SG ENABLE LIMITED

REQUEST FOR PROPOSAL (RFP)

FOR

DIGITAL CONTENT MARKETING AND ONLINE ENGAGEMENT SERVICES FOR SG ENABLE AND THE ENABLING VILLAGE

CONTENT

SECTION 1 – RFP CHECKLIST Pg. 2SECTION 2 – RFP SPECIFICATIONS Pg. 3 – 6APPENDIX A – IMPORTANT NOTICES Pg. 7 – 9APPENDIX B – DETAILS FOR CONTENT DEVELOPMENT Pg. 10 - 11

20 Jan 2016

SG ENABLE LIMITED20 Lengkok Bahru,

#02-06 Singapore 159053

Section 1 – RFP Checklist (to be submitted with Proposal)

Item Tick if completed

Project proposal

Company Profile – ACRA Business Profile

Latest available management accounts (balance sheet; profit & loss statement)Company Portfolio: Please include projects that are relevant to this proposal.CVs of Account Manager(s) and relevant staff on the project

Testimonials from customers (from the last 6 months)

Awards and accolades

Name & Designation of Authorized Person withCompany Name:

Date & Signature of Authorized Person:

NRIC/Passport Number: Company’s Official Stamp:

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Section 2 – RFP Specifications

1. INTRODUCTION1.1. SG Enable Limited (“SG Enable”) is issuing this Request for Proposal to appoint a suitable

vendor to conduct digital content marketing and manage online engagement for SG Enable as well as for the Enabling Village, a new community space at 20 Lengkok Bahru.

2. IMPORTANT NOTICES2.1. For the avoidance of doubt, this Requirement Specifications shall be subjected to the

Important Notices as set out in Appendix A of this document.

3. BACKGROUND3.1. SG Enable is a non-profit agency dedicated to enabling persons with disabilities. Its

services include information and referral for disability schemes; transition management; employment and training services; and rallying stakeholder support for the enablement of people with disabilities.

3.2. The Enabling Village is a new integrated community space located at Lengkok Bahru. Besides the colocation of various disabilities-related non-profit organisations (including SG Enable), it has lifestyle and retail outlets that double as training and open employment facilities for people with disabilities. The Enabling Village is a showcase of barrier-free design and inclusive lifestyle/recreational spaces, such as an inclusive fitness centre, an inclusive supermarket, the first inclusive preschool in Singapore, and a retail art gallery for artists on the autism spectrum. The Enabling Village’s partners include corporations, VWOs, social enterprises and charitable foundations.

4. OBJECTIVES4.1. Build public awareness of SG Enable and Enabling Village, and drive sign-ups, event

attendance and footfall for the Enabling Village.

4.2. Change mindsets/build the confidence of people with disabilities, by showing that they can live independently and find meaning in employment through a) access to relevant services b) assistive technologies, and c) the support of relevant organisations.

4.3. Break the general public’s stereotypes of disabled people by increasing the visibility of the adaptive lifestyle (e.g. through human interest stories, showcases of assistive technologies, instructional content)

5. SCOPE

5.1 The project will cover the following activities between 1 Mar 2016 and 31 Mar 2017:

a. Content development and promotion: The vendor will develop original articles (including images and infographics) for publishing on owned platforms (including enablingvillage.sg, the SG Enable and the Enabling Village Facebook Pages) and

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earned ones (media pitching). The vendor will propose content (including themes, topics, headlines) based on the analysis of content performance on Google Analytics and social media monitoring tools.

The vendor should also propose native advertising partners appropriate to the Singapore market and the goals of this project.

Please see Appendix B for content topics and brand/messaging guidelines.

b. Customer acquisition: The vendor will set up monthly email newsletter(s) comprising a digest of top-performing content for the month, and highlights of upcoming events at the Enabling Village.

c. Analytics and content distribution: The vendor will set up relevant analytics platforms and monitor the performance of content and conduct paid promotions, e.g. through the purchase of Google Adwords and boosting Facebook posts. The vendor will also promote and manage email newsletter(s) and subscribers.

d. Online community engagement: The vendor will use social media monitoring tools to engage readers on Facebook and other social media platforms. This includes the identification and engagement of influencers, and to identify issues and complaints that require additional attention from SG Enable.

6. TARGET AUDIENCES

6.1 SG Enable

a. Persons with disabilities: Minor to medium disabilities, relatively digitally savvy, desires to be independent (in lifestyle and through employment) but needs some encouragement from family, friends and the wider community.

b. Caregivers: Relatively digitally savvy and actively seeks information on disabilities and caregiving; committed to the wellbeing of their family/ward

c. Volunteer and welfare organisations (VWO) and non-profit organisationsd. Social entrepreneurse. Commercial organisationsf. Innovators, research organisations and institutions of higher learning that have

an interest to develop and provide innovative solutions to enable person with disabilities

6.2 Enabling Village

a. General consumers: Readers aged 25-44, is socially conscious, leads active lives, and actively advocates for causes close to their heart.

b. Persons with disabilities and their caregivers: Minor and/or invisible disabilities, may not publicly align themselves with traditional disability-based VWOs

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(stigma, hassle, etc) but appreciates casual, social and non-confrontational opportunities to demonstrate/explain that they can hold down a career, lead active lifestyles even with a disability.

7. GOALS AND TARGETS

7.1. The project’s goals and targets are as follows:a. Reach: Increase unique visitors per month by 100%

enablingvillage.sg (launched in Dec 2015) SG Enable disability employment portal (working title, to be launched in Feb

2016)b. Attention: Achieve average time on page of 3 minutes

enablingvillage.sg SG Enable disability employment portal

c. Engagement: Increase engagement per week by 100% SG Enable Facebook Page (launched in Jan 2014) Enabling Village Facebook Page (launched in Dec 2015) Enabling Village Instagram (launched in Dec 2015) Tech Able Facebook Page (launched in Oct 2014) Tech Able Instagram (launched in Aug 2015)

d. Acquisition: Acquire email subscribers Enabling Village: (6,000 by Mar 2017) SG Enable disability employment portal: (2,000 by Mar 2017)

8. EVALUATION CRITERIA

The evaluation criteria includes:

Strength of concept, and demonstration of a sound grasp of disability psychology and the disability landscape in Singapore

Track record and portfolio Cost

9. MODE OF RFP SUBMISSION

9.1. Interested proposers in this RFP are requested to use the RFP Checklist found in Section 1 to ensure completeness of the submitted proposal.

9.2. One (1) softcopy (via email) of the Proposal should reach SGE no later than 5 February 2016 at 1800 hours. The subject title for the email with Proposals must be clearly marked as “Request for Proposal – Digital Content and Community Engagement -- <insert company name>”, and addressed to

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a. Email: poh.kokhong@sgenable.sg Kindly keep the size of the email small to reduce possibilities of non-delivery. If the Vendor opts to send a hardcopy of their proposal, the proposal should be delivered and received by SG Enable before 5 February 2016 at 1800 hours.

b. Address: 20 Lengkok Bahru, #02-06, Singapore 159053 (Attention to: Poh Kok Hong)

9.3. Contact Details:a. Enquiries regarding this RFP should be emailed to poh.kokhong@sgenable.sg.

Please note that enquiries sent after 5 February 2016 at 1800 hours will not be entertained

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APPENDIX A – IMPORTANT NOTICES

Agencies submitting Proposals in response to the Request for Proposal (“Proposer”) are deemed to have read and understood the following provisions:

A. Interpretation 1.1 The Following words and expressions shall have the meanings hereby assigned to them

except where the context otherwise requires:

"Contract" means any resultant contract between SG Enable and the successful Proposer.

“Vendor” refers to the company that is eventually awarded the contract through the RFP exercise

“Contract price” means the total amount payable to the Vendor for the performance of the services under this contract, excluding GST. Proposers should state their Contract Price clearly in the proposal.

“Proposal” means any and all documents and information submitted by the agencies in response to the Request for Proposal

“Proposers” refer to companies who are submitting a proposal for the RFP exercise to provide “branding consultancy and strategies for SG Enable and the Enabling Village”.

“SGE” means SG Enable Limited with its principal office at 20 Lengkok Bahru Singapore 158828

1.2 Words importing the singular shall also include the plural and vice versa where the context requires.

B. Disclaimers 2.1 This Request for Proposal (RFP) is merely an invitation to treat and is not intended to create

or impose any binding legal obligations whatsoever on SGE, whether express or implied and whether contractual or otherwise.

2.2 Nothing in this RFP shall constitute a contract between SGE and any Vendor. Any Vendor selected pursuant to this RFP for participation in the project shall be required to enter into a legally binding agreement with SGE, the terms and conditions of which shall be agreed between the parties at a later date.

2.3 All submissions of Proposals, clarifications, discussions and presentations relating to this RFP are made entirely at the risk of the Vendor. SGE is not liable for any loss by any Vendor.

2.4 SGE does not make any representation or warranty, whether express or implied, or accept any liability for the completeness, relevancy, accuracy and/or adequacy of the information provided by SGE in relation to this RFP.

2.5 SGE does not make any representation of fact or promise to the future in respect of any project contemplated by SGE relating to this RFP.

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2.6 SGE accepts no liability or obligation in relation to any Proposal submitted pursuant to this RFP and/or any subsequent clarifications, discussions or presentations thereon, whether requested by SGE or otherwise. The Participant shall bear all costs and expenses associated with the preparation and submission of its Proposal, and any subsequent clarifications, discussions or presentations thereon. SGE will, under no circumstances, be responsible for reimbursing any costs incurred by the Participant during the process, regardless of the conduct or outcome of the evaluation and selection process.

2.7 SGE shall have the absolute discretion to accept or reject any Proposal, whether in whole or in part, without giving any reason whatsoever. The receipt by SGE of any Proposal pursuant to this RFP shall under no circumstances impose any form of obligation or amount to an acceptance of or an agreement to abide by any terms or conditions stated therein or elsewhere on the part of SGE.

2.8 SGE shall have the absolute discretion, at any time, to terminate this RFP or to change the nature, scope, procedures or timelines for the RFP, including the proposal selection process and criteria. Under no circumstance shall SGE incur any liability in respect of such termination or changes.

2.9 SGE shall not owe any liability to any party for any loss or damage whatsoever (including loss of profit, savings, business contracts, or revenues, and all other forms of actual, direct, special, incidental, or consequential loss or damage) arising from or related to any response to this RFP, including but not limited to the submission of Proposals.

3 Ownership of Documents and Intellectual Property (“IP”)3.1 All proposals and other documents or materials submitted to SGE pursuant to this RFP shall

become the property of SGE. Notwithstanding the foregoing and without prejudice to any subsequent agreement with SGE to the contrary, any background IP contained in any Proposal and/or such other document submitted to SGE shall not be transferred to SGE.

3.2 For the avoidance of doubt, all IP in any documents issued by SGE pursuant to this CFP shall remain vested in SGE. SGE is not liable in the event that there are similar ideas or concepts from submitted proposals.

4 Confidentiality of Information4.1 SGE may require any party receiving confidential information from SGE in relation to or

arising from this RFP to sign a written non-disclosure agreement setting out such party’s confidentiality obligations in relation to such confidential information.

4.2 SGE accepts no liability or obligation in relation to any confidential information disclosed to SGE by a Vendor pursuant to this RFP unless otherwise agreed by SGE in a written non-disclosure agreement setting out SGE’s confidentiality obligations in relation to such confidential information.

5 SGE’s Right to Seek Recovery Nothing herein shall prejudice or limit SGE’s right to seek recovery from the Vendor for any loss, damage, costs, expenses, or liability incurred by SGE and/or its officers, directors and employees, directly or indirectly arising out of or relating to the submission of the Proposal

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by the Participant and SGE’s retention and use thereof, including but not limited to any claim that the Proposal infringes any third party’s IP rights.

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APPENDIX B: DETAILS FOR CONTENT DEVELOPMENT

A. TOPICS AND THEMES

Content topics and themes should include the following:

1. The adaptive lifestyle: Infotainment pieces coveringa) lifestyle activities (common + aspirational) that can be enjoyed by able-bodied

and disabled people (need not be explicitly stated)b) instructional how-tos for high-function persons with disabilities.

2. The adaptive workplace: Infotainment pieces explaining to people with disabilities as well as employers how to make the workplace more inclusive, both physically and culturally. Typical topics include explaining a) how people with disabilities can adapt to workplaces: self-motivation, technologies, etc. b) how coworkers and managers can work with people with disabilities: myth/stereotype busting, etiquette, productivity hacks, etc.

3. Assistive technologies: Articles explaining/demonstrating a) How common technologies (e.g. smartphones and apps) can help people with disabilities b) how people with disabilities can adapt/hack existing technologies to make life more convenient

The content should include the following types:

1. Message-driven: Story concept should communicate the message of inclusiveness in an engaging way that encourages repeat viewing and sharing on social media platforms

2. Utility-driven: Instructional videos that help people with disabilities lead independent lives, e.g. Tips to make your kitchen accessible without busting your budget

B. BRAND VOICE/MESSAGING1. Articles should be optimized for social media: authenticity and personality is important.

2. Disabilities should be described with sensitivity (e.g. don’t say “wheelchair-bound”), but avoid slavish adherence to conventions such as person-centric language, which may end up drawing attention to itself. SG Enable will provide guidance.

3. Content should be reader-actionable whenever possible. The vendor should seek opportunities to include calls to action, or create content that are of utility and relevance to both able-bodies and disabled readers.

C. USE OF IMAGES1. Articles should include at least one image for better performance on social media, e.g.

Facebook and Pinterest. Images can be stock, original or copyleft.

2. Copyleft and meme images are must be accompanied by source and rights information.

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3. For picture-centric articles, e.g. meme-based listicles, the image count will be taken into account as part of the word count.

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