I. PROJECT TITLE: SEARCH ENGINE OPTIMIZATION AND CONTENT MARKETING FOR PDOT US OFFICES’ UNIFIED WEBSITE – WWW.PHILIPPINETOURISMUSA.COM
II. BACKGROUND:
The PDOT Offices in the US has a US-wide website (www.philippinetourismusa.com), which is an integral marketing tool providing timely and valuable information about the Philippines for the American market, boost search engine ranking, and drive more traffic to the site by providing relevant and up-to-date information to potential tourists. It will be a platform for the Philippines’ marketing and promotions in the United States. Due to the lack of workforce and technical capability of the PDOT Offices in the US, there is a need to hire the services of a web developer or digital marketing company to provide ongoing support for www.philippinetourismusa.com’s search engine optimization (SEO) and content marketing to boost site visitation, stimulate the interest of the Philippine tourism products and services, and build brand equity. SEO will help improve the quality and quantity of PDOT USA website traffic. As a digital marketing strategy, SEO focuses on the PDOT USA website presence in search results on a search, such as Google, and uses different tactics to increase site visibility. Meanwhile, content marketing will focus on creating and distributing valuable, relevant, and consistent content to attract and retain an audience that will ultimately drive customers to action.
III. PURPOSE / OBJECTIVES
The Department of Tourism San Francisco (PDOT San Francisco) needs a US-based company that engages in providing search engine optimization and content marketing for the PDOT USA website – www.philippinetourismusa.com. PDOT San Francisco aims to attain the following objectives:
- To promote and attract a clearly defined audience to the Philippine website by educating the US markets about the Philippines as a destination (e.g., featuring beaches, islands, health and safety protocols, foods, and culture, among others);
- To inspire the US markets to dream and plan about the Philippines through the creation and distribution of valuable, relevant, and consistent content (e.g., activities, attractions, and blogs, among others)
- To increase product and destination knowledge that would encourage tourist traffic from the US to the Philippines; and
- To generate publicity for the Philippines as a holiday and business destination.
IV. MINIMUM REQUIREMENTS FOR A SUPPLIER
- Must be a US-based company, a duly registered business in the US;
- Must have extensive experience (minimum of 5-year experience) in providing website SEO and content marketing for National or Local Tourism Organization especially NTO’s tourism branding website;
- Preferably with experience in handling the North American market.
V. SCOPE OF WORK/DELIVERABLES
V. OWNERSHIP
| SCOPE OF WORK | BRIEF DESCRIPTION | EXPECTED OUTPUT |
| SEO and Consulting | Review of your current competitive SEO landscape Analyze site for technical issues Evaluation of existing SEO strengths and opportunities Extensive Keyword research for a minimum of seven targeted pages with client approval Copy edits for a minimum of 7 targeted pages with client approval Full SEO implementation of the strategy Implementation of schema markup language as appropriate Prepare recommendations for future SEO projects Duration: 10 months | Monthly reports detailing changes in rankings and traffic for the length of the campaign Work with the client to create reasonable goals for the website Provide clients insights on the results of the Google Analytics and other web analytic tools |
| Content Marketing | Web digital marketing provider will provide the following: Blog or NewsletterContent and Editorial CalendarTwo (2) long-form contents per month, or four (4) short form contentsUp to 500 words per content SEO optimizedOutreach – up to 5-outreach; or client may provide a database to generate new links and referral traffic Duration: 10 months | Post two long-form contents or four short-form contents Submit a monthly report on content marketing and recommendation |
| SEO and Content Marketing | Account Strategy Management and Reporting – designate an Account Manager to coordinate services, monitor and conduct a quality check on deliverables, provide a monthly report (on website services rendered, deliverables produced, and website analytics and performance) | Submit profile of the Account Manager |
PDOT San Francisco will have full ownership of the marketing content.
VI. BUDGET
The total estimated budget is US$15,000.00 for ten months or US$1,500.00 per month.
VII. PROJECT DURATION
10 Months
VIII. PROJECT OFFICER/CONTACT PERSON:
Zeny Pallugna
Mobile: 415 734 6551
Email: team@philippinetourismsf.org or zeny@philippinetourismsf.org
Note:
However, the winning RFQ shall be based on the proposal with the most advantageous financial package cost, provided that the amount of bid does not exceed the above total budget.
IX. PAYMENT PROCEDURE
The payment process shall be initiated upon certification by the end-user of satisfactory completion of services and issuance of billing statements by the supplier. Should the end-user get sponsorships, the billing statement should reflect only the actual expenses incurred.
X. DEADLINE OF RFQ SUBMISSION: 20 October 2020