INVITATION FOR EXPRESSION OF INTEREST BIG4 Holiday Parks Public Relations Agency Partnership INTRODUCTION BIG4 Holiday Parks is seeking invitees’ responses to the invitation for the supply of services as outlined in Part C. BIG4 Holiday Parks seeks to gain a more detailed understanding of the supplier market and range of solutions that may be available. Hence, this expression of interest process may be the first stage of a multi-stage procurement process. PART A – THE INVITATION 1. Establishment details Organisation name: BIG4 Holiday Parks EOI title: BIG4 Holiday Parks Public Relations Partnership 2. Organisation contact Contact one Name: Kari Hunter Position title: General Manager – Marketing, Strategy and Sales Contact details: Ph: 03 9811 9336 Email: [email protected] Contact two Name: Katie Cage Position title: Marketing Manager Contact details: Ph: 03 9811 9321 Email: [email protected] 3. Closing time Closing time Australian Eastern Standard time or Australian daylight saving time where applicable 29 May, 2015 4. Response to Expression of interest Response to Expression of interest Agencies are to address all criteria outlined in Part C, 1 – 6. Allowing no more than one (1) page per subject item. 5. Lodgement details Internet lodgement Email address [email protected] [email protected] 6. Indicative timetable Please note: this timetable provides invitees with an indication of the timing of the EOI process. The timetable is indicative only and may be changed by BIG4 Holiday Parks at any time. Activity Date Invitation issued 11 May, 2015 End of period for questions or requests for information 20 May, 2015 (C.O.B) Closing time for invitee’s response 29 May, 2015 (C.O.B) Intended completion date of short listing process 26 June, 2015 7. Disclaimer BIG4 Holiday Parks is not committed contractually in any way to those applicants whose applications are accepted. The issue of this request for EOI does not commit or otherwise oblige BIG4 Holiday Parks to proceed with any part or steps of the process. PART B – ABOUT BIG4 HOLIDAY PARKS BACKGROUND From humble beginnings more than three decades ago to encompassing approximately 180 locations across the nation, BIG4 is the true Australian success story. The business was founded in 1979 by four caravan park owners from Victoria’s Ballarat region, who shared a common vision: ‘to create parks that were not just somewhere to rest a weary head, but that defined the great Australian break’. This objective could only be achieved by delivering first-rate accommodation, facilities, and services. BIG4 continues to have an unwavering commitment to provide each and every guest with excellent customer service, quality accommodation and park facilities, and delivery of a unique and memorable holiday experience. WHAT WE DO BIG4 Holiday Parks is passionate about inspiring and enabling people to have a great Australian break through their network of leisure accommodation options that span the country. Over the years, BIG4 accommodation and facilities have progressed immensely. As well as sites for tents and caravans; parks now offer a range of accommodation options from basic cabins to luxury villas. BIG4’s leisure accommodation network offers a vast assortment of facilities such as lagoon pools, spas, saunas, splash parks, mini-golf, yoga and day spas. Parks are geographically placed throughout Australia, providing stunning natural landscapes from glittering stretches of coastline to the welcoming oasis of the Australian outback. BIG4 Holiday Parks continues to grow the number of parks within its network, with the annual turnover of parks in the group exceeding $250 million. BIG4 is the second most-visited Australia accommodation website according to Hitwise. There are approximately 5.5 million visitors annually to BIG4.com.au, who make over 100,000 transactions per year. The business has an enviable data base of engaged subscribers and social media followers, and more than 170,000 loyal members. Currently BIG4 actively works with a PR agency to manage its national public relations activities. This includes but is not limited to generating local, state and national consumer coverage, leveraging existing and cultivating new media relationships, and generating famils that lead to media stories. BIG4’s PR agency is also responsible for managing media enquiries, creating press releases and coordinating industry and consumer events. BIG4’S AMBITION BIG4 Holiday Parks’ goal is to be Australia’s favourite, and to provide the world’s best, leisure accommodation experience; the brand that defines and delivers the great Australian break. Through our marketing and business activities BIG4 is looking to: • Increase park visitor numbers • Increase booking revenue • Increase brand awareness of BIG4 • Increase brand preference • Increase website visitation • Increase BIG4 Loyalty Club Members PART C – WHAT ARE WE LOOKING FOR? 1. SUPPLIER PROFILE All agencies must provide a profile of their organisation, including outlining the following: • The size and structure of the company • Whether the organisation is independent or part of a larger conglomerate • The company’s corporate mission statement • The size and location of the head and any regional offices • Number of employees by function (technical and non-technical) • Growth o Year the company was first established o Place the company was first established o Size of the company per year since its inception in terms of locations and staff numbers (if the company has been operating for a number of years please summarise the last five years) • 2. Experience CAPABILITIES BIG4 Holiday Parks is looking to retain the services of a public relations agency who can assist the business in achieving its goals and ambition. This will include: • Generating famils that lead to media stories • Generating consumer coverage with high editorial value for BIG4 Holiday parks and individual member parks • Leveraging existing media relationships and cultivating new contacts within business and industry media • Grow the awareness of the BIG4 brand and brand through media • Managing media inquiries • Creating content for press releases, by-line articles and keynote presentations • Maintaining a keen understanding of industry trends affecting the business and make appropriate recommendations regarding communication strategy surrounding them • Coordinate public relations activities • Maintaining a strong trade presence of the BIG4 brand in business and trade media • Supporting organisational spokespeople through the development of media messaging and briefing notes • Working closely with other BIG4 agencies to maximise leverage • Evaluating and reporting on the reach and impact of media activities through regular media monitoring and monthly reporting 3. AGENCY ATTRIBUTES Agency attributes that are important to us and need to be demonstrated: • Proactive • Client driven • Committed to understanding our business and industry • Ability to bring new ideas to the table • Demonstrating our brand values: 4. - Location - Connection - Quality - Fun RATE CARD Agencies should present a breakdown of pricing costs (maximum of one page). 5. INDUSTRY KNOWLEDGE The agency is expected to know or become familiar with the tourism and accommodation industry and BIG4 Holiday Parks with the view to becoming a long term partner of BIG4s. This will include: • Site visits • Observing typical customer interactions and transactions • A review of business process documentation • Analysis of current BIG4 websites • Comparing and contrasting leading websites and industry peer websites • Obtaining and reviewing all current marketing collateral • Brand guidelines • Meeting the marketing team • Talking to customers 6. REFERENCES The agency should be willing to provide at least three previous customers of similar size and nature to BIG4 who are willing to discuss the vendor’s performance. For each reference please provide the following (maximum one page per client): • Client company name • Client contact person • Client address (street, city, country, postcode), email address and telephone number • Client number of employees • Client industry • The solution that was delivered • The date of delivery • Estimate transaction volumes on a daily basis SELECTION CRITERIA The evaluation of criteria that will be utilised to evaluate the responses of the EOI shall include but are not limited to the following: • The agencies response to PART C, 1– 6
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