Marketing and Communications Consultant - Vancouver, Canada - Caravan World Rhythms

Description

Request for Proposal - Communications and Marketing Planning Consultant

Deadline for Proposal Submission:
February 25, 2023
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Enhancing our engagement with audiences and other stakeholders to_
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further enrich the World Music scene in Vancouver and Victoria, BC_


I. Introduction
Caravan World Rhythms is a BC-based non-profit arts organisation founded in the year 2000 that is a regional leader in presenting high-quality culturally diverse music and dance events featuring

Canadian and international artists.

Our year-round series of about 25-30 events takes place primarily in the Metro Vancouver and Greater Victoria regions of BC, at a variety of mostly indoor venues, and some summer outdoor spaces, and includes concerts, thematic festivals, workshops, and related activities.

Past highlights include India's Ravi Shankar, Mali's Salif Keita, Eastern Europe's Goran

Bregovic, Spain's Nuevo Espanol Flamenco Ballet, South Africa's Soweto Gospel Choir, Argentina's

Tango Pasion, and thematic festivals such as Africa Fete Festival, GONG Indonesian Gamelan festival,

Tibetan Cultural Festival, Indigenous Guitar Night, Global Discoveries Festival and others.

Caravan works closely with the local artistic and cultural community, and partners regularly with other organisations and performers. In addition to presenting diverse, unique high-quality artists to

BC audiences, our further mission is to use the arts as a vehicle for bringing different cultural communities together and engage with each other's traditions, expressions, and spirit.

II. Goals

The main goal of this consulting project is to enhance the presence of Caravan in the music and cultural communities and deeper engagement of our audiences and stakeholders in the World music scene in Metro Vancouver and Greater Victoria Area, building on our 23 years of activity.

As we are just coming out of the pandemic, it is a very appropriate time to re-examine and improve what, how, and why we do what we do.

We are looking for an experienced consultant with a strategic lens to review our current communications and marketing tools, platforms and strategies; research opportunities in the

Vancouver and Victoria area to better engage our audiences (do an industry and competitor analysis); lead the development of a stronger brand identity; and create a forward-looking detailed marketing and communications plan; and finally, support the implementation of the plan by training and coaching new Marketing Coordinator.

Future outcomes from implementation of review and this plan might include: increased engagement across marketing platforms/social media, achieving a stronger brand identity on all of our platforms, developing new engagement activities with new communications strategies and tools, and building stronger partnerships with other stakeholders.

III. Scope of Work

As part of the scope of work, we have identified a series of milestones and deliverables to be achieved throughout this project.

A timeline of delivery would be provided by the applicant.

Should the applicant see further opportunities to better achieve our goals, they are welcome to include those ideas, as well as consult with Caravan before submitting the Proposal.

The applicant will be reporting to and working closely with the Managing Artistic Director, and later supporting the development of a new Marketing Coordinator hire.

Phase 1:
Review and audit of existing communications tools and marketing methods. Identify new opportunities and challenges for promoting culturally diverse Music (aka "World Music") in the

Metro Vancouver and Greater Victoria markets.


Some tasks this might include:

• Review existing marketing and communications tools and tactics.
• Review any available analytics to understand current audience dynamics
• Do market research to understand opportunities and challenges for World Music shows in the Vancouver and Victoria area, possibly running some focus groups or key stakeholder interviews.

Phase 2:
Develop a 3-year marketing and engagement strategy, with emphasis on first year deliverables and tasks.

This might include, but not limited to:

• Develop communication or Storytelling strategy for all of our activities that will more deeply engage the public, and for Caravan as an organization, reflecting Caravan's mission and values statement.
• Develop Eventbased and organizational advertising strategies and budgets for each market
• Develop media relations strategy for each market, reviewing current media list.
• Develop community outreach strategies not already in place, including possible partnerships.
• Develop a specific plan for creation of marketing collaterals and distribution for each market.
• Develop a brand identity including logo refresh, colour palette, and typography style guide.
• Develop sitemap for website redesign incorporating important elements
• Create key assets including templates for social media
• Set realistic goals t