REQUEST FOR PROPOSAL
The Redesign of the Travel Manitoba Website and CMS Platform
Travel Manitoba is a Crown Corporation responsible for stimulating innovative, sustainable tourism growth in Manitoba’s $1.6 billion tourism industry. In partnership with the tourism industry, Travel Manitoba is responsible for tourism marketing, visitor information services, research and public information.
Objective
The primary objectives of the project is to redevelop Travel Manitoba’s web properties to align with updated brand messaging, visitor engagement objectives, and new digital marketing technology. The outcome will be the redesign and development of an easy-to-use, content-forward, future-friendly mobile web design powered by a robust and user-friendly content management system.
The project must be completed by November 1, 2020, with a strong preference for earlier completion if possible. Penalties will be applied if the project is not completed by this date, to be determined in partnership with the winning proponent prior to project kick-off.
Background
Travel Manitoba’s current web properties* have not undergone a complete redesign—including CMS and marketing technology integrations—since 2013. In the interim, there have been minor redesigns and technology upgrades to help improve and modernize the sites.
In May 2019, Travel Manitoba completed a user experience study on the current website (see Appendix A). Though the overall results were positive, the testing identified 10 key recommendations for consideration which must be addressed in some capacity in the build of the site. Improvements to site search are a primary focus.
Travel Manitoba’s consumer-focused website www.TravelManitoba.com—the central property of this project—serves three key purposes, listed below in order of priority:
- To motivate audiences to consider Manitoba as a vacation destination via inspiring content, powerful visuals and unique offerings;
- To help potential visitors plan their trip to Manitoba by providing useful information in a collated, accessible and trusted platform;
- To drive traffic to our Manitoba tourism partners via content, website listings and purchased partnership offers.
It also embraces and reflects Manitoba’s tourism brand: Manitoba: Canada’s Heart… Beats and aims to tell the brand story: “You are welcome here; We will take you there.”
As an inclusive Provincial Marketing Organization (PMO) we offer digital listings to any eligible Manitoba tourism partner who wants to be included on our website and will continue to house these listings on any new website. These listings are currently managed by each individual partner via a customized Extranet and hosted by/integrated through our Simpleview CRM which must remain part of any new website.
Travel Manitoba has an industry-recognized social media and content marketing strategy, including an award-winning blog that motivates our content-first digital strategy and exists within our website. Our online traffic (organic and paid, combined) has grown over 400% in the last 3 years and will continue to grow.
In the next 12-18 months, Travel Manitoba will be releasing an update to its current brand, “Manitoba Canada’s Heart… Beats”. This means the new site must allow some design flexibility for any potential changes the updated brand may bring to light.
*Travel Manitoba’s web properties must mirror the design of the central site (www.travelmanitoba.com) while being able to function as stand-alone websites. These web properties include:
- fr.travelmanitoba.com/ (French)
- www.travelmanitoba.com/tourism-industry/ (microsite)
- www.travelmanitoba.com/media/ (microsite)
- www.travelmanitoba.com/meetings-and-conventions/ (microsite)
- www.travelmanitoba.com/travel-trade/ (microsite)
- www.travelmanitoba.com/manitoba-north/ (microsite)
- www.travelmanitoba.com/everything-churchill (microsite)
Scope of Services
This project will encompass a full website redesign, from mobile web interface down to the selection of a new CMS and introduction of the marketing technology that supports it.
The successful proponent is expected to supply a full break down and subsequent costs of required technologies and platforms, whether integrated as part of a software system or as 3rd party platform integrations, and how they relate to the requirements of the project.
The proposal must include:
Mobile-first website design:
With more than 60% of our visitors using mobile devices, design priority should be on mobile first while still meeting users’ needs and expectations on desktop and tablet. The design must adhere to recognized web design standards, including accessibility and international privacy regulations, and must be cross-device/cross platform compatible.
CMS:
An appropriate CMS will be selected based on user-friendliness, scalability and the capacity to integrate with the existing Simpleview CRM API, Simpleview Reservation Module, and third-party marketing technology through modules or APIs. The CMS must incorporate SEO management, content creation and integration, testing and multi-site support.
New marketing technology and functionality:
New technology, whether as part of the CMS platform or as a third party integration, must be capable of tracking site visitors, developing personas, dynamic content placement and providing reports based on these systems. If any of the technology is not an inherent piece of the CMS platform, we expect the proponent to recommend the ideal solution that can be integrated and will meet the stated requirements, along with potential cost, as part of the response to this request.
Considerations
The following considerations are required elements of the success submission:
Website design:
- Mobile-first page/site design
- Fast site/page load time (page loads <3 seconds)
- Effective site search
- Easy navigation
- Inclusion of relevant mobile technology (i.e. geolocation, cross-device tracking, etc.)
- Cross platform compatibility (mobile (iOS/Android), desktop (iOS/Microsoft/Android), Safari, Chrome, Firefox, Edge, etc.)
- Bilingual support
CMS:
- User/editor permissions management
- Blog hosting
- Blog integration
- Page creation (including landing pages)
- Microsites development
- Multi-site support
- SEO management
- Schema and structured data standards integration
- A/B testing
- Bulk actions (image upload, data editing, etc.)
Marketing Technology:
- Personalization (personas, dynamic content)
- Analytics and reporting
- Data privacy management (CASL/GDPR/CCPA)
- Accessibility compliance management (ADA)
- Travel Planner (incorporating CRM listings API)
- Events management (incorporating CRM listings API, or reasonable alternative)
- Coupons management (incorporating CRM API, or reasonable alternative)
- Mapping capabilities, including but not limited to geolocation, path creation, custom pin creation and placement
- Integration with/replacement of current ad platform Google Ad Manager (formerly DoubleClick for Publishers)
- AMP/PWA publishing
- Social media sharing
- Work flow permissions and accessibility
- AI-driven Chatbot integration
Travel Manitoba currently uses various technology solutions for our online business activity. The incorporation of these tools should be taken into consideration.
- SiteImprove (SEO)
- SEMRush
- Crowdriff
- ActiveCampaign email newsletter management
- Google Tag Manager (Must incorporate existing tagging strategy), Data Studio, Google Analytics, Console, Optimize/Experiments, Google Ads
All content (e.g. copy, images, documents) will be supplied by Travel Manitoba.
Service Contract Option
Please provide any ongoing costs for year two and three separately. Please add to this list below as necessary:
- Service and maintenance
- Hosting
- Application patching / support
- End user support
Budget & Budget Requirements
Project Budget is flexible, but expected to be in the range of $150,000 - $200,000.
A budget must be included that covers the entire project, including but not limited to: the above concept plan, design, development, programming, installation, testing and training, documentation, and ongoing maintenance and service contracts.
Submission Requirements and Process
The proposal submission must include:
- Introductory letter of intent;
- Names, functions and experience of staff assigned to the project;
- Name of the primary contact person;
- Proposed methodologies and detailed timeframe for all project elements;
- Project status communication schedule
- Complete budget with detailed breakdown; and
- Company profile including qualifications, relevant experience and list of current references.
All materials provided in the submission will become the property of Travel Manitoba.
Any questions or requests for clarification must be submitted via email to Douglas Evans at devans@travelmanitoba.com. Answers to all questions will be shared with all vendors who have expressed interest on a regular basis.
A second round of evaluation consisting of one-on-one meetings or calls with selected vendors will take place between December 2 and 8. Vendors asked to participate in Round Two will be contacted by November 29.
Deliverables and Proposed Timelines
DeliverableTimeline
RFP IssuedOctober 28, 2019
Question Submission DeadlineNovember 15, 2019
Proposal DeadlineNovember 18, 2019
Round Two InterviewsWeek of December 2, 2019
Anticipated Start DateJanuary 6, 2020
Completion Date (Site Launch)November 1, 2020
Evaluation
Evaluation of submissions will be based on the following criteria:
Previous experience 10%
Ability to fulfill mandate/technical requirements 20%
Creativity and uniqueness in approach 20%
Proposed Fee for Services 20%
Budget 10%
Local/Manitoba presence 10%
Total 100%
Travel Manitoba reserves the right to reject all or any proposals.
DEADLINES
- Any questions or requests for clarification should be submitted by 12:00 noon CST on Friday, November 15, 2019.
- Proposals must be received by Monday, November 18th, 2019, 4:00pm CST.
- Please submit your proposal to:
Douglas Evans
Digital Experience Specialist
Travel Manitoba
21 Forks Market Rd.
R3C 4T7
