TERMS OF REFERENCE RECRUITMENT AND CONTRACTING OF COMMUNICATION AND ADVERTISING AGENCY FOR THE REV-BLOOM BAGUIO! URBAN REDEVELOPMENT TOURISM CAMPAIGN

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1 TERMS OF REFERENCE RECRUITMENT AND CONTRACTING OF COMMUNICATION AND ADVERTISING AGENCY FOR THE REV-BLOOM BAGUIO! URBAN REDEVELOPMENT TOURISM CAMPAIGN PROJECT BACKGROUND/RATIONALE The urban problems affecting Baguio City today - the effect of rapid and uncontrolled development, commercialization and urbanization - have apparently diminished the tourism competitiveness and attractiveness of this popular tourism destination in the country. This has compelled the Department of Tourism-Cordillera Administrative Region to launch an aggressive tourism and urban rehabilitation campaign meant to rehabilitate and redevelop Baguio City and its immediate environs, a campaign to be known as REV-BLOOM BAGUIO!. The campaign is an offshoot of the memorandum issued by President Benigno S. Aquino III which created a national Technical Working Group to formulate a comprehensive plan for the redevelopment of Baguio City. It encompasses immediate, practical and long-term responses to the declining tourism competitiveness of Baguio City, and connotes the objective to REV UP, REVIVE, REVISIT, and REVITALIZE the City (thus, REV-BLOOM) through the implementation of projects that would instigate the re-blooming of Baguio into a sustainable Mountain Resort City. (Please find attached project concept) Critical to the success of REV-BLOOM BAGUIO! is the support of the different stakeholders in the country which would lead to the actual implementation of programs, projects and activities as major components of the campaign. Cognizant of this, a strategic advertising and communications campaign is considered important to effectively and extensively disseminate to a wide target audience with the end-in-view of generating mass support and eventually ensuring and sustaining the active participation of tourism stakeholders including the members of the community. To provide better focus to this undertaking, DOT-CAR shall bid out to qualified agencies the advertising and communication component of REV-BLOOM BAGUIO!. An Integrated Advertising Communications (IAC) strategy is expected to be adopted to execute the advertising and communications plan and achieve the desired objective for the tourism campaign. OBJECTIVES/PURPOSE In general, the project aims to ensure that REV-BLOOM BAGUIO! shall gain massive multi-stakeholder support through the conduct of comprehensive and effective advertising and communications campaign to communicate to the public the need for a concerted effort in charting a sustainable tourism development for Baguio City. 1

2 Through the adoption of an integrated media strategy and effective advertising and communications plan, the project aims to achieve the following specific objectives: 1. Recreate the image of the City as a re-blooming and revitalized Summer Capital of the country and Mountain Resort City. 2. Convey to the public that a new Baguio City is being developed which shall negate the usual negative perceptions about the city associated with unplanned urbanization and overdevelopment (e.g. overcrowding, commercialization, not the same as before ). 3. Inform the public of the ways that they can help in making this new Baguio happen including the possible ways that they could support the programs, projects and activities identified under REV-BLOOM BAGUIO! SCOPE OF WORK The winning advertising and communication agency should provide the advertising concepts and designs, and assist in their production and implementation. The agency is also expected to recommend a media strategy, detailing the advertising placements and execution of the campaign. This integrated campaign shall cover trimedia and all other consumer touch points, including innovative channels that will help the Department of Tourism reach its objectives for this campaign, such as but not limited to: 1. Strategic framework and integrated communication plan for the campaign. 2. Creative Services covering design and production of advertising materials including campaign logo, above the line (ATL) materials, below the line (BTL) materials, point of sale (POS), OOH (out-of-home) and collaterals, and digital and online activities. Production of the necessary communication materials may be done with the assistance of a third party production supplier, which will be contracted by the winning agency subject to the consent and approval by DOT. 3. Media Strategy that covers all media types for the campaign launch on December 2015, and recommended plans moving forward until December This includes the following components, which may be done with the assistance of a third party media and/or PR agency contracted by the winning advertising and communications agency: a. Recommend an effective media strategy and the most appropriate media plan that will achieve the objectives of the campaign; b. Suggest appropriate metrics to be used in gauging the success rate of each campaign; c. Closely coordinate with the creative agency for the proper implementation of all creative works vis-à-vis the media plan 2

3 d. Coordinate and negotiate with all media for rates, spots, bonuses, etc. for consideration/approval of DOT. e. Formulate and cause the publication of PR articles on various print and media platforms. DELIVERABLES 1. Integrated communication plan detailing activities and specific tasks in fulfilling the project s scope of work and objectives, which includes recommendations on the progression of the campaign until December 2017; 2. Multi-media campaign which include but are not limited to: a. Campaign logo and theme b. Above-the-line advertising materials i. Audio-video presentations (AVPs) ii. Television commercials (TVCs) with their respective edit downs iii. Radio commercials iv. Print ads c. New media/social Media/Digital (including design and development of webpage micro-site for the campaign); d. Collaterals e. PR articles (print and digital) f. Events/activation (launching) 3. The production of print, OOH, and radio commercials should be translated in other local dialects, as deemed necessary 4. The proposed campaign should feature the It s More Fun in the Philippines campaign logo in each material as an end tag / closing logo 5. The prospective phasing and timelines of the campaign shall be as follows: a. Phase 1: Finalization of creative concepts for launch (7 days from notice to proceed) b. Phase 2: Production of all advertising materials (30 days from finalization of storyboards) c. Phase 3: Launch of campaign (December 2015) and campaign proper to until December 2017 using the appropriated budget of Php 10M only for advertising and communications 6. All concepts must be screened for cultural sensitivity, where the final outputs will be shown or published; 7. Regular and timely client servicing reports must be submitted, which may include but are not limited to contact reports (minutes of meeting), progress reports, documentation of workshops/consultations, and post event reports; 3

4 8. Monitoring and evaluation system in the form of proprietary metrics in gauging the implementation of the media plan through a post-campaign report should be formulated; 9. Compilation of data and information collected, reviewed, validated, and analyzed in relation to the project, including multi-media materials such as videos, audio recordings, and/or photographs; 10. Cost estimate should be made on the production of creative materials and media plans proposed for the campaign, as well as applying said campaign in various media platforms through the proposed media plan; 11. Conceptualization and production of additional materials and respective communications strategies may be developed, as may be necessary, subject to additional funds, the usual government accounting and auditing rules and regulations, and a separate agreement with DOT. QUALIFICATIONS/ELIGIBILITY CRITERIA Stage 1- Submission of eligibility documents Stage 2- For short-listed bidders, show a brief credentials presentation and proposed campaign (Note: Eligibility criteria will be rated on a pass or fail rating system i.e. Agencies who do not pass Stage 1 will not proceed to Stage 2 which is the creative presentation criteria) The agency to be selected must be a full-service advertising agency, with resources for strategic thinking, advertising (from creative conceptualization to final art production), including digital advertising, and activation or public relations. The agency must be duly established in the Philippines, and may have a tie-up or joint venture arrangement with other local agencies to execute production of advertising materials and conceptualization and implementation of the media strategy. The agency must be capable of advising the client on how to focus the communication, how to appeal to the target audience, what information or messages to highlight and how to make these attractive and effective, how to optimize the budget, what Required supporting documents - Company profile with list of services offered - List of previous joint venture arrangements with other suppliers (i.e. production houses, research agencies, PR agencies, media agencies, etc) - Credentials presentation reflecting the roster of clients, including one (1) short case study of successful advocacy campaign done in the past 5 years, if any 4

5 advertising combinations would be most persuasive, and the like Won at least one major award locally or internationally for an advertising/pr/imc campaign in the last five (5) years The agency must have been in existence for at least three (3) years, and must have undertaken a nationwide campaign. For agencies who have existed for more than three (3) years, they must have undertaken a nationwide campaign during the last five (5) years. - List of awards/citations received by the Agency; Please include awards for an advocacy campaign, if any - Documentation that certifies term of existence - Documentation that certifies having undertaken a nationwide campaign not more than five (5) years ago MINIMUM REQUIRED PERSONNEL Years of Experience in Handling Required Personnel Nationwide Campaign Account Manager Account Director Strategic Planner Art Director Copy Writer FA Artist Managing Supervisor Creative Director NOTE: Bidders may recommend additional personnel deemed fit for the team CAMPAIGN PRESENTATION 1. Short-listed bidders will be required to present their campaign proposal to BAC members on November 24, 2015 (time and venue to be announced). 2. A maximum of one (1) hour and thirty (30) minutes will be given per agency for their presentation. 3. Creative materials to include logo and theme/tagline, concept/story board for one (1) AVP or TVC, and at least two (2) supporting advertisements executed in two (2) different mediums each. 4. Comprehensive media strategy for the implementation of the campaign from December 2015, 2016 (January to December), and 2017 (January to December). 5. Proposal on agency service fees, which will be commission based. These proposals shall reflect the following: 5

6 a. Advertising agency commission on production shall be a maximum of 15% of the production fees; b. Total commissions on media placements shall be a maximum of 12% of the media placement fees; 6. The presentation will be rated by the BAC members individually and ratings will be averaged to arrive at a final score per agency. Ranking will be done based on the scores. CRITERIA FOR RATING 1. Message (40%) a. Strategic; achieves objective of promoting the culture of tourism b. Significance of the message c. Clear and easily understood 2. Creative Rendition (30%) a. Original / innovative idea b. Visual impact c. Reflects the DOT s brand of fun 3. Over-all impact (25%) a. Recall b. WOW factor 4. Recommendation on commission for agency service fees (5%) Total= 100% OWNERSHIP All creative concepts and original materials formulated and designed in conjunction with this project shall be owned by DOT with full and exclusive rights on future use thereof both in the Philippines and internationally. PROJECT DURATION From receipt of the Notice to Proceed to a period of two (2) years thereafter. BUDGET The Approved Budget Cost (ABC) of the project and for the purpose of bidding for this project is Ten Million Philippine Pesos (PhP10,000,000.00), inclusive of all applicable taxes, and covering the following items: 1. Total production fees of all advertising and promotional materials related to the campaign, including costs for talents, soundtrack, post-production, and printing; 6

7 2. Media strategy and implementation fees of all advertising materials needed to execute the campaign; 3. Agency Service Fees on all advertising materials related to the campaign: a. Media placements: Php5M total budget inclusive of all agency service fees not exceeding 12% commission on the media placement fees. b. Production fees: Php5M total budget inclusive of their respective edit downs/re-sizing and printing fees, and agency commission not exceeding 15% on the production fees: i. 1 audio visual presentation/tv commercial ii. 5 radio features iii. 15 print features (with translations, if necessary) iv. 30 digital/online features/ other collateral v. New media/social media vi. 1 webpage micro-site for the campaign *Breakdown of budget subject to recommendation and agreements of the winning advertising agency and DOT TERMS AND CONDITIONS 1. The Approved Budget for the Contract for this phase of the project is PhP10,000, inclusive of all applicable taxes, for the purpose of implementing the campaign from December 2015 to December Segment or phase(s) of the campaign not implemented for whatever reason shall be revised/modified by the creative agency at no cost on the part of DOT for the purpose of translating said segment or phase(s) for future implementation. 3. The selected creative agency shall be subject to assessment by DOT as to the effectiveness of any phase of the advertising campaign launched. 4. Subject to availability of funds and to the assessment by DOT as to the performance of the creative agency for its immediately preceding campaign,, the services of the selected creative agency may be re-contracted by DOT to implement supplemental programs. 5. The compensation to be paid for the services of the selected creative agency on production costs shall be pegged at the maximum amount of 15% of the production and execution cost, which amount shall be reflected in the final cost estimate for the production and/or execution of the campaign (e.g. production cost of TVCs, print ads, costs to execute activation, and the like.) 6. The compensation to be paid for the services of the selected creative agency on media placement costs shall be pegged at the maximum amount of 12% of the media placement and execution cost of the campaign, which amount shall 7

8 be reflected in the final cost estimate for the production and/or execution of the campaign (e.g. media placement fees for TV stations, publications, websites, and the like). The amount of compensation to the selected agency shall be all-inclusive for its services. 7. Any excess remuneration or compensation in the form of rebate from production and media suppliers following the industry practice of compensating services of an advertising or media agency shall be negotiated by the winning agency, and credited by the supplier in favor of the DOT in the form of additional advertising materials and/or extended media placements, in order to maximize the effect and benefit of the campaign. 8