Job DescriptionJob Description:Salary: 1.0 REQUEST FOR PROPOSAL (RFP) SUMMARY This request for proposal (RFP) by Action for Healthy Communities Society of Alberta (AHC – Alberta) is an invitation for the solicitation of services from expert marketing agencies based in the Western provinces of Canada with demonstrated expertise in the tourism sector. The selected agency will be tasked with developing and executing comprehensive marketing strategies to enhance the visibility, engagement, and interaction within Alberta's tourism and business ecosystems. Through this RFP process, AHC seeks to engage a highly skilled marketing agency to undertake the design, development, and implementation of a marketing strategy that encompasses online and offline channels, storyboard creation for marketing videos production, and event planning to strategically promote the Actionbiz web-based portal widely. Launched January 2024, Actionbiz is a dynamic web-based portal that aims to enhance visibility, engagement, and interaction within the Alberta business ecosystem, the public looking to support services/products from start-up ventures owned by under-represented communities in the Canadian business ecosystem; and connecting entrepreneurs and resource providers in a dynamic and impactful way. Actionbiz.ca serves to catalyze growth and innovation across Alberta's diverse business landscape and has identified the critical need for a strategic marketing campaign. The comprehensive marketing strategies developed through this RFP engagement will be used to drive a robust campaign to amplify the Actionbiz platform's reach and effectiveness, ensuring Actionbiz.ca remains at the forefront of facilitating business growth and resource sharing within the province. *** We specifically encourage submissions from vendors that meet the geographic and sectoral expertise criteria to ensure alignment with the strategic goals of this project, ensuring that the selected vendor has a strong local presence and specialized knowledge, which are critical for the effective promotion of Alberta's tourism-driven business ecosystem. *** 1.1. Proposal Guidelines and Requirements This is an open bidding process. Proposals received after 4:30pm MST, April 26, 2024, will not be considered. Proposal submissions must contain the signature of a duly authorized company representative. The price quote presented in your submission should be inclusive. If your price excludes certain fees or charges, you must provide a detailed list of excluded fees with a complete explanation of the nature of those fees. If the execution of work to be performed by your company requires the hiring of sub-contractors, you must clearly state this in your proposal. Sub-contractors must be identified and the work they will perform must be defined. In your proposal, please provide the name and address of the sub-contractor. AHC-Alberta will not refuse a proposal based upon the use of sub-contractors, but does retain the right to refuse the sub-contractors you have selected. Provisions of this RFP and the contents of the successful responses are considered available for inclusion in final contractual obligations. 1.2. Contract Terms AHC-Alberta will negotiate contract terms upon selection, and a project will be awarded upon signing of an agreement or contract, which outlines terms, timeline, scope, budget, and other necessary items. 1.3.Agency Introduction Action for Health Communities Society of Alberta (AHC-Alberta) is a provincial non-profit and charitable organization established in 1995. The agency provides services and supports aimed at helping individuals and communities enhance capacities by drawing on inherent strengths and assets, ultimately, for greater wellbeing, prosperity, and quality of life. The organization's mission encompasses a commitment to fostering individual and group participation and action to improve comprehensive wellbeing of Albertans and communities experiencing vulnerabilities. The organization currently offers settlement and integration, employment, youth, and adult literacy, among other programs. In 2015, the agency launched its entrepreneurship program, offering newcomers to Canada an alternate path to economic integration. As a strong advocate for collective action, AHC-Alberta engages through customized multi-stakeholder partnerships and collaborations to facilitate the diverse range of participatory outcome-driven strategies and supports customized to respond to the unique needs, strengths and assets of the target audiences. 1.4. Project Background Information Action for Healthy Communities developed an innovative web portal named Actionbiz.ca that serves to transform Alberta's business ecosystem by fostering growth, visibility, connectivity, and resource sharing among entrepreneurs and businesses at all stages. Actionbiz.ca positions itself not just as a web-based portal but as a facilitating asset dedicated to empowering the local business community. The platform serves as a conduit between entrepreneurs seeking growth opportunities and resource providers offering valuable support. With a focus on providing a dynamic and supportive ecosystem, Actionbiz.ca seeks to showcase Alberta businesses to a broader audience, facilitate meaningful collaborations, and become the leading digital hub for small businesses in Alberta. The platform addresses the unique challenges within the small business and tourism sectors by offering market exposure, insights to new venture opportunities, resources, and personalized connections to ensure businesses not only survive but excel. 2.0 PROJECT OBJECTIVES, SCOPE and outcomes This section provides details on the objectives, scope and expected outcomes of the project. 2.1. Project Objectives This marketing project's main objective is to significantly enhance the visibility and user engagement of the Actionbiz.ca portal. The project has 2 distinct components:Web content & SEO StrategyMarketing and promotion of Actionbiz.ca Our goals include: 2.1.1. Expand Reach to target audience Significantly increase Actionbiz.ca's visibility across diverse audiences within Alberta, including; general public, such as Governments' procurement agencies, visitors to the site, who should be further directed to engage with members on the site, Alberta entrepreneurs actively engaged in the Canadian business ecosystems, Potential entrepreneurs, and Resource providers offering entrepreneurial services such as: Training, Advisory, Mentorship, Business financing, investment services, Market exposure 2.1.2. Enhance User Engagement: Elevate the platform's user engagement level through targeted marketing strategies that are personalized and responsive to the needs of the identified audience segments in 2.1.1. COMPONENT 1: WEB CONTENT & SEO -STRATEGY 2.1.3. Web Content audit and development: Audit, review, and implement feedback on the website's content and user interface to develop revised content that enhances clarity, engagement, and user experience. The goal is to make Actionbiz.ca a more effective, dynamic and inviting resource hub for all users. 2.1.4. SEO Strategy The SEO strategy goal for Actionbiz.ca is to boost online visibility and search rankings through targeted strategies including keyword analysis, on-page and technical SEO enhancements, link-building, and ongoing analytics. By tailoring keyword strategies to the portal's audience's search habits, refining web content and technical performance, and cultivating authoritative backlinks, we aim to broaden the portal's reach, ensuring Actionbiz.ca becomes the go-to platform for Alberta's entrepreneurs and resource providers seeking and offering quality business/startup support services. Continuous monitoring and data-driven adjustments will keep SEO approaches aligned with evolving search trends, solidifying Actionbiz.ca's position as a key resource in the entrepreneurial ecosystem. COMPONENT 2: MARKETING & PROMOTION 2.1.5. Promotional and Marketing Content Development: Produce compelling content and narratives that resonate deeply with each target demographic identified in 2.1.1. This content should highlight the benefits to users, motivate users to join the platform, showcase success stories, provide valuable insights, and foster a sense of community and possibility among users. 2.1.6. Organize a Launch Event: Execute a high impact launch event to promote Actionbiz.ca and amplify its presence in the Alberta business ecosystem. This event should serve as a catalyst for networking, collaboration, and community engagement for existing and potential Actionbiz member base. 2.2. Scope of the Project This marketing strategy project encompasses several services to be accomplished for each of the key components: COMPONENT 1: WEB CONTENT & SEO STRATEGY Implement SEO strategies to enhance content visibility and drive traffic to the Actionbiz.ca platform, converting traffic to active engagement, in terms of increased memberships for the portal and increase the numbers of the general public users visiting startups featured on the portal, and being directed to the entrepreneurs and resource providers' websites. This will be achieved through: 2.2.1. Web content audit a. Website Audit: Conduct a comprehensive audit of the Actionbiz.ca portal to identify areas for improvement in content clarity, engagement, and relevance, structure, and SEO to best appeal to the target audience identified in 21.1. b. Content Enhancement: Implement a content enhancement plan based on audit findings and feedback. This plan should focus on enhancing the quality of existing content, and adding new, valuable content sections tailored to users' needs. c. Recommendations for additional measures for ongoing content enhancements. 2.2.2. SEO Strategy Develop a comprehensive SEO strategy including but not limited to the following: a. Keyword Strategy: Identify and integrate relevant keywords tailored to the target audience. b. On-Page Optimization: Update website content, meta descriptions, titles, and images to improve relevance and search engine rankings. c. Technical SEO: Conduct a technical audit to enhance site performance, including speed, mobile responsiveness, and secure connections. d. Content Optimization: Create and update high-quality content that incorporates strategic keywords to engage the target audience. e. Link Building: Implement a strategy to acquire authoritative backlinks, enhancing the site's domain authority. f. SEO Analytics: Use tools to track performance, adjust strategies based on data insights, and ensure alignment with marketing objectives. COMPONENT 2: MARKETING & PROMOTION 2.2.3. Marketing Plan Development This document serves as a blueprint for Actionbiz.ca's marketing efforts, encompassing a range of activities tailored to meet the project's objectives. The Marketing Plan shall encompass detailed best practices including but not limited to the following: a. Audience Segmentation: A breakdown of the target audience into specific groups as identified in 2.1.1. This will detail the characteristics, preferences, and behaviors of each segment to tailor the marketing messages effectively. b. Personalized Outreach Strategies: For each target audience, define the unique value propositions and key messages that resonate with their specific needs and aspirations. This includes crafting messages that highlight the benefits of joining the Actionbiz.ca community for entrepreneurs and showcasing collaboration opportunities for resource providers. Similar approaches should be devised for the general public, enticing new patrons to visit and shop with the local member entrepreneurs featured on the portal. c. Content Calendar: Create a comprehensive calendar detailing the timing, channels, and themes for all planned content generation and means of circulation. This will include the release/publication of blog posts, social media updates, email newsletters, and video releases, aligned with significant dates, events, and milestones relevant to the Alberta business ecosystem. d. Event Marketing Strategy: A plan for promoting the launch event and other significant community-building events throughout the year. This strategy will outline the event themes, guest list, key messages for different audience segments, promotional channels, and engagement tactics to maximize attendance and participation. e. SEO Plan: Strategies for enhancing the visibility of Actionbiz.ca on search engines, including keyword research tailored to the target audience's search behaviors, content optimization for relevance and authority, and technical SEO improvements for website performance. f. Marketing strategies to expand revenue streams generated on the Actionbiz.ca portal. 2.2.4. Promotional Content Development and Distribution a. Content creation: Produce a diverse range of content, including blog posts, videos, infographics, and success stories, tailored to resonate with each target demographic, identified in 2.1.1.Utilize storytelling techniques to highlight the impact of Actionbiz.ca on the Alberta business community b. Social media and Online Advertising: Develop and execute a social media strategy that increases Actionbiz.ca's presence on relevant platforms, engaging with target audiences through regular updates, interactive posts, and advertisements. c. Develop a comprehensive content calendar outlining the schedule for publishing and promoting content across selected channels. 2.2.5. Organize and execute a Launch Event a. Event Planning: Plan and execute a high-profile launch event for Actionbiz.ca that serves to promote the platform and solidify its presence in the business community. The event should include a relevant guest list, keynote speeches, networking opportunities, and interactive sessions to engage attendees. b. Promotional Campaign: Develop a multi-channel promotional campaign leading up to the event to ensure maximum attendance and engagement. This campaign should utilize social media, email marketing, and partnerships with key influencers and stakeholders. 2.3. Expected Outcomes By the conclusion of this project, we anticipate the following outcomes: Broadened Audience Reach: Achieve a significant increase in Actionbiz.ca's visibility and awareness among the target audience, identified in 2.1.1. This should be quantifiable in terms of website traffic, social media metrics, engagement, and conversion rates. Enhanced Platform Engagement: Demonstrate a measurable increase in user engagement across the platform. This includes higher interaction rates with content, increased participation in events and webinars, and active feedback submission. Success metrics should include session duration, conversion rates, and interaction depth. Promotional Impact: Deliver compelling and high-quality content that resonates with the platform's diverse audience, leadin