Experiential marketing events

Experiential marketing events

HT399-163382/A
Gordon(cx024), Emily
Telephone No. - (number on the official notice) ( )
Fax No. - (number on the official notice) ( )

Line 1, Communication Marketing Management

Health Canada (HC) requires the services of a contractor to develop, implement, manage, and report on national experiential marketing events programs to support the prevention of problematic licit and illicit substance use by raising awareness of the issue and engaging with the audiences.

The focus for 2016-17 is on Problematic Prescription Drug Use, such as the misuse and abuse of opioids, benzodiazepines and stimulants. Messaging is mainly targeted at Canadian youth 13-15 and parents of youth 13-15.

The requirement is subject to the provisions of the Agreement on Internal Trade (AIT).

The requirement is limited to Canadian services.

The Federal Contractors Program (FCP) for employment equity applies to this procurement; see Part 5 - Certifications and Additional Information, Part 7 - Resulting Contract Clauses and the annex titled Federal Contractors Program for Employment Equity - Certification.

This bid solicitation is to establish a contract with task authorizations for the delivery of the requirement detailed in the bid solicitation to the Identified Users across Canada, excluding locations within Yukon, Northwest Territories, Nunavut, Quebec, and Labrador that are subject to Comprehensive Land Claims Agreements (CLCAs). Any requirement for deliveries within CLCAs areas within Yukon, Northwest Territories, Nunavut, Quebec, or Labrador will have to be treated as a separate procurement, outside the resulting contract.

Mandatory Technical Criteria

M1: The Bidder must demonstrate that within the last five (5) years, it has been contractually bound with three (3) external clients to provide national experiential marketing event campaigns.

Two (2) out of the three (3) campaigns must have been implemented on-site in a minimum of 100 venues. ?On-site? is defined as one or more of the firm’s resources having been at the event location(s).

Each proposed event must have been:

1. a)
   National (defined as including a minimum of three (3) provinces and/or territories, one of which must be Quebec);
2. b)
   Experiential marketing events campaign(defined as a marketing strategy that directly engages and encourages participation in a social initiative).
3. c)
   Developed supporting communication products in both English and French; and
4. d)
   Targeting youth (defined as 13 to 17 year olds) or young adults (defined as 18 to 24 year olds).

The Bidder must, for each national experiential marketing events campaign, provide the following details as to how the stated experience was obtained:

1. 1.
   Name of the external client;
2. 2.
   Start and end dates;
3. 3.
   Number of events and location of venues, including

a. Venue locations (address including province or territory)
b. The number of events implemented on-site (if applicable)

1. 4.
   Age of the target audience;
2. 5.
   Nature and scope of the services provided, including

a. Title of project;
b. Summary description of the experiential marketing event campaign;
c. List of deliverables of the project;
d. Description of promotional material developed for the campaign;
e. Key performance indicators to meet objectives (minimum of 2) and the results;

M2: The bidder’s proposed Account Executive must have a minimum of three (3) years of experience overseeing (supervision) of planning, implementation, monitoring and reporting services within the last five (5) years. In addition, the proposed Account Executive must have managed a minimum of 5 national experiential marketing events campaigns.

The Bidder must provide the following details:

1. 1.
   Name of the proposed Account Executive;
2. 2.
   Years of experience
3. 3.
   For each of the five (5) proposed campaigns the proposed Account Executive has managed, the Bidder must provide the following:

a. Title and description of each project;
b. Location(s) (provinces and/or regions) of each event; and
c. Role of the proposed resource of the proposed resource must have included supervision of planning, financials, implementing, monitoring and reporting.

M3: The bidder’s proposed Event Manager* must have a minimum of two (2) years of experience in the last three (3)years. In addition, the proposed Event Manager must have led the event facilitation for a minimum of 3 national experiential marketing event campaigns.

*The Event Manager is defined as the person overseeing and managing the event(s).

The Bidder must provide the following details as to how the proposed Event Manager’s stated experience was obtained:

1. 1.
   Name of the proposed Event Manager;
2. 2.
   Years of experience
3. 3.
   For each of the three (3) campaigns, the proposed Event Manager has led, the Bidder must provide the following:

a. Title and description of each campaign;
b. Location(s) (provinces and/or regions) of each event; and
c. Role of the proposed resource. The duties of the proposed resource must have included planning, implementing and management of experiential marketing events.
M4: The bidder’s proposed Communications Strategist must have a minimum of three (3) years of experience within the last 5 years in strategic planning, monitoring and reporting on national experiential marketing event campaigns.

The Bidder must provide the following details:

1. 1.
   Name of the proposed Communications Strategist;
2. 2.
   Years of experience,
3. 3.
   For each campaign the proposed Communication Strategist has completed, the bidder must provide the following:

a. Title and description of each campaign;
b. Location(s) (provinces and/or regions) of each event; and
c. Role of the proposed resource. The duties of the proposed resource must have included strategic planning, monitoring and reporting.

Point Rated Technical Criteria

R1: The Bidder should propose a preliminary project management approach that considers client needs as described in the Statement of Work. It should provide the following details:

1. 1.
   How the Bidder proposes to work in collaboration with the client.
2. 2.
   How the Bidder proposes to meet the objectives.
3. 3.
   How the Bidder proposes to measure/evaluate the results of the event program.
4. 4.
   How the Bidder will ensure:

a. Quality control
b. Schedule is respected
5. Identified risks and how the Bidder proposes to mitigate those risks.

R2: Within the last three (3) years, the Bidder should have developed and managed a minimum of one (1) national or provincial campaign(s) targeting youth and/or young adults that created awareness for a social topic(s)/issue(s)*.

*Social topic/issue is defined as any topic with non-commercial ends (such as campaigns against smoking, impaired driving, safety and/or health issues, etc.).

The Bidder should provide one (1) case study of such a campaign. Case studies provided in excess of one (1) will not be considered.

The Bidder should provide the following details:

1. 1.
   Name of the external client;
2. 2.
   Start and end dates;
3. 3.
   Location and number of venues;
4. 4.
   Target audience(s);
5. 5.
   Social topic/issue(s) of the campaign;
6. 6.
   Description of the services provided;
7. 7.
   Nature and scope of the services provided, including

a. Title of project;
b. Summary description of the experiential marketing event campaign;
c. List of deliverables of the project;
d. Description of promotional material developed for the campaign;
e. Key performance indicators to meet objectives (minimum of 2) and the results;

1. 8.
   Innovative tactics used and why; and
2. 9.
   Results achieved.

R3. The Bidder should demonstrate that it has been contractually bound with for work in schools boards in Canada.

The Bidder should provide the following details as to how the stated experience was obtained:

1. 1.
   Name of the external client;
2. 2.
   Name of school board(s); and
3. 3.
   Location of each school board.

The responsive bid with the highest combined rating of technical merit and price will be recommended for award of a contract.

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RFP.
Delivery Date: Above-mentioned

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.