Brand Refresh and Integrated Marketing Plan

The overall objective of this RFP is to contract the delivery of an integrated (print, digital and social media) marketing plan with accompanying recommendations for its implementation. The plan is to be implemented for a period of three years, at which time it will be reviewed. It will form a part of the IES at DFATD. The plan’s primary focus will be in raising the global profile of Canada as a preferred study destination and attracting a significant influx of international students and researchers to its educational institutions and research facilities. 
The plan will result in a new or refreshed “Imagine Education au/in Canada” brand designed for greater impact on IES target audiences. The brand will be reflected with high visibility in lines of marketing, such as:
•	promotion at events involving international education;
•	traditional media platforms;
•	direct marketing;
•	media relations;
•	social media; and
•	various e-platforms. 
The new “Imagine Education au/in Canada” brand will represent a premier destination for a high-quality education and extraordinary quality of life at an affordable price. It is this message that we want to be communicated internationally to our target audiences.