Expression of Interest for

Transcription

1 Expression of Interest for For Hiring of Digital Marketing and Promotion Consultant for the Setting up In-House Digital Data Centre and Promotion Cell 1. BACKGROUND Department of Tourism, Government of Uttar Pradesh (GoUP) is in process of implementing" Setting up In-House Digital Data Centre and Promotion Cell to develop In-House capability in management of digital infrastructure, which includes WEB, MOBILE, SOCIAL MEDIA, CONTENT DEVELOPMENT, DIGITAL CAMPAIGN, CREATIVE DESIGN, ANALYTICS, DIGITAL PR, CRM, BOOKING MANAGEMENT,PACKAGE MANAGEMENT and TRAINING. It is proposed that the services of a reputed Consultant may be hired for management and creation of digital resources and skill development in digital marketing and promotion. Department of Tourism, GoUP ( Authority ) is inviting proposal from such experienced and reputed Consultant as ("Consultant ) for "Setting up In-House Digital Data Centre and Promotion Cell. 2. EXPRESSION OFINTEREST CUMREQUEST FORPROPOSAL (RFP) The Consultant will support the authority and capability for setting up digital data centre and it s Guideline with specific focus on management of digital infrastructure, includes WEB, MOBILE, SOCIAL MEDIA, CONTENT DEVELOPMENT, DIGITAL CREATIVE DESIGN,CAMPAIGN, ANALYTICS, RESPONSE QUERY SYSTEM BOOKING,DIGITAL PR, PACKAGE MANAGEMENT and TRAINING. Implementation of the Project at all levels of the project life cycle and sets out the procedures and guidelines. It should outline clearly the implementation responsibilities and the proposed schedule for implementation. The detailed Terms of Reference is given at Annexure I. 3. GENERALTERMS The selected Consultant will have to sign an Agreement with the Authority. No Applicant shall submit more than one Proposal for the consultancy. The Applicants shall be responsible as per Terms of Reference is given at Annexure I. The Authority will not be responsible or in any way liable for such costs, regardless of the conduct or outcome of the selection process. 1

2 4. QUALIFICATIONS & TOURISM EXPERIENCE The consultant (Consultant) should be able to work independently. Professional experience of 15 years in digital marketing and branding, which includes, Web System Design, Training, Website Design, Search Engine Marketing, Social Media Marketing, Digital Campaign, Online Advertisement, Mobile App, Photography, Video Documentary and digital outreach by promotion. Graduate and Computer Certification in Networking and Social Media. 5. PREREQUISITE SKILL AND RECOMMENDATION Understanding of Tourism Promotion Ecosystem Qualification should be demonstrated by portfolio of work done in the field of website design, search engine marketing, photography and video documentary for submission. Presentation on UP Tourism digital branding and promotion roadmap with hardcopy submission. Certificate of Appreciation by any Department of Govt. of India or State Government. Recommendation/Referrals from leading personality in the field of Tourism sector and especially from Heritage Hospitality will be desirable. Recommendation of leading digital marketing companies Tourism project Photographs published in National and International Repute magazine Prior web based consulting projects for UP Tourism is highly desirable. StrongoralandwrittencommunicationskillsinEnglishlanguagewithacapacity to communicate effectively to a wide variety of audiences. Ability to convey ideas and positions clearly. Ability to manage multiple tasks effectively and strong team player with excellent leadership and interpersonal skills. 6. RIGHT TO REJECT ANY OR ALL PROPOSALS Not with standing anything contained in this Document, the Authority reserves the right to accept or reject any Proposal and to annul the Selection Process and reject all Proposals, at any time without any liability or any obligation for such acceptance rejection or cancellation, and The Authority reserves the right to reject any Proposal if: At anytime, a material misrepresentation is made or uncovered, or The Applicant does not provide, within the time specified by the Authority, the supplemental information sought by the Authority for evaluation of the Proposal. 2

3 7. SUBMISSION OF PROPOSAL Interested experienced and qualified Consultants must provide information strictly as per format given at Annexure II to V. The Applicant shall provide all the information sought under this RFP. The Authority will evaluate only those Proposals that are received in the required formats and complete in all respects. Technical Proposal: Annexure II,III and IV The proposal must be submitted in original (separate Technical and Financial Proposal) in sealed envelope clearly marked Setting up In-House Digital Data Centre and Promotion Cell and delivered at the address below no later than hours on 28 th APRIL To, Director General Tourism 4 th Floor, Paryatan Bhavan, C-13 Vipin Khand, Gomtinagar Lucknow (Uttar Pradesh) Phone: , Fax: website: [email protected] For assistance/query, please contact: [email protected],[email protected] 3

4 8. EVALUATION CRITERIA AND SELECTION PROCESS The Authority has adopted at weightage selection process (collectively the Selection Process ) in evaluating the Proposals comprising Technical and Financial proposals to be submitted in two separate sealed envelopes. In the first stage, a technical evaluation will be carried out as specified below. The Authority shall open the Proposal sat hours on the Proposal Due Date, at the Office of Director General Tourism, Government of Uttar Pradesh and in the presence of the Applicants who choose to attend. All the proposals will be scrutinized and candidates shortlisted. The Applicants will be evaluated based on appropriate marking system. The categories for marking and their respective marks are as under: Educational Qualification 10 Work Experience 50 Sample Works 30 Recommendation and past work with UP Tourism 10 Total Marks 100 In the first stage, the Technical Proposal will be evaluated on the basis of Applicant s CV, Work experience and Statement of Interest. Only those Applicants whose Technical Proposals get a score of 70 marks or more out of 100 will only be considered for financial evaluation. The financial proposal of others will not be considered and returned unopened after completing the technical selection process. In the second stage, the financial evaluation will be carried out on L-1 basis. Applicant shall submit the Financial Proposal in the format at Annexure IV clearly indicating the total cost of the Consultancy. 9. TERMINATION OF CONTRACT The Authority, if not satisfied with the work performance of the Consultant, may terminate the Contract with 10 days notice in advance. If the Consultant decides to resign then he/she should give at least 30 days advance notice to the Authority. 10. ACKNOWLEDGEMENT BY APPLICANT It shall be deemed that by submitting the Proposal, the Applicant has: # made a complete and careful examination of the RFP document; # received all relevant information requested from the Authority; # acknowledged and accepted the risk of inadequacy, error or mistake in the information provided in the RFP document or furnished by or on behalf of the Authority; # acknowledged that it does not have a Conflict of Interest. 4

5 11. PAYMENT The consultant shall be paid on quarterly basis for completion of the task within the given time frame agreed. Payment of the consultancy fee to settle Quarterly basis or mutually agreed between consultant and Department of Tourism. 12. TRANSITION SERVICES Transition Services to be offered by the Consultant on termination of the Contract The consultant would provide necessary support for transition of materials; art works etc. from the existing Consultant employed by The Department. At the end of the tenure of the Consultant, the Consultant shall similarly provide all necessary assistance to The Department for enabling transition to authorized official of Department of Tourism (DoT), Government of Uttar Pradesh. 5

6 Annexure I The Terms of Reference (the TOR ) and the scope of the works are specified below. BACKGROUND The Department of Tourism (DoT),Government of Uttar Pradesh is in process to setting up digital data centre with specific focus on management of digital infrastructure, WEB, MOBILE, SOCIAL MEDIA, CONTENT DEVELOPMENT, DIGITAL CAMPAIGN,CREATIVE DESIGN, ANALYTICS, DIGITAL PR, CRM, BOOKING MANAGEMENT,PACKAGE MANAGEMENT and TRAINING. The aim of setting up In-House Digital Data Centre and Promotion Cell is for effective management of digital resources and promotion. The Project is expected to be bench mark for tourism board in India, on how to set up digital data centre and promotion cell, create guideline for promotion and how to hire digital agency and train the Department of Tourism (DoT), Government of Uttar Pradesh for future implementation and management of digital promotion. OBJECTIVE The prime objective of consultancy is to Setting up In-House Digital Data Centre and Promotion Cell to manage Digital Infrastructure includes digital infrastructure, WEB, MOBILE, SOCIAL MEDIA, CONTENT DEVELOPMENT, DIGITAL CAMPAIGN,CREATIVE DESIGN, ANALYTICS, DIGITAL PR, CRM, BOOKING MANAGEMENT,PACKAGE MANAGEMENT and TRAINING. SCOPEOF WORKS Audit and Analytic of existing resources Digital Branding and Marketing Planning and Strategy Propose Month wise deliverance Schedule report for approval Website Management Guideline and Consultation for building In-House Mobile App Capability Social media Management Content Databank Creation Guideline o Video o Photo o Text Creative design ( web, mobile and social media ) Digital campaign Promotion Missed Call to SMS and SMS Broadcast service guideline Analytics, alerts and framework design CRM ( customer relation management) lifecycle definition and reporting Guideline Booking and package management marketing and newsletter Training, seminar and workshop Fair participation Travel blogger FAM tours and Digital PR. 6

7 SCOPE OF SERVICES & DELIVERABLES The Consultant shall act as the official Digital Tourism Promotion and Branding Advisor to the Department, who shall integrate, plan, successfully implement and deliver all digital promotional and marketing activities for the Department, for a period of 11 months. AUDIT AND STATUS REPORT Audit and Status Report of various digital marketing channels and analyzes performance, assessing using below parameters: Digital Channel: List of official digital Channel i.e website, social media channel and current admin. Reach: How effective is existing organic and paid exposure across digital channels? Architecture: Are digital channels well designed, properly structured, and functioning correctly? Content: Information lifecycle i.e how information is creating, publishing, and sharing across different digital channels? Conversion and Engagement: How many active visitors and response system to get them to complete calls to action (CTA)? Measurement: Have you defined digital marketing objectives and key metrics? Existing system of measuring Key Performance Indicator (KPI)? Integration: Are all online and offline marketing touch points connected? DIGITAL BRANDING PLANNING & STRATEGY FRAMEWORK Definition of digital branding and planning framework to based on below key indictor Planning: Planning of Branded content with focus on KPIs Exploration: Search engines, social networks, publishers and blogs for target audience reach Decision Making: Website community and social media platform comment, query, response and feedback Purchase: System to ensure CTA or call to action for conversion in form hotel booking and package Advocacy Tools : Customer advocacy MISSED CALL TO SMS AND SMS BROADCAST Submission of Report on Missed Call to SMS or Missed Call to Call Effectiveness of SMS Message Broadcast o Internal o Tourism Stakeholders o Registered Visitor Missed Call to SMS effective with Digital Campaign 7

8 PROPOSE MONTH WISE DELIVERANCE SCHEDULE REPORT FOR APPROVAL Prepare month wise schedule report for approval for plan content and digital requirements with framework to maximum outreach of event or post. All planned monthly post at various channel viz. website or social media need to be approval in advance. Dynamic and live post under strict supervision of officiating or designated official of Department of Tourism during event. Self assessment and Monthly Report need to be submitted 28 th day of every month. WEBSITE Vision 2015 with analysis of success measurement Survey on existing website and visitor experience Actionable on Survey Tourism Product definition Quiz and Contest Content Analysis and correction Call to action points and their performance measurement Website Engagement Blog Management Photo Quality Check Analytics and key trends Promotion and Campaign for outreach Integration of Social Channel MOBILE APPS Mobile is being key innovation disruption technology platform and with maximum global outreach and for travelers it play important role in communication or fastest way of media consumption on move. Department of tourism is keen to address this issue via developing inhouse capability for development of engaging mobile apps for long term and short term duration is key responsibility of project deliverable with guideline and framework. Apps for Key destinations ( Heritage Arc) o Lucknow o Agra o Varanasi Festivals o Agra o Lucknow Booking o Room Booking and Package 8

9 Religious o Kumbh Mela o Buddhist Circuit o Braj Circuit Monument o Tajmahal o Agra Fort o Fatehpur Sikri o Bara Imambara o Varnasi Ghat o Buddhist Temples Wildlife Chitrakoot and Mahoba SOCIAL MEDIA AUDIT AND FRAMEWORK Existing Social Media and its engagement Social Media Channel Definition Participation Guideline and framework Cyber law and social media Collaboration and responsive system Active Participation Process and flow chart for Department of Tourism officials Social Media Campaign theme submission and schedule month wise Monthly Event based Online advertisement campaign and fund allocation schedule Target Audience and Geo targeting of online advertisement Effective outreach report and implementation for Twitter, Facebook and YouTube CONTENT DATABANK CREATION (PHOTO AND VIDEO) Databank creation based on o Destination o Monuments o Events o Festivals o Experience o Personalities Content development Text by travel writer Guideline and framework for hiring agency 9

10 CREATIVE DESIGN (WEB, MOBILE AND SOCIAL MEDIA) Creative Design and illustration o Social Media Post o Blog o User Interface o Website o Newsletter o Mobile Apps Interface o Online Advertisements Banners o Landing Page for Online advertisement campaign o Visual Story creation Brand Identity creation specific to platform DIGITAL CAMPAIGN PROMOTION Select process and guideline for hiring digital agency Theme of Digital Campaign Demographic and Target segment of Campaign Selection of Platform with reason of effectiveness o Facebook o Twitter o YouTube Analyzing target audience Budget allocation and desired result Submitting relevant research before campaign to be initiate Campaign planning and its life cycle. Digital Campaign ROI Scheduling the pattern of advertisement (timings, days, duration and season). Co-branding with Tourism Digital Brand for wider reach ANALYTICS, ALERTS AND REPUTATION MANAGEMENT Monthly Analytics Report : Trends and its implication Analytics Trends after specific digital campaign Demographic and Engagement is key Reputation Management on key social media platform Reputation Management Campaign via advertisement or Digital PR Monthly Online Visitor Survey and Redressal system Tourism Alerts CRM (CUSTOMER RELATION MANAGEMENT) LIFECYCLE DEFINITION AND REPORTING CRM implementation for quick customer response system Visitor database Collaborative engagement Effective use in guest booking and package booking Mailers 10

11 Analytics report BOOKING AND PACKAGE MANAGEMENT Theme wise Package Online Booking System Online Package Implementation on fix date departures TripAdivsor Comment management and response Daily room status management for inventory and price Channel Manager system implementation for OTA management MARKETING AND NEWSLETTER Monthly Newsletter Newsletter design format approval Monthly newsletter on every first week of month Newsletter to all tourism stakeholder TRAINING, SEMINAR AND WORKSHOP With advent of digital medium is key for promotion and branding, To keep abreast with latest technologies and trend require continue learning curve and Department of Tourism is keen to create digital learning ecosystem. Conduct Training on digital branding and promotion for Department of Tourism personals. Propose Training o Website Maintenance o Facebook Management o Twitter o YouTube o Photo and Video Editing o Campaign design o Marketing o Mobile App o Cyber Law o Latest technology and tools Trainee feedback All Trainee need to participate in live project for skill acquired during training Submit online digital marketing and promotion training program report 11

12 EVENT PARTICIPATION Participation in Travel Show/ Exhibition / Travel Event based on requirement by Department of Tourism Design creative for maximize digital outreach Compilation of Travel Data of pre and post event. Event broadcast Management on Social Media and Digital Platform Pre and Post digital outreach scheduling and Analytics TRAVEL BLOGGER FAM TOURS AND DIGITAL PR. Hiring Digital PR agency guidelines Submit report on Travel blogger FAM tours and its outreach. Participate and manage FAM for Travel Blogger for greater outreach Submit detail plan and Budget allocation Facilitate partnership with travel digital brands PERIOD OF SERVICES The consultancy contract will be for eleven months renewal or extension of services is discretion of Department of Tourism (DoT), Government of Uttar Pradesh. 12

13 Dated: Annexure II (Technical Proposal) To Director General Tourism Government of Uttar Pradesh 4 th Floor,Paryatan Bhavan, C-13 Vipin Khand, Gomtinagar Lucknow (Uttar Pradesh) Respected Sir Sub: For Hiring of Digital Marketing and Promotion Consultant for the Setting up In-House Digital Data Centre and Promotion Cell 1. With reference to your advertisement, and having examined the RFP Document and understood their contents, I hereby submit this proposal for Setting up In-House Digital Data Centre and Promotion Cell. My proposal is unconditional and unqualified. 2. I acknowledge that the Authority will be relying on the information provided in the RFP document for selection and I certify that all information provided there in is true and correct: nothing has been omitted which renders such information misleading; and all documents accompanying this proposal are true copies of their respective originals. 3. I shall make available to the Authority any additional information it may find necessary or require to supplement or authenticate the proposal. 4. I acknowledge the right of the Authority to reject the proposal without assigning any reason or otherwise and hereby waive, to the fullest extent permitted by applicable law, our right to challenge the same on any account whatsoever. 5. I certify that I fulfill the qualification and experience as sought by the Authority. 6. I also certify that he proposal is valid for a period of 45 days from the date of opening of the Financial Proposal 7. I further certify that no investigation by a regulatory authority is pending against me. Yours faithfully, Date: (Signature and name of the Applicant) Address Mobile No: ID: 13

14 ANNEXURE III (Technical Proposal) Name of Expert Sex(Male/ Female) Date of Birth &Age PAN Number Address for Communication Qualification / Certification (Attach valid proof) Total Experience (Attach valid proof) Experience with Government organizations (Attach valid proof.) Weather worked with UP Tourism (Attach valid proof ) Please attach a sample work/ hard copy of presentation Statement of some of the major Clients Sl. No. Client/Organization Designation Project Name Key Task performed Duration A Highlight Tourism Road Map for year 2015 and Key area of promotion 1 or 2 pages 14

15 ANNEXURE IV Financial Proposal To, Director General Tourism Government of Uttar Pradesh Dated: Sub: For Hiring of Digital Marketing and Promotion Consultant for the Setting up In-House Digital Data Centre and Promotion Cell Sir, 1. I the undersigned, offer to provide the consulting services for the above in accordance with your Request for Proposal dated [Date], and my Proposal (Financial Proposals). 2. My Financial Proposal is given below: Monthly fee ( In Figures) *The Fees payable are including of Service Tax and other taxes as applicable from time to time. * fees quoted shall be taken into account for financial evaluation 3. My financial Proposal shall be binding upon me subject to the modifications resulting from contract negotiations, if any. 4. No fees, gratuities, rebates, gifts, commissions or other payments have been given or received in connection with this Proposal 5. I undertake that, in competing for (and, if the award is made to me, in executing) the above contract, I will strictly observe the laws against fraud and corruption in force in India namely Prevention of Corruption Act I understand you are not bound to accept any Proposal you receive. Date: Yours faithfully, (Signature and name of the Applicant) 15