City of Fort Saskatchewan Issues Marketing RFP
The City of Fort Saskatchewan invites proposals from qualified consultants/agencies for the provision of marketing and advertising campaigns over a three year period for various City departments.
Fort Saskatchewan is a vibrant economic and cultural hub located just 15 minutes northeast of Edmonton on the banks of the North Saskatchewan River. Home to more than 26,900 people, the City of Fort Saskatchewan proudly manages state of the art recreation, culture and historic amenities including 75 km of outdoor trails, a performing arts theatre and fitness centre within the Dow Centennial Centre and the 1875 – 1885 NWMP Fort Representation in the Fort Heritage Precinct located in historic downtown.
The City requires the contractor to plan and execute all aspects of an external marketing strategy that builds on the existing successful campaigns aimed at visitors, home buyers and business owners and tourists in the Edmonton Metropolitan Region and beyond. Other campaigns target local residents for municipal programs and services including waste and utilities, recreation, culture, and transit. Using resources effectively to reinforce the brand of Fort Saskatchewan as a vibrant, urban center with unique amenities is the focus of this project.
Scope of Work:
The Contractor will be responsible for TV, video, radio and digital direction, production, and post-production including creative concept, development, copywriting, casting, shooting and editing (if current material is not sufficient). A contractor will provide development of print elements including concept development, copywriting, art direction, layout, and mock-ups. A contractor will be responsible for all aspects related to the successful execution of at least 2 seasonally relevant campaigns that deliver on the strategy through coordinated and cohesive messaging across communications channels and markets as evidenced by an increase in brand awareness. The Corporate Communications Department will be the sole judge of the campaign’s relevance. A range of executions for consideration/evaluation will be required for each campaign and the Corporate Communications Department will be the sole judge of the adequacy of the work. Pre-and-post creative/ad testing will be expected and Contractor may need to derive insights and provide recommendations to improve or refine marketing messages and strategies to enhance the effectiveness of campaigns. All research and research partners will be approved and paid for by the City of Fort Saskatchewan. All production costs will be paid for by the City of Fort Saskatchewan and thus all rights to the production are owned by the City of Fort Saskatchewan.
Media Services (Strategy, Planning, and Buying)
The Contractor will perform media-buying services such as: media planning (to best deliver on defined target), prioritizing markets, media buying (negotiating best rates and placement as well as added value), tracking, optimizing and post-buy analysis. TV and radio plans will include information standard to the industry such as market and station demographics, buy detail by market including proposed placements, reach and frequency. The Contractor will also provide media planning and, buying related to digital technologies, such as internet marketing, SEP, Google AdWords, mobile marketing, and social media messaging (e.g., Facebook and Twitter). Perform timely post-buy analysis to measure return on investment and other marketing metrics that quantify campaign effectiveness.
The project tasks for this project are:
- PHASE 1 – REVIEW AND ANALYSIS OF EXISTING CAMPAIGNS
- Meet with various department leads to gain insight into the current state – next steps
- PHASE 2 – DEVELOPMENT OF THREE YEAR STRATEGY FOR EACH CAMPAIGN
- Present plans for each department/campaign lead
- PHASE 3 – DEVELOPMENT OF CREATIVE, EXECUTION AND REPORT ON RESULTS
- A schedule will be provided by each department/campaign lead
August 15, 2019
Wendy Kinsella Director, Corporate Communications
City of Fort Saskatchewan
10005 – 102 Street
Fort Saskatchewan, Alberta T8L 2C5
Relevant agencies include Kite Hill PR and Hunter PR.