SG Science Centre hunts for marketing agency that can 'enhance brand narrative'

The Science Centre Board (SCB) is on the lookout for agencies to aid in marketing services. According to Gebiz, the appointed agency will be tasked to enhance the brand narrative, personalisation for target audiences and enhance guest experience. In a tender document seen by Marketing, the appointed agency will be tasked to conceptualise detailed marketing strategies and action plans for SCB and its group of attractions.

A compulsory briefing for interested parties will be held at Science Centre Singapore on Monday, 16 December 2019 at 3.30pm.  The appointed agency will be responsible for analysing information and materials given to ascertain brand equity, identifying gaps in brand positioning, recommending brand promise as part of a brand story narrative to increase brand identity, brand awareness and drive leads among target audiences.

The agency will also have to conceptualise brand direction and holistic marketing strategies and campaigns for specific target audiences using traditional and digital marketing channels. The marketing campaign has an option to include three specially commissioned promotional videos to promote online ticketing and revised pricing.

SCB said that the marketing campaigns should have a mixture of engaging content for traditional advertisements, for social media, digital platforms and captivating visuals to cultivate conversations and garner interest. The campaigns should preferably be linked to each other. As part of each marketing campaign, for social media strategy, the primary content and conversational (engagement tactics) calendars must be proposed, while creative content such as images should be provided. According to SCB, the execution of the actual posts would be managed by its social media agency.

For SCB, its primary target audiences are families with young children (aged 18 months to 12 years old). This segment is further categories to Singaporeans and Permanent Residents, local residents and tourists. SCB' secondary target group will be the young working Adults (aged 21 to 30 years old). According to SCB, it aims to promote interest, learning and creativity in science and technology, through imaginative and enjoyable experiences, contributing to the development of Singapore’s human resource.