RFP 2019-09 – Public Relations Agency (Domestic)
Description:
The AGO requires a public relations agency to:
• Develop and deliver a comprehensive local and national publicity strategy for select AGO portfolios and projects
• Act as the AGO’s representative to members of the media in collaboration with the AGO’s in-house communications team
In this relationship, the successful applicant will be contracted directly to the AGO to undertake the following:
• Develop an annual campaign strategy, plan and timeline focused on securing high profile publicity for: o 4-6 priority exhibitions
o marquee programs such as live performances, talks, and family programs
o other organizational priorities
• Develop necessary press materials (or update and edit existing AGO materials as needed)
• Identify priority media targets and their corresponding opportunities across the range of objectives and storylines, and across different media sectors and types, in print, broadcast and online formats
• Provide media training and preparation as needed
• Manage incoming media queries and requests for information and interviews
• Recommend, plan and execute other types of innovative publicity, e.g. stunts, influencer campaigns, takeovers
• Hold weekly status calls with the AGO communications team to discuss campaign progress and planning
• Communicate via email with the AGO communications team on an as-needed basis
• Attend in-person meetings when necessary
• Monitor and report on media feedback, story development and results
Conditions for Participation and Requirements to Request to Participate:
Candidates will be firms or individuals that have knowledge of issues relevant to museums and not-for-profit organizations in Canada and internationally, including an understanding of the current cultural and political climate in which the AGO operates.
Candidates must have demonstrated success in cultivating and managing high level media relationships, and a track record of strategically placing clients’ news in high profile media outlets. A high degree of diplomacy is required to work with internal and external stakeholders.
Individuals or firms must be flexible and nimble, and able to pivot quickly when changes to strategic direction are warranted.
Firms must have an office sufficiently close to the AGO to easily permit in-person meetings and briefings when required. An account team must have sufficient flexibility in numbers to grow when projects are warranted and be scaled back in periods of lesser activity. The account team must have consistent participation of senior level strategists.
Candidates must be willing to plan and execute all work in consultation and conjunction with designated AGO management. At times strategy will be recommended and led by the firm, and at times the firm will execute strategy and take direction from the AGO’s in-house communications team. Commitment to developing an integrated, flexible, collegial and collaborative relationship in this regard is absolutely crucial. Candidates must be willing to work from AGO templates and processes while recommending changes or improvements when warranted.
The vendor must provide a blended hourly rate for consideration. At the AGO’s discretion, the contract may take a retainer structure to allow flexibility with hours between projects. Budgetary and hourly updates must be available upon request, with a clear reporting and billing process in place.
Firms must have a demonstrated hands-on approach to media relations, and be comfortable working with both traditional and digital media. Familiarity with ethnic media outlets and journalists is a strong asset, as well as demonstrated success in family-focused and lifestyle media segments. Strong, extensive media and influencer lists are required. Insight into outlets and platforms that resonate with Gen-Z audiences is required, along with experience working with and targeting this demographic.
The proposed account team must include writers who possess the expertise to deliver flawless, compelling written materials that do not require additional copyediting on the AGO’s part.
Procurement Method:
Request for Proposals. The AGO reserves the right to negotiate. The AGO may request a Best and Final Offer (BAFO).
Procuring Entity:
Art Gallery of Ontario
317 Dundas Street West
Toronto, Ontario, Canada M5T 1G4
Note: This is just a summary notice that advertises the opportunity. Interested bidders must download the RFP documents from MERX in order to submit a proposal. The documents are available from MERX electronically, in accordance with their fee structure. Please contact MERX customer service with technical difficulties accessing the documents.
This procurement is subject to the Broader Public Sector Procurement Directive and the Canadian Free Trade Agreement (Chapter Five), and may be subject to the Canada-European Union Comprehensive Economic Trade Agreement.
