WDA Singapore calls pitch for social media business

The WDA, which has a stated mission to enhance the employability and competitiveness of the workforce through continuous education and training, has used social media to encourage its stakeholders to continue to pursue training and development.

The agency launched its social media platforms in mid-September 2011 to reach out to the workforce via blogs, Facebook, Twitter and Youtube, while maintaining other social and mobile platforms for individual initiatives such as Learn SG and Retail Colours.

It aims to engage the workforce to promote the concept of lifelong learning and encourage the adoption of WDA’s programmes. WDA also hopes to position itself as the lead agency in driving workforce development and enhance its reputation among key industry partners, stakeholders and the general public.

Its primary target audience is the professionals, managers and executives (PMEs) group, with the secondary target audience being industry partners, employers and members of the general workforce, such as low-wage and older workers.

The appointed agency should provide comprehensive consultancy services in reviewing all existing social media assets of the WDA and conceptualise the overall social media engagement strategy to ensure alignment and consistency of branding, messaging and enhance the experience of the desired target audience.

The agency will also be required to develop a social media crisis communications plan to identify potential scenarios, prepare quick response processes and define recovery strategies. It should also conduct two training sessions for WDA stakeholders to understand the social media landscape and enhance in-house capabilities. The closing date is 8 February.

Meanwhile, the National Productivity and Continuing Education Council has also called a pitch for an integrated outreach campaign, entitled Way to Go Singapore! (WTG), to address the issue of declining productivity.

WTG is a national outreach campaign that rallies workers and employers to unite behind Singapore’s push for higher productivity, to build greater public awareness of how everyone has a role to play in this national effort.

The public outreach will be implemented in three phases, namely awareness and education; engagement and adoption; as well as championship and culture shift.

The target audience groups are general public; trade and business associations; employers and employees.

The first wave of the outreach campaign was launched early this month and while it showed good results, a long-term process is needed to bring a mindset change and for a culture of productivity to take root.

The next wave will sustain Phase 1’s focus on awareness and education, while incorporating elements of Phase 2 and 3 to reach out to target audience groups.

The appointed agency will be in-charge of the overall strategic counsel to develop, manage and execute the outreach campaign to convey the messages to the respective target audience groups.

Its other scope of services also includes the role advertising and the appropriate mix of advertising medium, covering the entire spectrum; public relations and media management for media outreach; PR/media activities; monitoring media coverage and media analysis; creative services and productions; direct marketing; website/online campaign; as well as overall project management and coordination.

The campaign is expected to start within one month upon the award of the contract, and the appointment is for one year. The closing date for the tender is 14 February.