also have to carry out daily maintenance duties on the social media platforms, such as posting status updates and attend to enquiries from the public.

As part of the job scope, the agency will have to carry out media buys. It will have to propose and submit a media buy plan of up to SG$30,000 across all social media platforms, with emphasis on Facebook and Instagram ads. Additionally, it will have to work on a media buy proposal based on the performance of PAWV’s past ads and demonstrate how the media buys will achieve the targets set by PAWV on fans/followers growth and engagement rate. Ninemer Communications is expected to achieve an increase of 6000 followers on PAWV's Facebook page, 10,000 followers on PAWV's Instagram, and 10,000 followers on Project Blue WaVe’s Facebook page.

Earlier in May, People's Association has also called for a pitch for a digital marketing and PR services provider for its North East Community Development Council (NECDC). The pitch saw 18 agencies vying for it, including Ninemer Communications, Asia PR Werkz, Ruder Finn Asia, Zoo Communications (Singapore), and more. The account has since been awarded to Maven Potter.

For digital marketing services, Maven Potter is tasked with communication management, content creation and campaign management, social media growth and engagement strategy, social media reporting, consultancy on marketing plans. Meanwhile under PR services, the agency is tasked to provide strategic consultancy to position NECDC positively in the media, and will be responsible for the development of a PR and messaging strategy that is aligned with NECDC's position as a community aggregator. 

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