MALAYSIAN AVIATION COMMISSION REQUEST FOR PROPOSAL Social Media Management Agency for MAVCOM and FlySmart
BACKGROUND
The Malaysian Aviation Commission (MAVCOM) was formally established on 1 March 2016 under the Malaysian Aviation Commission Act 2015 [Act 771] as an independent entity to regulate economic and commercial matters related to civil aviation in Malaysia. Our goal is to promote a commercially viable, consumer-oriented, and resilient civil aviation industry which supports the nation’s economic growth. Please refer to www.mavcom.my for more information. Presently, MAVCOM is available and accessible on social media through its consumer sub-brand, FlySmart, which is an initiative aimed to continuously educate consumers of their rights as air travellers and to make more empowered decisions via a more engaging and interactive medium.
MAVCOM introduced FlySmart’s official social pages on Facebook (https://www.facebook.com/FlySmartMy/) and Instagram (https://www.instagram.com/flysmartmy/) that offers quick and easy access to essential information on consumer rights in an interactive manner. As MAVCOM is in its sixth year of operations and keeping up with the evolution of the aviation industry after the COVID-19 pandemic, MAVCOM intends to enhance and introduce more initiatives by engaging with a wider audience through its corporate brand (MAVCOM) and consumer sub-brand (FlySmart) to connect with different stakeholders in a more meaningful way. Therefore, MAVCOM is planning to create its own official social media platforms to reach a wider audience and to further emphasise its role as the economic and commercial regulator, as well as the thought leader of Malaysia’s aviation industry. In addition, MAVCOM is also planning to venture into additional social platforms, TikTok and Twitter, under its consumer sub-brand, FlySmart.
SCOPE AND DELIVERABLES
The tenderer will be expected to deliver and execute specific details for both the MAVCOM and FlySmart
brands as outlined below:
MAVCOM:
1. Creation of official social media platforms in this order:
• LinkedIn by Q1 2023
• Facebook, Instagram, and Twitter (to be decided thereafter)
(Rationale: MAVCOM’s presence will first be made available on Telegram and LinkedIn as the
Commission is currently present on Facebook and Instagram via its consumer sub-brand
FlySmart)
2. Management of MAVCOM’s official Telegram page (to be launched in Q1 2023)
3. Recommend and develop a social media strategy for MAVCOM to determine the appropriate
tonality as a regulator as well as to determine the demography, sociography, and psychography
of the target audiences. The strategy should include greater awareness and understanding of
MAVCOM’s role and initiatives, pertaining to but not limited to:
• Aviation industry development initiatives and updates
• Economic data and reports
• Competition-related work
• Public service obligation with Rural Air Services
• Consumer protection initiatives
• Commission and employee accomplishments
4. Content development with the creation of monthly social media calendars for each platform with
possible campaign concepts
5. To develop a social media enquiry framework to manage all social responses in all platforms.
All social responses and posts shall be made within 24 hours
6. Provide strategic media planning/digital buys as well as ad-buy services
7. Social media analytics report on a daily, weekly, and monthly basis
8. Monitor and report to MAVCOM on the effectiveness of initiatives proposed in items (2), (3), (4),
and (5) on a monthly basis.
FlySmart:
- Creation of FlySmart’s official TikTok by Q1 2023 and Twitter (to be decided thereafter)
2. Management of FlySmart’s official Facebook and Instagram pages (current)
3. Curation of an appropriate social media strategy for FlySmart inclusive of community
management efforts and plans to reach the Commission’s target audience which enables:
• Effective education and awareness of passenger travel rights in Malaysia
• Awareness of the existence of MAVCOM through FlySmart as an advocate for aviation
consumer protection in Malaysia
4. Content development with the creation of monthly social media calendars for each platform with
possible campaign concepts
5. To develop a social media enquiry framework to manage all social responses in all platforms.
All social responses and posts shall be made within 24 hours
6. Provide strategic media planning/digital buys as well as ad-buy services
7. Social media analytics report on a daily, weekly, and monthly basis
8. Monitor and report to MAVCOM on the effectiveness of initiatives proposed in items (2), (3), (4),
and (5) on a monthly basis.
The tenderer is also required to assist the Commission in obtaining a “verified” status for each social
media platform. It would also be of added value if the tenderer is able to develop a social media guideline for MAVCOM.
4. CONTENT OF PROPOSAL
Tenderers must submit a proposal that includes:
i) A comprehensive and detailed description of the proposed methodology, approach, critical
activities, resources required, and deliverables for the scope of work as laid out above.
ii) The tenderer’s corporate information including relevant track record (particularly awareness
campaigns of the same nature)
iii) Provide the structure of the team, skills, and qualifications as well as examples of past work
executed
iv) Financials in Ringgit Malaysia comprising of the fees for the professional service including the
breakdown amount for all services to be provided by the tenderer.
