RFP 487: Questions & Answers

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1 RFP 487: Questions & Answers for the establishment of Frame Agreement(s) for the provision of GLOBAL MARKETING SERVICES Questions 1) I d be grateful if you could please confirm where your Headquarters is and if you d be requiring local support to these offices. 2) How many e mail addresses are currently in your database? 3) How often do you deploy e mail campaigns, promotional and transactional? 4) Our firm typically works with high volume digital marketers who spend between USD7,000 and USD15,000 per month on e mail and cross channel marketing services. Is this within your budget? 5) How many sources of data do you want to synchronize with the data model? (Are contacts uniquely identified over all data sources? Do contact properties have 1 to 1 or 1 to many relationships with the contact identifier?) 6) How is determined what the correct language is for a recipient? 7) Are specific requirement for data integrations (Salesforce, Kintera Sphere, Exact Synergy) known? What is the goal Answers 1) UNHCR Headquarters is in Geneva, this project will however be led from UNHCR HQ office in London. 2) The new global system will be used by 7 offices to begin with: HQ, Gulf, Latin America, Nordic, Benelux, Australia, US Roughly 130,000 addresses in total in HQ and Nordic 3) Each office currently sends 1 monthly e newsletter Some offices also send Emergency Appeal s and other communications such as thank you s, birthday s etc. In the digital strategy marketing will be used more to supporter increase engagement and reduce donors retention. 4) We are not planning to spend as much on marketing as we are looking at managing our campaigns in house however some offices might decide to go for full service and budget will be allocated for this. 5) The main source of data to integrate the system with will be for some offices the donor database. Each donor database in each office is set up differently some have contact properties as 1to1 others 1to many. Requirements will need to be identified. 6) This is something we would expect the system to identify when the is delivered based on IP address and geolocation or any other technicalities that the system uses. 7) There are not specific requirements in place for the integration these will need to be identified as part of the project. The donor database stores both online and offline supporter data. The aim of the integration is to ensure that based on supporters behavior and info tailored communications are triggered to reduce

2 of the integration? Do the tools have automated export tools or API s available? attrition and increase engagement. Most of the donor databases mentioned have APIs or some other form of automatic export. However, technical requirements will need to be identified as part of the project. 8) Are campaigns/programs aimed at global level (multiple languages) or created and setup for local campaigns/programs by local teams? 9) How is content gathered and stored when it is translated into different languages? 10) What channels do you leverage to increase donations? 11) What is the approximate breakdown of donations across these channels? 12) How do you measure the success of your programs? 13) Is the expectation that better ROI will come from existing addresses (customer relationship) or are new addresses the expected main driver for better ROI (customer acquisition)? 14) How many messages do you send each month? 15) How large is your mailing list? 8) campaigns are set up by local teams in their local language. HQ might also send multiple languages s 9) Each local office will produce their own content in their own language which is not necessary going to be shared or reused by other offices. However, we expect that English content generated by HQ can be shared across different accounts on the system to be translated in local languages 10) Display ads, mobile and 11) Digital fundraising is very new to UNHCR a display ad test was done last September in three test markets. Further display ads tests are planned for this year. Mobile fundraising is not really used and marketing is very basic. 12) marketing is very basic in most offices so basic reporting is done at the moment (i.e. open rate, CTR etc). In future more accurate reporting of performance and conversions will be implemented. 13) We have not done any testing of marketing performance to new and existing addresses. We expect to recruit new addresses and use marketing to engage and convert non donors into donors. 14) 500, ) The new global system will be used by 7 offices to begin with: HQ, Gulf, Latin America, Nordic, Benelux, Australia, US. Roughly 130,000 addresses in total in HQ and Nordic 16) What types of campaigns do you run today? Can you provide us with examples? 16) Each office currently send 1 monthly e newsletter Some offices also send Emergency Appeal s and other communications such as thanks you s, birthday s etc.

3 17) What level of segmentation drives your marketing communication strategy? 18) How would you describe the quality of data utilized to drive marketing campaigns? 19) How many broadcast campaigns do you run per month (same message to everyone)? 20) How many recipients does the average broadcast campaign have? 21) Do you run different versions of the same campaign (for different regions, languages, segments, etc.)? 22) How many targeted (segmented) campaigns do you run each month? 23) How many recipients does the average targeted campaign have? This gives us a sense of how specific your segments are. 24) Do you run transactional messages out of the same system as promotional messages today? 25) What is the total number of transactions on your web site each month? In the digital strategy marketing will be used more to supporter increase engagement and reduce donors retention Australia e news FA240C6726/DE22A41BC9B866E2148F9D201EEB5695 US e news 481&msource=EN2D12&enString=hhQGRDUzLnKNL1NGLbKJLVM ELmLFJHTqMSTKN8OzFeLWL7MLJjKZF HQ E news news_2012.html 17) In some offices no segmentation is used. At HQ, US and Australia we do basic segmentation donors, non donors, single and regular donors. 18) Quite poor. 19) In each office is different but an average of 1 3 s per month it depends on emergencies. 20) Roughly 130,000 addresses in total in HQ and Nordic 21) Each office uses their own system and send their own campaigns. With the new system we are looking at promoting sharing of copy and creative across offices. 22) In some offices no segmentation is used. At HQ, Australia and US we do basic segmentation donors, non donors, single and regular donors. 23) In some offices no segmentation is used. At HQ, Australia and US we do basic segmentation donors, non donors, single and regular donors. Roughly 130,000 addresses in total in HQ and Nordic 24) no 25) Each office is different. 26) Do you run any triggered 26) No currently, but we are planning to do it hence the integration

4 or automated campaigns today, like welcome programs or browse abandon programs? If so, how many, and what kind? How many individuals does each automation contact in course of a month? Are the automations multistage? How many messages will each individual receive in the course of a month? 27) What are you doing to promote contact database growth? 28) How many new subscribers do you add in an average month? How many do you lose (including spam, unsubscribes, and hard bounces) each month? 29) How much social marketing are you doing today? 30) How much mobile marketing are you doing today 31) What percentage of promotional s sent typically reach the inbox? (# s to the inbox / # sent) 32) What is the click rate (# clicks / # delivered). [we prefer unique clicks]? How many conversions are there per unique click? 33) What is the Average Donation Value or Average Conversion Value (ACV)? 34) What is your overall revenue per message (donation per message)? How much revenue do you generate from each year? Can you break that out by campaign with the donor database. 27) We include opt in ask in all online forms and sign up to e news on all microsites. 28) In every office it is different. 29) Most of offices do social marketing and there are plans to do more. HQ, Australia and US already do quite a lot of social marketing 30) HQ developed a mobile app and Nordic office use text to donate but no other mobile marketing is in place in the other offices. 31) For HQ list 98% 32) For HQ 1% unique CTR in ) $71.89 for HQ 34) Emergency appeal generate more than e newsletters. We have only recently started to track conversions from s. For HQ avg income from e appeal is $10K for USA office over $15K

5 type? 35) What percentage of your revenue is attributed to event and dialogue based programs? 36) Do you prefer to measure your business based on revenue or gross margin (a.k.a. contribution margin)? If the latter, what is your gross margin? 37) How many user accounts do you need globally? 38) How many users should get first level support? 39) Do we have the chance to get access to your relevant team member in the case we are shortlisted? It is important for us understand the roles, responsibilities and challenges of all your team members. 40) What is the biggest problem UNHCR's have with it's marketing? What does it cost UNHCR to have this problem? 41) What other challenges do UNHCR have with its marketing program? What does it cost UNHCR to have these challenges? 42) Which of these problems/challenges are UNHCR's top priorities for getting fixed? 43) How will the scope of activities vary between UK, Australia, The Gulf and Mexico? E.g., a. Does all strategic direction come from the UK and the other regions localize accordingly to local markets, or 35) N/a 36) Revenue 37) We would need to begin at least 7 user account one for each office that will be using the system. 38) HQ will act as main point of contact for the system for the other offices. However, some offices might request more direct support from the provider local office. 39) If short listed you will meet the HQ team in London who will manage the system and act as main point of contact for the other offices on how to use the system. 40) We do not have a multi languages, sophisticated system in place and a global platform to track and measure consistently performance across offices 41) Integration with database for segmentation and personalization, integration with other channels (off and online), lack of strategy and planning and lack of resources in some offices. This affects the ability to retain donors and generate more income from campaigns. 42) Integration with database, strategy an planning and integration with database will be top priorities 43) Each office will develop their own strategy and campaigns. HQ (from the London office) will advice and support local offices in the implementation of their strategies. Some offices with less resources will just re use and localize content and creative form HQ or other offices. Each team in each office is set up differently.

6 do the local markets have the ability to develop strategies to take into account local differences? b. Are there the same functions and number of stakeholders in each location? 44) Are decisions made from a Global budget/perspective or local budget/perspective? 45) What forms of regular communication will be expected (e.g., weekly reports, quarterly business reviews)? For how many locations and stakeholder groups should these occur? 46) In UNHCR s experience, what are the key factors that influence an donor s decision to increase or decrease their level of spending? 47) What is UNHCR s current strategy for increasing donations via the channel? 48) What level of personalisation is currently used in s? 49) What are your KPIs for the program? Are all stakeholders held to the same KPIs? 50) Outside of your current segments, are you using any other analytic tools for triggered messages (i.e. response modeling. 51) What major planning activities are expected during 2012 (e.g., are there quarterly or annual planning forums that we would prepare for and 44) Decision on the system functionalities will be made from HQ with local offices being consulted on their requirements and needs. 45) We aim to produce reports in house. If offices require full service or additional support from the agency it will be decided ad hoc. Regular meeting with Account manager will be requested by HQ as well as training on new system releases. Local offices might require regular catch up with the local provider account manager. We ideally would like the provider to have a global presence. 46) Engagement with UNHCR cause, understanding of our work, urgent refugees needs caused by crisis or emergencies. 47) We are looking at using marketing in an integrated way with other on and off line marketing channels to reduce attrition and convert single into regular donors. We are also looking at using to engage existing donors and motivate them to increase their current gift. 48) Very basic (first name in body and subject line). 49) We ideally would like to have the same KPI for each office. Main KPI will be: No in the list, Open rate, Unique CTR, Unsub, conversion rate, no single gift, no regular gift, tot generated 50) Not but we plan to use the donor database for this. We use Google Analytics to track e commerce and conversions from s campaigns. 51) We have annual skills share with the international global team but the provider is not expected to attend. Offices however might request the provider to attend local meetings or conferences.

7 participate in)? 52) Can you elaborate on the specific data signals that UNHCR finds most actionable/effective for segmentation and targeting? 53) In general, should we be expecting to describe best practices and then to develop them in collaboration with UNHCR? 54) What are the major issues that hinder operational performance today? 55) What is UNHCR s current contact strategy? How many campaigns do they send per week, per month? 56) Are you current deploying dynamically served content within wireframes from a content library or deploying more static campaigns? 57) Are there any established forums or processes that we would/could be involved in to provide first class CRM strategies? How many stakeholder groups would be involved in these discussions? Would they be in the UK and Australia, or both? 52) User behaviors i.e. what emergency they donated, type of donation, value of donation. 53) We expect the provider to have excellent understanding of marketing best practices and advice on how best local offices can use marketing to achieve their objectives. 54) We do not have a multi languages, sophisticated system in place and a global platform to track and measure consistently performance. Integration with database, integration with other channels (off and online), lack of strategy and planning, lack of resources in some offices. This affects the ability to retain donors and get more income 55) Each office currently sends 1 monthly e newsletter. Some offices also send Emergency Appeal s and other communications such as thanks you s, birthday s etc. In the digital strategy marketing will be used more to supporter increase engagement and reduce donors retention 56) We currently deploy static campaign but we are looking at using dynamically generated content from a content library based on recipients segmentation 57) We have annual skills share with the international global team but the provider is not expected to attend. Offices however might request the provider to attend local meetings or conferences.

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