Creation of promotional video content for use on social media and StartingBlocks.gov.au online promotions in FY 2023–2024
Tender ID: 528868
Tender Details
Tender Description
Project
To obtain video footage reflective of the diversity of education and care services in Australia for the Australian Children’s Education and Care Quality Authority’s (ACECQA) family focused brand, StartingBlocks.gov.au.
Video footage will be developed into vignettes of up to 15 seconds duration for use on digital media, particularly on social media. Creative concepts are also sought for this national campaign to reach and engage parent and carer audiences with a rollout from late 2023.
In addition to the videos for use on digital media, ACECQA is also seeking one high quality, engaging video of up to 60 seconds duration suitable for use as an advertisement online.
Project overview
StartingBlocks.gov.au (www.StartingBlocks.gov.au) is now the one and only national government website to help families find quality education and care services for their children.
This project requires a video production team’s facilitation of an initial creative workshop to receive ACECQA’s verbal brief, scan of other campaign concepts, then pitch of one creative concept that offers unique value propositions for ACECQA’s consideration.
Following ACECQA’s approval of a creative concept, this project requires the filming and development of a series of high quality, engaging videos for families that promote and raise awareness of the value and importance of quality education and care from children’s perspectives while reflecting the diversity of children, families and education and care services throughout Australia for our family focused brand, StartingBlocks.gov.au.
These videos will be promoted through StartingBlocks.gov.au social media channels and will need to be short (up to 15 seconds duration), impactful and highly engaging. A high quality, engaging video advertisement of up to 60 seconds duration suitable for online use is also sought from this project – to be developed from the footage captured at education and care services.
About ACECQA and the National Quality Framework (NQF)
The Australian Children’s Education and Care Quality Authority (ACECQA) is an independent national authority based in Sydney. ACECQA guides the implementation of the National Quality Framework for Early Childhood Education and Care (NQF) nationally and ensures consistency in delivery.
The NQF is the result of an agreement between all Australian governments to work together to provide better educational and developmental outcomes for children using education and care services. It introduces a new quality standard for long day care, family day care, preschool/kindergarten and outside school hours care.
The NQF sets a higher national quality standard to encourage services to continue to improve their programs and practices. Education and care services are assessed and rated against seven quality areas of the National Quality Standard (NQS). The ACECQA website is one of the main sources of information about the NQF, including the National Law and Regulations.
About ACECQA’s family focused StartingBlocks.gov.au website
ACECQA launched its family focused StartingBlocks.gov.au website in 2015, and it aims to increase awareness and understanding of the NQF and NQS service quality ratings.
Families research commissioned by ACECQA in 2014 revealed an overwhelming need for a credible, family friendly resource to answer child care questions and better understand the benefits of early childhood education and care. This was the catalyst for StartingBlocks.gov.au’s launch in 2015 – a source of trusted information with helpful tips for parents on what to look for to ensure their child gets a quality care and learning experience.
The StartingBlocks.gov.au website is primarily a content-driven website providing information to families about early childhood education and care. Through a range of articles, videos and its Find Child Care tool StartingBlocks.gov.au is a one-stop shop for all child care related information.
In the research ACECQA commissioned in 2018, the participants also provided their feedback on the StartingBlocks.gov.au website. Many found the website helpful and provided suggestions for improvement. StartingBlocks.gov.au has seen encouraging year-on-year growth.
StartingBlocks.gov.au is a starting point to:
• learn about children's developmental milestones
• understand what to expect from an early childhood education and care service
• find child care services and learn about their quality ratings, fees, vacancies and inclusions
• get tips on starting child care or preschool, and what can be done at home to encourage children’s learning and development.
About ‘education and care’ as preferred terminology
StartingBlocks.gov.au website and social media has used ‘child care’ to reach and engage Australian families and communities on their own everyday language terms, then introduces them to the StartingBlocks.gov.au tagline ‘Your first step into early childhood education and care’ as the terminology favoured by sector professionals.
The NQF respects parents as the experts on what‘s best for their child, so it’s important to counter negative community perceptions that services are providing ‘babysitting’ and recognise concerns voiced by sector professionals everyday language use of ‘child care’ may not be giving the sector appropriate respect.
In 2019 ACECQA developed a suite of quality early learning videos and promoted them via a digital communications campaign in 2020.
Objectives
• Promote and raise awareness of the value and importance of quality children’s education and care.
• Promote and raise awareness of quality education and care from children’s perspectives, voices and agency in line with the guiding principles of the NQF.
• Provide highly engaging creative concepts that leverage the emotions of parents when recognising how quality education and care benefits their child.
• Film and provide StartingBlocks.gov.au with a series of videos that meet the above objectives.
• Provide StartingBlocks.gov.au with a series of videos in line with the ACECQA Photography and Image Policy and Guidance and best practice guidelines.
• To supplement our existing video collection for StartingBlocks.gov.au and ACECQA.
Description of services
ACECQA requires the services of an external video production company to film and supply a range of high quality videos for use on the StartingBlocks.gov.au website, social media channels and television.
Firstly, the video production company will provide an impactful creative concept for the campaign video series, which will emphasise the importance of children’s voices, perspectives and agency and the way these voices express quality education and care experiences, learning and development, as well as the diversity of children, families and education and care services. This will be distinguishable from other sector communications which mainly engage educators and services, by introducing new creative concepts for promotion of authentic children’s testimonials and experiences in quality settings to reach parent audiences and leverage their emotions.
Secondly, the production company will visit these services along with ACECQA staff to film and capture footage that would best contribute to the final creative concept.
Thirdly, it is envisaged the video series will include a minimum of 20 high quality videos for use on the StartingBlocks.gov.au website, social media platforms and television. The production company will supply the edited videos and all raw footage to ACECQA.
It is proposed there will be up to five service visit locations, with two 3-hours session each (total of 10 sessions) taking place in education and care services in the Sydney metropolitan area.
Location shoots will require a range of visit times including early morning and late afternoon and may also require some after-hours filming to capture family engagement activities.
The selected videography team will be on location on the same day as a photography team on the initial service visits, and ACECQA will be directing collaborative opportunities between the teams throughout the project to achieve its desired project outcomes.
ACECQA will identify the education and care services to be involved in the project and coordinate all logistics and permissions.
Ownership
All work produced by the contracted party will be on a “work-for-hire” basis. This means ACECQA will be the sole owner of all rights, including without limitation, the copyright, in the work. The contractor will also separately assign all present and future rights in the work and the associated materials of the project to ACECQA and may not reproduce or reuse the work or the associated materials for any purpose without written permission from ACECQA.
Key deliverables
• A creative concept for a national social media campaign video series for families promoting and raising awareness of StartingBlocks.gov.au and the importance and benefits of early learning and quality early childhood education and care (ECEC).
• A minimum of 20 high quality videos (maximum 15 sec each) and templates for use on our websites and social media platforms promoting StartingBlocks.gov.au and raising awareness of quality children’s education and care. Ideally these will be structured around children’s voices promoting the benefits of early learning and the value of early childhood education and care. They will be branded with the StartingBlocks.gov.au logo.
• A minimum of one highly engaging video advertisement suitable for use online (up to 60 seconds) promoting and raising awareness of StartingBlocks.gov.au and the importance of quality education and care.
• Incorporation of advice from ACECQA staff attending the shoots into the deliverables.
All videos (raw footage and edited videos) to be delivered via a secure/password protected online portal.
Timeframes
Full completion of the project is due by 31 March 2024, with all draft videos to be completed by 1 December 2023 and final cut videos to be completed and delivered by 31 January 2024.
Best practice guidelines
The filming of children for this project will be carried out in accordance with ACECQA’s established procedures and photography/image guidelines and instructions issued by ACECQA during the project.
As part of the guidelines, written consent will be sought from families and the service for filming and photography as required by ACECQA.
Budget
This brief is calling for quotes containing proposed and itemised costs for the project, including a suggested work plan and a breakdown of fees for professional services, hours and administrative services, including GST.
Project requirements
The contracted party will be expected to be in contact with ACECQA staff through all phases of project execution, meeting as needed through video teleconferencing, phone or email, and providing regular written progress updates.
Any assignment or subcontracting by the selected contractor for the work to be performed, or goods and/or services to be provided, in whole or in part, any other interest in this request for proposal, shall not be permitted without the express written consent of ACECQA.
Advice will be provided about any particular focus areas to be captured in videos.
Selection criteria
Proposals received will be judged by ACECQA on the following selection criteria:
• Understanding of StartingBlocks.gov.au, ACECQA’s work, the education and care sector, and the national scope of the project – in particular how to effectively leverage parent emotions and reach the general public.
• Demonstrated experience in facilitating highly engaging creative campaign concept development and associated video development, production and post-production.
• Proven ability to meet budget and timeline deadlines.
• Ability to complete draft video and final cut requirements.
• Proposed price.
• Sensitive approach to children’s education and care environments/context.
Proposal requirements and how to submit
Proposals must address the selection criteria and include:
• business name, address and ABN
• introduction summarising your company’s background and relevant experience
• examples of past projects, preferably of a similar size and scope – can include links to online material
• proposed costs for the project – including a suggested workplan and a breakdown of fees for professional services, hours and administrative services, including GST
• availability to begin the project
• a list of personnel on the project team and their roles
• a single point of contact – name, title, phone and email address.
Based on the written proposals, selected organisations may have the opportunity to present their proposal to ACECQA.
For further information, contact:
Prachi Srivastava, Senior Communications Officer – Families Strategy
Email: Prachi.Srivastava@acecqa.gov.au