EOI # 12- Prequalification of advertising firms

Report to: Director KMC
Location: Islamabad

Dear Concerned

Please find attached relevant EOI for your detailed response with us for ‘Prequalification of advertising firms.’

 

  1. Project Background

 

Karandaaz Pakistan wishes to prequalify a panel of three advertising agencies, hereto referred as “the agencies” that meet all criteria mentioned in any other section of this prequalification call, for a year long (12 months) advertising agency contract. These agencies must be interested to provide all services related to advertising and communication services listed below in the scope of work section, but may not be limited to just the listed activities. Karandaaz will gather financial quotes for each Task Order from only these three pre-qualified firms and award based on the best-price to a firm from only amongst these three

 

Scope of Work/Term of Reference

  1. Specs/estimated costs

The pre-qualified agencies during this period of performance shall will be contracted to provide Karandaaz Pakistan all services generally covered under the scope of an advertising agency during the stipulated period. Each assignment will be assigned to any one of the three qualified firms on the basis of lowest cost against each task order.

The services that may be contracted out under this pre-qualification range within the following scope but may not be limited to this:

S.no.ActivityTechnical Specifications:
01Print MaterialThe pre-qualified agencies may be responsible for printing all Karandaaz marketing material and advice Karandaaz on the most suitable paper grammage, dimensions, print techniques, and ensure satisfactory delivery of the required quantities according to the established timelines while directly coordinating with a top tier printer. Generally the Karandaaz printing requirements include: flyers, brochures, reports, invitation cards, quarterly newsletters, one-pagers and any other printed material.

The agency shortlisted from the pool of the pre-qualified firms based on cost for each task order will be responsible to ensure that all printing is of best industry quality and up to the satisfaction level of Karandaaz PoC.

02Giveaway Material The agency shortlisted from the pool of the pre-qualified firms based on cost that may be responsible for production and/or procuring and stocking Karandaaz giveaway material and may deliver specified quantities to Karandaaz office as and when required. This material will include Karandaaz branded mugs, diaries, calendars, pens, swag bags, mementoes, shields, giveaways such as branded USBs etc.

The agency will be responsible to ensure that all such giveaway materials are of best industry quality and up to the satisfaction level of Karandaaz PoC.

03Event SupportThe agency will be responsible for providing all event related support to Karandaaz as and when required. This includes backdrops, standees, media walls, SMD screens, podium covers, name tents, props, cut outs, banners.

The agency will be responsible for printing, installation, dismantling, storage and advising on possibilities to reuse such material as and when possible.

Karandaaz may request some support from agency to designate the Client Service Representative (CSR) and additional human resources to be present at certain events. This support will be required in very rare instances.

Karandaaz events are generally in Islamabad, Karachi, and Lahore but may be in very limited instances may also include other cities.

04Print Ad ReleasesThe agency will be responsible to release all print ads for Karandaaz in newspapers (Urdu, English and/or regional and international) as directed for marketing/publicity and announcement purposes such as call for applications, RFPs, EOIs, and Job Opportunities etc. Karandaaz will provide guidance on frequency, placement, and size of these ads but the agency may also provide its input to the benefit of Karandaaz strategy.
05Out Of Home (OOH)The agency will be responsible to advise and procure any electronic screens, billboards, streamers, airport screens, pamphlets, posters, any other medium of OOH advertising that Karandaaz may intend to undertake. This may or may not be part of an overall campaign. The agency will be responsible for securing permissions, advising on best available spots for such OHH advertising, printing, securing the desired spots, installation and dismantling. The agency will also monitor that all such OOH ads stay on for the desired period and share reports with Karandaaz as and when required.
06Event/Field Photography

 

Karandaaz may require agency to provide support from time to time for photography. This may include event and field photography. Depending on the level and importance of the activity and in case of specific events Karandaaz may also review the portfolio of the proposed photographer before the activity and may require the agency to propose a substitute. This will include the photographer getting a thorough brief from Karandaaz POC beforehand and agency making sure that this brief is followed.

The photos must be high resolution and showcase action, impact and Karandaaz efforts well.

The agency will be responsible to ensure that all such photography is of best industry quality and up to the satisfaction level of Karandaaz PoC.

Karandaaz photography opportunities are generally in Islamabad, Karachi, and Lahore but may be in very limited instances may also include other cities. Karandaaz will have all perpetual copyrights to all photo material produced under such activity.

07Event Videography

 

HD quality video coverage of all Karandaaz events, as and when required, with full audio. Each video will then be edited into a short 2 minute Video News Report (VNR) styled montages cut on music to form a comprehensive social media video. These videos may also include short straight-to-camera video testimonials with participants and Karandaaz team, opening and closing 2-D graphics, music and titling. In some cases the VNRs may also require background narration and a basic script.

The videos must be based on the brief provided by the Karandaaz Communications team and up to the highest industry standards and acceptable to the client. There may be multiple rounds of feedback and the agency must be committed to finalize and deliver the each video within a week of the date of the filming. The final deliverable will be 2 broadcast level DVDs of the edited videos and finally a hard-drive with all edited videos and rushes. Karandaaz will have all perpetual copyrights to all video material produced under such activity.

The agency will be responsible to ensure that all such videography is of best industry quality and up to the satisfaction level of Karandaaz PoC.

Karandaaz videography opportunities are generally in Islamabad, Karachi, and Lahore but may be in very limited instances may also include other cities.

08Mass Media CampaignsFrom time to time, Karandaaz may run specific short term mass media awareness campaigns for its specific activities. These campaigns must highlight the specific activity and its significance, and Karandaaz’s role as an enabler. The agency will be responsible for proposing, and implementing these mass media campaign after getting a thorough brief from the Karandaaz POC through channels such as:

Print Ads

Television Ads

Radio PSAs

OOH Advertisements

Digital Media Campaigns

Road Shows

Any other mediums that the agency may want to propose for Karandaaz’s consideration.

09Digital Media CampaignsFrom time to time, Karandaaz may run specific short term digital media awareness campaigns for its specific activities. These campaigns must highlight the specific activity and its significance, and Karandaaz’s role as an enabler. The agency will be responsible for producing the digital adverts (different sizes suitable for different publications) through the GD, proposing, and implementing an effective digital advertisement plan for on online channels such as:

–       Dawn.com

–       Tribune.com.pk

–       techjuice.pk

–       propakistani.pk

–       tech.com.pk

–       aurora.dawn.com

–       pakwired.com

–       techistan.pk/ etc.

The plan should propose value additions for consideration and the agency must inform Karandaaz and agree with the Karandaaz PoC on ad impression targets. The agency must ensure that the plan it proposes meets those targets at the minimum.

10Any Other Advertising or Communication SupportAs and when required, the agency should be willing to provide any and all communication support to Karandaaz Pakistan.

 

  1. Vendor Requirements (including explanations) –

 Pre-Qualification

The offering agencies must secure 50% or above to make it within the competitive range. Any agency securing below 50% marks will be disqualified. From the agencies that secure above 50% marks, top three will be pre-qualified as a panel and will be awarded contract. Future Task Orders for the above services will only be issued to the agencies that were pre-qualified and purchase orders will be awarded based on cost competition amongst the pre-qualified firms and on lowest cost basis.

 Proposed Evaluation Criteria

 Technical Score (100%)

Proof of Registration: 10%

  • Detailed profile of advertising agency including name, registered address, telephone numbers, email address and year of registration
  • Income Tax/GST payment certificate
  • PBS and APNS registration certificates
  • Bank certificate of financial stability

Company Profile: 30%

  • Must demonstrate at least 5 years’ experience or more working as an advertising agency.
  • The agency must demonstrate its ability to undertake each of the above tasks.
  • The agency must also demonstrate its ability to carry out operations across Pakistan and an ability to support Karandaaz events and activities in across the country.
  • The agency must have a head office or a field office in Islamabad to support Karandaaz operations.
  • List of clients and details of services offered to them during last 3years. (year wise)

List of In-house Capabilities: 20%

  • Must demonstrate clearly for which of the above tasks does the agency have in-house capabilities and for which the agency depends on third party support/outsourcing.
  • Full List and CVs of key staff members and team size.
  • In-house equipment and hardware quality.

Overall Creative Quality and Finesse of the Proposal: 20%

  • The offeror must demonstrate through its proposal the overall quality standards and attention to detail.
  • This also includes the overall creative quality and responsiveness of the proposal to match the Karandaaz scope
  • any value additions that the agency may propose against Karandaaz requirements.

Portfolio of Services: 20%

  • The agency must in its proposal demonstrate its experience of handling assignments and activities in similar nature and scope as have been listed above in the scope of work section.
  • The agency must have and demonstrate prior experience of working with clients similar in nature to Karandaaz Pakistan.

Please share your proposals by COB 30th November 2018.

Please share your proposals on the following website:

Procurement@karandaaz.com.pk

 

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Non-profit company registered under Section 42 of the Companies Act, 2017