Request for Proposal Social Media Marketing Services

Transcription

1 Request for Proposal Social Media Marketing Services The SEMI Foundation is seeking proposals from qualified firms for social media marketing services. The deadline for receipt of electronic proposals is: March 18, 2016 at 5:00 PM (PST). Proposals must be received in digital form by this deadline and by the following contact person: SEMI Foundation c/o Leslie Tugman, Executive Director 3081 Zanker Road San Jose, CA 95134, USA Phone: Any proposal received after the date and time listed above will not be considered. Questions pertaining to this Request for Proposal (RFP) must be communicated in writing and be received via by March 18, 2016 at 5:00 PM (PST). Questions must be sent to the address below and should include a reference to the appropriate page and section number of the RFP: Leslie Tugman, Executive Director LTugman@semi.org RFP Timeline: RFP Issued: February 22, 2016 Document Submission Deadline: March 18, 2016 Finalist Agencies notified: No later than April 15, 2016 Finalist Q&A: TBD Selected Agency Notified: TBD Agency Start Date: TBD SEMI Foundation 3081 Zanker Road San Jose CA

2 Contents Part 1: Overview... 3 SEMI Foundation Background... 3 Current Marketing Activities Overview... 3 Current Social Media Overview... 4 Part 2: Objectives... 4 Social Media Program Objectives... 4 Agency Process Requirements... 4 Part 3: Scope of Work and Deliverables... 5 Agency Areas of Responsibility... 5 Target Audiences... 5 Part 4: Agency Information and Questions... 6 General Company Overview... 6 Work Methodology... 6 References... 6 Part 5: Proposal and Submission... 6 Submission Format... 6 Response... 6 Cover Letter... 7 Proposal Presentation... 7 Budget... 7 Attachments, Resources, Materials for Review... 8 Part 6: Selection and Contract Award... 8 SEMI Foundation 3081 Zanker Road San Jose CA

3 Part 1: Overview SEMI Foundation Background The SEMI Foundation is a 501(c)(3) nonprofit charitable organization founded in 2001 to support education and career awareness in the electronics and high-tech fields through career exploration programs and scholarships. SEMI High Tech U for high school students and SEMI High Tech U Teacher Edition are SEMI Foundation s flagship programs. SEMI High Tech U provides high school students with an industry-led introduction to the high tech industry. The programs consist of a three-day hands-on science, technology, engineering and math (STEM) based curricula and interactive professional skills development program. Students come away with valuable knowledge about potential career paths and education requirements to meet their goals. SEMI High Tech U Teacher Edition gives classroom educators the opportunity to have a two-day, handson learning experience about the electronics, semiconductor, high tech and alternative energy industries. It provides practical applications of STEM skills for classroom instruction and curriculum. Industry professionals volunteer their time to present SEMI High Tech U, STEM-based modules. Students and teachers participate in hands-on activities that focus on such topics as statistics, nanotechnology, solar and alternative energy technologies, electronics and mathematics. Additionally, students also work on soft skills and participate in mock job interviews with industry professionals. They also have the opportunity to find out about local college and university options. Students who attend SEMI High Tech U are between the ages of 14 and 17. Applicants do not have to be "A" students. All secondary students who have an interest in high-tech are encouraged to apply. There is no cost to the student to attend High Tech U. Through High Tech U, the SEMI Foundation has conducted more than 190 programs for both students and teachers with a combined impact on more than 350,000 individuals. In 2015, the SEMI Foundation held 18 programs in Europe, Japan, Korea and the United States. The Foundation plans to expand the scope of the High Tech U through certified partner programs, enhanced program development, portalbased student engagement and tracking, information assistance and other improvements. Please watch our video for more information about our activities: Current Marketing Activities Overview The Foundation is not currently using social media as a marketing tool, and there is no internal PR or social media team at the SEMI Foundation. We do have some access to both through our parent organization, SEMI. The selected vendor will have to ensure that SEMI s PR and social media teams are aware of any social media campaigns the Foundation is undertaking, and that the efforts are coordinated. We do engage in a number of home-grown traditional marketing efforts, including print ads, events, sponsorships, and related efforts. SEMI High Tech U programs are promoted via our web page (which currently resides on the SEMI website) and with flyers sent to local schools. SEMI Foundation 3081 Zanker Road San Jose CA

4 Current Social Media Overview At this time the Foundation has a minimal level of social media activities, including: A closed Facebook group reserved exclusively for HTU graduates A largely dormant Twitter account (@semi_htu) A LinkedIn Group (SEMI High Tech U) to which members are added, but the page is not actively maintained. The Foundation has no presence on any other social media properties. The SEMI website provides minimal links and reference materials to visitors. Part 2: Objectives Social Media Program Objectives SEMI Foundation is looking for a social media agency based in the US with a proven understanding of STEM, education, and high-tech stakeholders. We seek to increase the overall public awareness and value of the SEMI Foundation through social media campaigns with the following outcomes in mind: 1. Build the Foundation s credibility as a reliable source of information and quality programs relating to high-tech, electronics, semiconductor and STEM education tracks 2. Establish the Foundation as an entity that provides valuable industry exposure and workforce development outreach 3. Improve student recruitment by demonstrating the value the Foundation brings to them in an age and audience-appropriate fashion. 4. Showcase the value the Foundation brings to sponsors who support our programs (financially and in kind), especially as it relates to public recognition for their support and connection to the SEMI Foundation Agency Process Requirements The SEMI Foundation will select a communications agency that takes a methodical approach to the work as well as demonstrates a general understanding of high-tech, with a particular focus on the electronics, semiconductors and related industries. The selected agency will develop a structured program that includes: A process to assist the Foundation in clearly defining its social media program to relate to the organization. Development of audience groups and stakeholders, including analysis of what is important to students, parents, educators and industry partners Development and delivery of written and visual assets that align with the audience groups and their needs or desires as defined in the previous steps. Build a strategy, timeline, and execution plan to engage these audiences. Clear documentation of the executed plan, including timelines and required resources, supported by regular reporting and analytics SEMI Foundation 3081 Zanker Road San Jose CA

5 Part 3: Scope of Work and Deliverables Agency Areas of Responsibility Website (re)design to provide a more useful and unique user experience (see objectives above). Develop blog and provide ongoing content support to drive engagement. Conduct a social media audit to benchmark the Foundation s existing status in social media and provide clear guidelines for developing successful social media engagement strategies. Provide recommendations for day-to-day community management, including required resources, initial program and asset setup, and maintenance. Responsibilities of the community manager will include: o Content creation, posting strategy for social media platforms including Facebook, Instagram, Twitter, and LinkedIn. o Develop and maintain a monthly content calendar based on information provided by the Foundation as well information secured during the course of program work. o Real-time engagement with audience and industry partners on all platforms: Graphics support, including photos, original infographics, memes and other visual audience engagement assets for use in various social media channels. (Note that the Foundation has a bank of original photos suitable for this purpose.) Social media property monitoring, analysis of both quantitative and qualitative metrics (e.g.: engagement), and reporting. Please suggest extent of weekly, monthly, quarterly, and annual reporting and define all KPIs you intend to track. Target Audiences The Foundation has identified the following audience groups it aims to reach through this social media program: 1. Secondary Education Students: Students between the ages of 14 and 17; (do not have to be "A" students); have an interest in high-tech; residing in the US as well as Europe (and possibly Asia). 2. Secondary Education Teachers/Educators/Administrators: Active in secondary education; field of teaching not as important (technology is everywhere today); recognized award-winners for high level of engagement; active in social media and/or have a significant audience. 3. STEM and Technology Education Focused Influencers: people who have made it their cause to promote technical- and science-focused education at the secondary level. 4. Existing Funding and Promotion Partners: companies and individuals who have or are already contributing to the Foundation. 5. Potential Funding and Promotion Partners: companies and individuals who are active in the specified field and regularly contribute to STEM and related efforts; entities that are active in social media. 6. Existing SEMI members who may not currently be engaged in the activities of the Foundation, starting with those who have very active social media accounts. Part of the scope of this engagement is for the selected agency to perform the next level of research to further refine these audience characteristics, their communications habits in social media, as well as identifying their key care-abouts. SEMI Foundation 3081 Zanker Road San Jose CA

6 Part 4: Agency Information and Questions General Company Overview In 300 words or less, please explain: Who are you and why is your agency the best match SEMI Foundation? What are your agency s core competencies and domains of expertise (both functional and industry-specific)? Describe your recommended team for this engagement as well as their experience and their prospective roles in the SEMI Foundation engagement. Describe the social media tools you will be using for the project. Work Methodology Please provide your response to each of the following in no more than three sentences per question: 1. Where is your team physically located and how often (if ever) do you recommend face-toface interaction? 2. How often will the team require or phone contact? 3. For how many clients do you currently provide social media services? 4. What is the first action your company would advise the Foundation to take in social media given our business objectives? 5. What success metrics do you recommend to measure our progress for this program? 6. How would we measure the ROI of our social media program investment? 7. What is your approach to content in social media? 8. What are your community management capabilities? (e.g.: content development, fingers on keyboards, etc.) 9. How many Full Time Equivalent staff work at the agency; does agency contract work out to other countries? 10. What is your brand/reputation monitoring process? References Provide three references of companies for which you provide social media services, including contact name, address, phone numbers and URL s of your client s social media channels. If possible, please note and include at least one company where you have built their web and social media presence from scratch. Part 5: Proposal and Submission Submission Format Proposal packages must be submitted digitally as PDF files. This includes all documents defined below as well as any supplemental information included in your submission. Fully completed proposals must be delivered to the RFP contact at the top of this document by the dates set out above. Response Responses must be clear and thorough, but concise, and written in plain, easy-to-understand language. Responses must follow the format defined in this RFP. SEMI Foundation 3081 Zanker Road San Jose CA

7 Cover Letter All proposals must include a cover letter submitted under the firm s name on the firm s letterhead containing the signature and title of a person or an official of the firm who is authorized to commit the firm to a potential contract with the Foundation. The cover letter must also identify the primary contact for this proposal and include the RFP title. The cover letter should express the firm s interest and serve as an executive summary of the proposal. Proposal Presentation The central element of your RFP response should be a standalone document. In this document applicant companies should outline all important elements of their offerings, including: Strategic process/approach overview and description Identification of all team members who will work on the project (as defined previously in this document) A proposed timeline of the work, including any ramp-up, research, and planning phases Descriptions of all core processes involved, including research, content development, engagement process, and so on. Note that the Foundation reserves the right to select different vendors for website, blog and/or social media services; a clear and separate delineation of each of those services is recommended. Description of key milestones and any regular cadence of client-agency meetings and/or working sessions Examples of previous engagements, especially as they relate to industry consortia, not-for-profit entities, and high-tech and/or semiconductor industry experience Full list of agency capabilities, beyond what is called for in this RFP (e.g.: search engine optimization, PR, writing, creative/digital, and so on) Budget As an attachment, provide a clear cost proposal on a monthly basis, including any initial ramp-up phase, and broken down by service. Please also provide: an overview of your billing and expense practices a rate card that outlines team member billing rates by level and/or experience an overview of what is considered billable, not-billable, and out of scope given the objectives the Foundation requires in this document. Make a clear division of costs between website, blog, and social media/community management, analysis and reporting, and account management. Please also provide detailed explanations of any assumptions that the proposer made in calculating the project costs to provide sufficient information for the Foundation to be able to conduct a detailed cost analysis and comparison. Note that the Foundation may chose different vendors for website, blog and social media related services. Specify how your company proposes that costs be billed to the Foundation (e.g. actual expenses (time and materials), flat fee, capped, not-to-exceed, etc.) and: SEMI Foundation 3081 Zanker Road San Jose CA

8 Proposed billing and invoicing processes (e.g. progress payments, milestone, weekly, monthly, etc.) Indicate if the proposal includes work in separate phases or sections. If so, provide separate sections identifying costs for each of the proposed phases and describe the proposed work that would be accomplished in each of the phases. Indicate if any items are optional and specify them in a separate section. Attachments, Resources, Materials for Review In addition to the budget proposal, please provide links, attachments or other materials relevant for our review of your proposal. Part 6: Selection and Contract Award Proposals will be evaluated based on the requirements set forth in the RFP. Selection of the firm(s) will be at the discretion of the Foundation and will be based on the proposal(s) that the Foundation deems to be the most responsive and effective and best serves the interests of the Foundation. The Foundation may select different vendors for website, blog and social media/community management services. Selected companies may be required to make on-site oral and visual presentations or demonstrations at the request of the Foundation. The Foundation will schedule the time and location for any presentations. Costs and equipment for such presentations are the responsibility of the proposing company. Best and Final offers may be solicited from the pool of finalists prior to selection of the successful firm. Proposals will be reviewed by a selection committee and will be evaluated based on the following criteria: 1. Firm Experience and Qualifications a. Experience with projects of similar type and scope b. Experience with private and public sector organizations, and institutions of higher education c. Experience in the high-tech and/or semiconductor industries 2. Staff Expertise/Implementation and Operational Teams a. The experience of staff proposed to be involved in the project b. Proven and demonstrated hands-on expertise of key management team members and staff in this area of work c. Demonstrated expertise in being a strategic partner with clients 3. Demonstrated ability to: a. Communicate in a variety of media b. Effectively combine words and images c. Write clearly and persuasively d. Conduct market research and analyze market data e. Be creative 4. Financial Proposal a. Total cost to Foundation as it relates to the services 5. Financial Viability a. Contractor s ongoing financial viability to provide services to the Foundation SEMI Foundation 3081 Zanker Road San Jose CA

9 6. References a. Feedback from submitted references SEMI Foundation 3081 Zanker Road San Jose CA