Operational Plan Atlantic Canada Acadian Tourism Commission Commission du tourisme acadien du Canada Atlantique (CTACA)

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1 Operational Plan Atlantic Canada Acadian Tourism Commission Commission du tourisme acadien du Canada Atlantique (CTACA) 1

2 INVITATION The Commission du tourisme acadien du Canada (CTACA) is seeking proposals from qualified, bilingual and experienced tourism consultants with demonstrated experience to prepare a Tourism Operational Plan, including tourism product development and tourism marketing components. This Tourism Operational Plan is to provide the CTACA and its stakeholders with the necessary details of how the CTACA will address operational issues identified in a 2016 project evaluation, while guiding the CTACA in the continued implementation of its current Strategic Plan. THE CLIENT The CTACA is a non-for-profit organization that operates in partnership with the Atlantic Canada Opportunities Agency (ACOA) and the provincial departments responsible for tourism in Prince Edward Island, New Brunswick and Nova Scotia. The CTACA is mandated to develop and promote Acadian tourism products and experiences in these Maritime Provinces. Currently, the CTACA has 74 members. It is governed by a 17 person Board of Directors and a 5 person Executive Committee. An Executive Director is responsible for the day-to-day operations of the organization. The CTACA has established 6 experiential product clusters throughout the Maritimes and works to further develop and promote these Experience Acadie products and experiences for Atlantic Canada, Québec, New England and France markets. Additional information on CTACA can be found at SITUATION The CTACA is currently guided by a relevant strategic plan which clearly outlines the vision, mandate, and activities of the organization. It has provided the CTACA with a renewed purpose and solidified the funding partnerships required to further develop and market the area s Acadian tourism products and experiences. Recently, the CTACA completed an evaluation of its programming and services. This evaluation demonstrated widespread support for the CTACA, its mandate and its strategic plan. However, the evaluation also revealed a number of operational issues that needed to be addressed if the CTACA is to effectively work to build and market the region s Acadian tourism experience. ASSIGNMENT: The Commission du tourisme acadien du Canada (CTACA) is seeking proposals from qualified and experienced tourism consultants with demonstrated experience to prepare a Tourism Operational Plan, including tourism product development and tourism marketing components. This Plan will provide a three-year roadmap of the strategies and tactics required to resolve the operational issues identified by the evaluation; and will similarly outline the measures required 2

3 to fully and successfully implement the CTACA s still relevant Strategic Plan. Strategic plan available : Forerunner-1.pdf SCOPE OF WORK: Immediately upon award of contract, the consultants will meet with representatives of CTACA and other parties (Steering Committee) to review the consultants proposal and to discuss expected outcomes. During this meeting, the consultants may inquire about any documentation in the CTACA s possession (and that of other parties) that may be relevant to this assignment. A schedule for regular progress reports and project updates will be developed to ensure the timely completion of this assignment. The assignment will be developed in a two-stage process: developing the framework and modeling the framework, detailed as follows: The consultants will complete a review of the CTACA s most recent strategic plan and the 2016 evaluation report. Within the context of this plan, the consultants will assess and confirm past successes and failures; and will develop a framework for a Tourism Operational Plan that outlines the strategies, tactics and other measures required to resolve the organization s operational issues, and the measures required to fully and successfully implement the CTACA s Strategic Plan. It is expected that this framework will include, but not be limited to: i. The recommended framework for the CTACA s organizational structure; roles, responsibilities and authorities; partnership accountability, human and financial resource requirements; accountability and financial management; management information systems; membership structure and benefits, etc. ii. A framework that outlines a concentrated approach to a tourism product development plan including the strategies, tactics, outreach and measures required to further develop the Acadian tourism experience in all three Maritime Provinces; and a framework for the tourism marketing strategies and tactics required to solidify and bring the Experience Acadie brand to market; including, measuring brand effectiveness and establishing a planning cycle which aligns with stakeholder planning. The tourism marketing plan should build upon common provincial domestic target markets and internationally on the target markets for the Atlantic provinces identified by the Atlantic Canada Tourism Partnership (ACTP). iii. A framework for a communications plan that provides industry and other stakeholders with information on the organization, its programs, tourism marketing 3

4 and product development initiatives and other opportunities will be constructed. Additionally, an internal communications plan as it relates to management and management information systems will also be constructed. iv. The consultants will give consideration to various performance metrics, including those used in the provinces, and will recommend both internal performance metrics and external tourism performance metrics to Steering Committee. These performance metrics will serve to benchmark and assess the progress of the CTACA in implementing the Tourism Operational Plan. One series of performance measures will be required to assess organizational accomplishments and efficiencies; and a second set of performance measures will be required to assess the CTACA s programing and industry outreach activities (tourism product development, tourism marketing and communications). The consultants will present the framework to the Steering Committee for its discussion and consideration and approval. Upon the Steering Committee s approval of the framework(s) developed for the threeyear Tourism Operational Plan, the consultants will fully develop and model the frameworks. This model will provide a roadmap of the detailed strategies, tactics, measures, resources, timeline and steps that are to be taken to resolve the operational issues and the strategies, tactics, measures, resources, timeline and steps required to fully and successfully implement the CTACA s Strategic Plan. DELIVERABLES: The consultant will prepare draft and final Tourism Operational Plan (which will include an organizational review, tourism product development plan and tourism marketing plan, and communications plan) for the Steering Committee s approval in a format acceptable to the Steering Committee. On acceptance of the final Tourism Operational Plan, the consultant will prepare for and host a strategy information session. At this session, the consultant will present the key finding of research, strategic option analysis and consultative framework, and the recommended strategies and actions to be taken to advance operational efficiencies, tourism product development and tourism marketing initiatives, communications and performance management. The Tourism Operational Plan, along with all supporting documentation, etc., will become the sole property of CTACA and its funding partners upon submission of the final plan. The Tourism Operational Plan must be completed by March 31,

5 CTACA RESPONSIBILITIES The CTACA s Executive Director will act on behalf of the CTACA as project manager and remain active in all aspects in the development of the Tourism Operational Plan. The CTACA will select a Steering Committee to work closely with the Executive Director on guiding this project to completion. The CTACA s Executive Director will: Provide the consultant with an initial project briefing, relevant background materials and other information at CTACA s, and provincial partner s disposal including the current strategy, the 2016 evaluation and information on the primary motivators of travel. Key findings of industry stakeholder consultations that were undertaken during the independent 2016 evaluation. CONSULTANT(S) RESPONSIBILITIES The consultant(s) tasked with the responsibility of developing the CTACA three year Tourism Operational Plan will: Take direction from and work closely with the CTACA Executive Director in all areas related to the successful development of the strategy. Develop and provide the CTACA s Executive Director with a critical path and milestones required to complete the assignment, including progress reports and project updates. Develop and provide draft and final versions of the plans required at the end of each phase, and related materials in a format acceptable to the Executive Director. Maintain proper accounting records and submitting invoices that are compliant with the CTACA and in accordance with the CTACA s policies, guidelines and claim procedures. Arrange for their own travel, accommodations, meals and etc., in accordance with the requirements of the project and CTACA s policies and guidelines. The consultant will prepare and present a final document(s) to the project authority (CTACA) upon completion of the assignment. These documents, along with all supporting materials, etc., will become the sole property of the CTACA and its funding partners upon submission of the final Tourism Operational Plan. This plan shall be shared with the CTACA s funding partners. The consultant will present the final Tourism Operational Plan to the CTACA. The consultant will be required to facilitate an information session required to obtain buy-in to this new Tourism Operational Plan. It is expected that, in total, two in-person presentations may be required. 5

6 BUDGET: The level of effort associated with this assignment is not expected to exceed $38,000 inclusive of all taxes, expenses, travel and other costs associated with this assignment. SUBMISSIONS: Submissions to undertake this assignment on behalf of the CTACA must be received either by or mail on or before 12:00 pm (noon) Atlantic Time on November 25, noon, The project would be awarded by December 1, Work would begin immediately upon award of contract and is expected to be completed by March 15, Submission will be rated according to Annex A. INQUIRIES AND CONTRACTING AUTHORITY: Proposals and/or inquiries should be addressed to: Myriam Leger Executive Director Atlantic Canada Acadian Tourism Commission 236 St. George St., Office 403, Moncton, New Brunswick E1C 1W1 Telephone: (506) Any questions on this RFP must be made in a written format and Q&A will be shared on the CTACA website. 6

7 STUDY PROPOSAL EVALUATION ANNEX A STUDY: Score: FIRM: Bid: $ TECHNICAL EVALUATION The technical evaluation of the proposal is carried out without regard to bid price. The following three factors are considered: Work Points a) Understanding of the study and scope including peripheral problems: 15 b) Proposal approach and methodology to conduct the study: 15 c) Proposed schedule to conduct the study: 15 Total 45 Staff Points a) Project Manager: qualifications, position within the organization and Tourism experience in the major elements of the study: 15 b) Key professional personnel to be employed on the study: number, qualification and Tourism experience in the major elements of the study: 15 Total 30 Company Points a) Corporate information to demonstrate that the company has sufficient human resources and facilities to complete the study: 10 b) Experience and reputation of the company with Tourism 10 product development, marketing, evaluation and planning projects: c) General format and appearance of the proposal and its content: 10 Total 30 Weighting of the three evaluation categories: 1. Work: 2.0 x = 2. Staff : 1.5 x = 3. Company: 1.0 x = Technical Evaluation Score: 4. Price Evaluation = Total Score PRICE EVALUATION (MAX 15) Lowest bid within project budget receives maximum 15 points. Each of the higher bids receives points based on the following formula: Lowest Bid divided by Higher Bid(s) multiplied by 15 equals score. Example: Bid1: $5,000 (Lowest bid automatically receives 15 points) Bid 2: $7,500 ($5,000 divided by $7,500 multiplied by 15 = 10 points) Bid 3: $10,000 ($5,000 divided by $10,000 multiplied by 15 = 7.5 points) 7

COMMISSION DU TOURISME ACADIEN DU CANADA ATLANTIQUE (CTACA)

Request for Proposals COMMISSION DU TOURISME ACADIEN DU CANADA ATLANTIQUE (CTACA) STATEMENT OF WORK Project Title: Client: DEVELOP AND IMPLEMENT SOCIAL MEDIA STRATEGY The Commission du tourisme acadien