INVITATION FOR EXPRESSION OF INTEREST

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: kari@BIG4.com.au
Contact two
Name:
Katie Cage
Position title:
Marketing Manager
Contact details:
Ph: 03 9811 9321
Email: katie.cage@BIG4.com.au
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
katie.cage@BIG4.com.au
kari@BIG4.com
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