Efficiency Nova Scotia Corporation - Marketing Communications RFP - Nov. 15, 2010

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Request for Proposals
Marketing Communications Services
Closing: Tuesday, November 30 at 1 p.m., AT
No submissions sent after the deadline will be accepted.
Inquiries:
Hugh Fraser
Interim Communications Advisor
Efficiency Nova Scotia Corporation
hfraser@efficiencyns.ca
902.442.0945

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Overview
Efficiency Nova Scotia Corporation is seeking qualified candidates to help design, develop, and execute
our marketing communications activities. The role is envisioned to be a key partner with the
corporation, helping to devise wide-ranging marketing, advertising, and communications campaigns
aimed at Nova Scotian families and businesses. The work would include materials aimed at broader
goals (e.g., save energy and save money by turning off lights, installing CFL bulbs, etc.) and more
program-specific materials (e.g., encouraging small businesses to enrol in a specific program to save
energy and money).
The successful respondent must be strategic and tactical, creative and practical, performance-oriented
and budget-focused. We want big ideas and attention to small details. You must have a base in Nova
Scotia and be seasoned in the Nova Scotia market – with a clear understanding of what motivates Nova
Scotians’ decision-making – and how to positively influence that process. We are more interested in the
way you think about issues and the results you deliver, rather than the volume of awards you may have
accumulated.
About Efficiency Nova Scotia Corporation
Saving energy and energy savings. That’s our bottom line.
Efficiency Nova Scotia is a newly-created independent corporation with a mandate to manage energy
efficiency and conservation programs for Nova Scotians. As a public interest, not-for-profit corporation,
we will create and administer those programs with the goal of reducing the use of electricity and other
fuels. At the same time, we will promote overall energy efficiency for Nova Scotians.
Efficiency Nova Scotia is independent from Nova Scotia Power and the Government of Nova Scotia. The
corporation was established in January 2010 by provincial legislation, in response to recommendations
by Dr. David Wheeler, former Dean of Dalhousie University’s Faculty of Management. Wheeler led an
extensive consultation process about how electricity efficiency and conservation should be managed in
the province. His report called for an independent body to administer electricity conservation and
efficiency programs.
Here is our message to Nova Scotians: We want to take money off your power bill, so you can put that
money into your own back pocket. Not only will that help you save, it will help our environment, by
increasing your energy efficiency and reducing your energy consumption. And that means we’ll reduce
the impacts of fossil fuels like coal that provide most of the power for electricity generation in Nova
Scotia.
Efficiency Nova Scotia is establishing itself as an independent corporate entity. We are in the final
stages of transitioning electricity efficiency programs from Nova Scotia Power.
We are led by an independent board of directors. Our electricity efficiency plan, programs and
performance are regulated and reviewed by the Nova Scotia Utility and Review Board (UARB). The UARB
is there to ensure electricity customers are getting the best value for their money from the Efficiency

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Nova Scotia team. Our programs are designed to ensure Nova Scotia achieves its aggressive annual
targets for energy conservation.
Our performance will also be judged by the people of Nova Scotia – on how good a job we do for them.
By working together, innovating, and adjusting our behaviour, we believe Nova Scotians can lead the
way in reducing consumption, easing the impact on our environment, increasing our energy savings, and
making a positive impact on the provincial economy.
Over time, we may become involved in efficiency programs of all kinds (from home heating fuels to
transportation to renewables). Our mandate has that scope. But right now, our focus is on electricity
efficiency. That’s because our initial funding comes from electricity customers across the province
through the rider on their power bills for efficiency programs.
It’s also worth pointing out what Efficiency Nova Scotia is not. We are not a successor to Conserve Nova
Scotia, which had a similar mandate in some ways. Conserve was a government-run agency and its
energy focus was on fuel sources other than electricity. Conserve is now being wound down by the
provincial government. In the months ahead, the government may ask Efficiency Nova Scotia to take
responsibility for managing those efficiency programs for other fuels. If so, the funding for those
programs would have to come from the provincial government.
Efficiency Nova Scotia is committed to a performance-based culture – in the way we serve Nova
Scotians, in our approach to challenges, and in our team and partners. At Efficiency Nova Scotia, our
focus is on the customer – both residential and business. When it comes to energy efficiency, we will
strive to make it easier for Nova Scotians to do something than it is to do nothing.
Services Required
Our customers are as varied as Nova Scotia itself. From a bungalow owner to a small business to Nova
Scotia’s biggest industries, practically everyone in the province will be affected by Efficiency Nova
Scotia’s drive for greater energy efficiency and energy conservation. And Nova Scotians are the only
ones who can make it work.
Proponents should be available to begin work at the beginning of January 2011. They should
demonstrate core competencies, a passion for communications and marketing, and a track record of
innovation and results. The respondent should outline and demonstrate its qualifications in all relevant
areas, including:
 An understanding of Efficiency Nova Scotia, including its genesis, mandate, goals, and
challenges
 Experience in leading successful, integrated marketing campaigns
 Strong traditional and non-traditional marketing campaigns
 Expertise in digital and social media
 Understanding the uniqueness of Nova Scotians
 Understanding what motivates decision-making by Nova Scotians – homeowners,
businesspeople, industry, etc.

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 Using marketing to help change behaviours in a measurable way
 Knowledge of and experience with energy efficiency and related issues
 Ability to thrive in a performance-based environment (our success is measured by levels of
participation in programs and reduction of kWh consumed)
 Ability to market wide variety of products to wide variety of audiences (e.g. many kinds of
products for business/commercial/industrial audiences and many ways to deliver those)
 Access to full range of marketing and communications expertise, including digital and social
media, media planning and buying, design, photography, audio and video production services
In addition, respondents should provide:
 Company profile of lead company, as well as any relevant partners
 Three relevant case studies, describing project and results
 Vision and philosophy of the respondent company (or companies)
 Relevant staff, showing depth of experience, bios, and perceived roles in assignment (including
description of any subcontracting arrangements)
 Detailed breakdown of personnel’s daily and hourly rates
 Process for ensuring timelines and financials are met
 How your company and proposed partners are committed to energy efficiency and how it
demonstrates a commitment to using sustainable practices
 Testimonials and references from three clients
Timeline
Closing: Tuesday, November 30 at 1 p.m., AST.
No submissions received after the deadline will be accepted.
Efficiency Nova Scotia thanks everyone for their submissions but will only contact those who have been
shortlisted for a presentation.
If your company has been shortlisted, you will be contacted by December 7 to schedule your
presentation. Presentations will be scheduled for December 10 and 13.
The successful proponent will demonstrate that it meets and/or exceeds qualifications outlined above,
and “fits” with the Efficiency Nova Scotia team.
It must also present a compelling idea -- an overall marketing vision for Efficiency Nova Scotia and
what/how we should approach our first public campaign, while ensuring the efficiency programs thrive.
Work will begin the first week of January 2011. The contract will be for one-year and will be re-
evaluated in November 2011, with the potential for extension at the discretion of Efficiency Nova
Scotia.

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RFP and Contract Documents
Efficiency Nova Scotia Corporation (ENSC) reserves the right to modify the terms of the RFP at any time
at its sole discretion. ENSC reserves the right to negotiate changes to the proposed work program and
services proposed.
The RFP is not a tender call and should not be construed as a contract to purchase goods or services.
Nothing in this RFP is in any way intended to create legally binding obligations between ENSC and a
proponent. By submitting a proposal, a proponent acknowledges this. Further, notwithstanding any
other provision contained in this RFP, selection by ENSC of a final proposal does not create a contract
with ENSC.
ENSC will not reimburse any costs proponents incur in preparation of their proposals.
ENSC is not bound to accept the lowest price or any proposal of those submitted.
After an evaluation of proposals, ENSC will require the successful proponent(s) to sign a legal contract
with ENSC for this project, governing all aspects of the services to be delivered. It will incorporate the
content of this RFP, the successful proposal, and any other relevant terms. A sample copy of the legal
contract can be provided upon request. ENSC reserves the right to enter into negotiations on a contract
with more than one proponent.
Conflict of Interest
ENSC reserves the right to disqualify any proponent that in ENSC's sole opinion has an actual or potential
conflict of interest or an unfair advantage, whether existing now or likely to arise in the future, or may
permit the proponent to continue and impose such terms and conditions, as ENSC in its sole discretion
may require. Proponents are required to disclose, to the RFP contact, any potential or perceived conflict
of interest issues prior to RFP closing date and time.
Submission Details
Submissions must be digital -- either e-mailed to Efficiency Nova Scotia or placed on an ftp site.
Please address your response to this Request for Proposals to:
Hugh Fraser
Interim Communications Advisor
Efficiency Nova Scotia Corporation
hfraser@efficiencyns.ca
902.442.0945