Request for Proposal (RFP)
Trade Agreements: Yes, see below
Tendering Procedures: All interested suppliers may submit a bid
Attachment: Yes (buyandsell.gc.ca)
Competitive Procurement Strategy: Best overall proposal
Comprehensive Land Claim Agreement: No
Elections Canada File No:
ECPB-RFP-14-0089
SOLICITATION DOCUMENTS ARE ONLY AVAILABLE THROUGH BUYANDSELL.GC.CA
The information contained in this notice is a brief description of the requirement and is for information purposes only. Bidders must refer to the complete Request for Proposal (RFP) document for a full description of the requirements and the full bid instructions.
1.01 Electoral Reminder Program for Federal General Elections
1.01.01 EC’s ERP is a multi-media communications and information strategy implemented during a federal general election to provide Canadian electors with key information on when, where and how to register and to vote, and on the eligibility and identification requirements.
1.01.02 In the context of the ERP, EC carries out a number of communications activities including the delivery of direct mail products, an advertising campaign, national and local information campaigns, a dedicated general election website, media relations and a public enquiries service. For the next federal general election, EC is considering the use of social media to support its external communications activities.
1.01.03 EC’s ERP has been extremely successful in the past, with reports and evaluation of the 41st General Election indicating that 91% of electors recalled receiving the voter information card and 97% were aware of ID requirements. 79% recall seeing at least one of Elections Canada’s ads.
1.01.04 To build on this success and to expand its reach into segments of the population that register and vote less frequently, EC is presently reviewing the ERP to enhance its components and ensure it better reflects the needs created by fast evolving communications technologies and by the changing information consumption preferences of Canadians.
1.02 Campaign Objectives
1.02.01 The objectives of the advertising campaign for an Electoral Event are to inform electors through a variety of media (such as print and broadcast media, Internet and social media) on the registration and voting procedures and to support the introduction of service enhancements being offered by EC to the electorate as a whole or specific segments of the population, be it target groups or geographic regions.
1.02.02 The objective of EC’s Advertising Strategy is to develop effective lines of communication with all Canadians, with additional effort to reach youth, Aboriginal and ethnocultural electors, persons with disabilities, new Canadians and Canadians temporarily living outside of Canada, to provide information on where, when and how to vote.
1.03 Concept Testing Objectives
1.03.01 As part of the campaign development, the Creative Agency is required to deliver, to EC, up to three advertising concepts for testing, prior to EC selecting the final concept for implementation. EC requires the services of a Contractor to test these concepts through focus groups representative of the demographics of the Canadian electorate. The objective of the concept testing is to assist EC in selecting the concept most likely to meet the campaign objectives.
1.03 Post-Campaign Evaluation Objectives
1.03.01 EC requires a Contractor to carry out a campaign evaluation study following the 2015 General Election. The objectives of the campaign evaluation study are to:
(a) Evaluate the recall rate of the various components of the advertising campaign (TV, print, radio, Internet, Out of Home);
(b) Evaluate the level of comprehension of the campaign messages;
(c) Establish a list of perceived strengths and weakness of the 2015 advertising campaign; and
(d) Determine how the lessons learned can be applied to subsequent general elections to improve communications with electors.
1.04 Communications Product Testing and Evaluation
1.04.01 In addition to the advertising campaign concept testing for the General Election in 2015, EC may also require a Contractor to assess the effectiveness of the content and messaging of other ERP communication products, tools and communications channels. These other products may be direct to the electorate as a whole or to specific target groups. These tests may be conducted independently or, where appropriate, in conjunction with the focus group testing for the advertising campaign concepts.
2. REQUIREMENT
2.01 Services
2.01.01 The Contractor will conduct concept testing for up to three concepts and provide a report in accordance with the requirements set out in Article 2.04 of this SOW.
2.01.02 The Contractor will measure the effectiveness of the Campaign, as it pertains to communication objectives, in order to refine strategies and optimize the media budget allocation for future general elections in accordance with the requirements of this SOW.
2.01.03 The Contractor will conduct testing of other communication products and tools. Where the testing is in conjunction with the focus group carrying out concept testing for the advertising campaign, the results will be incorporated into the final report for the campaign focus groups. The Contractor will provide an independent report in accordance with the SOW for any testing carried out outside of the concept testing focus groups.
