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EDB and EnterpriseSG look for digital agency for China market

EDB and EnterpriseSG look for digital agency for China market

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The Singapore Economic Development Board (EDB) and Enterprise Singapore (EnterpriseSG), statutory boards under the Ministry of Trade and Industry Singapore, are jointly seeking a digital marketing and communications agency in China. The agency will be tasked to strategise, develop and implement an effective digital marketing and engagement plan for their audience in China for confirmed 12 months, with the option to renew for another 24 months upon satisfactory performance of the agency.

The contract period is currently slated to begin 1 February 2023, and will not start later than 1 March 2024.

With the help of the agency, the two entities are looking to reach business founders, entrepreneurs, investors and senior business executives from China-based companies from  sectors such as technology, innovation and digital, biopharma, manufacturing, infrastructure and built environment, lifestyle and consumer and trade and connectivity. EDB and Enterprise SG is looking to speak to companies who are looking to internationalise and set up overseas and forge business partnerships with Singapore companies to either address in-market demand or to expand out of China.

These priority sectors may change from time to time, depending on EDB and EnterpriseSG’s overall strategy.

The agency chosen also needs to have strength in the arena of WeChat marketing, which is a significant channel currently being used by the entities. Prior to this tender, EDB and EnterpriseSG marketing teams jointly set up and are managing the 企航新加坡 (WeChat ID: BusinessSingapore) WeChat Official Service Account (hereafter called ‘WeChat OA’) as of July 2020.

In January 2022, the WeChat OA was switched to a Service Account to activate the use of a social CRM software (JINGSocial). The objective of the account has now expanded from communications to include lead generation and management. As such the agency chosen must be able to develop a coherent marketing plan and key messages that promote Singapore as an investment destination for both corporates and individuals.

The agency must also continue growing the influence and performance of the WeChat OA and expand into other relevant social media channels to amplify EDB and EnterpriseSG’s presence. 

Moreover, the agency needs to promote Singapore businesses as ideal business partners for Chinese firms both in China and other markets. As such, the agency must propose around two campaigns per year to grow followers, acquire leads and/or nurture existing base of leads.

The agency appointed must be able to communicate fluently and effectively in English and Chinese, both written and verbal; collaborate effectively and has an established track record in partnering B2B businesses, government agencies and associations for success in China; and take initiative in identifying opportunities and issues with EDB and EnterpriseSG’s marketing plans and tactics and provide appropriate recommendations to drive performance.

The agency must possess in-depth understanding of the digital marketing and social media landscape and user behaviour in China and dedicate a strong and committed team that has the relevant expertise and experience to support EDB and EnterpriseSG in our marketing efforts in China.

In January this year, EDB appointed Mindshare as its global media agency to effectively reach and engage global business decision makers to drive its investment interest and to build brand desirability for Singapore.

Working with Mindshare, EDB will be looking to generate top of mind recall and consideration of Singapore as an investment location of choice. According to its tender document on Gebiz, the appointment is estimated at a period of one year with the option to extend for another two years, followed by another two years. 

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