Destination BC’s social media program uses content marketing and community engagement tactics in order to inspire potential visitors to consider BC as their next destination, build an engaged community of BC advocates to encourage word‐of‐mouth‐marketing, provide relevant and timely visitor services to on‐the‐ground visitors in the province, and amplify powerful visitor stories, as well as empower and enable our industry partners to accomplish the same.
The purpose of this Request for Qualifications is to qualify Consultants experienced in the Germany and Japan markets in the following Service Areas:
- community management
- social listening and proactive outreach
- analysis, insights and reporting related to social media
- offline social media activations
- research related to social media
- project management
Background:
Destination British Columbia (Destination BC) is the industry-led Crown corporation that works collaboratively with partners across the province to coordinate tourism marketing at the international, provincial, regional and local levels, and to support regions, communities and Indigenous people in developing or expanding tourism experiences, businesses and jobs.
In short, we market the Super, Natural British Columbia® brand to the world. We are multi-national, with in-market representation in the United Kingdom, Germany, Japan, China, Australia, and Mexico. Our winning aspiration drives all our decisions and activities.
Scope of Work:
The following sub‐sections list the Service Areas and details of the types of services that Destination BC may require from Qualified Suppliers:
a) Community Management of Destination BC’s social media communities across all platforms, including responding to questions from individuals and other brands and engaging in and encouraging further conversation with individuals and other brands or businesses as appropriate, while ensuring alignment with Destination BC’s social media crisis communications protocols
b) Social Listening and Proactive Outreach across all social media platforms where Destination BC has an official account, including: setting up and optimizing search streams within social listening tool, monitoring for relevant conversations, proactively engaging individuals and/or other brands in conversation about British Columbia or related topics, assigning conversations to Destination BC’s social media team or industry partners, capturing strong examples of positive interactions with potential, current and past visitors, and flagging inappropriate, negative or political content for Destination BC’s Global Marketing team.
c) Analysis of Destination BC’s quantitative and qualitative social media data and provide insights to Destination BC’s social media team; this may include producing reports on a regular basis or ad hoc basis as requested.
d) Engage tourism businesses and destination marketing partners directly to increase awareness and participation in Destination BC social media initiatives.
e) Organize planning, logistics, liaising with partners and on‐the‐ground execution of offline social media activations; represent Destination BC as per our corporate code of conduct when interacting with the public
f) Assist with researching tools, tactics, social media influencers, competitors, etc.; compile learnings into document or presentation deck
g) Project Management and/or general support of social media initiatives. Comply with all directives of Destination BC staff during each project
Due Date:
February 5th, 2019.
Address:
Porter Novelli has Canadian capabilities.