TERMS OF REFERENCE DEVELOPMENT, MAINTENANCE, ONLINE MARKETING AND PROMOTIONS OF THE PHILIPPINE DEPARTMENT OF TOURISM WEBSITE

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1 TERMS OF REFERENCE PROJECT: OBJECTIVES: DEVELOPMENT, MAINTENANCE, ONLINE MARKETING AND PROMOTIONS OF THE PHILIPPINE DEPARTMENT OF TOURISM WEBSITE To establish an interactive website designed to promote the Philippines as a prime destination that offers world-class tourist facilities and products; To reach a wider cross section of consumers for the timely distribution of updated Philippine tourism destinations and events and relevant information on DOT programs and activities; and To operate online communications to service queries through s, chat rooms and other social networking systems to facilitate and monitor feedback from members, clients and the general public. QUALIFICATIONS FOR PROPONENTS: Proponents should also be able to meet the following qualifications: A. Proponent must specialize in internet and web design/development technologies and have extensive experience in this field. B. Proponent must have a minimum of five (5) years experience in web design, development and/or web hosting. C. Proponent must have a minimum of two (2) years experience in online marketing D. The project team must be composed of the following with at least five (5) years experience in their respective specialized field: 1. Team Head oversees the implementation of the project 2. Project Coordinator coordinates with concerned officers of DOT 3. Technical Staff web developer, designer, programmer etc. 4. Professional Travel Writer 5. Professional Photographer 6. Online Marketer undertakes the advertising / promotions strategy or plan 7. Content Manager ensures content are updated and validated Team Team Head Project Coordinator Technical Staff Professional Travel Writer Professional Photographer Online Marketer Content Manager Name Indicate No. of Years Experience Training (Indicate No. of Hours) Work Experience Company Name 1

2 E. Proponent must provide list of clientele and URLs of the following: 1. Websites developed 2. Websites promoted using online marketing and state corresponding online marketing strategies implemented Client/Websites Developed Online Marketing Strategy Applied Client Name and Contact Details I. GENERAL SPECIFICATIONS: Specifically included as major requirements for the website the following to wit: Interactive and dynamic for the design and layout. User-friendly and flexible which will allow inclusion of additional requirement in the future. Translation to other languages Japanese, Korean, Chinese, German, French, Russian, Italian and Spanish for all items under D.1, D.2, D.3, D.4, D.5, and D.10. (human translation) Application of Online Marketing Strategy to reach foreign and local target markets. Research and Content covering top ten destinations per Region. (Regions 1-13, CAR and ARMM) A. Website Development 1. Development of a minimum one thousand (1,000) pages. 2. Conceptualization of a design appropriate and adaptable to the branding campaign of the Department of Tourism. 3. Submission of the approved website. 4. Website must be viewable using mobile phones. (migration to mobile content) 5. Website must be static and dynamic/database- driven. B. Online Marketing Strategies Proponent must be able to implement/undertake with DOT/TPB the following: 1. Build a strategy to reach foreign and local target markets of DOT/TPB. 2. Purchase keywords for the site to land in the top list of search engines (ex. holiday, beaches, diving, leisure etc) for Search Engine Optimization (SEO), etc. 3. Strategy must accommodate revenue generation. 2

3 C. Content Development and Management 1. Include development of program/ scripts. 2. Research and develop content (text, images and videos) for the top ten (10) destinations per Region. (Regions 1-13, CAR and ARMM) 3. Update the content over the contract period of three (3) years. 4. Visuals must not be taken from DOT Family Websites. 5. Data taken from DOT Family websites must be validated and up-to-date. 6. All contents in the website shall become the property of DOT. D. Sitemap/Content including but not limited to: 1. The Philippines a. Overview of the Philippines with animated Philippine Map b. Where We Are c. Climate d. People e. Significant Events 2. What the Traveler Must Know Fast Facts a. Entry Regulation b. Health Regulations c. Medical Facilities d. Customs Regulations e. Foreign Exchange Regulations f. Airport Facilities g. Transportation (air, sea and land) h. Terminal Fee/Departure Tax i. Climate j. Clothing k. Time l. Language m. Government n. Religion o. Currency and Credit Cards p. Business and Banking Hours q. Communication Facilities r. Internet Facilities s. Drinking Water t. Driving License u. Electric Current v. Tipping w. Tourist Information x. Important Numbers y. Emergency Numbers z. Public Holidays 3

4 3. Top Ten (10) Destinations per region (Regions 1-13, CAR and ARMM) Content template per destination General Description Getting Around Tourist Attractions Accommodation Facilities DOT ACCREDITED Dining Facilities Entertainment Facilities Special Interests Shopping, Golf, Health & Wellness, Spelunking, Outdoor Activities, Bird Watching, Culinary, Diving, Sports etc. Museums and Art Galleries Convention and Exhibition Facilities Travel Agencies - DOT ACCREDITED Library of Visuals Map animated location map Brochures 4. Festivals and Events (per month) 5. Special Interests (per classification) a. Arts, Culture and Heritage b. Night Life and Entertainment c. Nature and Wildlife d. Sports and Adventure e. Health and Wellness f. Lifestyle and Leisure g. Long Stay (e.g. Retirement, Education, English as Secondary Language) 6. Dining a. Places to Dine b. Philippine Cuisine 7. Shopping a. Malls b. Bazaars c. Furniture, Accessories, Jewelry etc. 8. Accommodations DOT ACCREDITED a. Hotels b. Resorts c. Home Stays d. Condotels e. Others 9. Meetings, Incentives, Conventions and Exhibitions (MICE) 4

5 10. Tour Packages Content to be provided by DOT on Special Offers such as Family, Balikbayans, Christmas and other Holidays. 11. Other Functionalities a. Links to Online Booking b. Registration System (e.g. Special Events, other projects) c. Mailing list d. News/Press Releases e. Search Engine within the site f. Advertising Page/Banner Ad g. Philippine Trivia (add-on) 12. Links to Fan Page a. Facebook, Twitter, Youtube etc. b. Philippine Reviews/Blogs c. Google Earth 13. Links to the Department of Tourism Website a. DOT Corporate Website - Link b. TPB Corporate Page to be created as part of this project c. Attached Agencies Website - link d. Overseas Offices Website - link e. Regional Offices Website - link 14. Image and Video Center/Gallery a. minimum of one thousand six hundred (1,600) photos and should be available in high resolutions b. one (1) video per region 15. Feedback Mechanism Page 16. Useful Information and Links Page (e.g. government sites and industry partners) 17. Links to DOT Online Systems a. Accreditation System b. Tourism Investments System c. Tourism Training System (Introduction or overview page shall be created leading to the particular system) 18. Downloadable Page documents that will be made available to the public. 19. ALL OTHERS AS MAY BE REQUIRED - Proponent should submit recommendations. 5

6 E. Transfer of Technology and training of IT personnel and content managers on updating, maintenance and programming as needed. F. Dedicated Website Hosting and Maintenance and Hosting for a period of three (3) years - Must be able to provide the operational website as accessed in a secured and easy to manage environment/platform. - The winning developer of the website shall ensure a hassle-free upload of all files and database configurations necessary to make the site operational online using the domain name to be chosen by project owner. Minimum Dedicated Server Specifications: (proponent should make sure that the site be hosted in a server that could support/adopt all the requirements of the DOT/TPB and should consider the speed of downloading and uploading of the same) Operating System: Processor: RAM: Hard Drive: Monthly Bandwidth: IPs: Database: Others: Licensed Linux Server multi-platform (preferred) at least 4.0 GHz at least 34GB at least 2 x 2 Terabyte 1 Terabyte at least 4 IP addresses Licensed MS SQL server Loaded with anti-virus utilities, firewall and other security features; website statistics/analyzer and reporting tools; and other pertinent application software. Should also provide the setup, configuration and other technicalities to ensure that addresses using the domain name of the website as stated below shall be operational: Provide at least fifty (50) addresses with one hundred (100) MB capacity per address by the winning developer to DOT and its attached agencies applying the following: G. Content Management System The CMS will be the interface between the content provider/manager and the website. The CMS will provide means to regularly update the content of the website. This system shall be developed by the winning bidder on the approved template. H. Regular Back-up of the website monthly maintenance of website thru regular back-ups and ensure that the website is free from virus attacks and hackers. 6

7 I. Back-up Server must be able to provide a back-up server with similar specifications as in item F in case of breakdown in the website operations. J. Website Traffic Report must be able to provide monthly report and analysis on website traffic II. WEBSITE DEVELOPMENT GUIDELINES A. Design Consistency The website must adopt DOT/TPB s program as the central/unifying theme. All web pages must be integrated and consistent in form and style. B. Database Capability - The website should be designed such that it will enable the instant updating/modification of pages by DOT/TPB changing the values of the databases to which the website is linked to. The Database system shall establish a complete platform that is capable to provide secure, scalable and effective data control and management. The development of the database shall include data gathering and building, storing, processing, structuring and mining for the efficient delivery of information to users. Likewise, the Database shall also provide for categorized searching of data according to specific type of information identified. C. Fast download The website must be so designed/developed to enable fast access/download by web visitors while allowing detailed maps or graphics to be displayed upon demand. D. Development Tools Scripts / programs and interactive/multi-media features must be developed using leading and manageable Internet and web programming tools. E. Design & Development Strategy The website must be designed/developed in such a way that it can attract a great number of traffic and must come up at least in the top ten (10) list in the category of Philippine tourism/travel when searched using popular search engine optimization. III. DELIVERABLES The successful proponent must be able to deliver the following: A. Concept design to provide DOT/TPB an idea on the overall treatment of the project. This shall include presentation on the web layout, graphics design, information-flow and user interface. B. Operational website based on agreed upon concept and specifications. C. Documentation in the form of manuals. This shall include flowcharts (for the information-flow) and documentation of all application programs, databases, etc. D. Staff training 7

8 E. Online Marketing Strategy IV. TECHNICAL PROPOSAL GUIDELINES In responding to this Request for Proposal, proponents must submit the following information: A. Details of proposal to include: 1. Concept design and design philosophy 2. Project schedules showing tasks and duration required 3. Online marketing Strategy 4. DOT/TPB involvement B. Project Cost This shall include: (For the bidder) breakdown of cost for each project component any recurring costs C. Presentation of Online Marketing Strategies for one (1) year V. ACCOUNT MANAGEMENT State how project is to be managed. Indicate the name of the account manager and other support staff who will be involved in the project. VI. OPERATIONAL BY NOVEMBER 2011 COVERAGE OF THREE (3) YEAR SERVICE Dedicated Website Hosting and Maintenance and Hosting Incorporation of programming applications if needed Website updates that needs the assistance of support team Implementation of online marketing strategy or plan VII. PROPOSED BUDGET TWENTY MILLION PESOS (P20,000,000.00) VIII. PASSING RATE - Shortlisted bidders will be evaluated based from their Technical Proposal and Financial Proposal. The Passing Rate is sixty percent (60%). 8

9 Component I Website Development Project Component Breakdown (for cost breakdown) a. Professional Fees (e.g. conceptualization, creatives and design, web designer, web developers, other staff etc.) b. Translation to other Languages (human translation) c. Functionalities (e.g. online registration system, etc.) d. Trainings/Technology Transfer e. Miscellaneous (e.g. documentation, supplies presentations, software, communications, coordination, meetings etc.) f. Others Component II Website & Hosting & Maintenance/Updating for three (3) years Component III Extensive Research/Content/Materials/Writeups, Videos/Visuals/Photo Shoots and Production (per region, top ten (10) destinations per region, festivals/events, etc.) Component IV Website Promotion/Advertising and Online Marketing to include Search Engine Optimization (SEO), banner ad placement, and other promotions in conjunction with the tourism campaign (e.g. print, TV ads, cinema ads, SMS, etc.) Note: Bidders are required to breakdown cost but not limited to the abovelisted components/items. 9