Scope: The Scope of Services to be performed by the Agency of Record may include, but not limited to, the following:
I. Marketing/Corporate Relations
The Agency of Record (AOR) will be responsible for providing strategic brand and marketing services across SIGA’s casino properties, loyalty program, and iGaming platform. The services must be adaptive to evolving market conditions and align with SIGA’s long-term objectives to enhance awareness, loyalty, and reputation across local and provincial audiences.
SIGA’s Corporate Relations team is tasked with building relationships and engaging all stakeholders to effectively tell the SIGA story and share the SIGA legacy. In general, the work may range from campaign strategy and development to execution across a variety of topics and materials.
1. Brand Development & Strategy: The agency will lead efforts to refine and evolve SIGA’s master brand and its sub-brands, ensuring consistency, strong positioning, and market differentiation. This includes performing brand audits, developing brand architecture, positioning, and tone of voice guidelines, and creating visual identity systems and brand governance documentation.
2. Strategic Marketing & Planning: The agency will collaborate with SIGA to develop annual and quarterly marketing strategies aligned with corporate objectives. This includes campaign calendar development, messaging strategy, and the integration of marketing tactics across loyalty, entertainment, iGaming, and digital streams. Plans must incorporate data-driven
insights and demonstrate an understanding of SIGA’s audience segments.
3. Creative Development: The AOR will produce bold and compelling creative assets that span all media channels and formats. This includes conceptual development, copywriting, and production for digital campaigns, TV, radio, OOH (out-of-home, ie. billboards), social media, print, and in-casino signage. All creative production must be brand-aligned and tailored to resonate with SIGA’s diverse customer base.
4. Media Planning and Buying: The agency will work with the SIGA Media Buyer to administer campaigns across all traditional and digital platforms, ensuring efficient use of budgets and maximum reach and impact. Responsibilities include assisting with negotiating media purchasing, placing ads in relevant channels, and optimizing campaign performance using clear KPIs. The agency will also work closely with SIGA’s team to develop regional media strategies for each of the seven casinos.
Digital Advertising & Content Strategy: The agency will work with SIGA’s Digital Marketing team to support SIGA’s digital efforts by creating and managing paid display, social, search, and intrinsic ad strategies. This includes recommending optimal platforms, creating digital-first content, conducting A/B variant testing, and refining messaging for different target segments. The agency will also ensure that digital content is aligned with broader marketing goals and is fully optimized for performance.
5. Project Management: The AOR will implement effective project management processes to ensure timely, efficient, and transparent delivery of all services. This includes managing multiple concurrent projects, providing clear timelines and deliverables, reporting, tracking budgets, and maintaining regular communication with SIGA’s internal stakeholders.
6. Production Oversight: The agency may also manage the entire production process from start to finish for all designated marketing and advertising deliverables. This includes coordination with third-party vendors, print and broadcast suppliers, and digital developers to ensure quality, cost efficiency, and brand consistency across all outputs.
7. Collaborative Execution and Knowledge Sharing (value-add): The AOR will work collaboratively with SIGA’s internal teams, acting as both strategic partner and a resource for learning. This includes sharing knowledge, best practices, and marketing expertise that will help build internal capacity within SIGA’s Marketing and Digital Strategy and Corporate Relations departments.
8. Communications (Internal and External Target Audiences):
To develop, research, analyze, and/or implementation of strategies created by SIGA’s Corporate Relations team. This includes integrated marketing and advertising for campaign work and public education initiatives (e.g., Community Investment).
9. Media:
To provide assistance in many facets of effectively raising awareness to the media or public in a positive message through our mission, vision, and guiding principles. This could include development of or the writing of media materials; distribution; generating media coverage, paid media and/or earned media (from collected sources). Develop and incorporate communication strategies based on sensitive information. (Ie. Political, potential risk to reputation, disaster notification/recovery).
10. Public Relations:
Required general public/client Relations, as well as integrated, advanced communications for marketing techniques on campaigns. Attune to cultural considerations for all communications, events and publications. The goal is to strengthen local community relationships.
11. Additional services:
Tactics and tools supporting the areas of additional services span from traditional media to social media. The required support may include integrated development and graphic design creative production for various communication and promotional materials (e.g., annual reports, websites, marketing communications, promotional and educational content) or specific components (e.g., event planning and promotion).
Further, there is a requirement for Website content administration, including technical aspects, editing, and copywriting enhancement.
Advanced skillset may include conducting and performing communications with regards to: Negotiations, mediation, presentations, recruitment, cultural guidance, planning formal press release events, Crisis communications/public relations support, internal communications, advanced strategy and design. Expertise in Sharepoint is also considered a strong asset.
In providing these services, the Agency shall cooperate with SIGA to the extent and in the manner requested by SIGA.
The Agency should attend and participate in all meetings and presentations necessary to reach agreement on design and to obtain approvals from any relevant authority. SIGA may require the Agency to attend other meetings and presentations as may be reasonably required.
A 4. PROJECT CONSTRAINTS
Proponents are to consider the following constraints in their proposal:
11. SIGA operates within a highly regulated environment.
11. Hours of operation are close to 24 hours a day at casino locations.
Due Date: June 26, 2025 @ 2:00 PM
Contact: Beki Millard E-mail:purchasing.tenders@siga.sk.ca