Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 1
GAUTENG TOURISM
INCORPORATING THE GAUTENG TOURISM AUTHORITY
CRADLE OF HUMANKIND WORLD HERITAGE SITE
AND DINOKENG PROJECTS
REQUEST FOR PROPOSALS
For the appointment of companies that will be selected as preferred Integrated
Marketing Communication (IMC) service provider/s of strategy, brand, advertising,
public relations and communications to support Gauteng Tourism in marketing
―Destination Gauteng.‖
BID NUMBER 08-2012/13 COH WHS DINOKENG
Released: 8 February 2013
Submissions Close: 1 March 2013
Before 11 am
Queries in writing to:
Kgomotso Phoofolo
Submission of proposals:
Hardcopies hand delivered to tender box
11th Floor, 124 Main Street
(cnr Main & Kruis Streets)
Johannesburg, CBD
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Contents
1. PURPOSE OF THE REQUEST FOR PROPOSALS (RFP) .................................................. 3
2. GOALS .................................................................................................................................. 3
3. OBJECTIVES ........................................................................................................................ 4
4. STRATEGIES ........................................................................................................................ 4
5. BACKGROUND ..................................................................................................................... 5
6. REQUIRED SERVICES ....................................................................................................... 11
7 ADDITIONAL REQUIREMENTS ......................................................................................... 18
8 INPUTS FROM GAUTENG TOURISM ................................................................................ 19
9 INVOICES ............................................................................................................................ 20
10 PROPOSAL SUBMISSION .............................................................................................. 20
11 REQUIREMENTS FOR SECTION ONE OF THE PROPOSAL ....................................... 22
12 CRITERIA FOR EVALUATION OF PROPOSALS ........................................................... 25
13 RULES OF PROPOSALS SUBMITTED .......................................................................... 26
14 TIME FRAMES ................................................................................................................. 28
15 ADDRESS FOR PROPOSAL SUBMISSIONS................................................................. 28
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1. PURPOSE OF THE REQUEST FOR PROPOSALS (RFP)
The Gauteng Tourism Marketing and Communications Division oversees the development,
production and management of a variety of marketing programs including online and offline
marketing, visitor publications, cooperative marketing programs, advertising sales and
sponsorships, interactive and mobile marketing and public relations.
For the planning and execution of its strategic marketing efforts Gauteng Tourism is seeking a
service provider/s to work with the Communications and Marketing team to continue and
advance the provinces integrated marketing and communications strategy to achieve our
business development and tourism objectives described in Section three. Qualified firms will
provide brand, marketing, and advertising and integrated media, PR and communications
services to assist Gauteng Tourism in developing and executing strategies to deliver on its
mandate. Qualified firms must have offices in Gauteng.
From this RFP process, Gauteng Tourism will appoint pre-qualified service provider/s (hereafter
referred to as the Marketing & Communications Body Shop) to work alongside our appointed
digital agency. Appointed pre-qualified service provider/s will be utilised on a request for
proposal /request for quotation basis.
Service providers may submit proposals on any or all of the services elements described in
Section 6. Gauteng Tourism will entertain, and in fact encourages, partnerships among
providers.
Gauteng Tourism intends to award a two (2) year contract to the prequalified providers based
on their areas of expertise and experience. The contract period is 1 April 2013 to 31 March
2015. The total amount of the contract(s) resulting from this RFP is not yet known. This figure
will be determined based on final annual appropriations from the Gauteng Provincial Legislature
and budget allocation approval the Department of Economic Development.
2. GOALS
The goals for the appointed service provider/s would be to:
Increase demand for the Province as a travel destination
Clearly differentiate the Province from its competition
Increase conversion of travel prospects to travellers in the province.
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3. OBJECTIVES
1. Target conversion from marketing campaigns
2. Marketing transitions:
a. Informative and interruptive to engaging, efficient and attentive
b. Media plan to channel and engagement plan
c. Brand awareness to brand community
d. Mass media to audience segmentation
3. Ensure appropriate marketing budget investment and allocation despite reduced budget
4. Refine creative, positioning and messaging
5. Ensure established performance measures, reporting and evaluation processes
6. Develop flexible and fluid plans to adjust to shifting market conditions and product
growth or changes, and tactical opportunities
7. Work in an integrated manner regardless of the appointed provider‘s area of specialty.
4. STRATEGIES
1. Evolve creative from image and brand awareness to brand and promotion/conversion
designed to increase visitation in the province using an integrated marketing approach
2. Ensure cross promotions of messaging, content and product
3. Maintain individual brand identity and messaging where applicable
4. Increase in interactive marketing and strategic social media
5. Embrace digital methods and devices to reach visitors in cluttered communications and
digital age
6. Develop appropriate balance of traditional and new media in a digital age
7. Ensure media/channel plan and delivery of messages by audience/interest base
segmentation, geography, seasonality; brand community through audience engagement
8. Emphasis on target audiences as well as the needs of new consumers.
9. Keep abreast of trends and tactics used in travel and tourism, marketing and the various
communications platforms.
10. Follow a 360 degree approach to attract, engage, convert and retain leisure travellers
and business tourism travellers.
11. Build appropriate reporting methods
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5. BACKGROUND
Economically, culturally and politically, Gauteng is the heartbeat of South Africa boasting some
of the most forward-looking cities on the African continent. Gauteng is a place of contrasts and
diversity – old and new, traditional and progressive, local and global, city and country, art and
commerce. Whilst our outlook is decidedly modern, our region is steeped in history. It‘s these
intriguing contradictions that make it such a unique and vibrant place – a place where anything
seems possible and achievable. It‘s the place where it all happens – deals are struck, events
are staged, decisions made, and history is brokered.
In fact, you could say it all began here. The Cradle of Humankind is one of the world‘s most
important paleontological sites, home to a treasure trove of fossils from the earliest humans who
lived four million years ago.
The Gauteng brand is based around the key theme of ‗ignition‘. Ignition embodies the beginning
of all things, presenting limitless opportunities and exciting new experiences. It creates a
playground of new sensations, and becomes the birthplace for new ideas. Ignition is right for
Gauteng in so many ways ... after all, this is where humankind began, and this original and
primeval force continues to breathe new life every day. All journeys can start here and this idea
is flexible enough to encompass all of life‘s journeys and to capture the many different aspects
of Gauteng.
To achieve our strategic goal of growing Gauteng‘s visitor economy, we follow a strategy of
focusing on markets where South Africa‘s tourism brand leads and yields the highest return on
investment. By deepening our relationship with high—yield customers—those who stay longer
and spend more—we influence their travel decisions and increase Gauteng's tourism revenue
even when arrivals are down. In addition, by harnessing the collective energy of different levels
of government and the private sector, we can take the lead in communicating a strong,
consistent, global brand for Gauteng.
Our job is to develop local and global market potential for Gauteng‘s tourism assets. As part of
the Gauteng Provincial Government, we‘re working with industry to deliver growth on the
National Tourism Sector Strategy which has the following targets:
Arrivals – 15 million foreign arrivals by 2020.
Domestic tourists to grow from 14.6m in 2009 to 18m by 2020 and total domestic trips to
grow from 30m to 54m, with holiday trips increasing from 4m to 9m.
GDP – Increase tourism‘s contribution to the GDP from an estimated R189.4 billion in
2009 to R499 billion by 2020.
Contribution of domestic tourism to GDP to grow from 52% in 2009 to 60% by 2020.
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Job creation – the tourism sector is committed to consolidating its efforts to create jobs
and aims to create 225 000 jobs by 2020 – 177 000 in the tourism sector and 48 000
through direct government investment.
The tourism sector‘s potential to bring about economic growth and employment creation is
supported by tourism‘s positioning as one of the six core pillars of growth in the country‘s New
Growth Path framework, which also recognises tourism‘s capacity to be a major contributor to
South Africa‘s global competitiveness.
Tourism is also one of the key sectors identified in our own Gauteng Economic Growth and
Development Strategy (GEGDS), which is designed to ensure convergence between the
economic and social strategies of government and promote a developmental state. It combines
a series of economic, social and environmental factors to ensure cohesion between sustainable
economic development, poverty alleviation and social protection, thus ensuring synergy and
promoting a developmental state through cooperative governance.
Attracting an average of 50% of the country‘s international tourists, Gauteng is a consistently
leading provincial destination and a gateway into the country and Southern Africa. Gauteng
plays a critical role in the tourism landscape of South Africa. The province is generally looked up
to for inspiration in advancing the development of the country‘s economy; including the tourism
economy.
Gauteng is the province with the highest number of foreign visitors in the country.
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Gauteng accounts for the largest share of total bed-nights spent in South Africa. This is an
increase in our percentage share in the number of bed-nights spent by international tourists in
Gauteng from 37.1% in 2010 to 38.8% 2011, which is critical in dispelling the notion that tourists
mainly just pass through the province on their way to other destinations.
Gauteng also captures most of the tourism revenue to South Africa
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The Gauteng Tourism Authority is a Gauteng Provincial Government statutory body, established
by the Gauteng Tourism Act, No. 10 of 2001 and is the vehicle through which the Government
participates in the tourism and travel industries. The Act charges the Gauteng Tourism Authority
with the following responsibilities:
1. To provide for the promotion and sustainable development of tourism in Gauteng;
2. To establish the Gauteng Tourism Authority;
3. To confer powers and functions and impose duties upon the Authority;
4. To establish the Gauteng Tourism Board;
5. To confer powers and functions and impose duties upon the Board;
6. To establish a tourism development fund;
7. To provide for registration of tourist guides, tour operators, couriers, accredited training
providers in the tourism industry, hotels, conference centres; restaurants, designated
tourist amenities and other accommodation establishments and possible future functions
relating to these categories; and to provide for matters incidental thereto.
The Gauteng Tourism Authority broadly carries a dual mandate: on the one hand to position
Gauteng as a globally desired destination through its marketing and promotional efforts and on
the other, to manage Gauteng as a globally competitive destination through ensuring that it is a
value-for-money destination and also ensuring that it develops products that respond to the
tourist demands.
The Gauteng Tourism Authority is currently in the process of merging with the Cradle of
Humankind World Heritage Site and the Dinokeng Projects which will result in one tourism body
in the Province – ―Gauteng Tourism‖.
The Cradle of Humankind World Heritage Site (COH WHS) and Dinokeng Projects are geo-
spatial tourism development projects of Gauteng Provincial Government. These projects are
spatially located in economically depressed regions of the Province in regions that are
characterised by high levels of poverty and unemployment. The economic rationale
underpinning government investment in the projects is to stimulate private sector investment in
tourism development in order to promote broad-based black economic empowerment (BBBEE),
small, medium and micro enterprise (SMME) development, economic growth and job creation in
the project areas. Furthermore, these projects also aim to serve as tourism pull destinations for
tourism development in the neighbouring provinces of North West, Mpumalanga and Limpopo.
As mentioned the COH WHS and Dinokeng are tourism projects as they are undergoing
constant product developments guided by long term plans to develop premier visitor hubs in
Gauteng. They are also being used case studies for improved tourism product and institutional
development as guided by the Gauteng Tourism Sector Strategy to achieve key targets such as
inclusivity, BBBEE, job creation, linkages with other industries such as arts and crafts for
example, etc. Marketing, Branding and related services for these two destinations should
therefore consider that they are going through a product lifecycle (presently at growth stage)
and through government‘s investment into strategic infrastructure and other, should be branded
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as premier leisure experiences in the province, largely perceived as a business tourism
destination.
The Cradle of Humankind World Heritage Site (COH WHS), situated in the north-western
quadrant of the Gauteng Province in South Africa, was listed as a World Heritage Site by the
United Nations Educational, Scientific and Cultural Organisation (UNESCO) in 1999. This area
together with the serially listed sites of Makapans Valley in Limpopo Province and the Taung
site in North West Province (both listed in 2005) form the UNESCO enlisted Fossil Hominid
Sites of South Africa. These are sites of outstanding universal value because of the wealth of
significant hominin fossils that have been unearthed in the area and in particular, the fossils of
human ancestors or relatives such as the Australopithecus africanus, Homo ergaster and the
latest discovery, Australopithecus sediba.
The COH WHS site is managed on behalf of the Minister of Environmental Affairs of South
Africa by the COH WHS Management Authority (MA). The MA undertook a comprehensive
master planning process in 2000 and this has been implemented over the last 10 years for the
site as a whole. The primary aim of the MA is to protect and preserve the site, promote further
scientific research, encourage community participation and stimulate tourism development that
will benefit local communities and ultimately contribute to Local Economic Development (LED).
The COH WHS is an area of outstanding universal value. As a premier tourism destination, the
COH WHS is based on the preservation, exploration and interpretation of the story of humanity
and its brand value encompasses ancient history, human beginnings as well as adventure and
discovery. Its complex of fossil-bearing caves contains a superbly preserved record of the
various stages in the evolution of humankind within the past 3.5 million years. The discovery of
the new species, Australopithecus sediba, by Professor Lee Burger from Wits University, is the
latest ground-breaking fossil find in the COH WHS. This approximately 50 000 hectare site,
some parts in near pristine condition, is home to a diversity of birdlife, animals and plants, some
of which are rare, endangered or endemic. Artefacts dating to the Early, Middle and Late Stone
and Iron Ages, as well as the Anglo-Boer War, have also been found in the area.
Dinokeng is a geo-spatial tourism development project of the Gauteng Provincial Government.
The aim is to establish a premier tourist destination in an area that is a relatively unspoilt part of
Gauteng yet close to the urban agglomeration of the province. Dinokeng is envisaged as an
―Africa in one day‖ destination.
The project aims to promote economic growth, job creation and social upliftment through
conserving and developing the historical, natural and cultural heritage of the area. It also aims to
enable many South Africans to experience tourism for the first time. Strong emphasis is placed
on the growth and development, and stimulation of the local economy through public sector
investment.
Dinokeng is aimed at stimulating job creation and investment through public-private
partnerships. The Dinokeng Project is focused on the development of strategic economic
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infrastructure in order to leverage in private sector investment in tourism business activity in the
240 000 ha project area.
Due to the largely pristine and undeveloped character of the area, as well as the fact that the
area is not of high agricultural potential, makes it an ideal location for a tourism venture based
on wildlife and cultural experiences. The emphasis is on the sustainable utilisation and
development of the Dinokeng area, as opposed to only protection and conservation.
Dinokeng‘s key focus areas are:
Investment in tourism infrastructure – roads upgrading and tourism signage;
Public-Private-Partnerships (PPPs) - which will encourage private sector investment in
major tourism facilities in Roodeplaat and Cullinan;
Development of the Dinokeng Game Reserve in the northern area of Dinokeng based on
agreements with private land owners in collaboration with the Limpopo and Mpumalanga
provincial governments;
Destination and investment marketing campaigns to encourage tourism flows and
investment in tourism;
Facilitation of tourism skills development and tourism enterprise development.
As ―Gauteng Tourism‖ our combined marketing objectives are as follows:
1. to market Gauteng as a tourist destination for interprovincial and international travellers;
2. to increase the number of leisure travelers to Gauteng and in particular our flagship
projects, the Cradle of Humankind World Heritage Site, Constitution Hill and Dinokeng;
3. to increase the number of business travelers to Gauteng;
4. to increase leisure tourists‘ length of stay at destinations in Gauteng; to increase
business tourist‘s length of stay at destinations in Gauteng;
5. to increase the amount of travel within Gauteng and the use of tourist facilities by the
domestic markets; both business and leisure
6. to improve and develop tourist facilities in Gauteng;
7. to support and coordinate the provision of tourist facilities in Gauteng; and
8. to provide more efficient and effective utilisation of investment in travel and tourism in
Gauteng.
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6. REQUIRED SERVICES
In requesting and evaluating proposals, Gauteng Tourism intends to rely on the expertise of the
respondents, as professionals, to recommend and demonstrate the most advantageous and
cost-effective means of positioning the province and its sub-regions as a tourist destination; with
respondents taking into consideration, among other factors, the financial resources Gauteng
Tourism has appropriated for the project, and the multiplicity of independent and concerted
marketing efforts already being implemented.
The pre-qualified service provider/s appointed into the marketing body shop will be expected to
be specialists in their fields and must demonstrate in their proposals that they can deliver on
any or all of the following service required.
We are soliciting proposals for integrated marketing and communications services in the
following categories:
1. Integrated Marketing & Communications Strategy Development
2. Brand Development and Management Services
3. Marketing, Creative and Advertising and Sales Support
4. Media ,Public Relations and Reputation Management
Service provider/s in the selected categories of services must be able to demonstrate that they
have the expertise to perform the following within each category:
6.1 Integrated Marketing & Communications Strategy Development
In partnership with Gauteng Tourism staff, develop plans for long-term strategies
including but not limited to:
Audience segmentation.
Developing and finalizing a strategy that promotes Brand Gauteng and finding
most creative approaches to achieve the campaigns deliverables;
Strategy to include partnerships and joint branding opportunities;
Reviewing marketing elements such as media planning, PR, special events,
research, internal communications, and collateral with the goal of bringing
elements in alignment.
Electronic communication – in conjunction with the lead digital agency provide
assistance with exploration of new channels for promoting Gauteng Tourism,
advice on new strategies and expansion into new channels, and help
conceptualize new ways to extend the brand online.
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6.2 Brand Development:
The service provider/s will be required to support the development of the Gauteng Tourism
Brand including:
Brand Strategy
Brand Architecture
Brand Positioning
Brand Portfolio
Employee Brand Engagement
Brand Design
Corporate Identity Design
Environmental Design
Packaging Design
Brand Management
Corporate ID Management Systems
Photographic and Video Acquisition
Our brand and campaigns must be able to transcend all of the current market segments:
Leisure, Meetings and Conventions, FIT and Group Tours etc. It should also allow for its use by
tourism industry representatives province wide. Gauteng Tourism also needs to amass a
considerable library of photographic/graphic images that must be archived, digitised, and
appropriately cross-referenced in support of all promotional campaign activities conducted.
These images would also be used in multimedia presentations including graphic, exhibit, print,
web, plasma screen, television, or other use
Deliverables will include but will not be limited to:
Produce corporate identity Brand Toolkits for use by stakeholder partners and
service provider/s
Design and produce branding material used for specific campaigns and promotions
including stand design for various trade shows/exhibitions as required.
Conceptualise and execute brand and other activations in selected areas including
airports, events and major tourism routes.
Design and produce promotional material such as brochure, fact sheets, banners,
uniform and gifts
Design and produce brand stationery such as letterheads, compliment slips,
corporate folder, fax cover sheet, Produce PowerPoint presentations and business
cards
A brand tracking and impact assessment methodology and implementation plan
Reputation, measurement and performance tracking
Implementation of ROI programs with proven results. Examples of measurement
including but not limited to:
Increased visitors to Gauteng Tourism website
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Increase in total overnight visitation in Gauteng
Increased incremental trips, spending and overall ROI
Image/Photographic and Video Acquisition/Licensing:
Contracting of suitable photographers and videographers to provide images to
support the brand
Provide creative direction and coordination to photographers/videographers under
assignment.
Negotiate image and video use rights on behalf of the Gauteng Tourism.
Give the highest priority to not only Gauteng Tourism's possession of the tangible
images whenever feasible, but also to provincial acquisition of the underlying
copyright including all subsidiary rights, thereby providing for reproduction and
duplication rights on multiple platforms wholly owned by Gauteng Tourism.
Provide ongoing access to video, film, and/or digital production services for the
creation of a fully themed visual library. Including, in video and multimedia
presentations, ability to provide or subcontract for editing of images, slides, and
audio synchronization will be required.
6.3 Marketing, Creative, Advertising & Sales Support
The service provider/s will advise Gauteng Tourism on services related to the concept,
design and execution of advertising campaigns and marketing programs targeting leisure
and business travel consumers. Service provider/s are required to have extensive tourism
experience in domestic and international markets and must be knowledgeable about Gauteng.
Service provider/s should be able to create communications that define the breadth and depth
of the destination to the target audiences for the purpose of extending the length of stay
and creating repeat visitation. They should be able to suggest strategies to expand the impact
of advertising/marketing campaigns (by maximizing reach and frequency of messaging and cost
effectiveness) while allowing for the broadest possible exposure to the target audiences within
the available budget.
Deliverables will include but will not be limited to:
Annually evaluate and update the comprehensive marketing, advertising and sales plan
that identifies objectives, and describes annual tactics, target media, target markets key
messages and creative strategy.
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The advertising plan should address key messages for target audiences, recommend
specific types of media (including interactive) to be targeted, include additional added
value promotional activities, and must identify specific measurement criteria that will be
used to determine the effectiveness of all advertising campaigns.
The plan must include cooperative advertising or other partnership activities that will
generate private sector match for provincial funds. Advertising should address all of the
above from a seasonal (i.e. spring, summer, winter campaigns, tourism month) and
product and segment perspective.
Creative Services will include regular and ongoing creative and graphic design work for
print and electronic media. Creative design work across marketing programs must be
coordinated to maximize the strongest possible provincial and Gauteng Tourism
image/brand identity, within individually targeted campaigns and to leverage cooperative
opportunities, while maintaining a focus on the specific message and target of the
agency. The creative team will be responsible for the overall look and feel and should
also be custodians of the brand together with the Gauteng Tourism team.
Under direction from Gauteng Tourism, the service provider/s will develop and
implement creative concepts for promotional campaigns including collateral materials,
with an eye toward impact, efficiency, and protection of provincial rights in the use of
promotional designs and standards. Creative design services to develop collateral
packages for Gauteng Tourism‘s individual targeted campaigns will be required. As
requested by Gauteng Tourism, the service provider/s/s will perform creative services to
meet the required promotional needs including, but not limited to:
posters
brochures
rack cards
print ads
copy writing and content development
video and audio broadcast production
Trade and consumer show marketing materials
Photography
Banners
Maps
Branded giveaways
T-Shirts and Uniform
Annual Reports
Newsletters
Exhibitions designs
The service provider/s/s must be able to demonstrate that they have the expertise to
perform the following:
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Creative - in the categories of OOH, Newsprint, Magazine, Web, mobile, TV, and radio
Creative Testing - Audience testing of creative concepts before taking to market and on-
going assessment of appeal to target
Production – for key campaign elements and manage production expenses to budget
Toolkits - (scalable vector art) with elements needed for use by Gauteng Tourism
designers to use on smaller and in-house executions (short lead time ads, collateral
pieces, internal communications, etc.) to ensure consistency with the broader campaign
(this helps to stay within current fiscal parameters)
Conceptualize new campaigns and produce all Marketing & advertising creative content
for:
o TV
o Print
o Radio
o Interactive
o Outdoor
o Collateral
Manage the development and execution of creative and Promotions.
Managing the development of creative for campaigns, including, outdoor, and collateral
production:
o Develop creative briefs ;
o Work with marketing team to ensure that all deadlines are met.
o Facilitate client approval of creative concepts and individual components of each
campaign.
Develop and resize print ads for various publications.
Develop flats and programmed versions of each interactive banner for multiple ad
placements.
The service provider/s must demonstrate that they have the expertise in, and
management of, specifications for promotional material production into multiple forms of
creative. Service provider/s must plan for coordination and consolidation of printing bids
and press runs to achieve best pricing. Duties will include tracking of projects in
production and press checks for production quality.
Attend a minimum of 2 Gauteng Tourism Marketing Committee meetings in Gauteng
annually. These meetings will be for consultants to present plans for each quarter and
for client to approve the quarter deliverables.
Attend monthly meetings with the project managers so to be able to keep track of
deliverables, as well as relevant project meetings and presentations
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6.4 Public Relations, Media Relations and Reputation Management
Deliverables will include but will not be limited to:
Develop Public Relations Strategy for Brand Gauteng; focus on both business and
leisure tourism;
Develop a media relations strategy that will be focused (Gauteng Tourism Reputation)
and must manage perceptions and expectations;
Develop and design a Gauteng Tourism Newsletter– quarterly.
Develop a consumer, tourism and media database for newsletters and press release
distribution.
Research all media options based on the target audience, budget, timing, and
objectives.
Utilize research tools to develop the optimal media recommendation
Develop media outreach plan for niche markets (core initiatives) identified by the
Gauteng Tourism (in‐market/out market) each year (2‐3 core/target initiatives each year)
Identify key/specific media audiences for each core/target initiative.
Create and use media lists, including local, regional, national and international markets,
for targeted stories/initiatives.
Research and develop a target media list that matches Gauteng Tourism‘s tourism
marketing needs, and apply this target‐list to the development of the media outreach
programs during the contract term
Identify and implement appropriate medium to reach the key/specific audiences and the
media outlets with file stories
Develop media outreach plan to promote Gauteng stories/events - Outreach tactics
should include:
o Creating events and talking points in target markets to generate media interest in
Gauteng.
o Pitching, scheduling, and offering on-site support for media tours/news conferences
in major media markets at least one time per market during the peak season.
o Developing key messages for official spokespersons to use during media interview.
o Securing regional and national news coverage about major events and holidays.
o Securing regional and national news coverage about advertising campaigns.
o Sharing news coverage through Gauteng‘s official social networking sites.
Draft and pitch creative story ideas, news releases on trends, awards, accolades and
event participation (monthly)
Develop and publicize event success, grant and support opportunities
Create and maintain image library for Gauteng Tourism and specific Gauteng Tourism
sponsored events and media
Systematize outreach to event and media publications worldwide to publicize event
successes and opportunities
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Secure timely and strategic media coverage on behalf of Gauteng at a provincial and
national level.
Produce an implied third-party endorsement from the media and complement the
branding messages conveyed in Gauteng Tourism‘s advertising and other forms of
marketing communications, all without the cost of placing paid media.
Negotiate added value in the form of discounted ad rates/costs, bonus spots/insertions,
premium positioning, billboards, sponsorships, promotions and trip giveaways,
endorsements, etc.
Create media presentations for client approval.
o Upon client approval, facilitate media buys.
o Create media summaries for each medium showing each publication including
month and dates of runs, Net Cpp/CPM Rate, Number of Spots IMPS/Ads, Net
Cost
o Monitor all ad placements for optimal positioning and impact.
Assist in growing and managing Gauteng Tourism‘s ambassador group who are charged
with spreading positive information about the destination and creating positive ―buzz‖
about Gauteng on a variety of sites.
o Tactics will include:
Recruitment and regular communication with ambassadors.
Managing incentives for ambassadors.
Daily management of ambassador Q&A site to monitor content.
Regular monitoring of target outlets to identify ambassador task
opportunities on forums, blogs, social networks, etc.
o Identification of new ambassador task opportunities and to ensure that all
ambassador activities are tied into Gauteng Tourisms relations/marketing efforts
and to coordinate ambassador incentives.
o Provide monthly reports on the results of the ambassador campaign.
2. Reputation management including:
o Reputation Building
o Reputation Maintenance
o Reputation Recovery
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7 ADDITIONAL REQUIREMENTS
The Service provider/s/s should have:
7.1 Service Standards
1. The contractor will be assessed for the performance of its services and deliver its products
in accordance prescribed minimum performance standards set by the Gauteng Tourism.
2. The Service provider/s/s shall provide polite, responsive and efficient service at all times to
fulfil Gauteng Tourism‘s requirements. As a service objective, telephone calls and emails
should be answered promptly.
3. Service provider/s/s shall provide the following service hours: Monday – Friday between
8.00 am and 6.00 pm and during event arrangement.
4. Service provider/s/s shall acknowledge immediately any complaints and disputes which
arise and resolve them within ten (10) days.
7.2 Quality Control for the Services
1. The Service provider/s/s shall monitor the quality of the services provided to Gauteng
Tourism on a regular and continual basis. These procedures shall include a self-inspection
system covering all the services to be performed in the Contract, and shall include a method
for monitoring, identifying and correcting deficiencies in the quality of service furnished to
Gauteng Tourism. Gauteng Tourism shall be notified of any deficiencies found and
corrective action taken.
2. Gauteng Tourism reserves the right to conduct their own quality control surveys to ensure
the adequacy of the services and to compare unit rates for services with existing in the
market.
3. The Service provider/s/s warrants that the personnel assigned to handle Gauteng Tourism
arrangements shall have a strong event management and hotel reservation skills and
experience and shall constantly be trained to be kept up to date.
7.3 Reporting
All reports must be in MS Word 2007 using Arial 11 font and single spacing
All photographic material and creative must be provided as high resolution images in
agreed upon formats. These images are the IP of the client and must be submitted
without any extra charge.
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Master copies of all audio visual material must be provided to client without any extra
charge.
All draft and final reports must be delivered digitally and in hard copy (8 copies). Final
reports are to be bound with an agreed-upon cover page.
7.4 Copyright and confidentiality
The successful service provider/s will be required to sign a confidentiality agreement
as part of the contract. Copyright of all materials will belong to the client.
Copyright of information obtained through the course of the assignment will be the
property of the client and may not be sold or re-produced by the service provider/s
without the prior permission of the client.
All reports, collateral, photographic and audiovisual material developed are the
property of the client and are to be used or distributed only with the permission of the
client.
No presentations of any materials may be made without the prior permission of the
client.
The consultants may be required to release materials to other governmental
agencies without extra charge to the client.
The consultants may not charge any authorized third party, government or other
client approved recipients fees with respect to any of the deliverables or IP resultant
from this body of work.
7.5 Meetings:
The contracted service provider/s/s must be available to meet with Tourism Office staff or other
constituent groups within a 24-hour notice. The contracted service provider/s/s will be expected
to participate in routine meetings and planning sessions with Gauteng Tourism, and its‘
stakeholders and constituents, other provincial agencies and marketing partners.
The proposal must make provision for regular interaction with the client steering committee, the
other providers in the body shop as well as the appointed digital agency and the client project
management committee in order to obtain feedback and approval of the strategy and detailed
plans prior to work being undertaken.
8 INPUTS FROM GAUTENG TOURISM
a) Gauteng Tourism will provide available documentation and information.
b) Relevant staff of the Gauteng Tourism team will make themselves available for any
agreed workshops and meetings and will review and make comments on all draft
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 20
documents as per the agreed schedules provided by the successful service
provider/s(s).
c) The successful service provider/s(s) must assume that the Gauteng Tourism project
team will be identified and will be mandated.
d) Gauteng Tourism will also provide to the contractor an up-to-date list of Tourism
Gauteng partners.
9 INVOICES
a) Payments will be made against the deliverables and milestones in the approved plan
of work and as per contractual agreement.
b) Invoices must indicate the task and/or output and should include a short description
of work done referring to any relevant reports.
c) No up-front payments will be made. Government pays for work completed to the
satisfaction of the Department within 30 days of submission of an invoice.
d) All invoices must be addressed to Gauteng Tourism (Incorporating the Gauteng
Tourism Authority; Cradle of Humankind World Heritage Site and Dinokeng Projects
e) A list of invoices to be submitted must be included in the draft plan of work, and
should be related to tangible outputs as mentioned above.
f) Gauteng Tourism reserves the right to commission only portions of the work as
contained in the submitted proposals.
10 PROPOSAL SUBMISSION
Eight (8) copies of the proposal must be submitted with the following format:
Section 1: Covering letter of the service provider/s and attachments
Section 2: Interpretation of the brief and scope of work
Section 3: Case Studies and Work Portfolio.
Present up to three client case studies (preferably in destination marketing), which
made significant business impact for your clients, as follows:
Name of product or service
Scope of Services
Key problem or challenge associated with the assignment
Results
Creative ability. Submit portfolio of past work and indicate the approach taken for the
development of those assignments
Include at least three examples of price proposals preferably for the case studies
cited
Provide an example project execution plan for one of the case studies, including task
definition and allocation, project timeframes / timetable and milestones (the example
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 21
must be linked to the specified deliverables in this terms of reference) that you have
implemented previously for a client. Include a feedback and reporting plan and a
summary of critical success factors and project risks and mitigation plan.
Showcase measurement tool to be applied for ROI in marketing, advertising and PR
Key Strengths. Describe the kinds of accounts or categories in which you have
superior strengths and detail why your agency would be a good match for the
Gauteng Tourism‘s marketing needs.
Section 4: Client Portfolio
A list of a minimum of ten projects must be submitted. Information should include :
Client Name, address, contact phone number, and e‐mail address.
Description of similar scope of services.
Month and Year the project was started and completed.
Client references. List six client references (name, title, company, address,
telephone, email and fax) our Committee members may communicate with regarding
overall professionalism of your services.
Section 5: Capacity
List your project team and professional role / task for each member of the team with
abridged curriculum vitae, i.e. qualifications, expertise, experience and track record as
well as references of each member of the team. In cases of a consortium, a written
agreement among all parties comprising the consortium must be provided.
Section 6: Summary of company profile, as well as experience and expertise.
Current Size. Summarize the total billings, number of full‐time employees, and number of
accounts currently being handled directly by your office.
Current Clients. List all clients, brands, products and services currently managed by your
company. Rank them by size indicate the dates they were acquired and, if possible,
approximate budget ranges for each.
Account Gains. Of the accounts acquired within the past two years, please comment on
why your agency was chosen to service these new accounts.
Account Losses. Of the accounts lost in the past two years, explain why they left or were
resigned by the agency.
Section 7: Pricing
Include a rate card which includes hourly rates, plus estimated costs for items where
fixed pricing may be applicable e.g. Costs for the design of billboard ad, banner ads etc
Annexures:
Statutory requirements of tendering as set out in the documents supplied with this terms of
reference:-
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 22
Original Signed Documents required:
SBD4 - Declaration of Interest Form
SBD8 Declaration of Bidders prior SCM practises
SBD 9 Certificate Of Independent Bid Determination
Original Vendor Registration form with all relevant attachments
Original Valid Tax Clearance Certificate
Original Valid BBBEE Certificate
Any other relevant statutory certification as specified in the Terms of Reference
Failure to comply with the prescribed format and all the requirements of these terms
of reference will disqualify your proposal submission.
11 REQUIREMENTS FOR SECTION ONE OF THE PROPOSAL
11.1 A covering letter signed by the service provider/s(s) accepting the rules of proposal
process as set out in the terms of reference with the following attachments:
11.2 Detailed price proposal
The price proposal of the service provider must set out detailed costs for each of the following
aspects of the assignment For the purpose of comparison please complete the following table.
Note that we will reserve the right to use your attached rate card to conduct a further
comparative study of bids received. Although Vat will be payable on each invoice, for the
purpose of the bid, it should be specified separately on the total sum only.
Contracts will be awarded as a fixed price contract with provision for part payment against
deliverables. However, in order to allow for comparative evaluation the proposal must include
unit costs for activities to be carried out as indicated in the tables to allow the client, in
adjudicating the bid, to exclude activities or reduce the frequency of activities. The proposal
must also include a table of persons allocated to the assignment (and where possible to each
task), and hourly rates to be charged per person. Failure to include this in the proposal will lead
to disqualification.
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Integrated Marketing & Communications Strategy Development
BREAKDOWN OF
DELIVERABLES
ACTIVITIES AND COST DRIVERS UNIT UNIT COSTS
VAT INC
Brand Development and Management Services
BREAKDOWN OF
DELIVERABLES
ACTIVITIES AND COST DRIVERS UNIT UNIT COSTS
VAT INC
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 24
Marketing, Creative and Advertising Services
BREAKDOWN OF
DELIVERABLES
ACTIVITIES AND COST DRIVERS UNIT UNIT COSTS
VAT INC
Media, Public Relations and Reputation Management
BREAKDOWN OF
DELIVERABLES
ACTIVITIES AND COST DRIVERS UNIT UNIT COSTS
VAT INC
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 25
12 CRITERIA FOR EVALUATION OF PROPOSALS
Criteria for evaluation are as follows:
a) Price
b) Preferential procurement and compliance with broad based black economic
empowerment policy of the Gauteng Provincial Government
c) Proposals are subject to the scrutiny and recommendations made by the by the Bid
Committee.
d) Interviews, Demonstrations, and Presentations. Gauteng Tourism Bide Evaluation
Committee (BEC) may require top service providers to be interviewed. Such
presentations, demonstrations, and interviews will provide service providers with an
opportunity to clarify their proposals and to ensure a mutual understanding of the
Proposal‘s content. This will also allow the BEC an opportunity to test or probe the
professionalism, qualifications, skills, and work knowledge of the proposed candidates.
The presentations, demonstrations, and interviews will be scheduled at the convenience
and discretion of the BEC. The BEC may record any presentations, demonstrations, and
interviews.
In accordance with the Preferential Procurement Policy Framework Act 5 of 2000
(PPPFA), the 80:20 system (price: BBBEE) will be applied for final adjudication and
awarding.
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 26
The following criteria will be used by the Bid Evaluation Committee panel for the selection of a
suitable service provider/s:
TABLE 1: TECHNICAL CRITERIA OF SELECTION OF A SUITABLE SERVICE PROVIDER/S
Each proposal will be evaluated against the following technical criteria in each of the categories
the service provider has applied for. Complete one evaluation for each of the categories applied
for.
Service provider/s would be required to meet a minimum qualifying technical score of 70% in
each category they submit for.
13 RULES OF PROPOSALS SUBMITTED
The rules of the proposals submitted for this assignment are as follows:
a) The service provider/s must be a single legal entity with all other necessary
expertise secured via subcontract. The client will enter into a single contract with
a single firm for delivery of the work set out in these terms of reference.
b) Tax clearance certificates dated within 6 months of the closing date of this
proposal must be submitted by all individuals submitting proposals.
c) Valid BBBEE Certification
d) Proposals must be submitted on fixed price basis and in compliance with Section
10
e) The costs of preparing proposals and of negotiating the contract will not be
CRITERIA FOR THE EVALUATION OF TECHNICAL PROPOSAL MAX. OBTAINABLE
POINTS
1. INTERPRETATION OF THE SCOPE OF WORK 20
2. COMPANY EXPERIENCE 15
3. CASE STUDIES - CREATIVE & TECHNICAL PROPOSAL 50
4. CAPACITY AND EXPERTISE 15
TOTAL 100
Request for Proposals Integrated Marketing & Communications Support (Version 5-Final) 27
reimbursed.
f) Gauteng Tourism reserves the right to withdraw or amend these terms of
reference by notice in writing to all parties who have received the terms of
reference.
g) Gauteng Tourism reserves the right to call interviews with short-listed bidders
before final selection.
h) Gauteng Tourism is not bound to accept any of the proposals submitted, and
reserves the right to call for best and final offers from short-listed proposals
before final selection.
i) Gauteng Tourism reserves the right to negotiate price with the preferred bidder.
j) Service provider/s may ask for clarification on these terms of reference or any of
its annexures up to close of business 48 hours before the deadline for the
submission of the proposals.
k) Any request for clarification must be submitted by email to Ms. Kgomotso
Phoofolo at [email protected]. Answers will be emailed to all individuals
that register an interest in this project, without revealing the identity of the source
of the questions.
l) Any effort by a bidder to obtain additional information through verbal interaction
may result in rejection of the proposal of the individual concerned.
m) Service provider/s may not contact Gauteng Tourism on any matter pertaining to
their proposal from the time when proposals are submitted to the time the
contract is awarded. Any effort by an individual to influence the evaluation
process may result in rejection of the contract concerned.
n) The service provider/s(s) must complete all documents supplied with this terms of
reference
o) Bidders must comply with government supply chain management requirements
and administrative requirements of Gauteng Tourism.
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14 TIME FRAMES
The timeframes for awarding this assignment are as follows:
Output Deadline
RFP Issued 8 February 2013
Submission of proposals 1 March 2013
Adjudication 2 – 11 March 2013
Presentations by shortlisted providers 11 – 15 March 2013
Awarding of contract 18 March 2013
15 ADDRESS FOR PROPOSAL SUBMISSIONS
Completed proposals must be hand delivered to: Tender Box 11th Floor124 Main Street,
Johannesburg Attention: Ms Nomaswazi Lamola before 11am on 1 March 2013. LATE BIDS
WILL NOT BE CONSIDERED