TERMS OF REFERENCESOCIAL MEDIA MANAGEMENT AND STRATEGIC PLANNING AGENCY
Department of Tourism
I.

Project Description
Content Creation and Digital Placements of the Department of Tourism’s (DOT) official social media
platforms to promote the Philippines’ tourism destinations and other tourism products.

II.

Background
The Department of Tourism (DOT) with the aid of the digital format aims to increase tourists both
locally and internationally.
Digital platform plays a key role in building a brand and increasing its visibility by reaching a wideraudience. We Are Social and Hootsuite’s latest collection of Global Digital 2019 reports revealed thatinternet users are growing by an average of more than one million new users every day. As of January
2019, there are 4.39 billion worldwide internet users, an increase of 366 million or 9% against January
2018. Of these 4.39 billion, 3.48 billion are active social media users.

Furthermore, the amount of time that people spend on social media has slightly increased. Based on
the report from GlobalWebIndex, social media user spends 2 hours and 16 minutes on average eachday on social platforms

1According to the latest study, the Philippines along with Brazil, Indonesia, Thailand, and Argentina
spend the most time on Social Media – with this data, the Department of Tourism can manage topenetrate the neighbohring countries that have decreasing number of visitors in the country for thepast year.

The time spent of users on social media is a great opportunity for DOT to not only promote andincrease the country’s tourism destinations and services, but to also gain engagement and build
community in the digital world.Therefore, there is a need to identify the effective social media
channels, and to provide engaging content that will cater to the local and international tourists.
In regards to this, the DOT will hire an experienced social media management firm to help theDepartment promote the Philippines as a more fun travel destination, and engage with the foreign
and local visitors online.
III.

Objectives and Targeted Outcome
The procurement of the services of an experienced social media management firm will assess thecurrent performance of all official social media accounts, and conceptualize and execute a social
media strategy and promotions plan to increase the visibility of Philippine-associated destinations
and products that will result in higher and better engagement.

2IV. Scope of Work and Deliverables
Scope of Work
Content
Creation
Engagement DriverDeliverables
andQuantitative Measures-To create a calendar of 2019 events withsupporting content to generate excitement
for each event and to recap-

To produce content including but not limited
to videos, curated albums, infographics, GIFs
to promote the Philippines’ various tourist
destinations and products-

To provide moment and seasonal marketing
content as needed-

To conceptualize and execute social media
activities to drive engagement, such as but
not limited to contests, promos, raffles, etc.
(cost of prizes must be within the ABC of thisproject and any required permits is care ofthe winning agency)-

At least 1.5M organic likes and followers on
Facebook official page by end of 2019 with
100K average weekly engagement (currently1.1M)
At least 1M followers on Twitter by end of2019 (currently @797k followers)
At least 100K followers on Instagram by endof 2019 (currently at 24.2K)
At least 100k subscribers on YouTube by endof 2019 (currently @26k subscribers)-

With at least 60% of base coming from foreigncountries.
Media Schedule and Boosting-

To craft an effective and strategic social
media plan from September 2019 toFebruary 2020-

To present a visual media schedule for paid
amplification of social media pages andposts (subject for change depending on therequirement of DOT)

Digital Media Partnerships-

Performance Report-

To hire effective social media influencers andpartner with booking companies that will
help us promote the Philippines’ tourist
destinations and products
Monitor the performance and progress of all
the official social media accounts of DOT

3

-Providemonthly
comprehensive
performance reports for the DOT’s review
and evaluation

The breakdown of the social media accounts, digital placements, allocation of mileages - including thenumber of spots, quality of content, images and videos used, and community engagement may be
modified upon recommendation of the DOT, subject to the written approval between the two parties, toachieve the objectives of the campaign and have optimal media exposure for the same.
V.

Project Duration and Budget Allocation
The Approved Budget of the Contract (ABC) is Thirty Million Pesos (Php30,000,000.00) inclusive of all
applicable taxes, agency service fees, bank charges and other fees as may be incurred in the process.
The campaign will be implemented from September to December 2019.
MILESTONES% OF PAYMENT
Submission of Approved communications plan and media 20%
placements
Submission of rollout report of approved communications 25%
plan, strategy, and media placements for October
Submission of rollout report of approved communications 25%
plan, strategy, and media placements for November
Submission of rollout report of approved communications 20%
plan, strategy, and media placements for December
Submission of Terminal Report for the whole campaign
TOTAL

VI.

10%
100%

Qualifications
1. The agency must be a full-service media agency with the required manpower/personnel and staff
that is duly established in the Philippines.
2. The agency must have been in existence for at least five (5) years, and must have produced amaterial targeting PH domestic market during the last three (3) years with an aggregate cost of atleast twenty million pesos (P20,000,000).
3. Other qualifications of the required media agency for this project are stated in the Bid Data Sheet(BDS).

VII.

Minimum Required Personnel

Required Personnel
A DEDICATED TEAM FOR DOT THATCONSISTS OF THE FF:
1. Account Manager
2. Creative Director

Minimum Years of Experience in handling
related campaign/s required by DOT under
this project

10 years
10 years

43.
4.
5.
6.
7.

Copywriter
Graphic Artist
Video Editor
Digital Strategist/ Planner
Community Manager

10 years
5 years
5 years
5 years
5 years

Note:
Bidders may recommend additional personnel deemed fit for the team.

VIII.

Criteria for Rating
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief credentials and the proposed media plan
1. Short listed bidders who will be declared compliant with the technical requirements on theopening of bids may be required to present their proposed campaign to the members of the Bids
and Awards Committee (BAC), and the Technical Working Group (TWG), DOT officials and othertourism stakeholders that the DOT will invite during the pitch presentation if necessary.
2. Should a presentation be required, a maximum of thirty minutes (30 minutes) will be given foreach agency for its presentation excluding the question and answer portion with BAC and TWG
Members and such other individuals to be invited by the DOT.
3. Should a presentation be required, it will be rated by BAC and TWG members individually, andratings will be averaged to arrive at a final score per agency. Rating will be done based on thescores.
A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)IA.

APPLICABLE EXPERIENCE OF THE CONSULTANT
Appropriateness of the agency for the assignment
Full Service Creative Agency or Social Media Management Firm
Production AgencyOthers
B. Extent of network of the agency
International Partners
Domestic Partners
C. Similar Projects Completed in the last 3 years
Social Media Management and Strategic Planning targeting a foreign market
Social Media Management and Strategic Planning targeting a domestic market only
D. Years in Existence As Social Media Management Firm or Full-Service Creative Agency
5 years & above
Below 5 years
E. Contract cost of Completed Projects in the last 3 years
At least one project with contract cost equal or greater than 15M PHP
Projects cost less than 15M PHP

60%
15%
15%
10%
5%
15%
15%
10%
10%
10%
5%
10%
10%
5%10%
10%5%

II20%

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB

5Required number and positions of personnel with minimum years of experience is met
Required number and positions of personnel with less than minimum years ofexperience is met
Required number and positions of personnel is not met
III

CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative to capacity
None
5 or more projects with contract cost equal or greater than 15M PHP
3-5 projects with contract cost equal or greater than 15M PHP1-2 project with contract cost equal or greater than 15M PHP

20%10%0%20%
5%10%
15%20%

B. Technical Bid/Proposal Criteria and Rating (70% passing score)
CRITERIA

RATINGI.

Quality of Personnel to be assigned to theproject
Similar projects handled

II.

Level of experience with similar nature ofwork

I.

Expertise and Capability of the Firm
Services rendered in completed projects in thepast three (3) years

A.

B.

20%
10%
10%
30%

5%
5%
5%
5%

Community Management
Strategic Communications

II.

C.
I.

Content Production (Graphics and Video)
Copywriting
Experience and CredentialsAt least three (3) successful campaigns related
to Social Media Management, validated byprevious clients, the agency has launchedwithin three (3) years
At least one (1) international (outsidePhilippines) or local advertising or marketing –related award in the last 3 years by an awardgiving body in existence for at least 10 years
Social Media Campaign Strategy
Social Media Content Plan
Tactics for effective reach and engagement

5%

5%
50%
10%
10%

Choice of social media platforms
II.

Content Creation
Virality of content – percentage of publishedposts that have gone viral

10%

Hero-Hub-Hygiene Ideas
III.

Over-all Impact
TOTAL

10%10%100%

6

IX.

Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shall berevised/modified by the international network/s at no cost on the part of DOT for the purpose oftranslating said segment(s) or phase(s) for future implementation.
2. All advertising and creative concepts and original materials (raw and edited) formulated anddesigned in conjunction with this campaign shall be owned by DOT, with full and exclusive rights,relative to the future use thereof both in the Philippines and internationally. This should besubmitted to the DOT in a sturdy hard drive/s;
3. The selected agency shall be subject to assessment of the DOT as to the effectiveness of any phaseof the media campaign launched.
4. The firm shall submit regular reports detailing work progress, issues and concerns, andrecommend next steps in relation to the project as part of the deliverables.
5. Any excess remuneration or compensation in the form of rebate from the international network/sshall be negotiated with the DOT in the form of additional advertising materials and/or extended
media placements, in order to maximize the effect and benefit of the campaign.

X.

Contact Person
Elisa Jane Camunggol
459-5200 local 302
elisa.camunggol@tourism.gov.phEND7