TeeSe Botnia Oy Ab requests tenders for advertising and communications agency services for the needs of TeeSe Botnia Oy and its owner communities in order to form a framework agreement with service providers selected by sub-area as described below in the invitation to tender and its appendices.

The services to be procured are divided into seven (7) areas:

1. Strategic Agency Services (strategic partner)

2. Kokonaisvaltaiset mainostoimistopalvelut

3. Graphic design

4. Videotuotanto

5. Digimarkkinointi

6. Photography

7. Voice identity

2-3 service providers will be selected by sub-area as presented in the invitation to tender.

Of TeeSe's owner communities, the City of Vaasa is committed to this tendering process in advance. The City of Vaasa has formulated its tendering goals as follows: "Finland is full of modest cities, but Vaasa is not one of them. For us, a good life means setting goals high and being proud of ourselves. We are the energy capital of the Nordic Region and offer a home port for the world's best-performing energy cluster. With the attitude of the savior of the world and open-minded cooperation, we create innovations that help solve global challenges. This requires both madman's courage and determined and passionate work that stands firmly on the ground.

Our message to both residents and the world is that it is easy to be happy in Vaasa. Happiness stems from the city's strategy and is the guiding principle for everything we do. So it is with the way we work and collaborate. Open communication and an open-minded and encouraging atmosphere often make things go like in Strömsö (which, by the way, is in Vaasa). The same guidelines also work when there are unexpected twists and turns along the way.

We can't do everything alone, so we need partners by our side who share the same passionate attitude and model of working together. Through competitive tendering, we are looking for a cooperation network that can adapt to our diverse and ever-changing needs in the field of communications and marketing.

We have divided the invitation to tender into different areas, and we are looking for experts from many fields and different partners to join our network."

The target starting date for the agreement period is 18.9.2023.

The target of the Lot 1 procurement is strategic advertising agency services.

Strategic Agency Services means services that target the following services or similar:

• Acting as a strategic marketing and communications partner for the client (the City of Vaasa is committed to competitive tendering in advance)

• Participating in annual planning together with the client's operators

The aim of the tendering process is to find a partner for strategic and comprehensive marketing and communications planning for parties committed to the procurement in advance. The partner's task is to plan together with the client the major marketing guidelines for the coming years so that the client's strategic goals would be achieved.

The partner is expected to provide outside insight into the use and allocation of the overall marketing budget and the definition of communication tips to ensure systematic marketing. The partner is expected to have an overall view and extensive identification of opportunities in the available marketing methods, as well as an understanding of how the total budget is spent at the best price-quality ratio.

On a concrete level, cooperation means regular meetings and workshop events 1-2 times a year.

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client.

The strategic planning of marketing must be in line with the client's strategy.

The service provider selected for this area may also provide services belonging to all other areas of the invitation to tender.

The operating model of the framework agreement is described in the draft contract attached to the invitation to tender.

Section 2 Comprehensive Agency Services means services that address the following services or similar:

• Planning and implementation of comprehensive campaigns (including print and digital implementations)

• Design and implementation of individual advertising campaigns for all necessary materials (print, digital and video)

• Marketing planning and implementation of events, projects or projects

• Management of advertising campaigns in marketing channels

• Reporting and analysis of campaign results

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client.

The design and implementation of the services must correspond to the client's visual guidelines, brand manual and communications programme.

The service provider selected for this area may also provide services belonging to all other areas of the invitation to tender. The operating model of the framework agreement is described in more detail in the draft contract attached to the invitation to tender.

Section 3 Graphic Design means services that address the services listed below or similar:

• design and layout of individual printed products

• Design of digital materials and production of material versions (e.g. social media materials, word/powerpoint templates, infographics)

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client. The graphic design and implementation must correspond to the client's visual instructions and instructions.

The operating model of the framework agreement is described in the draft contract attached to the invitation to tender.

Section 4 Video production means services that target the following services or similar:

• Ilmakuvaus

• Esittelyvideot

• Tapahtumakuvaus

• Somevideot (TikTok, Reels)

• Motion graphics (e.g. 2D data visualization - infographics)

• Mainosvideot

Commissions / orders contain video content according to the customer's needs.

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client. Video production must correspond to the client's visual instructions.

The operating model of the framework agreement is described in the draft contract attached to the invitation to tender.

Category 5 Digital marketing refers to services that target the following services or similar:

- Digimediastrategiat

- All digital advertising media plans, channel-specific buying and optimization, and analysis of results.

- Providing data related to the development of digital marketing

The assignments are carried out either campaign-specific or according to the principle of "continuous advertising" in a manner ordered by the service provider. Channels (e.g. Digital outdoor advertising, Display advertising, Advertising for video and streaming services, Social media advertising, Keyword advertising, Digital advertising for mobile media)

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client.

The operating model of the framework agreement is described in the draft contract attached to the invitation to tender.

Section 4 Photography means services that address the following services or similar:

- Versatile photography services: images are used as news images, social media publications, various marketing and communications publications. The client buys full rights to the images, but the photographer's name is mentioned in the publications where it is possible, e.g. in the Catalogue. when an image is attached to a media release.

Subjects for description of subscribers can be of several types. The photography locations of the City of Vaasa include events in Vaasa and the surrounding area, the services of the City of Vaasa, landscapes (drone photography is required), sights and people. In event and news shoots, a photographer may sometimes be needed with a few days' notice. The framework agreement is made with three (3) photographers due to urgent photography orders. Brand descriptions are not part of this area, but the image concept attached (Appendix 2) gives an overall picture of visual identity.

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client.

The operating model of the framework agreement is described in the draft contract attached to the invitation to tender.

Section 7 Voice identity means services that target the following services or similar:

1) Implementation of a voice identity for the client (City of Vaasa committed to competitive tendering in advance, price requested separately for the project)

The City of Vaasa, Visit Vaasa, Vaasa Regional Communications and Energy Vaasa have a common brand, visual guidelines and a common brand story. A strong brand also needs a voice identity. The city's main target groups are its own residents and, in terms of attraction, the main target group is millennials, who are attracted to move to work in the Vaasa region. Visit Vaasa's target group is tourists in Finland and internationally, Energy Vaasa is a compiling marketing brand from the region's unique energy technology cluster, which aims to promote the region's energy expertise and attract experts to the area.

Implementation of the following overall package:

- sung approx. 1,5min Vaasa – advertising song (incl. Sav . San. Sov. ) and jingle

- instrumental versions of the advertising song, two different arrangements

- audiobrandbook or added part to subscriber's brand manual

- audio LOGO adapted from the song, necessary cut versions

- perpetual access rights to all media

Vaasa residents are involved in creating a voice identity, because it is important that they feel ownership of the created voice identity and have been given the opportunity to influence. Participation possibly in two phases – at least at the beginning of the project and possibly a second time when there are 2-3 options to choose from.

The project will be implemented in competitive tendering with selected service providers.

2) Continuous development of voice identity

The selected service provider must implement the ordered services within the agreed schedule, complying with the requirements set by the client. The voice identity must fit the joint brand of the City of Vaasa, Visit Vaasa, Vasek Regional Communications and Energy Vaasa and reflect the features and elements associated with the brand. The development is primarily focused on the voice identity implemented for the client.

The operating model of the framework agreement is described in the draft contract attached to the invitation to tender.