Scope: IAI wishes to appoint a marketing agency which specialises in Integrated marketing activities and has mastered hyperlocal approaches of marketing.
Our multifield Objective:
Objective: Sustained growth of the actuarial profession
Levers – Trinity of Innovation, Collaboration and Value creation
1. Innovation – examples Insurtech, low-cost delivery platforms
2. Collaboration – with other experts within profession (India and outside), government/policy makers, Industry/Trade bodies/General public
3. Value creation (for stakeholders outside the profession) – Insurance for all by 2047, Social Security for all by 2047, Resilience of Financial Sector
The selected agency shall be responsible for the overall Integrated Marketing and Communication campaigns across all social media and digital channels.
The scope of work includes but is not limited to the following:
• Website Enhancement & SEO:
o Technical SEO: Site speed optimization, mobile responsiveness, structured data implementation, etc.
o On-page SEO: Keyword optimization, meta descriptions, alt text for images, internal linking strategy, etc. o Off-page SEO: High-authority backlink acquisition, guest blogging, influencer collaborations, etc.
o Content SEO: Creation of pillar pages, blog articles targeting relevant keywords, and local SEO optimizations, guest blogs, etc.
o Strategies for better organic growth through SEO to be shared every quarter
o Implementation support for changes on website
Social Media Strategy & Management (SMM): Meta, IG, Ln, YT, X
o Monthly Strategy in tandem with IAI marketing team
o Creation of a content calendar with platform-specific posts.
o Development of all creative materials- content and design (resulting in posts: minimum of 15 posts a month.
o Collaboration with actuarial professionals and influencers to enhance visibility.
o Development of thought leadership content- op-ed/ LinkedIn, etc.
o Analytics and performance tracking to refine strategies.
Influencer Marketing:
o Identifying and onboarding influencers (across mega, macro, micro and nano influencers) aligned with brand values, target audience and campaign objectives.
o Platform focus: YT, LinkedIn, X, Meta, Instagram, and other emerging platforms
o Define content formats: Live sessions/hashtag challenges/ sponsored posts/reels/stories/blog creation/guest posts, etc.
o Establish content approval processes and guidelines
o Ensure consistency of brand guidelines
o Execution and performance monitoring and reporting
Monthly Podcasts
Podcasts designed to inform, educate, and engage actuaries and related professionals on trending topics, interviews, and case studies.
Scope of Work:
• Podcast Planning & Strategy
o Develop a monthly podcast roadmap.
o Identify hosts, guests (industry leaders, regulators, academics), and topics.
• Production
o Script development and outline briefing for hosts.
o Audio recording, editing, mixing, and mastering.
o Creation of intros, outros, and theme music (if required).
• Distribution
o Publish across major platforms (Spotify, Apple Podcasts, YouTube, etc.).
o Host on the official website with transcriptions.
• Marketing & Promotion
o Design episode thumbnails, write SEO-optimized descriptions.
o Promote via email, LinkedIn, Twitter, and Instagram.
• Feedback & Analytics
o Track listener engagement, demographics, and retention.
o Incorporate feedback for content and technical improvements.
• Events:
Professional conferences, seminars, workshops, and networking events for actuaries and allied professionals, often exceeding 1500+ participants.
Scope of Work:
• Design & Branding
o Event branding: logos, theme, visual identity.
o Design of banners, brochures, registration kits, and merchandise.
• Marketing & Publicity
o Pre-event digital campaigns, press releases, and influencer engagement.
o Social media teasers, countdowns, and registration drives.
o Create landing page for events whenever required, for ex: GCA website, Actuaries Day, Olympiad website, etc.
• Paid media- Performance Marketing (quote separately from the rest of the proposal) – We would require it sometimes but not year-round.
o Creation of a content calendar with platform-specific posts.
o Google Ads: PPC campaigns for high-intent searches related to actuarial sciences.
o LinkedIn Ads: Targeted campaigns for professionals and students interested in actuarial careers.
o Meta Ads (Facebook & Instagram): Awareness and engagement campaigns to attract a younger audience + Lead generation campaigns for increase in memberships.
o YouTube Ads: Promotion of educational videos and career guides and other content
o Retargeting campaigns for visitors who engaged with IAI’s website but didn’t convert.
• Email, SMS & CRM Campaigns:
o Engaging current and prospective members with newsletters, career guidance, and success stories.
o Emailers and SMS Marketing
o Automated drip campaigns to nurture leads from awareness to membership registration.
o Personalized email sequences for different audience segments.
o Well-structured drip campaigns for events and important days.
• Creative development:
o Creating all design collaterals and writing content for all activities done by the institute.
o Need to be aligned with the brand guidelines of the institute
Performance Tracking & Analytics
o Regular reporting on digital marketing, PR, and event performance.
o SEO and social media analytics to refine ongoing campaigns.
o Surveys and feedback loops from members to improve engagement strategies.
o Data-driven insights to optimize conversion rates and brand perception.
o Deliverables & Timelines:
A detailed work plan with milestones and KPIs will be established in collaboration with the selected agency.
o Budget & Approval Process:
The agency is expected to provide a cost estimate for each component mentioned above. Budget approval will be based on a phased approach aligned with key objectives.
Time shall be the essence for all the projects which would be done by the appointed agency. The agency shall therefore fully abide by various time limits as prescribed for different assignments and the performance of the agency shall be judged as per the adherence to such quality and time parameters as laid down for the respective work
The agency will have to keep a track of all campaigns, provide an update on Digital Marketing trends / activities of competition and provide analysis of the same on monthly basis.
The agency will also be responsible to provide innovative ideas / concepts which can be executed as per requirements of the institute.
IAI reserves the right to negotiate and engage directly with the media concerned if circumstances require for the release of advertisement(s). If it happens the same will be informed to the appointed agency.
IAI proposes to appoint an Agency of record for Digital Marketing and Communications for a period of One year. However, it will be subject to annual performance review. The agency will also be evaluated periodically on quarterly and / or on campaign basis.
Due Date: 20 June 2025 6pm
Contact:avani@actuariesindia.org copy toriddhi@actuariesindia.org
