CITIZENSHIP AND IMMIGRATION OF CANADA
International Experience Canada Experiential Marketing Campaign
Solicitation Closes – 2:00 PM on – April 12nd, 2024
Link: file:///C:/Users/cbettencourt/Downloads/RFP_Experiential_Marketing_Campaign%20-%20CIC-157511%20(1).pdf
STATEMENT OF WORK
1. TITLE
IEC Experiential Marketing campaign
2. OBJECTIVE
The objective of this work is to develop and implement an experiential marketing approach for International Experience Canada (IEC). The aim is to create interactive experiences that engage with both outbound (Canadian) and inbound (foreign international) target audiences.
The weighting of the focus of this work will be 70% to outbound (i.e. Canadian youth) and 30% to inbound (i.e. foreign youth) audiences. Additionally, the inbound element of this project will be a fully virtual component. The primary goals are to increase awareness, enhance engagement, drive participation in the IEC program, and establish strategic partnerships to amplify the reach and impact of marketing efforts.
3. BACKGROUND
IEC is a program of the Government of Canada that manages youth mobility arrangements with over 30 countries and territories. IEC gives youth the opportunity to work and travel abroad—an opportunity that would otherwise not be possible because most countries do not allow foreign youth to work or even stay for an extended period. IEC gives Canadian youth easier access to work permits to work and travel in our partner countries and territories. Young Canadian participants in other countries obtain foreign work experience, which benefits their future careers in the Canadian workplace and also helps build a stronger Canada by fostering increased intercultural understanding and an integrated society.
The objective of the campaign is to increase awareness of the IEC program and promote the benefits of work and travel opportunities in foreign countries. Since the pandemic, there has been a decrease in participation in the program. Canada has faced competition from other countries in attracting foreign youth for working holiday programs, co-ops and internships.
Although participation numbers are rebounding, there is rationale to target promotions to specific countries that have / continue to have low participation. In 2022, 20 partner countries did not meet their quotas, 8 of which used less than 50% of their allocated quota. Year-over-year data shows declining participation rates in these countries. As well, the number of Canadian youth going abroad in 2021 has dropped by approximately 70% when compared to 2019 (based on available data ). Therefore, IEC has been placing a greater focus on increasing awareness of the program by finding ways to engage with youth and encourage them to take advantage of the benefits of experiences abroad.
This campaign will supplement an advertising campaign launching in January 2024 and an influencer marketing campaign launching in February 2024.
IEC seeks to expand its marketing efforts through experiential approaches. This will involve creating immersive experiences that effectively communicate the benefits and opportunities that the program offers to youth. The initiative builds on existing in-person and virtual events where IEC has a presence, such as student conferences, job fairs, etc.
4. KEY MESSAGING
IEC facilitates work and travel opportunities for Canadian youth in more than 30 partner
countries and territories, empowering youth to seek experiences that will prepare them
for success in a globalized economy.
IEC is a trusted source for applicants as they prepare to navigate the application process.
International work and travel helps young Canadians grow personally, broadens their perspectives of the world and their place in it, and increases awareness of and sensitivity to other cultures.
Start your next adventure with IEC. Explore what the world has to offer.
5. TARGET AUDIENCE
prospective Canadian participants including people from Indigenous and 2SLGBTQIA+ communities, ages 18 to 35 (16 to 35 via various channels such as schools, academic organizations and youth organizations to engage with youth before eligibility).
Millennials (24 to 35 years old) are looking to travel again and seek work permits from a trusted government program. IEC gives Canadian youth the opportunity to have authentic immersive experiences—testimonials, social proof and careful attention to messaging are essential.
GenZers (18 to 24 years old) are open to experimentation. IEC gives them the opportunity to explore, experiment and live their dream.
6. TASKS
The Supplier is required to provide services that may include, but are not limited to:
overseeing the life of the project to ensure the quality of the work and ensure that timelines, budgets, and staff resources are adhered to.
developing a strategy and a creative approach to bolster IEC’s presence at virtual and in-person events using experiential marketing techniques.
attending client briefings and meetings, providing status reports detailing budgets and timelines, producing estimates for approval, advising of budget variances and facilitating the production process.
ensuring that all creative elements have the Project Authority’s signed approval prior to production.
providing cost reports on a monthly basis including breakdown by personnel, resources, travel and rates.
delivering all requested deliverables as outlined in more detail in the sections below.
7. CREATIVE AND PRODUCTION SERVICES
The Supplier is expected to plan and execute a variety of experiential marketing activities, including but not limited to:
experiential marketing production
o interactive installations
– designing and building interactive installations, often to engage and captivate the audience
o event production and management
o virtual reality (VR) experiences
– creating immersive VR environments, simulations or interactive tours that allow participants to engage with IEC brand and the opportunity it offers in a virtual space
o augmented reality (AR) applications
– developing AR applications that overlay digital content on the real world, enhancing physical experiences and adding interactive elements tied to IEC
o video production for interactive displays
– producing videos or multimedia content for interactive displays, digital screens or touchpoints that the target audience can engage with during an event or in a kiosk
o interactive kiosks and touchscreens
– designing and producing interactive kiosks or touchscreens that showcase IEC and its key messages, allowing the audience to explore and interact with the content
o sensory experience production
– creating multisensory experiences by incorporating elements like scents, textures, sounds or tastes that would engage IEC target audiences and enhance the overall experience.
o themed environments and sets
– designing and constructing immersive environments or sets of a specific theme or concept, providing a cohesive and engaging brand experience
o interactive workshops and classes
– creating and managing interactive or in-person workshops, classes or educational sessions where participants can learn about IEC.
electronic production*
o web graphics, interactive features, banners and buttons
o social media visuals
o infographics
o online video
o other digital media, if applicable
* Note that IRCC has established a cohesive visual identity for IEC products. Creative frameworks and design elements will be shared to provide guidance for any production, ensuring alignment and consistency with the existing design elements.
Produce creative concepts in the form of mock-ups, story boards or scripts.
Write and edit text, including copy, for all drafts through to final materials.
Provide copy-editing and proofreading services.
Translate/adapt all text for drafts to the other official language and non-official language(s) through to final materials.
8. EVALUATION
The Supplier will assess the effectiveness of the experiential marketing efforts through quantitative and qualitative analysis of KPIs, including the following:
For in-person tactics:
brand perception: Evaluate the shift in IEC brand perception and associations among the audience, assessing whether the campaign effectively conveyed the desired brand image.
time spent on experiences: Measure the average time spent by visitors at interactive experiences or activations; this will reflect the level of engagement and interest.
customer engagement: Track the number of meaningful interactions and engagements with the brand, such as the booth visits, quiz participation, etc.
in-person engagement: Assess the level of engagement and interest shown by visitors at the experiential marketing campaign, including the number of leads captured and the quality of interactions.
For virtual tactics:
impressions: Determine the number of times marketing materials were displayed on various platforms; this will provide insight into the overall visibility of the campaign.
engagement: Assess the level of audience interaction and participation in response to the marketing tactics, such as booth interactions, contest entries and social media
engagements.
Note: The IRCC SM team will provide the data for Reach, which measures the total number of individuals exposed to the marketing campaigns across different channels, including social media platforms, websites, and offline events.
9. DELIVERABLES
The Supplier must provide marketing, strategic, creative, production, account management and administrative services to support IRCC’s campaigns:
Initial contract period – From contract award date to March 31, 2025
One (1) option year : April 1, 2025, to March 31, 2026
10. KEY IMPLEMENTATION MILESTONES
Initial contract period :
Conduct a kickoff meeting to ensure all team members understand their roles and responsibilities, and the campaign’s objectives.
comprehensive research
o IRCC will provide an overview of IEC program and expand on the kickoff meeting by outlining specific goals, target audiences, and desired outcomes for the experiential marketing campaign.
o The Contractor will do research and in-depth analysis of the audiences and needs.
Proposal, concept development, and budget planning:
comprehensive plan with draft concepts: The supplier’s primary task is to develop and present a comprehensive plan that includes draft concepts to align with the International
Experience Canada program’s objectives and resonate with the target audience. The plan should cover all elements of event coordination, such as event sourcing and logistics and the hiring of brand ambassadors.
The plan should outline the following key responsibilities for brand ambassadors in the experiential marketing campaign:
o Act as the face and voice of the brand.
o Interact with consumers in person to provide real-life experiences.
o Create engaging and interactive moments that convey IEC key messages.
- Promote the IEC program at various locations.
o Distribute promotional items and samples if applicable.
The contractor is expected to specify the required number of brand ambassadors for the campaign, outline the selection criteria employed in their recruitment, and detail the vetting process to ensure its alignment with the values and objectives of the International Experience Canada program.
collateral materials: Propose collateral materials to support the plan and concepts.
budget and resource allocation: Within the plan, the Supplier should provide a detailed budget and resource allocation to support the proposed concepts.
approvals process: During this phase, the supplier will seek approvals for the plan and concepts. A minimum of 3 drafts will be expected, with further drafts as necessary to align with the IRCC approvals process.
