TERMS OF REFERENCE
PROJECT TITLE
Dive Philippines Media Campaign
DESCRIPTIONThe Office of Product and Market Development (OPMD) – Dive is in need of the services of a fullservice media and communications agency to handle strategic public relations and social media
management for the Dive Philippines brand.
OBJECTIVES
1. To highlight the rich marine biodiversity in the Philippines’ destinations and stimulate dive travel
to top and emerging dive destinations in the Philippines
2. To support the promotion of re-opened Philippine dive destinations
3. To sustain interest in the Philippines as the World’s Leading Dive Destination
MINIMUM REQUIREMENTS
A. Must be accredited with the Philippine Government Electronic Procurement Systems(PhilGEPS);
B. Must be willing to provide services on a send-bill arrangement.
REQUIRED PERSONNEL
Required Personnel
1. Account Manager / Head of Accounts
2. Strategy Manager
3. Public Relations (PR) Manager
4. Social Media Manager
5. Copywriter
6. Graphic Artist

Minimum Years of Experience
10 years
10 years
5 years
3 years
3 years
3 years

Note: Bidders may recommend additional personnel deemed fit for theteam.
SCOPE OF WORK AND DELIVERABLES
A. Design a comprehensive and relevant PR and Social Media Plan and Strategy for the Dive
Philippines brand that will drive awareness, engagement, and conversion, and is in line with theDepartment’s objectives to support the promotion of re-opened Philippine dive destinations,stimulate dive travel, and sustain global interest in the Philippines as the World’s Leading Dive
Destination.
B. SOCIAL MEDIA MANAGEMENT− Manage Dive Philippines social networking sites (Facebook and Instagram) for theduration of the engagement through regular feed of infographics, shared posts, andmilestones related to the brand;− Develop content calendar covering the duration of the engagement for the Dive
Philippines Facebook and Instagram pages with the following:i. At least 2 original content posts per week for 4 months (includes creative
design with provision for up to 2 major revisions per post) that are in line withthe objectives of the campaign;ii. At least 2 on-brand and on-strategy posts per week for 4 months to engage
followers;− Develop content calendar for the Anilao Underwater Shootout Facebook page withthe following:i. At least 2 original content post per week for 4 months (includes creative
design with provision for up to 2 major revisions per post) that are in line withthe objectives of the campaign;− Maintain 9:00 AM to 5:00 PM customer service management on Facebook andInstagram (includes monitoring and responding to comments and inquiries);− Design and implement a Facebook and Instagram boosting campaign that willcontribute to increasing the audience growth rate (follower count) by 25% on both
platforms at the end of the campaign;− Target audience for the boosting campaign should include the following markets: UnitedStates, Germany, South Korea, Japan, France, Italy, Spain, Thailand, and Taiwan;
C. PUBLIC RELATIONS MANAGEMENT− Develop schedule of press release content in complete collaboration with the team;− Generate international and local media list in collaboration with the end-user;− Develop and maintain relationships with key media relevant to the dive market that willtranslate to an increase in positive exposure for Dive Philippines;− Develop relevant story angles and generate at least 12 press releases covering Dive
Philippines projects and milestones / accomplishments, including, but not limited to thefollowing:i. Dive Masters Training Programii. Dive Spotters Training Programiii. Anilao Underwater Shootout 2021
iv. Dive Destination Assessments− Distribute/seed press releases to relevant platforms and channels (across majornewspapers, magazines, and online sites) with at least 8 pick-ups (5 local and 3international) for each release;− Coordinate with relevant media for interview requests and other media-related concerns;− Develop media briefing kits including media Q&A and executive briefing for DOT
Officials for confirmed press interviews;− Assist Dive Philippines with crisis communication management, including strategy andcommunication services, as necessary;− Provide the services of an on-site PR Team to cover the 5-day Anilao Underwater
Shootout (AUS) event on December 1 to 5, 2021 (must include budget provision fortransportation, accommodation, and meals);− Organize a Press Conference (hybrid set-up) for the AUS event with DOT officials (onsite) and international judges (on-site and remote) before the AUS Awarding
Ceremony in Anilao, Batangas on December 5, 2021;
i. Invite and ensure attendance of at least 30 media representatives (print,broadcast, and online) to attend via Zoom;ii. Invite and ensure onsite attendance of at least 5 media representatives (mustinclude budget provision for transportation, accommodation, and meals ofinvited media);iii. Coordinate with invited international and local media;
iv. Conduct media briefing and prepare media briefing kit in coordination withOPMD-Dive;v. Conduct technical run-through before the hybrid Press Conference;vi. Draft questionnaires;vii. Hire services of a competent host with relevant industry background to
facilitate and moderate the press conference;viii. Photo and video documentation of the press conference.
D. INFLUENCER ENGAGEMENT− Identify and engage the services of at least 15 key dive influencers / opinion leaders(preferably 8 international and 7 local) to spread awareness on Dive Philippines
projects (including the Anilao Underwater Shootout) across relevant social media
channels, including Facebook and Instagram;− Develop an appropriate influencer agreement with deliverables (including at least 15
social media account / page posts per influencer for the duration of the campaign),
posting guidelines, and terms and conditions in collaboration with the end-user;E. CONTENT GENERATION− Acquire usage rights (for all media channels i.e., print, digital, on ground, and events inperpetuity) for at least 30 new (i.e., photo taken within the last 3 years) high resolution
underwater photos (minimum resolution: 300 dpi) featuring SCUBA diving andfreediving in top and emerging Philippine dive destinations (such as Anilao, Apo Island,Bohol – Anda, Balicasag, and Cabilao, Camiguin, Coron, Dauin, El Nido, Malapascua,Moalboal, Puerto Galera, Romblon, Siquijor, Southern Leyte, Ticao Island, andTubbataha Reef) for use in traditional and digital promotional activities of Department;− Acquire usage rights (for all media channels i.e., TV, digital, on ground, and events inperpetuity) for at least 5 high-resolution underwater videos (minimum 1080p, 30seconds length, post-processed, color graded and corrected, inclusive of audioscoring) featuring highlights of top and emerging Philippine dive destinations (such as
Camiguin, Puerto Galera – including Verde Island, Siquijor, Southern Leyte, Ticao
Island) for use in traditional and digital promotional activities of the Department;− Licensing agreement for underwater photos and videos acquired must cover nonexclusive commercial use in official Department of Tourism marketing activities (socialmedia and website), product presentations, and on-site trade and consumer fair booths
in perpetuity;
F. MONITORING AND REPORTING− Monitor releases, publications, and airings, as applicable;− Compile all international and local exposures made on Dive Philippines on a monthly
basis for submission to the team;− Prepare analysis of monthly performance reports for all components;− Generate report on final media reach, values, and mileage earned for the duration ofthe engagement.
RATING CRITERIAStage 1 – Submission of Eligibility Documents
Stage 2 – For shortlisted bidders, submit brief credentials, proposed campaign plan, and financial
proposal.
1. Shortlisted bidders who will be declared compliant with the technical requirements on the openingof bids may be required to present their proposed campaigns to the members of the Bids andAwards Committee (BAC) and the end-user during the pitch presentation.
2. A maximum of 45 minutes will be given to each agency for its presentation. A 15-minute question
and answer portion with the BAC and the end-user will follow after the pitch presentation.
3. The presentation will be rated based on the criteria set for “Technical Bid Criteria for Rating: C.
Plan of Approach and Methodology”. Ratings will be added to the overall score for the technical bidand averaged to arrive at a final score per agency.
A. Eligibility Check and Shortlisting Criteria Rating (70% Passing Score)
Applicable Experience of the Consultant / Company – 63pts. Qualification of Personnel Assigned – 30 pts.
Current Workload Relative to Capacity – 7 pts.
I.
Applicable experience of the consultant / company
A.
Appropriateness of the agency for the assignment
1.
Bidder is an agency that has experience providing the following services:
Campaign Strategy Development, Public Relations Management, Social
Media Management, Media Relations Management, and ContentCreation.
Bidder is an agency that has experience providing the following services:
Campaign Strategy Development, Public Relations Management, andSocial Media Management.
Bidder is an agency that has experience providing the following services:
Public Relations Management and Social Media Management.
Bidder is an agency that has experience providing Public Relations
Management.
B.
1.

Relevance of the company portfolio to the project
Bidder has completed 3 or more Public Relations Management or Social
Media Management projects for a national government agency.
Bidder has completed 2 Public Relations Management or Social MediaManagement projects for a national government agency.
Bidder has completed 1 Public Relations Management or Social MediaManagement project for a national government agency.

20 pts.

15 pts.
10 pts.
5 pts.

15 pts.
10 pts.
5 pts.

2.

Bidder has completed at least 1 project with contract cost amounting to at 8 pts.
least Php 4,000,000.00.
Bidder has completed at least 1 project with contract cost amounting to5 pts.
Php 2,000,000.00.

C.
1.

Years of experience
Bidder has completed at least 8 contracts for private or government clients 20 pts.
in the past 5 years.
Bidder has completed 5 to 7 contracts for private or government clients in 15 pts.
the past 5 years.

Bidder has completed 2 to 4 contracts for private or government clients in 10 pts.
the past 5 years.
Bidder has completed 1 contract for a private or government client in the 5 pts.
past 5 years.
II.
A.

B.

C.

D.

E.

F.

III.
A.

Qualification of personnel assigned
Assigned Account Manager / Head of Accounts has been involved in atleast 3 projects while employed with the bidding company.
Assigned Account Manager / Head of Accounts has been involved in 1 to2 projects while employed with the bidding company.
Assigned Strategy Manager has been involved in at least 3 projects while
employed with the bidding company.
Assigned Strategy Manager has been involved in 1 to 2 projects while
employed with the bidding company.
Assigned PR Manager has been involved in at least 3 projects while
employed with the bidding company.
Assigned PR Manager has been involved in 1 to 2 projects while
employed with the bidding company.
Assigned Social Media Manager has been involved in at least 3 projects
while employed with the bidding company.
Assigned Social Media Manager has been involved in 1 to 2 projects while
employed with the bidding company.
Assigned Copywriter has been involved in at least 2 projects while
employed with the bidding company.
Assigned Copywriter has been involved in 1 project while employed withthe bidding company.
Assigned Graphic Artist has been involved in at least 2 projects whileemployed with the bidding company.
Assigned Graphic Artist has been involved in 1 project while employedwith the bidding company.

5 pts.
3 pts.
5 pts.
3 pts.
5 pts.
3 pts.
5 pts.
3 pts.
5 pts.
3 pts.
5 pts.
3 pts.

Current workload relative to capacity
No on-going projects with contract cost equal or greater than the ABC.
7 pts.
1 to 2 on-going projects with contract cost equal or greater than the ABC. 5 pts.
3 or more on-going projects with contract cost equal or greater than the3 pts.
ABC.
Total 100 pts.
Passing Score 70 pts.

B. Technical Bid Criteria for Rating
Qualification of personnel to be assigned – 25 pts.
Experience and capability of the firm – 40 pts.
Plan of approach and methodology – 35 pts.
I.
A.

B.

Qualification of personnel to be assigned
Assigned Account Manager has implemented at least 4 general tourismrelated or dive tourism-related projects.
Assigned Account Manager has implemented 2 to 3 general tourismrelated or dive tourism-related projects.
Assigned Strategy Manager has implemented campaigns for at least 4general tourism-related or dive tourism-related projects.

5 pts.
3 pts.
10 pts.

C.

D.

Assigned Strategy Manager has implemented a campaign for 2 to 3
general tourism-related or dive tourism-related projects.

5 pts.

Assigned Public Relations Manager has implemented PR campaigns forat least 4 general tourism-related or dive tourism-related projects.
Assigned Public Relations Manager has implemented a PR campaign for
2 to 3 general tourism-related or dive tourism-related projects.

5 pts.

Assigned Social Media Manager has implemented Social Media
campaigns for at least 4 general tourism-related or dive tourism-related
projects.
Assigned Social Media Manager has implemented a Social Media
campaign for 2 to 3 general tourism-related or dive tourism-related
projects.

5 pts.

3 pts.

3 pts.

II.
A.
1.
2.
3.
4.
5.
6.
7.

Experience and capability of the firm
Actual Services Provided in Previous Projects
Traditional Public Relations Management
Digital Public Relations Management
Press Release Seeding / Dissemination
Media Relations Management
Social Media Management
Content Generation
Press Conference Management

B.
1.

Relevant Projects Carried Out in the Last 5 Years
Bidder has completed 1 underwater photo competition project / campaign 5 pts.
and 1 dive show / dive exhibition project / campaign.
Bidder has completed 1 underwater photo competition project / campaign. 3 pts.
Bidder has completed 1 dive show / dive exhibition project / campaign.
3 pts.

III.
A.

Plan of Approach and Methodology
Proposed campaign strategy and plan is relevant to the project objectivesof supporting the promotion of re-opened Philippine dive destinations,stimulating dive travel, and sustaining global interest in the Philippines as
the World’s Leading Dive Destination.
Proposed key campaign visuals are relevant to the dive market / diveindustry and aligned to the fundamentals of the Department’s on-going
campaigns
Proposed international and local influencers / key opinion leaders are
relevant to the dive market / dive industry and have a combined follower
count of at least 10,000 each on their social media pages
Proposed social media plan utilizes organic and paid strategies to drive
engagement and follower growth
Additional strategies beyond the identified scope of work are relevant tothe project objectives

B.
C.
D.
E.

5 pts.
5 pts.
5 pts.
5 pts.
5 pts.
5 pts.
5 pts.

10 pts.

10 pts.
5 pts.
5 pts.
5 pts.

Total 100 pts.
Passing Score 70 pts.

BUDGET

The total working budget is FOUR MILLION SEVEN HUNDRED EIGHTY FIVE THOUSAND FIVE
HUNDRED PESOS (P4,785,500.00) inclusive of 12% VAT, and should cover all requirements
enumerated above. Contract duration shall be for 4 months upon receipt of the Notice to Proceed.
PAYMENT TERMS
MilestonesSubmission and approval of overall campaign strategy
and planSubmission, completion, and approval of 30 underwaterphotos and 5 underwater videos
Submission and approval of the first and second monthprogress report
Submission and approval of terminal report for thewhole campaign and completed deliverables
CONTACT INFORMATION
Project Officer
Contact Number
Email Address:::

MS. CELSTINE JOYCE T. SY
0917 584 7556
ctsy@tourism.gov.ph

PREPARED BY:

CELSTINE JOYCE T. SY
Project Officer
APPROVED BY:
RENEE MARIE N. REYES
Director
Office of Product and Market Development

Payment %
20%
20%
30%
30%