RFP: Draw the Line / It Starts With You Marketing Strategy

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Draw the Line / It Starts With You:
Sexual Violence Prevention in Ontario’s Education Sector

Marketing Strategy 2017-2018

RFP: REQUEST FOR PROPOSALS

 


Introduction

Draw the Line is an interactive campaign that aims to engage Ontarians in a dialogue about sexual violence. It challenges common myths about sexual violence and equips bystanders with information on how to intervene safely and effectively. The campaign reaches all levels of the education sector from elementary to postsecondary students. Campaign materials include: posters, postcards, teacher’s guides, and leadership awards.  The project also includes components of It Starts With You, a campaign developed to inspire men to promote healthy, equal relationships with the boys in their lives. The campaigns provide tips, best practices and calls to action which demonstrate that helping young people achieve consent, set and respect boundaries, value people of all genders and use respectful communication in all their relationships is something we can all do. This is achieved through posters, cards, brochures, and e-learning modules. Visit draw-the-line.ca, itstartswithyou.ca, and whiteribbon.ca/draw-the-line for more information.

Project Summary

White Ribbon (WR) is excited to launch this Request for Proposals (RFP) for consultants to develop and implement a Marketing Strategy for the Draw the Line / It Starts With You campaigns.

WR Mission

White Ribbon works to end men’s violence against women by:

  • CHALLENGING all men and boys to speak out, and think about their own beliefs, language and actions.
  • EDUCATING young people, especially young men and boys, on the issue.
  • RAISING PUBLIC AWARENESS of the issue of men’s violence against women.
  • WORKING IN PARTNERSHIP with women’s organizations, NGOs, governments, the corporate sector, the media, and other partners, to create a future with no violence against women.
  • SUPPORTING WHITE RIBBON CAMPAIGNS in 60 countries around the world with our experience, resources and networks.

WR Vision

White Ribbon is the world’s largest movement of men and boys working to end violence against women and girls, promote gender equity, healthy relationships and a new vision of masculinity.

We work to examine the root causes of gender-based violence and create a cultural shift that helps bring us to a future without violence.

Our vision is for a masculinity that embodies the best qualities of being human. We believe that men are part of the solution and part of a future that is safe and equitable for all people.

Through education, awareness-raising, outreach, technical assistance, capacity building, partnerships and creative campaigns, White Ribbon is helping create tools, strategies and models that challenge negative, outdated concepts of manhood and inspire men to understand and embrace the incredible potential they have to be a part of positive change. whiteribbon.ca


Funding  

WR has secured funding from the Ontario Government through the Ministry of Education and the Ministry of the Status of Women.  The budget amounts will be disclosed to consultants being shortlisted for the project.  Funding is confirmed for the creation and implementation of the marketing strategy, through to November 30, 2018.

Project Deliverables

The consultant will be asked to develop two distinct, bilingual marketing strategies for all levels of the education sector. The first marketing strategy will be an online and print strategy that will increase the reach of the campaigns to Anglophone and Francophone elementary and secondary students and educators. The second will be an online strategy that will increase the reach of the campaign to Anglophone and Francophone post-secondary students, student leaders, and coaches across Ontario. The consultant will be responsible for the full process of developing and defining the marketing strategies, approaches and methodologies, developing platform-specific content from our existing creative, implementing the strategies, collecting and analyzing relevant data and preparing quarterly, semi-annual reports and annual reports with cumulative data.

WR expects to be significantly engaged in the content development and will include input from project partners as needed.

 

1.Elementary and secondary sector deliverables

1.1  Marketing strategy development

  • Review current Draw the Line / It Starts With You campaigns content (including campaign scenarios and resources, websites, social media assets and previous marketing initiatives)
  • Refine target audiences
  • Develop marketing strategy for target audiences to reach 350,000 people through media impressions
  • Develop a social media calendar

1.2 Content production

  • Adapt campaign materials to social marketing platforms
  • Create print advertisement and press releases for the campaign launch and leadership awards with input from WR staff

1.3 Implementation

  • Implement French and English online and print marketing strategy that is AODA (Accessibility for Ontarians with Disabilities Act) compliant
  • Promote important campaign events and activities such as awards and campaign launch
  • Generate a minimum of 16 media airings (media stories, PSAs, media interviews, etc.)  

1.4 Evaluation Reporting

  • Collect relevant data based on marketing strategy (e.g. media impressions, website visits, etc.)
  • Analyze comments, feedback, unanticipated results
  • Prepare and submit 3 interim reports for WR
  • Prepare and submit a final report for review and feedback by WR
  • Prepare and submit final report based on WR feedback

2. Post-secondary sector deliverables

2.1 Social marketing strategy development

  • Review current White Ribbon Draw the Line/It Starts With You campaigns content (including websites, social media assets and previous marketing initiatives)
  • Refine target audiences for colleges and universities across Ontario
  • Develop social media marketing strategy for target audiences to reach 250,000 people through social media impressions
  • Develop social strategy calendar

2.2 Content production

  • Adapt campaign materials to social media platforms (AODA compliant)
  • Generate sponsored campaign content
  • Create press releases for three award cycles with input from WR staff

2.3 Implementation

  • Implement French and English online social marketing strategy
  • Assist in the promotion of important campaign events and activities such as sector awards and provincial athletic forums

2.4 Evaluation Reporting

  • Collect relevant data based on social marketing strategy
  • Analyze comments, feedback, unanticipated results
  • Prepare and submit 2 interim reports for WR
  • Prepare and submit a final report based on WR feedback by WR
  • Prepare and submit a final report based on WR feedback

Requirements

  • The proposal should include a list of previous campaigns and/or clients, a plan for the campaign, as well as a budget breakdown outlining the amounts for the creative strategy and for the implementation of the marketing campaign (e.g. purchasing advertisements)
  • The ideal consultant will have demonstrated experience and expertise in the development and implementation of marketing strategies, with preference given to those with significant experience evaluating marketing campaigns
  • The ideal consultant will have demonstrated experience developing cutting-edge and innovative online marketing strategies and knowledge of non-traditional advertising opportunities
  • The consultant will adhere to the Government of Ontario Advertising Act (2004, S.O. 2004, c. 20)
  • The consultant will be able to create materials that are AODA (Accessibility for Ontarians with Disabilities Act) compliant
  • The consultant will preferably be fully functionally bilingual in English and French and demonstrate experience working with Franco-Ontarian communities
  • The consultant will be able to demonstrate an understanding of the needs of diverse communities and audiences
  • The ideal consultant will be able to demonstrate an understanding and experience of working with the education sector and with youth audiences
  • The ideal consultant will be able to demonstrate an understanding and experience of working with the non-profit sector
  • An understanding of gender-based and sexual violence and the role of men and boys would be beneficial
  • The consultant must be able to complete the project within the given timelines and allocated budget

Timelines

  • Funding has been secured for this project,
  • Project to be launched and implemented by June 1, 2017, through to November 30, 2018.

Please submit a detailed proposal in pdf or word format to:

Jennifer Adams, Senior Program Manager, White Ribbon jadams@whiteribbon.ca

Trevor Mayoh, Project Manager, White Ribbon [email protected]

Véronique Church-Duplessis, Project Manager, White Ribbon [email protected]

Submission Deadline: May 1, 2017

 

 

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