Scope of Work

The scope of work to be undertaken by the Media Partner is given hereinafter and the
same is merely illustrative and not exhaustive. The Media Partner shall thus have to
consider the required output and include all further incidental activities that may be
necessary for efficient and successful implementation and for achieving the ultimate
purpose of the assignment. The Scope of Work for formulating an integrated
communications strategy (public relations and social media) and work-plan to execute
the integrated communications strategy shall include the following:

Branding:

Prepare branding strategy for InvestJK and Brand Jammu & Kashmir. Building brand
credibility, Brand positioning, Improve brand perception and managing negative
reputation is part of scope of the assignment. To achieve the same the Media Partner
may also require executing the strategy as and when required. Cost for the execution
will be borne by JKTPO.

Strategy – Brand and Design Strategy

1. Formulate and Implement a 24-month brand strategy for BrandJK & InvestJK and
time line of activities undertaken by JKTPO.
2. The task is to formulate an Integrated Communications Strategy (public relations
and social media) for Jammu & Kashmir in general and I&C in particular.
3. Basis the brand strategy, put in place a design strategy for various platforms and
types of collaterals (Print / Digital/ OOH / Radio). Design strategy would include
development of a standard design handbook which would ensure consistency of
the BrandJK, InvestJK & I&C deptt. and reflect its core ethos as well.
4. Innovative Campaigns – The Media Partner shall be responsible for carrying out
innovative programme/ campaigns with bloggers/ industry partners who are
having strong digital presence, to support & sustain digital brand image of Jammu
& Kashmir with top media houses throughout the tenure as & when required.
5. Content Creation - The Media Partner shall responsible for creating content as per
deliverables. It is expected out of Media Partner to develop content with
impeccable spelling and grammar, with clear understanding of tourism consumer
through thorough research.
 Social Media Management & Management of Websites – Strategy | Creatives

Formulate and Implement a 24-month social media strategy for InvestJK & BrandJK
social platform aimed to at least double the current reach and audience.

a) Creatives and Campaigns:

1. Conceptualize campaigns for InvestJk, BrandJk and Exports. Include making

creatives and copies for the same.
2. Detailed campaign reports for measuring the impact of the activities on social
channel against the effort.
3. The Media Partner should create and manage two influencer marketing
campaigns in consultation with JKTPO

b) Content & Design work would be required for:

1. Event based creatives – Standees, Brochures, banners, mementos, etc

2. Creative for social media campaigns and website .
3. Creating HTMLized mailers for all programs
4. Blogs for website
5. Monthly newsletters & quarterly magazines
6. Flyers, Standees, Notebooks, merchandise, event backdrops etc

c) Social Media Monitoring Program:

1. Monitor the sentiment around BrandJK & InvestJK on the internet on a weekly
basis
2. Monitoring traction of various campaign in terms of Google Analytics goals
/impressions/
engagement (metrics to be defined in consultation)

d) Website Management & Development:

1. Maintenance of websites (www.invest.jk.gov.in, www.jkinvestorsummit.com and

www.jktpo.in) that includes Addition /Editing /Updation of content (text, images)
and if required design template creation/ changing of templates
2. If required Media Partner may have to take up re-designing and development work
 of any of the websites.

Video Creation

1. Promotional Videos – 2 (English & Hindi) on Brand Jammu & Kashmir using
drones and other latest technologies for best locations, coverage of existing
industry in Jammu & Kashmir, (Video length 1 to 3 minutes),
2. 1 video every month for BrandJK or Invest JK (Video length 60 sec)
3. Regular series of videos on various programs that get launched, Govt schemes,
success stories, events videos, testimonials, Promotional Videos etc. for social
media using stock videos.
4. 6. Sectoral Films on 06 focus sectors (Video length 3 to 5 minutes)\
5. Functional Youtube Channel with regular video content.

(Note: The cost of video creation will be included in commercial Proposal.)

Public Relations

1. The Media Partner should develop a communications statement, Unique Selling

Propositions & develop consistent messaging across Public Relations & Social
Media.
2. The Media Partner should map the top editors, journalists and columnists from
reputed national and international wires, dailies, financial dailies, magazines,
journals, TV media including wires and regional newspapers of relevance to the
state of Jammu & Kashmir.
3. The Media Partner should disseminate information to media of national and
international repute on major initiatives, achievements, developments of the
BrandJK and activities undertaken by JKTPO, as per requirements from time to
time.
4. The Media Partner should facilitate monthly relationship building meetings/calls
for spokespersons of JKTPO with senior journalists and editors of national and
international repute covering business, policy, investments and industry.
5. The Media Partner should facilitate monthly relationship building meetings/calls
for spokespersons of JKTPO with senior journalists and editors of national and
international repute covering business, policy, InvestJK, BrandJK and industry.
6. The Media Partner should track and analyze media coverage of trade, business and
general press based on keywords provided by JKTPO and send daily alerts. The
Media Partner is also expected to submit a weekly progress report and a monthly
 audit on media coverage of Jammu & Kashmir vis-à-vis competing states.
7. The Media Partner is required to organize pre and post event press conferences as
recommended by JKTPO, create and disseminate press note of events & activities
undertaken by JKTPO.
8. Any other public relations engagement as specified by JKTPO.

Crisis management:

The Media partner should also assist JKTPO during times of crisis by countering
situations and negative news, incidents with a well thought out plan.

Communication report:

The Media Partner should submit weekly ‘effectiveness analysis and MIS reports’ to
JKTPO on Brand development, public relations and social media. A detailed analysis of
each communication tool, tactic and platform must be shared with JKTPO. It includes
a summary of conversation around BrandJK in general and InvestJK in particular.

Planning and Media Buying for Digital Marketing

The Media Partner shall may be responsible for planning and Media Buying for
activities throughout the tenure of agreement for all calendared events of JKTPO and
all campaign as planned; when required newly added events will also be the part of
Media Buying Planning. Consultation should be provided by the Media Partner for
finding top media houses in specific genres, evaluating them and provide comparative
chart for at least top 3 media agencies.