Singapore Kindness Movement hunts for digital and social partner

The Singapore Kindness Movement (SKM) is on the hunt for an agency to develop a comprehensive digital and social media content strategy and framework. According to SKM’s brief, the appointment will be for one year, from 1 April 2022.

The appointed agency will primarily work on “A kinder you, a stronger us” narrative for 2022 and 2023. The narrative comes as part of SKM's Be Greater campaign, which highlights the collective strength that comes from each individual's kindness.

Overall, the appointed agency will be responsible for increasing followers and engagement on SKM’s social media platforms, while driving traffic to its website and The Pride - SKM's content platform. The agency will also work on increasing awareness of the campaign narrative’s theme and its messages, while maintaining SKM’s non-Government voice and positioning.

To that end, the appointed agency will be tasked with keeping SKM in the lead of new insights, strategies and execution to ensure it remains relevant and ahead of the curve in the social media landscape. Additionally, the agency will need to educate and engage SKM’s target audience in an integrated, complementary and synergistic manner. Other duties include supporting SKM such that it aligns with and promotes its brand and vision, enhancing SKM’s existing and new social media tools and channels, achieving mutually agreed upon KPIs, and ensuring deliverables are executed promptly according to SKM’s timeline.

At the same time, the appointed agency will be required to conduct quarterly sharing sessions for SKM, with the goal of enhancing the latter’s understanding of social media. The session should cover topics such as the social media landscape, content development process, community building and management, and calculating ROI in social media, among others.

Interested agencies will be required to propose, recommend and optimise campaigns to achieve objectives set by SKM. The agency must also have a good standing with third-party ad exchanges and has to be able to purchase inventory on SKM’s behalf.

Additionally, the agency’s proposed team members should ideally have three to five years’ experience in social media strategy and management work, and be effectively bilingual in one other official language of Singapore.  The members must also possess relevant technical expertise in social media tools to build and update content in SKM’s digital and social media platforms.

Interested agencies will have to submit a proposal, including a summary of its insights of SKM’s current social media presence, the agency’s unique positioning, and its recommended key activations.

Agencies may also opt to apply for additional media monitoring services. The agency will take on responsibilities such as measuring media exposure and potential reach from SKM campaigns, streamlining customisable daily and weekly newsletters, and Social listening of SKM keywords, surrounding and trending topics. The agency will also be required to secure product entitlements for SKM and conduct a quarterly sharing session of the overall PR insight report.

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