Ministry of Foreign Affairs (MFA) Singapore is looking to appoint a communications agency to position itself as an employer of choice.
MFA aims to market the Foreign Service Officers (FSO) scheme and The Foreign Service Scholarship (FSS) for undergraduates and agencies are invited to submit proposals to enhance MFA’s brand position. The ministry will be providing directions for the brand positioning.
MFA’s current brand position showcases the global opportunities presented in a career or scholarship with MFA. The respective taglines for the FSO Scheme and FSS are “Be on the frontline, the whole world in one career” and “Be on the frontline, map your future with the Ministry of Foreign Affairs”.
This contract is for one-year starting on 1 February 2015, with the option to extend for another year. According to the tender document, the target audience for the campaign is the top graduating cohort in local and overseas universities, and junior college and International Baccalaureate students. The secondary audiences are the significant influencers such as teachers and parents for scholarship.