E-COMM has a mandate to inform and educate the public on the purpose and use of 9-1-1, to support effective use of the life-saving service and increase public understanding of E-COMM and its various public safety obligations. This work is directed by the E-COMM Corporate Communications Department, made up of an executive director, a manager and support staff, with outside resources brought in as necessary. In addition to the 9-1-1 public education program, the department is responsible for all internal and external communications for E-COMM. This includes media relations, issues management, corporate governance, content management and all communications channels. Collaboration with E-COMM Information Technology and other E-COMM departments is required, dependent on the work.
The purpose of this RFP is to engage a full-service agency with demonstrated success in developing and delivering integrated social marketing and information campaigns to deliver public awareness and education programs that support E-COMM’s public education mandate.
The successful Proponent will be able to deliver the following services and abilities:
1. account management;
2. strategic communications planning;
3. brand development and management;
4. review and conduct research;
5. creative development;
6. print, broadcast, and online production capabilities;
7. media planning, purchasing and management;
8. multicultural services (develop and implement strategies aimed at specific audiences/languages);
9. digital/mobile/social media marketing and engagement;
10. evaluation and measurement of results;
11. centralized account management and billing (one point of contact); and
12. value for pricing, demonstrating efficiency and economy.
E-COMM is located in Vancouver and is the largest 9-1-1 call centre in Canada. The centre is responsible for 99% of the province’s 9-1-1 call volume, approximately 1.5 million calls per year. E-COMM provides 9-1-1 call-answer for Metro Vancouver and 25 other regional districts and communities in British Columbia and also provides dispatch service for 36 police agencies and fire departments in southwest B.C.
E-COMM also provides a wide set of mission-critical public safety technology services, which includes owning and operating the largest multi-jurisdictional, tri-service (police, fire, ambulance) emergency radio system in the province and a number of related technology services.
Scope of Work:
E-COMM’s current 3-year public education plan is aimed at raising awareness of and promoting proper use of the 9-1-1 system. The overall objectives of the public education program are to:
- Increase public understanding and awareness of issues that most impact 9-1-1 service; and
- Change caller behaviour over time.
The plan is focused on increasing awareness of issues such as:
- Emergency vs. non-emergency – knowing when to call 9-1-1 and when to call non-emergency numbers
- Location information – making sure callers know and can communicate their location
- Accidental calls – unintended calls to 9-1-1 (pocket dials, pre-programmed dials)
- Nuisance calls – calls to 9-1-1 for non-police/fire/ambulance issues
- Outreach to Non-English-speaking citizens/multicultural programs
Efforts to address these issues include community outreach, earned media, social media, with the focal point being an annual media/advertising campaign.
In addition, E-COMM is one of multiple 9-1-1 call centres in Canada considering the implementation of Next Generation 9-1-1 – new means of connecting the public to the 9-1-1 service in the future (for example, text to 9-1-1). The introduction of this program would require significant public education and awareness programs of its own, and E-COMM will be taking a leadership role in delivering this within British Columbia.
The successful Proponent may also be asked to provide services for other E-COMM corporate programs or activities.
The successful Proponent will work with E-COMM’s Corporate Communications department to support the work described above.
The work will be assigned on a project basis, as needs and budget allow and may include:
- Assist in developing plans for long-term strategy or specific campaigns;
- Manage and conduct qualitative and quantitative research aimed at determining issues and priorities, audience, messages, and means of communication; and evaluation and measurement of activities;
- Conceive, develop, produce and execute campaigns and other strategies, including those aimed at non-English speakers and multicultural communities;
- Provide media planning, buying and management services; and
- Conceive, develop and produce online tools such as applications and microsites.
Our current plans are for a public awareness campaign in the late fall of 2019 and we would be looking to brief the successful Proponent shortly after award.
March 14th, 2019.
3301 East Pender Street
Vancouver, BC, Canada, V5K 5J3
Attention: Patsy Tam, Purchaser
M Booth is an agency with relevant experience.