RFP No. BD-25-220-2201-497
Issue Date: December 17, 2024
Deadline: Monday, January 20, 2025 at 4:30 p.m.
Contact: Kim Spencer 240-773-1561
Submit proposals electronically via https://gvibuy.buyspeed.com/bso/
To assist the Government of the Virgin Islands in meeting the requirement for the following services: BD-25-220-2201-497 – Marketing/Advertising Agency for the Division of Personnel.
This project has been aimed at assisting the Division of Personnel in their efforts to recruit and attract prospective employees while promoting the GVI as an employer of choice for individuals who are willing to relocate to the Caribbean for employment.
The Division of Personnel is inviting proposals from advertising and/or media placement companies with recruitment, workforce development, or economic development account experience to provide creative development (including print, digital, and broadcast) and media placement services for the development, implementation, and management of the recruitment advertising initiatives. The successful agency will work with the Division of Personnel to develop the marketing and media placement strategy to drive awareness of employment opportunities and/or relocation to the US Virgin Islands, with measurable outcomes.
The selected agency will:
A. * Position the GVI as the top choice for prospective local employees and prospective employees who will consider relocation, primarily targeting the USVI, US market, and other Caribbean regions.
* Provide the Division of Personnel with campaign concepts under the umbrella campaign already in place.
* Enhance our recruitment initiatives; our specific objective is to apply for applicants by 10% to STT/STJ/STX and to increase by 20% referred applicants and 5% in new hires in a period of one year.
* Provide a range of creative and media placement services listed in the Scope of Work below, ranging from media relations to crisis communication.
* Coordinate efforts with the Division of Personnel’s team for a cohesive marketing strategy.
PROPOSED SCOPE OF WORK
Implementing this campaign for marketing the local government to potential employees involves a multi-faceted approach. Here is a detailed plan:
1. Planning and Strategy
Meetings and Coordination
* Meet with the Division of Personnel’s Director and team to gather information on campaign objectives, target audience, and marketing budget.Brainstorm initial concepts and themes for the logo and branding.Develop a detailed project plan outlining key milestones and deliverables with regular status updates.Schedule bi-monthly virtual meetings and quarterly in-person meetings at either the client’s office or in the territory to align objectives and expectations. =
2. Creative Development and Branding
Logo Design
1. Develop detailed creative briefs for all marketing communications to ensure alignment with the overall strategy and branding.Design a distinctive and memorable logo that embodies the unique attributes of the USVI as an employer, including its culture, lifestyle, and professional opportunities.Present initial designs to the DOP team for feedback.Customize logo design for use by the Division of Personnel and other GVI agencies with recruitment needs.Revise designs based on DOP feedback received. Finalize the logo, branding guidelines, and prepare high-resolution files.
Branding
* Develop branding materials based on the established campaign, ensuring they reflect USVI’s attributes including culture, lifestyle, professional opportunities, and employer benefits.Develop a creative brief for all marketing communications, ensuring they align with the overall strategy and branding.Customize branded materials for utilization by other GVI agencies for their recruitment needs.Ensure all branding materials maintain consistency in tone, style, and messaging across all platforms.Create high-quality content for various media, including tourism-related web graphics, blogs, social media, television spots, radio ads, magazines (tourism-related), newspaper ads, trade ads, outdoor ads, internet ads, banners, brochures, rack cards, and door hangers. Tailor content for specific publications and audiences.
3. Marketing Collateral
Creation of Materials
* Create visually appealing marketing collateral materials that highlight the unique benefits of living and working in the USVI that can be customized for use by other GVI agencies.Ensure materials are up-to-date and reflect the evolving campaign.
Distribution
* Oversee the printing and distribution of materials such as door hangers, flyers, rack cards, posters, and signage (excluding printing and shipping costs).Ensure materials are available at strategic locations and events, such as trade fairs, ports of entry, USVI tourism-related symposiums, recruitment events, job fairs, etc.
Marketing Plan
* Develop a comprehensive marketing plan that includes timelines, budgets, and key performance indicators (KPIs).Identify target demographics and tailor strategies to appeal to these groups, including local, regional, and national markets.Develop a plan and training component for other GVI agencies to effectively utilize the created materials.Incorporate strategies for digital, social media, print, TV, radio, and outdoor advertising.Outline cost for ad buys, events, merchandise, and associated travel costs for PR appearances.Define KPIs (Key Performance Indicators) to measure the effectiveness of the marketing plan.Identify and select partners for earned (no cost) advertising opportunities.Secure DOP’s Director’s approval of the final marketing budget.Submit a complete 2024 Recruitment Marketing Campaign and slide deck presentation to DOP’s Director
Implementation and Execution
Campaign Rollout
* The campaign rollout should involve a strategic blend of public relations and advertising efforts aimed at highlighting the benefits of working in the USVI and enhancing the territory’s appeal to prospective employees. o Utilizing television, radio, print, outdoor, and digital media to reach a wide audience. Coordinate with other USVI agencies/departments who have their own recruitment needs to ensure a unified brand voice and consistent messaging.Organize and promote special events that highlight the benefits of working for the USVI and living in the territory.Organize and promote special events that highlight the benefits of working for the GVI and the attributes of living in the USVI.
5. Reporting
* Provide monthly status updates detailing progress, insights, and recommendations.Conduct quarterly in-person meetings to review progress, discuss findings, and adjust strategies as needed.Submit comprehensive reports that include performance metrics, analysis, and strategic recommendations for ongoing improvement.
By implementing this comprehensive strategy, the campaign will effectively promote the Government of the Virgin Islands to prospective employees, emphasizing the unique benefits and opportunities available in the USVI.
QUALIFICATION STATEMENT
A. * The advertising/media placement agency should possess an established and incorporated business with experienced staff and a deep understanding of the Caribbean and the employee recruitment industry.
* Moreover, the agency should demonstrate a minimum of five years of experience in employee recruitment, encompassing comprehensive knowledge of both traditional and new media channels.
* Furthermore, it is essential that the agency does not currently represent any competitors of the US Virgin Islands in their portfolio.
