Management of MLA's Goat RD&E Program online communications

Transcription

1 Terms of reference Management of MLA's Goat RD&E Program online communications Proposals must be received by COB Friday, 14 September Background Meat & Livestock Australia (MLA) operates a goat research, development and extension (RD&E) program and a goatmeat marketing program to support the development of a profitable and productive Australian goatmeat industry. Central to the communication and extension of the MLA s goat R&D and marketing programs are the Goats on the Move online communication channels. MLA's quarterly Goats on the Move enewsletter has been operational since 2005 and is one of MLA's top performing newsletters. A fortnightly Goats on the Move market report was introduced in 2010 based on Industry demand and subscriber feedback. The objective of the communication channels are to: Provide practical, relevant and timely information to goat producers that will assist in the success of their business. Promote MLA's RD&E outcomes in order to increase awareness and foster adoption and practice change. To keep stakeholders up-to-date with MLA's goat RD&E and marketing programs and industry developments Audience There are approximately 3,000 Goats on the Move enewsletter subscribers with active addresses. The non-mla member portion of these subscribers also receives the Goats on the Move market report. Of the 3,000 subscribers, over half are primary producers with the remaining subscribers being "off-farm" subscribers (government, food service, research, media etc). The primary audience for Goats on the Move online communications are goat producers or producers that may have an interest in running goats. The Goats on the Move enewsletter generally has a consistent unique open rate (20% average) and click to open rate (50% average). Meat & Livestock Australia Limited ABN: Page: 1 Level 1, 165 Walker Street North Sydney NSW 2060

2 2. Requirements MLA has a requirement for the provision of services to: Source and write goat industry focused content for a quarterly enewsletter, a fortnightly market report, weekly market updates and approximately four ealerts per annum. Update the goatmeat sections of the MLA website to coincide with the enewsletter, market reports, market updates and/or ealert content, as well as other items as necessary. Develop and deploy HTML and text-only s for the quarterly enewsletter, fortnightly market report and the ealerts, based on MLA's approved templates and ensuring deliverability and usability best practice. Develop weekly updates of the goat market information for inclusion in MLA's member fridayfeedback and on the MLA website. Continually seek and action opportunities to promote the communication tools in order to increase subscriber numbers and readership. Introduce and manage innovative and new online communication options that assist in the awareness and adoption of R&D outcomes and appreciation for MLA's goatmeat marketing activities. MLA requires the successful deliverer to commit to the communication program for a period of three-years commencing from 15 th October Communication program components Quarterly enewsletter Produced every three months, the Goats on the Move enewsletter typically incorporates approximately six articles per issue, including one case study. A sample of the enewsletter is included in Appendix 1. Topics for each edition are selected based on the stage of the goat production cycle at that particular time of the year and are drawn from the following broad categories identified in previous subscriber surveys: Feeding and nutrition Flock health and welfare Market news and reporting Marketing (domestic and international) Compliance topics (eg: Livestock Production Assurance (LPA), National Livestock Identification Service (NLIS), etc.) Page: 2

3 Typical enewsletter production process: Call for possible article topics - 1 month from deployment date Approach stakeholders to determine content for inclusion in the enewsletter. Articles drafted Source, write and/or edit material and conduct relevant interviews. Articles circulated for review Circulate articles to relevant stakeholders for feedback. Feedback provided Stakeholders provide feedback within three working days, changes are incorporated. Articles uploaded Upload articles to the appropriate MLA website section/interface. developed Develop HTML and text-only s. tested Deploy test s to MLA stakeholders (4-6 individuals). Incorporate feedback. Database updated Upload the subscriber database in MLA's system and where necessary update individual records or action subscribe/unsubscribe requests. deployed and report provided Deploy finalised to the entire database and provide a quarterly tracking report Fortnightly market report Deployed every second Thursday afternoon, the Goats on the Move market report incorporates MLA's over the hooks (OTH) reports and eastern states slaughter reports. A sample of the market report is included in Appendix 2. The market report consists of: Goat OTH graph Table of goat OTH data Goat OTH commentary Eastern states goat slaughter report graph Table of eastern states goat slaughter report data General market articles or short items of interest Page: 3

4 Typical market report production process: Market data maintained Based on the weekly/fortnightly market information provided by the National Livestock Reporting Service (NLRS), maintain appropriate datasets in order to develop historical tables and graphs for the market report. Market comment Based on information provided by NLRS draft commentary for inclusion in every issue of the market report. developed Develop HTML and text-only s incorporating graphs, tables and commentary. tested Deploy test s to MLA stakeholders (4-6 individuals). Incorporate feedback. Website content uploaded Upload market information to the appropriate MLA website section/interface. Database updated Upload the subscriber database in MLA's system and where necessary update individual records or action unsubscribe requests. Exclude MLA members from campaign. deployed and report provided Deploy finalised to non-mla members and provide a quarterly tracking report Weekly fridayfeedback goat market report Deployed every week, fridayfeedback includes the fortnightly OTH reports and an updated weekly eastern states slaughter report. Typical market report production process: Market data maintained Based on the weekly market information provided by the National Livestock Reporting Service (NLRS), maintain appropriate datasets in order to develop historical tables and graphs for the market report. Graph, image and slaughter tables developed Prepare image of the slaughter graph (jpg) and update HTML table of rates/prices. Website content uploaded Upload slaughter information to the appropriate MLA website section/interface. Information provided to MLA Provide MLA with market graph and tables by the Thursday prior to fridayfeedback. Page: 4

5 ealerts ealerts are used to promote one-off items such as an event or news item. These are produced on an ad-hoc basis and typically there are four per year. Typical ealert production process: Call for possible article topics Approach stakeholders to determine content for inclusion in the ealert. Article drafted Source, write and/or edit material. ealert circulated for review Circulate ealert content to relevant stakeholders for feedback. Feedback provided Stakeholders provide feedback, changes are incorporated. Content uploaded Where appropriate, upload ealert content to the appropriate MLA website section/interface. developed Develop HTML and text-only s. tested Deploy test s to MLA stakeholders (2-6 individuals). Incorporate feedback. Database updated Upload the subscriber database in MLA's system and where necessary update individual records or action unsubscribe requests. deployed and report provided Deploy finalised ealert and provide a quarterly tracking report Website updates The relevant sections of MLA's website are required to be updated with enewsletter articles using MLA's content management system. In addition, as each market report is deployed, the goatmeat market information section of MLA's website is to be updated. The website is also updated as required with other relevant information. Page: 5

6 Promotion In order to increase subscriber numbers and readership, the communication tools are promoted where ever possible. This includes incorporating information for distribution at events, in publications and cross promoting with other relevant MLA programs, particularly the majority market programs More Beef from Pastures and Making More from Sheep. 4. Technology and templates The following technology and templates will be used during the development and deployment of all online communication: marketing software: MLA's CampaignMaster account Subscriber database: MLA's CampaignMaster account Templates: MLA's approved Goats on the Move enewsletter template, Goats on the Move market report template and Goats on the Move ealert template (available in CampaignMaster). Website updating: MLA's Seamless CMS solution 5. Expression of interest process 5.1. Selection criteria The successful deliverer will be selected on the basis of a demonstrated capability in the following areas: A B C D E Criteria Previous experience in reviewing, researching and preparing practical livestock-related articles, case studies and market information that foster practice change and that are suitable for use online. Understanding of the goatmeat industry within Australia and producer technology limitations, as well as demonstrated goat producer and stakeholder networks. Demonstrable understanding of marketing best practices and design principles that ensure readability, usability and deliverability. Understanding of online delivery channels, deliverability reporting, emarketing database management and spam compliance as well as emerging trends and technologies for online delivery. Proposed approach and schedule of work that provides critical milestones, meets the project requirements, is sensitive to MLA's internal approvals process and shows value for money. Weighting Page: 6

7 5.2. Format of applications Deliverers are required to submit their reply to these terms of reference structured as follows: a) Executive summary; b) A concise response to all selection criteria; c) Schedule of budget, including fees and expenses; d) Capacity details; e) A detailed Curriculum Vitae of all project personnel; f) Deliverer contact details; g) Insurance details; and h) Three referees Lodgement of applications Applications of no more than 20 pages must be submitted by 5:00pm Friday 14 th September Applications must be submitted by to Blair Brice (bbrice@mla.com.au) 5.4. Milestones Milestone Timeframe Terms of reference released 31 st August 2012 Applications closes 14 th September 2012 Selection and appointment of successful deliverer 15 th October Application review and evaluation process The application review process will be managed by MLA. A panel will be formed to review applications and select a successful deliverer based on the written submissions, provided that a suitably experienced and qualified applicant is identified. Neither the lowest priced application - nor any application - will necessarily be accepted and MLA unconditionally reserves the right to accept or reject any application. Acceptance of the preferred application will be subject to the execution of a contract between MLA and the successful deliverer. In determining best value for money, MLA is obliged to satisfy itself that the service costs offered are reasonable. The deliverer agrees to provide access to any information determined by MLA as necessary to evaluate the reality and rationale of their submitted prices. Page: 7

8 APPENDIX 1 - APPROVED GOATS ON THE MOVE ENEWSLETTER TEMPLATE Page: 8

9 APPENDIX 2 - APPROVED GOATS ON THE MOVE MARKET REPORT TEMPLATE Page: 9