TERMS OF REFERENCESOCIAL MEDIA MANAGEMENT
Department of Tourism
I.

Overview and Background
Procurement of a creative agency that will manage and monitor all social media accounts of theDepartment of Tourism
As daily routines changed dramatically because of the pandemic more of people’s’ daily and work
lives shifted online, and social media became an even more important tool for connection. Social
Media plays a key role in building and maintaining a brand and increasing its visibility by reaching awider audience.
Therefore, the Department of Tourism (DOT) aims to continually increase online presence and social
media engagement through promotional and informational materials.
We Are Social and Hootsuite’s latest collection of DataReportal analysis indicates that 4.57
billion people now use the internet, an increase of more than 7% since this time last year. Social
media users are growing even faster, up by more than 8% since April 2019 to reach 3.81 billion today

Detailed research from GlobalWebIndex reveals that people all over the world have been spending
considerably more time on their digital devices as a result of coronavirus lockdowns.

(As of 15 June 2020)

1Source:https://thenextweb.com/growth-quarters/2020/04/24/report-most-important-data-ondigital-audiences-during-coronavirus/
In regards to this, the DOT will hire an experienced social media agency to help the Department
maintain and further enhance online activities and to deliver up to date and relevant messages acrossthe target market worldwide.
II.

Scope of Work and Deliverables
The objectives of the procurement of the services of an experienced social media agency will be as
follows:- To enhance the current online performance of the Department of Tourism in all social media
platforms (Facebook, Instagram, Twitter, YouTube, TikTok etc.)- To improve online engagement and response rate
- To maximize the opportunity to capture wider global audience through social media campaigns/
activities.
Scope of WorkManaging all Social Media
accounts (strategy,engagement, and communitymanagement)(As of 15 June 2020)

Deliverables-

To create a content calendar for all social
media accounts with supporting proposedmaterials to generate engagement-

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

To further increase our number of following
in all social media platforms by at least 30%
upon the execution of contract2

Purchasing and Monitoring
Paid Social MediaDeveloping content

Providing Social Media
Analytics

III.

-

To propose materials that are suited forsocial ads/ paid ads-To craft paid campaigns that may yield toreturns (e.g. increased traffic, increased
visibility, booked a flight, redirected to
private partners, booked a tour, booked ahotel)-

To propose a social media campaign thatincludes content that are gender-sensitiveand research-based materials
To produce content including but notlimited to social cards, videos, curated
albums, infographics, GIFs to promote any
DOT related events, press releases,announcements, et al.

--

To provide moment and seasonal marketing
content as much as needed-

To create promotional materials that aregender-sensitive (in compliance to theGender-Fair Media Guidebook)-

To propose a social media campaign(subject for approval) that includes KOLs
(Key Opinion Leaders) who can effectively
communicate DOT’s campaigns/ projects-Monitor the performance and progress of
all the official social media accounts of DOT
using top-tier listening and social media
tools

-

Provide monthly comprehensive
performance reports for the DOT’s review
and evaluation

Scope of Price Proposal and Schedule of Payment
1. The campaign shall be for a period of four (4) months, to commence upon the receipt of Consultantof the Notice to Proceed (NTP).
2. The Approved Budget of Contract (ABC) for the project is Twenty Million Pesos (Php 20,000,000.00)
inclusive of all applicable taxes, agency service fees, bank charges, and other fees as may be incurredin the process.
3. The proposed payment scheme for the campaign will be billed progressively upon completion of thefollowing milestones:(As of 15 June 2020)

3IV.

MILESTONES
Submission of Approved Social Media Strategy% OF PAYMENT
10%

Submission of rollout report of implemented social media
communications plan and strategy on the 1st month
Submission of rollout report of implemented social media
communications plan and strategy on the 2nd month
Submission of rollout report of implemented social media
communications plan and strategy on the 3rd month
Submission of rollout report of implemented social media
communications plan and strategy on the 4th month
Submission of Terminal Report for the whole campaign

20%

TOTAL

100%

20%
20%
20%
10%

Qualifications
1. The agency must be an experienced social media agency or a creative/media/PR agency that has
a dedicated team for social media management 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 handled at thesocial media accounts of at least one Multinational brand during the last three (3) years.
3. Other qualifications of the required media agency for this project are stated in the Bid Data Sheet(BDS).

V.

Minimum Required Personnel

Required Personnel
A DEDICATED TEAM FOR DOT THATCONSISTS OF THE FF:
1. Account Manager
2. Digital Marketing Manager/ Social
Media Manager
3. Content Manager
4. Community Manager
5. Digital Strategist/ Planner
6. Graphic Artist
7. Video Editor
8. Copywriter

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

10 years
10 years
10 years
7 years
7 years
5 years
5 years
5 years

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

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

(As of 15 June 2020)4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
60%
Appropriateness of the agency for the assignment
15%
Social Media Agency
15%
Creative agency/ Media Agency that has a dedicated team for Social MediaManagement
10%
Public Relations Agency that has a dedicated team for Social Media Management
5%
B. Extent of network of the agency
15%
International Agency (has international branches/sister companies) with internationaland local clients
15%
Local Agency with local clients10%
C. Similar Projects Completed in the last 3 years
10%
Social Media Agency targeting global market
10%
Social Media Agency targeting a domestic market only
5%
Years in Existence As Social Media Agency or Creative/Media/ Public Relations Agency
D. that has a dedicated team for Social Media Management
10%
10 years & above
10%
5-9 Years
5%
E. Contract cost of Completed Projects in the last 3 years
10%
At least 3 of the social media campaigns had a contract cost equal or greater than PHP10
Million
10Less than 3 of the social media campaigns had a contract cost equal or greater than
PHP10 Million
5IIIIIQUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB
Required number and positions of personnel with minimum years exceed the minimum
amount by at least 50% or four (4) additional personnel with at least 5-years’
experience
Required number and positions of personnel with minimum years of experience is met
CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative to capacity
1-4 projects with contract cost equal or greater than PHP10 Million
5 or more projects with contract cost equal or greater than PHP10 Million
No projects with contract cost equal or greater than PHP10 Million
TOTAL(As of 15 June 2020)20%

20%15%20%
20%
15%
10%100%5

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

A.

I.

II.

CRITERIA
Quality of Personnel to be assigned to the project
For Account Manager, Social Media Manager, Content Manager, and Community
manager – Handled at least 8 social media accounts (individually) during their
entire career
For digital strategist/ planner, graphic artist, video editor, and copywriter launched (individually) at least 3 social media campaigns during their entire
careerExpertise and Capability of the Firm
I.

II.

C.
I.

II.

10%

30%

Services rendered in completed projects in the past three (3) years
Social Media/Community Management
Digital Strategic Management
Content Production (Graphics and Video)
Copywriting
Experience and Credentials
At least three (3) successful campaigns related to Social Media Management,
validated by previous clients, the agency has launched within three (3) years
Social Media Campaign Strategy
Social Media Content Plan
Relevance of proposed materials and social media content during the pandemic5%
5%
5%
5%
10%
50%
15%

Soundness of strategy in maximizing social media activities to drive engagement

10%

Content Creation
Consistency and Frequency of Hero-Hub-Hygiene Strategy

15%

Quality of proposed key visual designs (must be contemporary, relatable, witty)

10%

TOTAL
VII.

10%

0%

III. Required number of social media accounts/campaigns is not met
B.

RATING
20%

100%

Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shall berevised/modified by the agency at no cost on the part of DOT for the purpose of translating 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 digital management project.
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. The DOT reserves the right to change, suspend, or discontinue temporarily or permanently thecontract at any time should the DOT deemed the agency incapable of the project(As of 15 June 2020)

6

6. Any excess remuneration or compensation in the form of rebate from the agency, shall be
negotiated with the DOT in the form of additional promotional materials and/or extended social
media management, in order to maximize the effect and benefit of the campaign.

VIII.

Contact Person
Elisa Jane Camunggol
459-5200 local 302
elisa.camunggol@tourism.gov.phEND(As of 15 June 2020)7