QUESTIONS REQUEST FOR PROPOSALS Brand Audit and Strategy for Official Language Programs

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1 QUESTIONS REQUEST FOR PROPOSALS Brand Audit and Strategy for Official Language Programs QUESTIONS APPEL D OFFRES «Audit et stratégie de l image de marque pour les programmes de langues officielles» GENERAL 1. The RFP document is labelled ( invitational/sur invitation ). In this context, can you please share with the proponents how many other firms were invited to submit a proposal, and who they are? ANSWER: An invitation was sent out to about fifteen communication and marketing firms. The RFP is also posted on the Council of Ministers of Education, Canada (CMEC) Web site allowing any interested parties to submit a proposal. 2. Given the tight turnaround, is an ed electronic PDF of the proposal acceptable to meet the deadline of Monday March 11. Alternately could the deadline be extended 24 hours to allow for an overnight delivery of a hardcopy on Monday 11th to arrive prior to 430 on Tuesday Mar 12? Or perhaps a compromise solution of accepting the electronic submission with the hard copy to arrive on Tuesday? ANSWER: The deadline for submission of Proponents proposals is March 11 th, 2019 at 4:30 p.m. EST. Proponents shall submit their proposals electronically in PDF (Adobe Acrobat) or MS Word format by to Ms. Andrée Myette at a.myette@cmec.ca. The proposal should be formatted to print on letter-size paper. No hard copies will be accepted. 3. For clarity s sake, can you confirm that the chosen proponent will enter into a contract with the CCMEC, and that the client will in effect be the CMEC? ANSWER: Yes. However, the selected Proponent will work directly with CMEC Secretariat s Official Languages Unit. 4. For the purposes of the CCMEC, what type of information will constitute suitable/satisfactory evidence of a proponent s financial viability, condition, and position (under 2.3 Deliverables)? ANSWER: An acknowledgment letter from the Proponent s bank would be sufficient. If the Proponent is a public organisation listed on the TSE, such a reference document will not be required. PROPOSALS 5. Page limits are provided for all parts of the responses to the RFP, except for the Executive Summary section. Is there a suggested limit to the number of pages, bearing in mind that this section should be done in both English and French? 1

2 ANSWER: There is no limit to the number of pages for the Executive Summary. 6. In item (iii) of A.2 Proposal Outline Instructions, what is meant by "the Project s value to policy and/or practice? ANSWER: This general RFP statement refers to the value to practice in regards to enhancing the official languages programs (Odyssey, Explore and Destination Clic) brand value and recognition. 7. Is there a prescribed maximum number of pages for each/any of the Appendices required? ANSWER: No. BUDGET 8. - What is the budget range for phase 1? - Could you identify what the budget is for this work? ANSWER: We have has chosen not to provide a budget range at this time so as to not influence or limit interesting proposals. Price is only one of many variables that will be used to evaluate proposals. As per section 7.1 of the Project s RFP, CCMEC is not obliged to accept the lowest-priced proposal. The CMEC Secretariat will review each proposal to determine the Proponent that best responses to the Project s scope of work and outcomes above. PRICE PROPOSAL 9. Cost pertaining to travel - Can a common basis for travel requirements and locations for such be provided by the CCMEC, so that estimates provided by each proponent are based on an objective and consistent set of criteria, or should we disregard the transportation and lodging costs estimates and focus instead on per diem cost or on hourly rates for time spent travelling by consultants? ANSWER: We are looking for a Proponent who can reach the Project s outcomes in an efficient and practical manner without regular travel to provincial/territorial jurisdictions within Canada. An estimate for travel and accommodation, and meal expenses should be included in the Price Proposal should some travel be suggested for efficient delivery of service. 10. Costs pertaining to translation or interpretation - Given the wide variety of assumptions that can be made by the various proponents, would an hourly cost for interpretation be sufficient, and can translation estimates be provided on a cost-per-word basis, instead of as a total cost? ANSWER: Estimated costs pertaining to translation and/or interpretation should be outlined in the budget. Given the wide variety of options for phase one of the Project, proponents may provide scenarios for service with outcomes and allocated budget for translation and/or interpretation. 2

3 11. How does the client expect to account for this potentially wide variability in financial estimates? ANSWER: We are interested in developing a highly effective, cost-efficient, up-to-date, versatile, and interactive brand for its official languages programs (Odyssey, Explore and Destination Clic), which will remain viable for a minimum of five years. As indicated in the answer provided for question 8, price is only one of many variables that will be used to evaluate proposals. PHASE 1 - RESEARCH 12. Can the CMEC provide an objective basis as to the scope of the research (i.e., number of internal stakeholders and external audiences to be consulted), so that proponents can provide estimates based on consistent assumptions of scope? ANSWER: We are looking for a cost-efficient plan that will build on the existing quantitative and qualitative data that has been collected from program participants and stakeholders involved in the programs. We would like the selected Proponent to use a variety of approaches to fill in the gaps, and deepen the analysis in order to paint a clearer picture pertaining to the official languages programs target audiences (needs and wants). Please see question 12 for information pertaining to internal stakeholders and external audiences are provided. 13. Combien y a-t-il de personnes à sonder à l'interne et à l'externe? On parle d'un bassin d'environ combien de personnes? RÉPONSE : À l interne, un maximum de 28 personnes pourrait être sollicité, ce qui comprend des membres de l unité des langues officielles du Secrétariat du CMEC située à Toronto, les membres du sous-comité des coordonnateurs des programmes de langues officielles et les coordonnateurs des provinces et territoires. À l externe, les auditoires comprennent les : participants du programme Odyssée o en moyenne 300 inscrits o âgés de 17 ans et plus participants du programme Explore o en moyenne en Français langue seconde et en Anglais langue seconde o Admissibilité à partir de 16 and et plus participants du programme Destination Clic o en moyenne 150 inscrits o Admissibilité : inscrit en 8 ou 9 année et dont le français est langue première participants du Explore ans o estimation de 200 en 2019 o Admissibilité : 13 à 15 ans et voulant apprendre une langue seconde officielle parents des participants de Destination Clic et Explore ans 3

4 D autres facteurs relativement aux auditoires peuvent être pris en considération par les Auteurs d une offre de service pour préparer leur soumission. 14. Les intervenants à sonder à l'externe sont divisés en combien d'organismes? RÉPONSE : Outre les participants des programmes de langues officielles, les groupes suivants pourraient être considérés pour approfondir l audit : directeurs de programmes dans les établissements d enseignement agréés (38), les responsables dans les conseils scolaires, les enseignants et les animateurs. Le Secrétariat du CMEC sondent annuellement ces personnes tout comme les participants des différents programmes. Des données sur cinq ans sont disponibles pour contribuer à l audit. 15. Will the CMEC be responsible for identifying and recruiting interview subjects? Will the CMEC be responsible for coordinating/scheduling interviews and meetings with stakeholders and external audience members, or will it simply draw a list and provide contact information? ANSWER: In both cases, the CMEC Secretariat will be able to assist the selected Proponent in the process to achieve the Project s outcomes. 16. Can the CCMEC provide report(s) tracking the enrolment/retention performance of the three existing programs for the last 5 years if possible as relates to the effectiveness of the various communications touchpoints, channels and tactics? Can you provide samples for some of the materials mentioned in 3.2 Project Background? Can you provide a document outlining the marketing/promotional strategy currently in use for each/all of the programs? ANSWER: The CMEC Secretariat can provide an array of documents and information will provide the selected Proponent with: Enrolment performance and retention data of the official languages for the last 5 years. Inventory of current promotional channels, tactics and materials. Background information about the history of the official languages programs and promotional efforts as mentioned in section 3.2. Quantitative and qualitative data from surveys to different stakeholders over the last 5 years including current and past participants, program directors, provincial/territorial coordinators, teachers and instructors. Other documents and materials relevant for the Project. 17. Please comment on the importance/level of priority placed on the general public identified as one of the target audiences, in section 3.3 of your RFP regarding the objective of improving Brand Awareness. ANSWER: We are looking to improve the official languages programs participant registration and retention rates through appropriate targeting and messaging. We also wishes to increase awareness among the general public and seek influencers who can help get the word out. 4

5 PORTÉE DU TRAVAIL / SCOPE OF WORK 18. A - Est-ce qu'on comprend bien que vous êtes à la recherche d'une firme pour mener à bien tous les éléments de la phase 1, en plus d'obtenir un plan d'action et des recommandations pour la phase 2? Ou vous vous attendez à ce que tout le travail soit exécuté pour les deux phases, incluant un plan marketing complet et des outils de formation? B - To be clear on the scope this RFP deals only with the tasks noted in 4.3 that we would be responding to correct? 3 - Further to #2 above, the development of a new brand framework is not within the purview of this RFP, but the outcomes delivered via this RFP will lead to the development of the same as a next phase, correct? RÉPONSE : Oui. Toutes les tâches de la phase 1 doivent être complétées avec un plan d'action pour la phase 2. Idéalement, nous souhaitons que les deux phases soient exécutées par l Auteur de l offre sélectionné. Cependant, la proposition de prix déterminera l ampleur des travaux à accomplir pour la phase 2, incluant un plan marketing complet et des outils de formation, en fonction du budget du CMEC. ANSWER: Yes. All tasks noted in must be completed with an action plan for phase 2. Ideally, the CMEC Secretariat would like both phases to be executed by the selected Proponent. However, the price proposal will determine the extent of the work to be accomplished for phase 2 according to CMEC budget. ÉCHÉANCIER / TIMELINE Quel est l'échéancier que vous avez en tête pour la conclusion de ce mandat? - What is the timeline for the requested work I.e. for Phase 1? RÉPONSE : Le Secrétariat du CMEC est flexible en matière d échéancier pour que le travail soit fait minutieusement. Idéalement, la phase 1 du projet devrait être achevée à la mi-mai Les produits livrables de la phase 2 devraient être achevés en partie ou entièrement d ici la fin d'août 2019 pour le prochain cycle d'inscriptions aux programmes de langues officielles. ANSWER: The CMEC Secretariat wants the work to be done thoroughly. Therefore, there is a certain degree of flexibility in the timeline. Ideally, phase 1 of the Project would be completed by mid-may Phase 2 deliverables should be partially completed (based on priorities) or fully completed by the end of August 2019, in time for the next cycle of registrations for the official languages programs. 5

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