Request for Proposal for Content Agency

Transcription

1 Feb 25, 2016 Request for Proposal for Content Agency SBI General Insurance is seeking a content and design agency to support its external communications initiatives. The agency will be expected to work directly with the company s Marketing Department to create and design a variety of print and digital content. This would include: newsletters, s, company blogs and other services as required. Company Overview SBI General Insurance Company Limited is a joint venture between the State Bank of India and Insurance Australia Group (IAG). SBI owns 74% of the total capital and IAG the remaining 26%. SBI General follows a robust multi-distribution model encompassing Bancassurance, Agency, Broking & Retail Direct Channels. Bancassurance is the major channel and will continue to be so during the next few years. SBI currently serves 3 key customer segments i.e. Retail Segment (catering to Individual & Families), Corporate Segment (catering mid to large size Companies) and SME Segment. In a short span, SBI General has emerged as one of the few General Insurance companies in India to have a dedicated SME Team catering exclusively to the needs of SME Segment. Current Policy offering of SBI General covers Motor, Health & Home Insurance for Individuals and Fire, Marine, Package, Construction & Engineering, Group Health, Group Personal Accident & Miscellaneous Insurance for Businesses. External Communications objective: To give consistent, effective, open, honest and timely communications conveying SBI General s aims, objectives and policies, and to endorse our credibility as a company committed to offering knowledge and information on general Insurance and related fields to its external stakeholders. These stakeholders include our Agents, Brokers, Customers and people at large. External communications is expected to be carried out through a number of channels including traditional media and digital channels, such as our website and social media sites.

2 Brief Overview SBI General is seeking a content & creative design agency for the following: 1. Broker Newsletter a. Audience: Brokers, MDs& CEOs of Broking firms, various officials employed by the broking firm c. Objective: To create a newsletter considered informative by the audience while also giving an overview on SBIG performance, news and views. d. No of Pages: Between Agency Newsletter a. Audience: SBIG s agents c. Objective: To create a newsletter that assist our agents in marketing and selling our products better. To inform them on the various USPs of our products and highlight the top achievers. The newsletter is also expected to give an overview on SBIG performance, news and views. d. No of pages: Between Dealer Newsletter a. Audience: Auto Dealers and Auto manufacturers c. Objective: Connect with the Auto Dealers and Auto manufacturers that SBIG has a relationship with. Offer an overview on SBIG performance while also subtly motivating them to offer SBIG motor insurance to their customers. d. No of pages: 3-5 e. Format: pdf + er 4. Banca Newsletter a. Audience: SBI officials and Specified persons (SPs) engaged in offering General insurance to SBI customers c. Objective: Communicate with the Banca officials on SBIG performance, highlight various branches and circles and their best practices. Inform them on SBIG insurance products and its USPs. d. No of Pages: Between 10-15

3 5. Customer er a. Audience: SBIG customers b. Frequency Bi-monthly (6 issues/year) c. Objective: Promote SBIG amongst customers. Customers to be treated with knowledge articles on Travel, Motor, health and Home. Subtly cross promote other insurance products to the customers d. No of Articles: 2-3. Customer ers are expected to have a strong focus on Health with about 60% of all articles to be centred around healthcare and wellness e. Format: er. Articles will be hosted on SBIG corporate website 6. Blogs a. Audience: Retail & corporate audiences b. Frequency: 2 articles/month c. Objective: promote SBIG as a knowledge leader while providing helpful information on general insurance. Leadership articles are expected as well to emphasise senior management vision 7. LinkedIn Articles a. Audience: Corporate, SME clients b. Frequency: 2 articles/month c. Objective: project SBIG and its Leadership as thought leaders in insurance. Offer information on corporate product lines and SME insurance covers. Position SBIG as an employer of choice Please note that while the customer er, blogs and LinkedIn articles will be hosted on the corporate website and some exchange between all three is expected; however the above outlined expected no of articles/blogs each month will be mutually exclusive of the three. Scope of Work The following is expected from the Agency: 1. Design a quarterly newsletter for Banca, Brokers, Dealers and Customers. Banca, Broker and Dealer newsletters are expected to be around pages while the Customer and Dealer newsletter is expected to be about 2-5 pagers. All newsletters will be e-newsletters initially. Provide newsletter creation, layout, designing and content services for the various newsletters outlined above throughout the year. SBIG will provide overall raw content, data, in-house photos, and other materials to the agency. SBIG will also provide general direction as to what information should be placed on each page. The agency is expected to create content for the agreed topics for each newsletter. SBIG will offer broad guidelines for internal content, however the agency is expected to create a final draft of all agreed content for review.

4 The Agency is expected to create graphics, use stock photography, and edit copy in order to fill the layout and create a visually appealing newsletter or marketing piece. Agency will provide project proofs to SBIG for final review within established deadlines. The Agency will be responsible for coordinating the project timeline, ensuring the projects stays on track, and meeting required print and mailing dates. After final approval the Agency will provide design files to the commercial printer according to the printer s specifications. Agency will provide SBIG with an HTML version of the newsletter for publication on its corporate website. The Agency is also expected to produce ers for each of the newsletters. 2. Create Blogs and LinkedIn The agency is expected to create articles/blogs based on topicality, trends and on an overall calendar. The agency is expected to work in tandem with an (yet to be decided) external social media agency to publish and promote the same on SBIG LinkedIn pages. Please note: The agency is expected to create a feedback survey to determine the effectiveness of the various content being produced. The results would determine the way ahead for all content pieces. The agency can suggest the best way to reach out to SBIG audiences Response Format Interested firms are encouraged to keep their proposal brief and relevant to the specific Scope of Services outlined above. The following items are to be included in your proposal. Deviation from this may render your proposal non-responsive. Your proposal must include: Cover Letter with name, address, phone number, and address of the contact person. Company Information (Comprehensive listing of all services you provide) including background on your firm. Approach to Scope of Work a short narrative on how you envision the outlined external communications of SBI General could be shaped. Company References (Three client references). Newsletter or Content Samples (Three examples). Brief description of key project personnel within the agency. Develop an estimated budget that would cover the Scope of Services on a retainer basis.

5 Weightage Based on design and samples given, the agencies will be scored basis the below criteria as per the weightages described below between 1 5 with 1 being least and 5 being the highest. Weightages are described as below Criteria Weightage Rating Content Ability to tell the story without appearing 50% verbose. Crafting and curating information to create knowledge articles appealing to target audiences Design Creativity deployed to highlight various aspects, 20% data in the newsletter/ er. Visual Appeal Utilisation of colours, images etc to create a distinct layout Budget 30% Budget Split as indicated below Frequency No of Pages Format Costs Agency Quarterly Pdf + html + er Broker Quarterly Pdf + html + er Banca Quarterly Pdf + html + er Auto Dealers Quarterly 3-5 Pdf + html + er Customer E- 6 ers/year 4-5 er mailer articles/mailer Company Blogs 2 articles/month words Online LinkedIn Articles 2 articles/month 500 words Online Final submissions: 1. Proposals in sealed envelopes containing the above mentioned elements should be submitted at the below address by 1800 Hrs on March 08, Address Corporate Communications SBI General Insurance Company Ltd. 1 st Floor, Natraj, At the junction of Western Express Highway and Andheri-Kurla Road, Andheri East, Mumbai