Project Idea Internet Marketing Program

							                                Request For Proposals

                 Marketing Your Business on the Internet - Pilot


Introduction
The Craft Council of Newfoundland and Labrador, in partnership with the Department of
Innovation, Trade & Rural Development are seeking an internet marketing specialist to
conduct a pilot project for the craft industry of Newfoundland and Labrador.

Background
The craft sector in Newfoundland and Labrador is made up of approximately 1600
enterprises. Four hundred of these are identified as “core businesses” meaning they are
known, fully participating and active in the local industry. The remainder are not well
known (beyond their immediate local area), do not participate in professional or sector
development activities and do not apply for funding, etc. This proposed project is
targeted at the ‘core’ enterprises.

Craft enterprises in the province are spread out geographically, making a variety of
products in different mediums appealing to niche markets. Most craftspeople work
alone and their businesses would certainly be classified as micro-businesses. Due to
limited financial resources most craft businesses have extremely limited funds to spend
on promotion. Consequently they do not take advantage of a lot of print promotion and
advertising, and also do not spend a lot on website development.

Traditional forms of marketing in the craft sector have included retail craft fairs,
wholesale craft and gift trade shows and the use of promotional materials such as
catalogs, brochures and postcards. In recent years it has been noted that traditional
marketing venues are not producing the results they have in the past. Consequently,
craftspeople need to approach the marketing of their work in new ways including
greater use of the internet. In a recent survey, craftspeople identified the
internet/websites as the third most common method of promoting their work. While
some are already moving in this direction many more have not yet done so.

The Craft Council of Newfoundland and Labrador and the Department of Innovation,
Trade and Rural Development operate three websites that promote craftspeople’s work.
Both organizations are evaluating their sites to determine what features/ services can
be upgraded to better promote craftspeople’s work. However, these are only three
examples of the many tools available to craftspeople.

Craftspeople themselves have identified internet training as the type of training they
most want to receive. There are general courses and services available on website
development and internet marketing but these do not recognize the issues and
constraints faced by the craft sector. It is felt that a sector specific approach which


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recognizes the common characteristics of the craft businesses would be more
appropriate.

For the purposes of this project we are using the following definition of internet
marketing. A process of building and maintaining customer relationships through on-line
activities to facilitate the exchange of ideas, products, and services that satisfy the
goals of both parties. (Source-Jane Imber & Betsy Ann Toffler, Dictionary of Marketing Terms, 3rd
edition, Barrens Business School Publishing).

Craftspeople may engage in a range of activities including (but not limited to) emailing,
blogging, having their own websites with or without e-commerce capabilities, Search
engine marketing, participation in third party websites, viral marketing, social
networking, etc.

Objective
The prime objective of this project is to determine how the client can assist craftspeople
to use internet marketing more effectively.

Scope of Work
Through a 2 month pilot project the proponent will:

    -   Conduct a series of information workshops with craftspeople in various parts of
        the province explaining what internet marketing is, the forms it can take, and the
        opportunities/benefits for craftspeople. Integral to this will be a discussion of the
        importance of clearly and concisely defining one’s market. All information
        sessions must be tailored to the craft sector using examples drawn from
        small/micro-businesses in the sector.
    -   Work one-on-one with selected craftspeople over a period of 3-5 hours per
        person to evaluate their current online marketing efforts and provide consulting
        and training to improve their internet marketing efforts. Craftspeople will be
        selected based on a set of criteria that will provide for variety within the case
        studies.
    -   Create individual case studies based on the proponent’s work with the individual
        craftspeople describing/commenting on the different internet marketing practices
        of each craftsperson and recommending for each the best practices to maximize
        their on-line marketing efforts. This written case study will be provided to the
        craftsperson as well as the client.
    -   Consult with the Craft Council and INTRD staff in an evaluation process to
        determine how their respective web sites (www.craftcouncil.nl.ca ,
        www.hvgb.net/~labcraft/ and www.craftsofcharacter.com ) can be made more
        effective to meet the needs of craftspeople in relation to internet marketing
        services. Provide a report with recommendations for improvements to these
        sites.




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    -   Prepare and deliver progress and final reports to the client including
        recommendations for a formalized internet marketing program and delivery
        methods to craftspeople.

Available Client Support and Client Responsibilities
The client will:
   - Provide background research* indicating web site presence and web sales of
       craftspeople in the province
   - Provide a list of craftspeople and sites to use as examples in the general
       workshop presentations
   - Provide the logistics, promotion, recruitment and registration for workshops
   - Cover the costs for meeting room rentals, equipment (if necessary), workshop
       refreshments, etc.
   - Attend all general workshops to assist proponent where necessary
   - Draft a selection criteria & screen participants for case studies

* Source: INTRD, from a survey of craftspeople conducted in 2007; note: results relate to web sites
only.

Deliverables
  • Delivery of a maximum of four 1-day internet marketing workshops in various
      locations across the province – St. John’s, Gander, Corner Brook & Happy Valley-
      Goose Bay. Final number will depend on registration levels.
  • Delivery of one on one consultation and training sessions to a maximum of 8
      individual craftspeople @ 3-5 hours per person
  • Two consultation sessions with Craft Council & INTRD staff to discuss objectives
      and options for their web sites (www.craftcouncil.nl.ca ,
      www.hvgb.net/~labcraft/ and www.craftsofcharacter.com )
  • Up to eight individual written case studies
  • Individual written reports on improvements to the Craft Council & INTRD web
      sites noted above
  • A written report on recommendations for an Internet Marketing Program
  • Delivery of presentation to Craft Council and INTRD staff on
      findings/recommendations from the overall project


Time Schedule for Completion of Work
   • Contract award – January 8, 2009
   • Initial meeting with client representatives to review proposal, confirm scope of
     project and timelines, and exchange of information – January 12, 2009 (2-3
     hour meeting)
     - Client to provide background research
     - Client to provide list of craftspeople and sites to use as examples in the
         general workshop presentations
     - Client to provide list of craftspeople for case studies


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        -   Client to provide workshop locations and dates

    •   Project start date – January 15, 2009
        - Proponent to present draft of workshop presentation for review by client prior
           to workshop delivery
    •   Workshops, one-on-ones, and consultations on client web sites begin week of
        January 19th, 2009.
    •   Project end date - March 15th, 2009

Deadline for proposals
All proposals must be received no later than noon on January 6, 2009, delivered to
the address below.

Address proposals to:
Anne Manuel, Executive Director
Craft Council of Newfoundland and Labrador
Devon House Craft Centre
59 Duckworth Street
St. John’s, NL A1C 1E6

Proposal Requirements
   • Proponent will provide a complete workplan and detailed schedule demonstrating
     how they will meet the requirements and deadlines.
   • The proponent will include a full profile of each team member identifying
     relevant education and experience in similar projects, as well as the specific role
     each team member will play in this project.
   • In addition to the total price, the proponent will supply a detailed budget
     breakdown showing the number of hours proposed for each activity outlined in
     the Scope of Work, the hourly rate to be charged, and any related travel
     expenses needed to conduct the work.

Terms and Conditions
   • Proposal packages will contain two copies of the proposal document and be
     delivered to the above address.
   • The client reserves the right to select any or none of the quotes. The lowest
     quote will not necessarily be selected.
   • All proposals will be reviewed by a selection committee.
   • Proposals will be evaluated on the following criteria:
         o Project management approach (including workplan and schedule)
         o Relevant qualifications and experience of the proponent (including any
            additional team members to be assigned to the project)
         o Demonstrated understanding of the project requirements
         o Proposed price




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