4.0 SCOPE OF WORK

The Contractor will develop a marketing strategy focused on one or more target audiences. The contractor must provide evidence-based rationales for target audience selection. While the contractor is not required to undertake primary research, they are responsible for analyzing available data, research findings, audience insights, and other relevant information to identify and justify target audiences and their marketing strategy. The contractor must clearly explain the evidence supporting their recommendations.

Recommendations may include experiential marketing initiatives, outreach activities, physical marketing materials (e.g., posters, flyers, postcards), digital communications products, and organic social media approaches. All recommendations must align with Government of Canada communications policies and standards.

The Contractor is responsible for providing strategic recommendations only; production and implementation of campaign materials will remain the responsibility of the CBSA unless otherwise specified.

Paid advertising initiatives, including digital, print, broadcast, and social media advertising, are outside the scope of this work.

5. 0 TASKS

The contractor must:

1. Identify and justify the target audience(s) for the campaign based on an evidence-based analysis of available data, research findings, audience insights, and other relevant information.

The contractor must identify the audience segment(s) most likely to adopt the desired behaviour change and provide a clear rationale for their selection.

2. Develop and propose a national marketing strategy focused on the selected target audience.

The strategy must include:

1. audience insights and key considerations;
2. marketing objectives and goals;
3. marketing tactics;
4. concept for visuals;
5. suggested language; and
6. taglines to reach target audience
7. implementation considerations; and
8. key performance indicators (KPIs) to measure success.

The strategy may include, but is not limited to, experiential marketing activities, outreach initiatives, physical marketing materials (e.g., posters, flyers, postcards), digital communications products, and organic social media approaches. All recommendations must align with Government of Canada communications policies and standards. Paid advertising initiatives are out of scope.

3. Participate in project meetings with the CBSA throughout the contract period to establish project parameters, discuss findings, review strategy development, provide updates, and obtain feedback on deliverables.

4. Review and provide comments and feedback on current and new Communications materials reels, posters, roll-up banners, postcards). Recommendations should consider audience relevance, message effectiveness, clarity, visual approach, and alignment with campaign objectives.

5. Identify potential stakeholders, partners, and community organizations relevant to the target audience and provide a contact list with recommendations for future outreach, collaboration, and partnership opportunities. This information must be included as part of the marketing strategy deliverable.

6. Develop key performance indicators (KPIs) and a measurement framework to assess the effectiveness of the proposed strategy and tactics.

6.0 CLIENT SUPPORT

The CBSA undertakes to provide in-depth and ongoing support to the Contractor throughout the Contract, and specifically commits to:

provide a thorough background briefing on current drug smuggling communications efforts

provide the Contractor with all current communications products