Investor Education Centre Issues Social Media RFP

Investor Education Centre Issues Social Media RFP
Investor Education Centre Issues Social Media RFP


TASK A:

The Chin Family Facebook page and YouTube – (1) maintenance and (2) advertising services for The Chin Family ongoing Facebook feeds

Objectives and expected outcomes

                (a) Raise public awareness of and engagement with The Chin Family consumer brand; reinforce and sustain our brand values – fun, approachable, useful, trustworthy and knowledgeable.  Appeal to the emotional and practical needs of the general public and our target segments, and make The Chin Family a resource to turn to for personal and household money matters.

(b) Deliver effective and engaging content: quality content and storytelling plays an important role in inspiring behavioural change and stimulating conversations. We are looking to produce user-centric, practical, balanced and dynamic content to encourage our audiences to learn and take action to manage their finances.

TASK B:

The Chin Family Instagram – (1) Set up and maintenance and (2) advertising services for The Chin Family ongoing Instagram feeds

Objectives and expected outcomes

                (b) Raise public awareness of and engagement with The Chin Family consumer brand; reinforce and sustain our brand values – fun, approachable, useful, trustworthy and knowledgeable. Appeal to the emotional and practical needs of the general public and our target segments, and make The Chin Family a resource to turn to for personal and household money matters.

(c) Deliver effective and engaging content: quality content and storytelling plays an important role in inspiring behavioural change and stimulating conversations. We are looking to produce user-centric, practical, balanced and dynamic content to encourage our audiences to learn and take action to manage their finances.

Background:

Following the Hong Kong Special Administrative Region Government’s consultation and subsequent amendment of the Securities and Futures Ordinance, the Investor Education Centre (IEC) was established in November 2012 as an organisation dedicated to improving financial literacy in Hong Kong.

The IEC aims to better equip the general public with attitudes, skills and knowledge to make informed and sound financial decisions throughout their lives through the provision of comprehensive, credible and impartial financial information, tools, education resources and programmes. The Centre has a broad mandate to cover financial education across a wide spectrum on money management ranging from banking, insurance and investing to debt management and retirement planning.

The IEC has full support of all four financial regulators in Hong Kong, the Education Bureau, and the financial services industry, whose representatives are part of its governing body. To continually refine our education initiatives and tap on the diverse and rich industry expertise available, the IEC has also established a number of advisory groups consisting of financial education experts and practitioners from financial services institutions, industry associations, education organisations, government departments and agencies, non-profit organisations and consumer advocacy groups.

In April 2016, the Investor Education Centre launched a new financial education platform — The Chin Family — to engage members of the public and to help them manage their money wisely and effectively. This education platform addresses the barriers to financial learning, by presenting information in a friendly and easy-to-understand manner.

As an independent and impartial resource, The Chin Family provides free information on money management, segment-targeted programmes as well as tools that are delivered through our website, social media channels and outreach activities.

The Chin Family is the consumer-facing brand and primary platform for all of IEC’s financial education work and outreach activities to the general public and target segments. Each character of The Chin Family has his or her own unique personality and plays a role in communicating financial topics tailored to specific groups.

As an independent and impartial resource, The Chin Family provides free information on money management, segment-targeted programmes as well as tools that are delivered through our website, social media channels and outreach activities.

The Chin Family has launched several key campaigns on brand activation, responsible borrowing, parenting and money, festive spending and budgeting, financial scams, and also for the annual Hong Kong Money Month campaign. In between the campaigns, we also impart money management related messages on seasonal themes and lifestyle related matters (see Appendix A for details).

We track our brand and the efficiency of our programmes closely, and have noted growing public awareness of The Chin Family and its impact. Through our various communication channels, we aim to reach a wide footprint across Hong Kong to make financial education pervasive and easily accessible for the general public.

Going forward we will continue to widen our reach and increase the momentum of our financial education resources and support to engage the public on a wide range of topics including money management, retirement planning, investing, financial and fraud prevention etc. through our social media channels, as well as advertising which will form part of our overall publicity strategies and plans, and complement public relations, stakeholder engagement and effective content development.

Scope of Work:

TASK A:

The Chin Family Facebook page and YouTube – (1) maintenance and (2) advertising services for The Chin Family ongoing Facebook feeds

In the ongoing Facebook and YouTube platform of The Chin Family, the Contractor is expected to review and develop:

                (a) Content strategy, key messages, communication materials (videos, graphics, etc) in line with the brand’s value propositions, personalities, tone and manner;

                (b) Marketing and promotion plans, and prepare detailed proposals and implementation tactics to build and maintain momentum of social media

                (c) Platforms to align with brand activation and engagement strategy and campaigns; and to support daily operations and regular education and corporate activities;

                (d) The full set of creative and production materials including but not limited to messages/news feeds, videos, visuals, infographics, photos, collaterals. Review the materials from brand communications and promotion platforms and adapt as appropriate for use in social media           platforms;

                (e) Monitoring, evaluation and reporting mechanisms for all initiatives and platforms as well as propose key performance indicators to ensure the objectives and outcomes of the Project.

                (f) YouTube of The Chin Family will continue to be a video repository of The Chin Family. The Contractor is expected to manage The Chin Family YouTube platform such as creating the video playlists, uploading the videos, proposing tags for searching functions and monitoring the platform, etc.

Advertising services for The Chin Family Facebook page

                Advertising services required by the IEC include:

(a) Consulting

                                1. Advise on the overall media placement strategies and direction for the advertising campaigns/ ongoing regular feeds posted on The Chin Family Facebook in achieving the objectives set by the IEC.

                                2. Recommend the budget allocation among these regular feeds, and social media channels/ publishers/ key opinion leaders/ micro-influencers and budget allocation among these media for advertising campaigns and explain the rationale behind those recommendations.

                                3. Prepare detailed media placement plans and clear materials specification and deadlines.

                                4. Develop evaluation and reporting mechanisms.

5. Propose key performance indicators to ensure the objectives and outcomes are met.

(b) Placement

                                6. Place advertisements in agreed formats and ad targetings based on the approved media placement plans.

                                7. If necessary and appropriate, develop creatives such as visuals and short videos.

(c) Monitoring

                                8. Verify whether the approved media plans have been duly and fully executed as scheduled and within budget.

                                9. Seek prior approval from the IEC in the event of any variations/ modifications to the media plans and provide justifications for such changes.

                                10. Evaluate and recommend if any improvements need to be made, while advertisements are being run, as applicable.

(d) Reporting

                                11. Provide detailed monthly reports and/ or log sheets for advertisements which are carried on an ongoing basis.

                                12. Provide monthly update before completion of the campaign for major advertising campaigns.

                                13. Prepare a detailed post-campaign report within four(4) weeks after the completion.

                                14. Provide annual analysis of the performance of advertisements during the year.

(e) Market intelligence

                                15. Provide regular update on media scene and effective promotion platforms and tools and alert on special advertising offers.

                                16. Share findings of reports or surveys on areas which include but are not limited to consumers’ media consumption habits and advertising case studies.

Deliverables

(a) Media plans of advertising campaigns/ ongoing regular feeds of The Chin Family Facebook page:

                                1. Recommendations on overall advertising strategies and approach as well as th rationale behind such recommendations.

                                2. Media plans with details including but not limited to ad formats/ tools, frequencies, size/ share or voice, buying model, duration, targeting and costs (nett, agency commission and any third party costs).

(b) Monthly updates should include:

                                1. Performance data

                                Track the number of engagements (e.g. reaction, comment, share, view, link click, app download etc) and engagement rate of advertisements and in the event of boosting, of The Chin Family feeds.

                                2. Evaluation and analysis of advertisements

                                Explain the implications of and lessons learnt from the above data for enhancing the effectiveness of future advertisements/ campaigns.

(c) Annual review should include:

                                1. Tracking of trends and updates on changes of media landscape.

                                2. Analysis of overall performance by factors including but not limited to (and if applicable) reach, traffic, level of engagement and cost efficiency.

                                3. Recommendations on adjustments of future advertising strategies and plans.

(d) Tenderers are welcome to propose additional, value-added deliverables and/ or performance pledges from which advertisements of The Chin Family can benefit in their proposal(s).

TASK B:

The Chin Family Instagram – (1) Set up and maintenance and (2) advertising services for The Chin Family ongoing Instagram feeds

Maintenance part – major deliverables:

Set up and maintain social media presence for The Chin Family on Instagram, the Contractor is expected to review and develop:

                (a) Content strategy, key messages, communication materials (videos, graphics, etc) in line with the brand’s value propositions, personalities, tone and manner;

                (b) Marketing and promotion plans, and prepare detailed proposals and implementation tactic to build and maintain momentum of social media

                (c) Platforms to align with brand activation and engagement strategy and campaigns; and to support daily operations and regular education and corporate activities;

                (d) The full set of creative and production materials including but not limited to messages/news feeds, videos, visuals, infographics, photos, collaterals. Review the materials from brand communications and promotion platforms and adapt as appropriate for use in social media           platforms;

                (e) Monitoring, evaluation and reporting mechanisms for all initiatives and platforms as well as propose key performance indicators to ensure the objectives and outcomes of the Project.

Advertising services for The Chin Family ongoing Facebook feeds

Advertising services required by the IEC include:

(a) Consulting

                                1. Advise on the overall media placement strategies and direction for the advertising campaigns/ ongoing regular feeds posted on The Chin Family Instagram in achieving the objectives set by the IEC.

                                2. Recommend the budget allocation among these regular feeds, and social media channels/ publishers/ key opinion leaders/ micro-influencers and budget app download these media for advertising campaigns and explain the rationale behind those recommendations.

                                3. Prepare detailed media placement plans and clear materials specification and deadlines.

                                4. Develop evaluation and reporting mechanisms.

                                5. Propose key performance indicators to ensure the objectives and outcomes are met.

(b) Placement

                                6. Place advertisements in agreed formats and ad targetings based on the approved media placement plans.

                                7. If necessary and appropriate, develop creatives such as visuals and short videos.

(c) Monitoring

                                8. Verify whether the approved media plans have been duly and fully executed as scheduled and within budget.

                                9. Seek prior approval from the IEC in the event of any variations/ modifications of the media plans and provide justifications for such changes.

                                10. Evaluate and recommend if any improvements need to be made, while advertisements are being run, as applicable.

(d) Reporting

                                11. Provide detailed monthly reports and/ or log sheets for advertisements which are carried on an ongoing basis.

                                12. Provide monthly update before completion of campaign for major advertising campaigns.

                                13. Prepare a detailed post-campaign report within four (4) weeks after the completion.

                                14. Provide annual analysis of the performance of advertisements during the year.

(e) Market intelligence

                                15. Provide regular update on media scene and effective promotion platforms and tools and alert on special advertising offers.

                                16. Share findings of reports or surveys on areas which include but are not limited to consumers’ media consumption habits and advertising case studies.

Deliverables

(a) Media plans of advertising campaigns/ ongoing regular feeds of The Chin Family Instagram:

                                1. Recommendations on overall advertising strategies and approach as well as the                                           rationale behind such recommendations.

                                2. Media plans with details including but not limited to ad formats/ tools, frequencies, size/ share or voice, buying model, duration, targeting and costs (nett, agency commission and any third party costs).

(b) Monthly updates should include:

                                1. Performance data

                                Track the number of engagements (e.g. reaction, comment, share, view, link click, app download etc) and the engagement rate of advertisements and in the event of boosting, of The Chin Family feeds.

                                2. Evaluation and analysis of advertisements

                                Explain the implications of and lessons learnt from the above data for enhancing the effectiveness of future advertisements/ campaigns.

Due Date:

January 7th, 2019.

Address:

Investor Education Centre

c/o Securities and Futures Commission

30th Floor, Cheung Kong Center

2 Queen’s Road Central

Hong Kong

Agencies with relevant experience includes MWWPR and Makovsky PR.

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