MINDEF hunts for marketing and events agency

Ministry of Defence (MINDEF) has put out a tender looking for an agency to provide integrated marketing, communications and events services for its SAF50 campaign.

To pitch, agencies need to have at least three years of track record and demonstrate a strong background in community engagement initiatives, media pitching to non-defence related desks, as well as online engagement, events management and media buy. Attendance to the pitch briefing on 19 August 2014 is compulsory. The pitch closes on 2 September.

The agency will have to handle production of SAF50 collaterals and creatives; execute online engagement strategy and execution; conduct media planning and buying and conceptualisation, plan and execute the Total Defence commemoration and SAF50 launch event. It will also run events at public locations and public libraries where the SAF50’s Roving Exhibition will be set up.

It is also expected to conceptualise and produce at least two ad concepts, no longer than one minute for videos, to promote the SAF50 campaign on free-to-air broadcast television, cinema screens, out-of-home screens, and/or on social media. There would be both ATL and BTL aspects of the ad campaign as well.

The agency needs to also propose and oversee an online marketing plan as part of the overall media buying plan. The plan should also include a blogger engagement strategy. It will also need to develop a public engagement strategy to engage the public on SAF50 messages on both social and mainstream media and the timeline for the execution of the initiatives should be timed with the larger branding effort and key SAF50-related events.

According to tender documents seen by Marketing, the engagement should achieve the following targets: at least five unique coverage in main local media, print, TV, radio and online; at least three broadcast media coverage, including live interviews over the year-long campaign period and at least SG$1 million worth of estimated PR value for coverage.

The team, which excludes account directors but includes team leaders supporting the each key component, must have on average of at least two years of experience. Team leaders must have at least five years of experience in the relevant areas of work.

Earlier this year, MINDEF was also looking for agencies to come up with the branding and marketing strategy for SAF50. However according to Gebiz, an agency has not been appointed.