The Ministry of Culture, Community and Youth (MCCY) has launched an open tender for integrated marketing and communication services. The appointment is for a period of one year, with an option to extend another, according to the tender document seen by Marketing on Gebiz.
The chosen agency will be tasked to develop digital engagement strategies and social media activations as well as manage various social media platforms. MCCY, which has currently has a website, a Facebook page, and an Instagram account, is also considering to expand to other forms of communication platforms to engage the community in Singapore.
Additional responsibilities include developing on-ground activations, developing and producing content for online platforms, managing a community of contributors to co-create content, and performance management and analytics tracking. Specifically for the website, the agency will assist the organisation with its revamp, maintenance and management.
“The integrated marketing and communications plan shall reach out to as many segments of Singaporeans as possible, with a focus on digital natives (aged 18 to 40 years old) and the youth segments,” said MCCY in the document seen by Marketing.
Through the appointment, MCCY aims to create a greater awareness about opportunities, resources, capabilities and networks for active citizenry. It also seeks to increase levels and depths of engagement with citizens to inspire attitudinal shifts and build a more caring society. It looks to achieve this by establishing a stronger link between online and offline engagements; as well as creating opportunities for the community to contribute their voices and co-create content on its platforms.
In 2016, MCCY picked Ogilvy & Mather Singapore as its agency for the conceptualisation, development and implementation of an integrated digital communications plan. The tender saw agencies such as Group M, Havas Worldwide, KRDS Digital and XM Asia Pacific vying for the account. According to Gebiz, the account size is worth SG$2,499,098 and for a period of three years.
In 2014, MCCY appointed Havas Worldwide Siren for marketing communications and consultancy services. The agency was tasked to promote Youth Corps Singapore for a period of a year. It also handled digital media, communication, media buying and creative executions for the ministry.