Objectives of the Public Relations Services in North America (USA and Canada).

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1 THE COMPETITIVENESS AND ENTERPRISE DEVELOPMENT PROJECT (CEDP) TERMS OF REFERENCE FOR A PUBLIC RELATIONS FIRM TO REPRESENT UGANDA IN NORTH AMERICA (USA AND CANADA) Project Background The Government of Uganda has received credit from the World Bank towards implementation of the Competitive and Enterprise Development Project (CEDP). The project development objective (PDO) is to improve the competitiveness of enterprises in Uganda through supporting reforms in priority productive and service sectors geared towards a better investment climate with particular focus on MSMEs. The 5 year project comprises of four major components and will be implemented by seven agencies. However, the overall coordination of the Project will lie with the Private Sector Foundation Uganda (PSFU) through a Project Coordination Unit (PCU). Among the implementing agencies is the Uganda Tourism Board (UTB) that will undertake execution of key activities geared towards enhancing competitiveness of Uganda s tourism sector. UTB through the CEDP/PSFU seeks to engage competent firms with qualifications and experience to undertake market representation of Uganda in North America and Canada. Tourism is the world s largest and fastest growing industry with an annual growth rate of 7% between 2004 and Even during the global economic recession, growth of the industry was estimated at 2.5%. Currently, tourism is Uganda s fastest growing industry with an average annual growth rate of 21%. As such, government of Uganda in its Vision 2040, the long term national planning framework, recognizes that in the short to medium term, the tourism sector will become the mainstay of the economy making the highest contribution to foreign exchange earnings, tax and non-tax revenue, employment and to Gross Domestic Product (GDP). It is also identified as the number one opportunity that will be harnessed for achieving faster socioeconomic transformation. The National Development Plan 2010/ /2015 had also identified tourism as one of the primary growth sectors for transforming Uganda into a middle-income country. Uganda s tourism products and services are marketed by the Uganda Tourism Board, the national tourism organization for the destination. Uganda Tourism Board oversees a variety of activities, including product development, standards, marketing, advertising, communications, visitor publications and cooperative programs all designed to promote Uganda to consumers and the travel trade. For more details please visitwww.visituganda.com. Uganda Tourism Board (UTB) is one of the beneficiary government Agencies that has received support from World Bank to implementing a project; Competiveness Enterprise Development Project Uganda, (CEDP). Under CEDP, the Tourism sector is being supported through Product Planning, Packaging and Promotion among other components. The project will support the government of Uganda in promoting tourism Products and services to our key source markets including USA, Canada among others. Page 1 of 7

2 Uganda Tourism Board has therefore received support from the CEDP project for the procurement of an experienced Public Relations Firm to provide strategic marketing, sales representation, and public relations services in USA and Canada, in order to popularize Uganda s existing and new tourism products and services in this market segment, in order to increase their visibility and attract more tourists from this market Objectives of the Public Relations Services in North America (USA and Canada). Uganda Tourism Board (UTB) is seeking strategic marketing, sales representation and public relations services in US & Canada to promote Uganda as a premier travel destination. The purpose of this assignment is to seek and retain a qualified organization in North America to serve as the exclusive and official Uganda Tourism Board (UTB) sales, marketing and public relations agency performing all duties to promote Uganda as a premier travel destination. The Uganda Tourism Board seeks a company to promote the destination, advise in the development of travel packages appropriate for the market, sell said packages to the industry, develop trade partnerships using a variety of marketing channels that include sales outreach, cooperative promotions, technology, communications public relations, research, development of publications and collateral materials and build collaborations with tour operators, airlines, travel agencies and other industry vendors. The company will use best efforts and guarantee that any internal and external conflicts of interest or detrimental effects on destination s performance are strictly avoided, and the said organization will not represent any other African destination (Country or sub-region). The firm selected is expected to utilize its resources in pursuit of the UTB s core objectives of: 1. Increasing arrivals from the North American market, length of stay in the country and overall spend 2. Building relationships with the North American travel trade to partner on sales initiatives 3. Raise awareness of the destination among target markets through the media, networking, lobbying and advocacy at policy and public platforms. The UTB s representative for North America (United States and Canada) is expected to incorporate the following resources in the provision of marketing and representation services for the UTB: 1. Proven extensive positive experience in tourism and travel marketing with specific experience and expertise in destination marketing. 2. An integrated marketing approach incorporating strategic marketing, market research, sales outreach, travel trade relationships, endemic and non endemic partnerships, public relations, promotions and advertising. Page 2 of 7

3 3. A team of highly experienced professionals and specialists with a minimum of fifteen years of proven experience in the destination marketing field. 4. A history of working with African tour operators and hotels on sales initiatives and product development and differentiation. 5. Familiarity with Uganda and its competitive set. The account leader is expected to have visited Uganda more than once and has a thorough understanding of the destination. 6. A stellar reputation and record for quality, excellence, individual attention and a track record of delivering results 7. Knowledge and experience in marketing the safari, wildlife, cultural, heritage and nature sectors. 8. Investment, promotion initiatives and industrial training opportunities SCOPE OF WORK General Scope of Work Guidelines for Strategic Marketing and Sales, and Public Relations Services in North America The PR Firm shall undertake the assignment for a period of one year and shall cover the following key areas; Strategic Consulting and Planning a. Develop and recommend a fully integrated creative strategy to raise awareness and sell travel to Uganda. Strategy to include, research, intense sales outreach, promotional opportunities, involving traditional and non traditional tactics and non endemic partners. North American agency will leverage in market contacts and relationships to explore new promotional partnerships/publicity programs to extend the Uganda brand in the U.S. and Canada to attract more visitors Research a. Proposer to recommend research studies and programs specifically geared to the travel trade segment to validate core audiences, product, messaging and benchmarking Travel Trade Outreach a. Develop trade strategy to ensure that the UTB establishes position as a leading destination in Africa among tour operator and travel agent audiences. Page 3 of 7

4 b. Develop and maintain list of all producing North American tour operators including sales volume and update regular contacts by means of sales calls, meetings, events etc. c. Develop training programs and conduct educational seminars with travel trade in North America d. Represent Uganda Tourism at selected travel trade shows and events e. Maintain membership in key professional associations that promote international travel and tourism. f. Plan and coordinate annual UTB Tourist Board sales missions/road shows. g. Coordinate co-operative trade programs with select travel partners Identifying Market Trends In addition to possessing expertise in the travel industry within the North American marketplace, candidate also must demonstrate proven success at developing and delivering new concepts and deploying action plans with regard to strategy, including, but not limited to: a. Market trends within the leisure travel industry b. Best demonstrated practices to most cost effectively reach and engage target audiences c. Up to the minute information on relevant alliances, acquisitions and associations in the travel industry d. Real time intelligence on the activities of competitive destinations and regions h. Current understanding of all pertinent travel industry trade shows and events e. Keen awareness of the historical relationships, alliances and changes in the travel industry over the past 15 years Industry Integration and Leadership a. Work with the Uganda Tourism Board management team, offering creative ideas and leveraging opportunities to maximize exposure. b. When creating opportunities, firm should provide opportunity to integrate as many UTB Industry partners as possible, such as hotels, safari, attractions, DMC etc. c. The firm will organize regular fam trips for US and North America companies to acquaint themselves with Uganda s tourism products. Page 4 of 7

5 Media Relations and Events a. Ensure that all media relations efforts are fully integrated with all strategies and promotions. b. Proactively develop and pitch story ideas that reinforce the UTB brand on an ongoing basis, via meetings (phone calls and desk side meetings) with the media c. Feature releases promotions, events, familiarization tours, etc. d. Actively assist journalists with story development and generate maximum outputs. e. Guaranteed placement of positive, balanced stories that ideally cover the destination. f. Strategically select, pitch and secure recommended number of top journalists to visit Uganda on group and individual familiarization trips for maximum exposure g. Distribute Uganda Tourism news and feature releases newsletters, print, electronic, media alerts, social media blogs etc.) to key trade and consumer media throughout the U.S. and Canada h. Draft and distribute media advisories regarding situations that might impact North American travel to Uganda. i. Coordinate a series of broadcast opportunities in North America to feature Uganda Tourism Tracking and Reporting Selection Criteria a. Develop and maintain ongoing electronic media database on behalf of the Uganda Tourism Board. b. Recommend and develop a measure of success for the agency s program. c. Provide to UTB, a written bi- monthly progress report on activities and accomplishments, including comprehensive R.O.I. grid. d. Provide bi annual top line report that includes a competitive analysis indicating the state of the industry, Uganda Tourism s position in the market, and issues that could adversely or positively affect the destination s strategic position e. Update and maintain a list of travel trade and media contact information. f. Agency must have the capability to store small numbers of visitor s guides and press kits for same day in market media opportunities. Page 5 of 7

6 A team of Uganda Tourism Board representatives will review proposals and rate them on the following criteria: 1. Demonstrated experience a. Quality of experience in previous tourism related accounts and ability to implement a strong destination marketing program aligned with the UTB brand. 2. Scope of work a. Depth, creativity and perceived effectiveness of proposed programs in scope of work and likelihood of achieving program objectives. b. Effectiveness and suitability of strategic and tactical approach. c. Quality of Approach & Performance Metrics 3. Creativity a. Creativity demonstrated in the plan development and realistic execution of plan. 4. Familiarity with Uganda tourism product a. Extent of knowledge and familiarity with the destination, hotels and lodges, ground operators, attractions, activities, events, and other tourism suppliers. 5. Resource evaluation a. Personnel qualifications and prior experience b. Office addresses including in the US and other satellite offices in North America. 6. Capabilities of firm (including annual revenue) 7. Cost effectiveness a. The maximum services are provided in relation to the fees charged and value of overall project. The budget is reasonable and appropriate Reports and Schedule of Deliverables for the PR Firm An inception report shall be required within 30 days after contract signature. The PR Firm shall be required to submit progress reports in both electronic and hard copies to UTB on any approved PR undertakings. The firm will work under direct supervision of UTB and will liaise with Uganda s Missions abroad in their respective countries. Interim reports shall be required for all activity undertakings of the PR Firm Final activity reports shall be required within 30 days after each activity undertaken by the PR Firm. Quarterly reports shall be required for all activities undertaken by the PR Firm. Other Deliverables 1. Number of Hits and likes on our social media 2. Number of contracts signed for tourism wholesalers 3. Number of press releases and articles published. 4. Press kits developed. Page 6 of 7

7 5. Number of meetings held and minutes submitted. 6. Number of trade fairs and road shows organized and Uganda represented. 7. Periodic reports Preparation on promotional and marketing plans, periodic performance reports and status reports, as may be specified Data, Services, Personnel, and other Facilities Uganda Tourism Board shall provide the PR Firm with the following information; The Tourism Act, 2008 The Tourism Master Plan The Marketing Strategy of Uganda Tourism Board The Structure of Uganda Tourism Board National Development Plan Any other public policy document on tourism and related services available in Uganda. The PR firm is required to have the entire necessary infrastructure to undertake the assignment including; Office space, Personnel, ICT equipment and requirements, transport equipment among others Institutional and Organizational Arrangement The PR Firm will work under direct supervision of the Chief Executive Officer UTB. Uganda Tourism Board shall appoint a Technical Team which shall review and approve all activity reports submitted by the consultant. Page 7 of 7

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