GLOBAL GEOPARKS NETWORK International Association on Geoparks CELEBRATING EARTH HERITAGE SUSTAINING LOCAL COMMUNITIES REQUEST FOR PROPOSALS Communication & Marketing Strategy FOR UNESCO Global Geoparks Date of Solicitation: February 14, 2018 GLOBAL GEOPARKS NETWORK Haute Provence Geopark, Musée Promenade, 10 Montée Bernard Dellacasagrande, BP 156, 04005 Cedex Digne les Bains France Email: ggnassociation@hotmail.com
Table of Contents Introduction... 3 Project Overview & Objectives... 4 1. Deliverables... 5 2. Requirements:... 5 2.1 Timeframe... 5 2.2 Scope of Work... 5 2.3 Term of the Contract... 6 2.4 Enquiry Contacts... 7 2.5 Budget... 7 3. Evaluation and Selection Process... 7 3.1 Evaluation Committee... 7 3.2 Evaluation... 7 4. Bidding Instructions... 7 4.1 Copies Required... 7 4.2 Submission... 8 5. Evaluation... 8 6. Supplemental Information... 9 2
Introduction The Global Geoparks Network (GGN), of which membership is obligatory for UNESCO Global Geoparks, is a legally constituted not-for-profit organization with an annual membership fee. The GGN founded in 2004 is a dynamic network where UNESCO Global Geoparks are committed to work together, exchange ideas of best practice, and join in common projects to raise the quality standards of all products and practices of a UNESCO Global Geopark. While the GGN as a whole comes together every two years, it functions through the operation of regional networks, such as the European Geoparks Network that meets twice a year to develop and promote joint activities. UNESCO Global Geoparks are single, unified geographical areas where sites and landscapes of international geological significance are managed with a holistic concept of protection, education and sustainable development. Their bottom-up approach of combining conservation with sustainable development while involving local communities is becoming increasingly popular. At present, there are 127 UNESCO Global Geoparks in 35 countries. A geopark territory may include a National Park, a UNESCO WHS, a UNESCO MAB and many other recognized designations but it is quite different. It can have significant urban and/or marine characteristics as well as rural, it can be as small as 100km2 or it can be huge, they often span multiple administrative authorities, a UNESCO Global Geopark can cross international borders. But the two aspects that are common to every Geopark are outstanding geological heritage and communities, people making a difference within the Geopark territory, both socially and economically. UNESCO s work with geoparks began in 2001. In 2004, 17 European and 8 Chinese geoparks came together at UNESCO headquarters in Paris to form the Global Geoparks Network (GGN) where national geological heritage initiatives contribute to and benefit from their membership of a global network of exchange and cooperation. On 17 November 2015, the 195 Member States of UNESCO ratified the creation of a new label, the UNESCO Global Geoparks, during the 38th General Conference of the Organization. This expresses governmental recognition of the importance of managing outstanding geological sites and landscapes in a holistic manner. The Organization supports Member States efforts to establish UNESCO Global Geoparks all around the world, in close collaboration with the Global Geoparks Network. Background The Global Geopark Network (GGN) is responsible for the business of the network and is governed by an executive board with regional representation. Task forces have been created to address key deliverables of the network. On behalf of its members, UNESCO Global Geoparks, the GGN is seeking Expressions of Interest for the development and implementation of a Communication and Marketing Strategy to elevate global awareness of UNESCO Global Geoparks, focusing on the value and mandates they bring or can bring to their respective territories. See section 6, page 9 Supplemental Information. The successful proponent will work with the GGN as appropriate throughout all stages of the contract. 3
Project Overview & Objectives Marketing & Communication Strategy: The Global Geoparks Network is aware the general public worldwide does not recognize the existence or value of the network. This call is to address this deficiency by undertaking communication and marketing activities which maximize benefit for UNESCO Global Geoparks. Currently there are 127 UNESCO Global Geoparks in 35 countries who are actively participating in an exchange of experiences and collaboration. It is important the strategy does not infringe upon, impede or duplicate any global, national or regional brand/marketing efforts. The development of the strategy will have clear timeframes for engagement with the Marketing Task Force to ensure all stakeholder needs are included in the strategy. The goals of this strategy include: Developing an inclusive (global) communication & marketing strategy for UNESCO Global Geoparks that: raises awareness of the existence and deliverables of UNESCO Global Geoparks with their core values for their territories to the general public (education, sustainable economic (tourism) development, preservation and conservation and international collaboration and exchange of experience) provides research on the awareness and association of the UNESCO Logo and incorporates a geopark identity/design that can be used by UNESCO Global Geoparks describes the culture of UNESCO Global Geoparks and shows the value of their activities SWOT analysis for a common communication and marketing strategy for UNESCO Global Geoparks (engaging with a minimum 20 UNESCO Global Geoparks, taking into consideration equal geographical representation ) provides geoparks confidence in marketing the network and its activities as a result of the research conducted by the successful proponent A concept shall be presented that: raises awareness with media and travel trade provides tools to satisfy the professional and public audience each geopark communicates and markets to including digital media tools & spaces incl. hash tags, etc. includes messaging of healthy living (through geopark activities) provides options for a global platform for UNESCO Global Geoparks to market their geoparks collectively, and /or individually provides an opportunity for supporting partners to be promoted (non geopark stakeholders, such as sponsors) provides guidance to geoparks on best practices for marketing and spreading the concept among their local, national, regional and international media, stakeholders and decision makers The Global Geoparks Network is inviting consultants to submit proposals for the delivery of a Communication and Marketing Strategy. The Network encourages collaboration amongst consultants to create a team, with an identified lead, for the purpose of executing all elements of this request for proposals. 4
1. Deliverables The successful consultant must possess demonstrated leadership abilities in developing communication and marketing strategies with multiple partners. Preference will be given to proponents who have demonstrated: - understanding of what geoparks provide to their communities - experience working with a volunteer board and multiple stakeholders - strong knowledge of the tourism industry at national and international level - competence in tourism communication - competence in education communication - knowledge in developing communication and marketing strategies The consultant will be expected to devote the necessary resources and effort to ensure the project is successful, meets its objectives and the needs of all stakeholders. 2. Requirements: 2.1 Timeframe The following are significant target completion dates for this initiative: Proposal Deadline March 20, 2018 Award Contract within 40 days (indicative day 30 April 2018) Phase 1 Completed within 3 Months (indicative day 30 June 2018) Phase 2 Completed within 4 Months (indicative day 30 Jujy 2018) Phase 3 & Final Report Submitted within 5 Months (indicative day 30 August 2018) Phase 4 One Year Delivery (optional) 2.2 Scope of Work Proposal to include: demonstration the project scope is understood; an overview of the qualifications, skills and resources of key personnel that will be available to execute the project; relatable experience examples; approach & Methodology; budget breakdown; recommendations on sources of funding; time line for delivery of the project on time; references demonstrating the relevant experience of the individual/contractor. The following describes, in general terms, the duties and responsibilities of the contract: 5
Phase 1 - Research & Strategy Development The goal of this phase is to develop an integrated communication and marketing strategy for UNESCO Global Geoparks which addresses the vision of geoparks to the general public and stakeholders. Objectives, goals and outcomes shall be given for a three year period. This will involve discussions with identified geoparks (minimum 20) to determine their needs (i.e. demographics of visitors, key messaging, how geoparks are positioned in partner strategies, measurement, etc.) and how best to address the identified needs through this strategy. Detail the objectives, strategies and methods of execution to be undertaken, including measures to assess effectiveness to determine if objectives are met. Details could include, but may not be limited to: campaign objectives; situation analysis (SWOT); target audiences; key products; key messages; communications plan; budget; timing; rationale; deliverables; actions and next steps; evaluation process. Phase 2 - Brand Identity Development Building on information learned in Phase 1, development of a global brand for marketing purposes including but not limited to: vision, mission, tagline, concepts and briefs; recommendations for research and creative pre-testing, as required. Please note use of the UNESCO logo is available, each geopark has their own UNESCO logo and many geoparks have their own logo beyond these two. Consequently, while the introduction of new logo is NOT within the remit of this proposal, enhancing the Geopark brand awareness and how these logos are used, is a key output required. Phase 3 - One Year Tactical Plan Provide a one year implementation plan including but not limited to: deliverables, approximate budget, suggested mediums to achieve marketing strategy goals for first year with appropriate measurements for each deliverable for evaluation. Phase 4 Implementation of One Year Tactical Plan (optional) The GGN is interested in sourcing a third party to implement the strategies and tactical plan once developed for a one year period. This component is not mandatory to include in the RFP and may be awarded separately. 2.3 Term of the Contract The successful proponent of this contract will be available for six months of the contracted being awarded with the option of continuing on for Phase 4, implementation, for an additional one year. The selection committee reserves the right to award one component at a time; however, the overall proposal will be evaluated in its entirety to determine the successful bidder. 6
2.4 Enquiry Contacts GLOBAL GEOPARKS NETWORK International Association Haute Provence Geopark, Musée Promenade, 10 Montée Bernard Dellacasagrande, BP 156, 04005 Cedex Digne les Bains France. Email: ggnassociation@hotmail.com All enquiries should be by email to the above contact. Information obtained from any other source is not official and may be inaccurate. GGN will attempt to respond to enquiries as quickly as possible. 2.5 Budget The budget for Phases 1-3 inclusive is 50,000 Euros. 3. Evaluation and Selection Process 3.1 Evaluation Committee The Evaluation Committee is the Global Geopark Network Executive Board. It is understood and accepted by any bidder submitting a proposal that all decisions, as to the degree to which a proposal meets the requirements of this RFP, are the judgment of the Global Geopark Network Executive Board. 3.2 Evaluation All proposals shall be examined in detail in accordance with the evaluation criteria identified in Section 5, page 8. Bidders are encouraged to follow the format provided and address each criterion. Each criterion will be weighted for the purposes of evaluating the proposals. The GGN reserves the right to either award a contract or contracts to the most effective bidder(s) as determined by the evaluation criteria, or not to make an award if none of the proposals received meets the minimum requirements of the evaluation criteria, or does not, in its opinion, represent acceptable value. Selection will be awarded on merit and will not necessarily be awarded to the lowest bidder. 4. Bidding Instructions 4.1 Copies Required One electronic copy (PDF Format) of the proposal in English (including references) is required. Late and facsimile submissions will not be accepted. For ease of distribution please ensure proposals do not exceed 5MB. The Global Geopark Network (or its stakeholders) will not be liable for any costs of preparation or presentation of proposals. No special creative is required of the bidder. Please note, the proposals and accompanying documentation submitted by the bidder become the property of the Global Geopark Network and will not be returned. 7
4.2 Submission Deadline to submit a proposal is: Send via email, in PDF format to: March 20, 2018, 3PM GMT Email: ggnassociation@hotmail.com 5. Evaluation PROPOSAL REQUIREMENTS & EVALUATION 1) The successful proponent must demonstrate: - leadership and knowledge in developing communication and marketing strategies - experience working with multiple partners and volunteer boards - an understanding of the vision of geoparks and what the geopark concept can bring to the sustainable tourism sector worldwide - previous experience with working on international scale - strong knowledge of the tourism industry - success in the tourism and regional development sector Evaluation: 40 points 2) Demonstration of qualifications, including experience of all persons involved. Please provide examples of relatable projects. Evaluation: 20 points 3) Approach & Methodology to deliver the goals of the project including demonstration of bidder s organizational ability to manage projects, timelines, access to resources, and work within a budget. Evaluation: 30 points 4) Detailed budget, including project management fees, expenses and incidental charges that will be included. Provide payment terms. Evaluation: 10 points Additional information that should be included in the proposal: 1) References minimum of two references from past engagements that are relatable to communication and marketing strategies for multiple partners within the tourism sector. 8
6. Supplemental Information There are four fundamental features to a UNESCO Global Geopark. These features are an absolute prerequisite for an area to become a UNESCO Global Geopark. The exact criteria for an area to become a UNESCO Global Geopark are set out in the Operational Guidelines for UNESCO Global Geoparks (.pdf). The four features that are fundamental to a UNESCO Global Geopark are: Geological heritage of international value In order to become a UNESCO Global Geopark, the area must have geological heritage of international value. This is assessed by scientific professionals, as part of the UNESCO Global Geopark Evaluation Team. Based on the international peer-reviewed, published research conducted on the geological sites within the area, the scientific professionals make a globally comparative assessment to determine whether the geological sites constitute international value. Management UNESCO Global Geoparks are managed by a body having legal existence recognized under national legislation. This management body should be appropriately equipped to address the entire area and should include all relevant local and regional actors and authorities. UNESCO Global Geoparks require a management plan, agreed upon by all the partners, that provides for the social and economic needs of the local populations, protects the landscape in which they live and conserves their cultural identity. This plan must be comprehensive, incorporating the governance, development, communication, protection, infrastructure, finances, and partnerships of the UNESCO Global Geopark. Visibility UNESCO Global Geoparks promote sustainable local economic development mainly through geotourism. In order to stimulate the geotourism in the area, it is crucial that a UNESCO Global Geopark has visibility. Visitors as well as local people need to be able to find relevant information on the UNESCO Global Geopark. As such, UNESCO Global Geoparks need to provide information via a dedicated website, leaflets, and detailed map of the area that connects the area s geological and other sites. A UNESCO Global Geopark should also have a corporate identity. Networking A UNESCO Global Geopark is not only about cooperation with the local people living in the UNESCO Global Geopark area, but also about cooperating with other UNESCO Global Geoparks through the Global Geoparks Network (GGN), and regional networks for UNESCO Global Geoparks, in order to learn from each other and, as a network, improve the quality of the label UNESCO Global Geopark. Working together with international partners is the main reason for UNESCO Global Geoparks to be a member of an international network such as the GGN. Membership in the GGN is obligatory for UNESCO Global Geoparks. By working together across borders, UNESCO Global Geoparks contribute to increasing understanding among different communities and as such help peace-building processes. 9