People's Association council on the search for branding and digital agencies

The People’s Association (PA) is on the hunt for branding consultancy, media liaison and digital marketing services for its South West Community Development Council (CDC). The appointment is for one year, according to Gebiz.

In the tender document seen by Marketing, the appointed agency or agencies will be tasked to conceptualise and develop suitable brand image and identity for the council. A branding plan and key messages for the transition strategy spanning print, online and social media platforms has to be presented to CDC as well.

In addition, the appointed agency has to provide advisory and develop a communication grid with a game plan for key focuses slated for FY2019-2020. These should include ideas on how to integrate and expand outreach within the various communications channels, as well as to improve outreach of CDC's key messages. In terms of media liaison duties, the agency will be responsible for achieving media targets while improving awareness of CDC's key programmes.

Currently, CDC has a Facebook page with about a fan base of 8,900. The agency will be tasked to increase outreach on CDC's Facebook page and increase the fan base to 25,000 by end of contract. To grow CDC's social media growth strategy, the agency has to propose, create and implement relevant social media platforms to increase digital presence.

The agency also has to provide and propose relevant marketing tools and allotted budget such as digital media buys for the purpose of campaigns and intended boosting to achieve outreach targets. CDC stated that the allocated budget should be a minimal of SG$5,000, in line with growth strategy and campaigns, and included in the contract price.

The appointed agency will have to optimise and execute content on the various communication and outreach platforms across the overall communications calendar, which will be provided by the client in the initial phase. Some of the content execution includes content creation such as interviews, story development and content curation of existing posts on social. The agency also has to develop and execute at least two social media
campaigns during the contract period.

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Government bodies in SG on the hunt for digital agencies