People's Association and GovTech hunt for marketing and PR services

The People's Association (PA) is on the lookout for a digital marketing and PR services provider for its North East Community Development Council (NECDC). In the tender document seen by Marketing, the appointment will be for 12 months, with the option to renew for another 12 months. 

For the digital marketing services, the appointed agency will be tasked with communication management, content creation and campaign management, social media growth and engagement strategy, social media reporting, consultancy on marketing plans. The agency will have to provide a dedicated designer as well.

As part of the digital marketing job scope, the agency is required to monitor NECDC's social media platforms, and craft responses and communicate with public and social media followers by responding to queries in three working days. According to the tender, the appointed agency will also be expected to optimise, create and execute content on the various social media communication and outreach platforms. It is also required to deliver three posts per week on NECDC's Facebook, Instagram, and Telegram platforms, as well as propose and manage a monthly social media calendar that is based on the key priorities or events line-up from NECDC.

Additionally, the agency needs to offer a growth and engagement strategy on how to increase NECDC's followers and keep followers engaged with its content. It will also have to propose the allotted budget for digital boosting to reach intended audiences, as well as provide a monthly social media report, which includes performance metrics, benchmarking against other companies, and best practices. The tender added that the agency will also be tasked to provide consultancy and knowledge on how to integrate and expand within the various digital channels to improve outreach of programmes. It will also have to check and verify insertions, displays, broadcasts, or other means used, to such degree as is usually performed by advertising agencies.

Meanwhile under PR services, the agency will be 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. It will also work with the NECDC's communication team to execute necessary messages based on the overall marketing and communications plan.

The appointed agency will be in charge of media coverage, producing media materials, media management, media monitoring, as well as brand building and crisis communication. There will also be an optional duty to conceptualise, develop, and execute two brand campaigns for NECDC during the term of the appointment.

According to the tender seen by Marketing, interested parties will be evaluated on the following criteria and weightages – price (40%), creativity of proposal meeting requirements submitted (10%), strategic analysis of proposal meeting requirements submitted (10%), quality of proposal meeting requirements submitted (10%), and company’s track records for provision of similar services and goods from 2017 to 2019 (30%).

Separately, the Government Technology Agency (GovTech) is also on the lookout for marketing and PR services. According to the tender document seen by Marketing, the provider shall be an international PR agency with a Singapore office, which has its own offices in major cities in US and UK; and preferably also with offices in APAC, ASEAN and Oceania. The appointment will be for a duration of two years with an option to extend for another two years.

The appointed agency will tasked with preparing and localising communications materials when necessary. This will include translation work for countries which does not use English as their first language. The agency will also have to provide in-market communications support such as pitching, securing staffing and arranging for venue or logistics for media interviews for GovTech’s principals on their overseas trips to target markets and/or media coverage of GovTech’s participation in events.

The appointed agency will also be tasked to coordinate one visit for foreign media journalists to Singapore, and the scope of work will include canvassing and pitching to journalists, coordinating logistical arrangements and providing the necessary local Singapore headcount for on-site support of this visit. It will also be responsible for pitching, securing and facilitating media cultivation trips for GovTech’s communications and marketing division to engage media in target markets. Additionally, the agency has to conduct media monitoring, track, compile and update GovTech on international English media coverage (print and online), as and when activated by GovTech.

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