RFP Number: 202412NIMC003
Date Issued: 04/12/2024
Closing Date: 10/01/2025
Proposals must be submitted by email to cao@newdenver.ca
Contact: Ash Alam, CAO Email: cao@newdenver.ca Phone: (250) 358 2316
Introduction
1.1. Project Overview
The Village of New Denver is seeking proposals from qualified marketing agencies with extensive experience in developing comprehensive marketing strategies for arts, culture, and heritage organizations. This project aims to provide the Nikkei Internment Memorial Centre (“NIMC”) with a marketing strategy that enhances its visibility, strengthens engagement with diverse audiences, and aligns with its mission as a place of education and remembrance.
The NIMC, a national historic site located in New Denver, is dedicated to preserving and sharing the stories of Japanese Canadian internees during WWII. As a space for education, reflection, and remembrance, the NIMC plays a vital role in raising awareness about this significant chapter of Canadian history and connecting with visitors, educators, and stakeholders nationwide.
The selected agency will be responsible for developing a strategic marketing plan that incorporates traditional and digital marketingapproaches, audience segmentation, brand positioning, and measurable goals. The strategy must honor the NIMC’s cultural and historical significance, ensuring the proposed initiatives resonate with diverse audiences while maintaining sensitivity to the subject matter. The agency’s approach should also reflect contemporary marketing trends and be adaptable to future growth and engagement opportunities.
Project Objectives
2.1. Scope of Work
The selected agency will be responsible for developing a comprehensive marketing strategy for the NIMC, aimed at increasing awareness, engagement, and visitation while fostering education and reflection on the history of Japanese Canadian internment during WWII. The scope of work includes the following key tasks and deliverables:
- Market Research & Audience Analysis
- Conduct in-depth market research to identify key audiences, including local, national, and international groups interested in heritage, culture, and history.
- Analyze demographics, interests, and engagement behaviors to segment audiences and dene targeted strategies.
- Provide recommendations for audience-specific marketing tactics and approaches based on research findings.
- Brand Positioning
- Review and evaluate the NIMC’s current positioning.
- Create messaging frameworks that convey the importance of the NIMC as a site for remembrance, education, and cultural reflection.
- Marketing Plan Development
- Develop a detailed, multi-channel marketing plan outlining objectives, key performance indicators (KPIs), target audiences, marketingtactics, and timelines.
- Identify appropriate digital (social media, website, email campaigns, online ads)and traditional marketing channels (print materials, partnerships, events) to reach target audiences.
- Develop content strategies that incorporate the NIMC’s unique cultural narrative and educational offerings.
- Recommend partnerships with organizations, schools, and institutions to further enhance visibility and engagement.
- Campaign Creation & Execution
- Design and execute at least two marketing campaigns, including messaging, visuals, and promotional tactics.
- Provide guidance on the development of any creative assets, such as advertisements, videos, brochures, or digital media.
- Develop a clear schedule for campaign implementation, including timelines for ad placement, content distribution, and audience outreach.
- Engagement Strategies
- Design strategies to increase community involvement, including local events, educational programs, and digital engagement (e.g., online contests, interactive experiences).
- Propose methods for maintaining ongoing engagement with audiences through various channels, including social media, newsletters, and community partnerships.
- Monitoring & Reporting
- Develop a monitoring and evaluation plan to assess the effectiveness of the marketing strategy, campaigns, and engagement efforts.
- Provide regular reports on campaign performance, engagement metrics, and recommendations for adjustments.
- Analyze feedback and engagement data to refine marketing tactics and ensure continuous improvement.
- Sustainability & Inclusivity
- Ensure that all marketing materials and campaigns reflect the NIMC’s commitment to inclusivity, cultural sensitivity, and environmental sustainability.
- Recommend strategies to ensure long-term sustainability in marketing efforts and ongoing engagement with diverse communities.
The successful proponent will be expected to work closely with the NIMC team to ensure that all strategies, messaging, and marketing efforts align with the Centre’s mission, historical significance, and educational objectives. All deliverables should reflect the NIMC’s commitment to sensitivity and accuracy when representing the stories of Japanese Canadian internees.
