National Environment Agency searches for social media agency

The National Environment Agency (NEA) is on the lookout for social media management services. The services provided will include the planning, managing, and monitoring of NEA's Facebook page, Instagram and Twitter accounts, and its Telegram channel. This does not include campaign-specific social media accounts such as Clean & Green Singapore, the Stop Dengue Now, and the Eco Music Challenge Facebook pages.

In a tender document seen by Marketing, the social media management team will be in charge of growing the fan and follower base for NEA's social media platforms, increasing positive engagement, building a positive relationship with audiences, encouraging behaviours that NEA wants to promote, and motivating every individual to care for the environment as a way of life.

The appointed team will have to propose, develop, and implement four engagement contests on NEA's Facebook page and Instagram account, or a combination of both for each contract term. This includes the conceptualisation, copywriting, content design, development, and implementation of the contests. It will also have to propose, develop and implement an editorial calendar plan with one Facebook post daily, three Instagram posts weekly, three Twitter posts weekly and one Telegram message weekly. Content posted should be fresh, relevant, engaging, innovative, and appealing. Posts on NEA's Facebook page and Twitter account should appeal to users across different target groups, while posts on its Instagram account and Telegram channel should appeal to younger audiences.

Besides managing NEA's social media platforms, the appointed team will also be in charge of proposing and submitting a media buy plan within a media budget of SGD$50,000 per year across all social media platforms, with emphasis on Facebook and Instagram ads. It will also have to prepare a monthly report, which is to include, but not limited to, the performance of NEA’s social media platforms for the month, a study of the demographics of its fans and followers, recommendations and action plans for the following month, and comparison with similar social media accounts.

There is also an optional job scope of social media influencer outreach. The appointed team has to identify and propose potential social media influencer(s) or publishers that can best achieve NEA’s online communication objectives. Once approved, the team will have to liaise with the influencer(s) and manage the content created. The contract period will be one year, commencing tentatively from 1 April 2020 to 31 March 2021, with option to extend for three consecutive terms of one year each.

All tender offers will be evaluated on its proposed brief, media buy plan, and monthly report sample for both NEA's Facebook page (50 percent) and Instagram account (30 percent). The quality of submitted samples as well as profile and track record of the assigned team (10 percent) will be taken into consideration too. A proposal for social media influencer, though optional, will also be evaluated (10 percent). The closing date for tender offers is 14 February 2020.

There has been an increase in government bodies searching for social media services in recent years. This month we saw the Land Transport Authority looking for a social media agency, while the National Youth Council was also on the lookout for its social media agency early last year. The Silver Generation Office by the Agency for Integrated Care and Singapore Polytechnic also searched for a social media partner and digital and social media agency respectively last year.