UK Media Monitoring and Measurement Services NRFP

C.1 Introduction

As Canada’s national tourism marketing organization, DC’s mission is to support industry partners and grow tourism export revenue for Canada. DC is a leader in industry knowledge, providing intelligence and research tools to the tourism industry for competitive insight. Through data-driven marketing strategies, our campaigns make an impact in promoting Canada internationally as a premier, four-season tourism destination.

To understand the impact of marketing activities, as well as overall brand sentiment about Canada, DC monitors print, broadcast, social and digital media in its key domestic and international markets.

C.2 Overview

The Contractor is responsible for providing media monitoring and reporting and measurement services with a focus on the UK market, for the DC Media Relations and Public Relations team in DC’s London, UK office (“DC UK”).

C.3 Scope of Work

C.3.1 Media Monitoring Services

The Contractor will provide consumer travel and corporate news media monitoring for DC UK with a focus on the UK market. The Contractor will monitor for travel trade, travel and lifestyle-related editorial coverage of identified destinations, including key words in mainly British publications, outlets, and social media. The Contractor will also monitor DC corporate business content and insights in national and regional print, online, social media, broadcast, travel trade media outlets, and other online news outlets.

As part of the media monitoring services, the Contractor is responsible for the following:

1. Daily media monitoring and reporting, including links to each complete news item, of national and regional newspapers, business-oriented magazines, online news outlets (including content behind pay walls), broadcast (TV and radio), online travel trade media, online marketing magazines, and travel and leisure publications with a focus on Canada;
   1. Daily media monitoring will be flexible and include up to 150 media sources to be defined by and unique to DC and revised by DC as necessary.
   2. Social media monitoring will be flexible and include up to 100 social media channels to be defined by and unique to DC and revised by DC as necessary.
   3. Media monitoring will be based on a pre-defined list of keywords as determined by DC.
      • Keyword lists will vary in size and capacity.
      • Keywords will be revised for new campaigns, special projects, to respond to the need for coverage of issues as they arise, or as DC deems necessary.
      • Only results related to travel and tourism will be provided.
   4. Reports will be emailed and accessible on technological platforms, such as desktop and all mobile platforms, including but not limited to Android, Blackberry and iOS.
   5. The Contractor and DC will participate in regular operational discussions over the telephone to adjust monitoring. The discussions will occur quarterly for the first year and as necessary thereafter. 
2. Securing and managing access to content through paywalls;
3. Allowing DC to share editorial coverage with key tourism stakeholders mentioned within the article or broadcast content;
4. Daily e-mail delivery of ordered links and attachments showing full text articles and broadcast segments;
5. Provide transcripts or entire radio/TV clips as requested by DC; and
6. In the event of an emergency or crisis flagged by DC, provide around the clock (24 hours a day, seven (7) days a week until necessary) media monitoring services.

C.3.2 Reporting and Measurement Services

The Contractor will produce measurement and benchmark reports of earned media, which includes print, broadcast and online coverage resulting from media relations, travel trade media, and social media activities by online outlets (“Earned Media”). The Earned Media will be based on a pre-determined measurement framework, see Appendix 6 Measurement Reporting Guideline.

Measurement criteria may evolve over the duration of the Contract. The Contractor will offer insight and adapt to changes in reporting measurement requirements accordingly.

As part of delivering the reporting and measurement services, the Contractor is responsible for the following:

1. Detailed reports that evaluate Earned Media based on measurement and/or benchmark requirements. See Appendix 6 Measurement Reporting Guideline for measurement reporting details.
   1. The measurement criteria to be included in reports will be based on DC UK’s requirements and may include, but is not limited to:
      • Average number of unique daily visitors to a digital website;
      • Print circulation, excluding any multipliers;
      • Broadcast audience reach; and
      • Reach and impressions obtained by earned digital content on social media channels.
2. Full data transparency regarding where and how data is sourced and the formulas used in obtaining such data. The Contractor will notify DC of any changes to the formula.
3. Provide unlimited “self-serve” access to the reported data through an easy-to-use online dashboard, for example a website or software platform, which is updated daily during business days.
4. Collaborate with DC on compiling and assessing Earned Media measurement reports, as required. 

C.4 Reports Schedule

The Contractor is responsible for submitting reports as required by DC, this could include up to:

• 10 media monitoring and measurement reports per year on project or campaign-specific activities. Timing to be determined by DC.
• One (1) daily media monitoring report submitted on or before 8:30 AM GMT.
• One (1) monthly media monitoring and measurement report submitted within two (2) business days following month end.
• One (1) annual media monitoring and measurement report submitted within one (1) month of calendar year end.

C.5 Destination Canada Responsibilities

DC will assign a key person(s) to be the Contractor’s main point of contact (the “Contract Authority”). The Contract Authority will conduct annual Contractor performance reviews to ensure that the Contractor is supplying the expected quality of deliverables outlined in the Contract. The Contract Authority will provide the necessary information required for the Contractor to conduct their services, including:

• Media sources to be monitored, including social media channels;
• Keyword list; and
• Measurement framework.

C.6 Contractor Responsibilities

General tasks to be performed by the Contractor include:

• Develop an understanding of DC;
• Advise on industry best practice as it relates to how DC can improve its media monitoring, as necessary; and
• Provide a response to DC inquiries within 24 hours turnaround time.

The Contractor will designate an account manager to the execution of DC’s contract. The Contractor is required to advise DC’s Contract Authority two (2) weeks’ in advance of any change to the account manager. If replacement is required, the Contractor is responsible for providing, in a timely manner, a replacement with equivalent or greater experience.

The Contractor is responsible for transitioning this Contract over to the next media monitoring contractor of DC’s choice. As part of this transfer of information, the Contractor will handover the most up to date list of keywords, submit the final report and agree to final invoice timing and amount. 

D.1 Mandatory Criteria

Full compliance with mandatory criteria is required in order for proposals to be further evaluated.

D.1.1 The Contractor, or its subcontractor(s), has the ability to track coverage and measure reach of UK print media.

D.1.2 The Contractor, or its subcontractor(s), has the ability to track coverage and measure reach of digital media outlets in the UK.

D.1.3 The Contractor, or its subcontractor(s), has the ability to track coverage and measure the reach of broadcast and radio outlets in the UK.

D.1.4 The Contractor has the ability to submit a daily report to DC by 8:30 AM GMT. 

D.1.5 The Contractor has the ability to secure and manage access to content through paywalls.