The City of Mississauga (the “City”) is Canada’s sixth largest city and outpaces most other cities with its global connections, vibrant communities and aspirational vision for the future. The City has many opportunities to continue to evolve as a place where people choose to be.

MiWay is seeking a full-service marketing communications agency to develop and execute new strategic marketing communication campaigns to inform and engage target audiences, including students to support ridership growth and nurture MiWay brand affinity.

Summary of Deliverables:

• Develop and execute one (1) brand marketing campaign that builds reassurance, confidence and trust in the MiWay brand;
• Develop and execute one (1) campaign to engage students in each target audience segment (middle school, high school and post-secondary);
• Develop and execute one (1) welcome to MiWay campaign that highlights new benefits of riding MiWay;
• Develop and execute one (1) campaign to keep MiWay’s Customer Charter Commitments and progress top-of-mind;
• Media buying and trafficking services for four (4) campaigns developed in-house by MiWay.

To be considered, bidders must be able to demonstrate that their company has the ability, capacity, experience, knowledge and skill in the following categories:

• Campaign Development and Production Services
• Marketing/Brand Activation Services (including in-person and virtual activities)
• Digital and Social Media Campaign Planning and Execution
• Media Buying and Trafficking Services

The allocated budget for the project is $230,000 (CDN), including all disbursements and expenses, but excluding HST and campaign media costs. The anticipated term of the contract is for approximately 12 months, beginning in May 2022.