British Columbia Issues Strategic Marketing RFP
Purpose:
The purpose of this Request for Qualifications process is to qualify service provider(s) with the required capability and capacity to provide Strategic Market Development Planning to B.C.’s agrifood and seafood industry.
Scope of Work:
The following items describe the general scope of the Strategic Market Development Planning Services that the Respondent should be able to provide. The Services identified below are part of this list.
Contractors will develop marketing plans, export plans and/or branding strategies to help facilitate the expansion of domestic (within Canada) and/or international markets for B.C.’s agrifood and/or seafood products by:
- Consulting with Program Applicants to learn about their products and business goals, and discuss the required resources, expected results and timeline for the project;
- Collecting existing market research, statistics and information to support the development of marketing plans, export plans; and,
- Creating/writing plans or strategies in consultation with Program Applicants.
Marketing Plans:
The Province expects that the Contractors for Program Applicants will create marketing plans that should include:
- Current Market Situations: an overview of the current market situation to provide insight into the sector and what it takes to compete;
- Sales Goals/Objectives: an overview of the long term sales goals for the Program Applicant;
- Target Market Identification/Overview: an overview of various market segments to determine which one is best suited for the Program Applicant’s product;
- Product Positioning: a positioning map and description of how the Program Applicant’s agrifood/seafood products are or will be positioned relative to other competitive products;
- SWOT Analysis: an overview of internal strengths/weakness and external threats/opportunities facing the Program Applicant’s agrifood/seafood products;
- Competitive Analysis: an overview focusing on the Program Applicant’s competitors and evaluating their strategies to determine their strengths and weaknesses;
- Brand Overview: an overview of the Program Applicant’s brand to outline why consumers will continue to choose their product over others; and,
- Action Plan: an overview of the specific marketing tactics and actions that will be undertaken by the Program Applicant to achieve sales goals/objectives.
Exporting Plans:
The Province expects that the Contractors for Program Applicants will create export plans that should include the following components:
- Introduction: an overview focused on the purpose of the export plan, organizational goals and objectives, international market goals and short- and medium-term objectives for export;
- Products and Services: an overview of products and services including key and/or unique features that make the Program Applicant’s product(s) stand apart;
- Current Market Situations: an overview of the current market situation to provide insight into the sector and what it takes to compete;
- Market Entry Strategy: an overview of the target market(s), description of key competitors; analysis of competitive position along with product positioning, SWOT analysis and a pricing strategy;
- Risk Factors: An overview that covers market risks, currency risks and political risks; and,
- Action Plan: An overview of the specific actions that will be undertaken by the Program Applicant to achieve goals/objectives.
Branding Strategies:
The Province expects that the Contractors for Program Applicants will create branding strategies that should include:
- Brand Name, Logo and Tagline(s): an overview of key elements such as the brand name, logo, tagline(s) that communicate the premise of the brand in addition to a branding style guide that focuses on brand story, logo usage, colour palette, typography, and imagery;
- Target Market Identification: an overview of the attitudinal and demographic description of the target market that the brand is attempting to appeal to and attract;
- Brand Positioning: an overview that helps answer questions such as how should the brand be positioned in the mind of the consumers; determining the brand positioning statement that communicates the brand’s value(s) to the consumers; identifying what sets the brand apart from the competition; defining the brand promise that articulates that benefits and experience the target audience will have when engaging with the brand;
- Key Messaging: an overview identifying the key messages that target the identified target audience and that communicate the benefits and values of the brand; and,
- Branding Implementation: an overview of the specific actions that showcase how the branding strategy will be
Due Date:
June 7th
Contact:
Collin Lord, Procurement Specialist
Procurement Services Branch
Candidates for this assignment could include Hunter PR or Zeno group.
