The purpose of this RFP is to select a technology partner (Vendor) to design and implement a digital experience platform in supporting TO Live’s marketing goals.
The digital experience platform allows key audiences to experience the TO Live brand, extending the on- stage experience on-screen. The experience will be tailored to each key audience, including entertainment seekers, corporate renters, promoters, etc. Please see section 2.1.3 below.
The digital experience platform is also a portal to find, book, and provide feedback on events. The platform provides a single source of truth for TO Live, unlike our current multi-site, multi-platform environment.
TO Live has embarked on a Digital Transformation initiative in marketing, to help achieve three primary business goals:
1. Increase revenues
a. Drive event ticket sales via digital channels
b. Incorporate ancillary revenue streams into the digital experience, e.g.
merchandise, food and beverage, parking, etc.
c. Drive corporate event bookings
d. Drive stage rental bookings
e. Drive charitable donations to TO Live Foundation
f. Explore additional revenue streams
2. Build brand equity
a. Position TO Live as Toronto’s hub for arts and entertainment
b. Establish awareness and positive perception around the new brand
c. Socialize the new venue names for a seamless customer transition
d. Position the three venues as Toronto’s best for corporate events and service
e. Position the seven stages as the city’s best for event promoters and producers
3. Maximize MROI
a. Track the performance of digital marketing activities
b. Collect and analyse customer POS data to inform future marketing campaigns
c. Deploy marketing dollars where they have the greatest return
We have begun the Digital Transformation initiative by engaging with an Experience Consultant to lead an Experience Design Phase, resulting in a set of deliverables that will guide the Vendor in design and build.
Download RFP
Closing date: 08/13/2019