COMMUNICATION FRAMEWORK

FOR

Introduction: Zero Defect Zero Effect" is a slogan coined by Prime Minister of India, Narendra Modi which signifies production mechanisms wherein products have no defects and the process through which product is made has zero adverse environmental and ecological effects.

The announcement of Make in India and Zero Defect Zero Effect put in perspective the governments’ intent to change the course of economy by focusing on manufacturing as an engine to sustained growth. While the Department of Industrial Policy and Promotion took the responsibility of creating an atmosphere of Ease of doing business, QCI along with the M/o MSME started exploring the idea of creating a holistic scheme to engage the MSME sector, long considered as a propellant for sustained growth, by improving their quality and competitiveness.

The ecosystem around ZED model is calibrated to make aware, assess, rate, counsel, handhold, re-assess & certify MSMEs and ensure that they rise up the ZED ladder, thus enhancing their competitiveness in the global marketplace and making them an important cog in the wheel in the “MAKE-IN-INDIA” campaign.

The Quality Council of India is looking for partners to perform the below mentioned work and to create adequate buzz around the ZED in the media across the country with an objective to reach out to the industries across sectors

PR Approach: An effective mix of traditional & digital communication

Media Interaction PR: Media Interaction/ Roundtable in the key cities PAN India

Execution:

 Target Cities: 16 Cities - , Chandigarh, Lucknow, Patna, Kolkata, Guwahati, Jaipur, Ahmedabad, Pune, , , , Kochi, , Bhubaneshwar & Bhopal  Media Coverage to be delivered: Maximum media coverage per city, along with a quantifiable social media traction  Duration of the campaign: 45 to 50 days  TimeLine Proposed: August mid till September, 2017  Mode of Media Engagements:  Select interaction with a focused group of media or a roundtable  A press meets or discussion in groups, supplemented by written press material

Key Messages:

 ZED (Zero Defect Zero Effect) to ensure a production mechanism wherein products have no defects and the process through which product is made has zero adverse environmental and ecological effects

 ZED also aims to ensure greater acceptability of the products developed from India in the global market  ZED is in sync with the Government’s focus on homegrown manufacturing as an engine to sustained growth.  To build the ecosystem to implement the idea, three important components emerged as the vehicle for this new transformation:

o The Ease of Doing Business in India. o The confidence in quality of source material, components and services o Making available competent human resource to drive the change  ZED to play a catalyst to the government of India’s ‘Make in India’ programme

Flow of the events/ roundtables:

 Welcoming the media/ Registration  Welcome address by QCI spokesperson  A brief AV presentation on the ZED  Explain the key features and benefits of ZED  Q&A  Lunch/ Hi-Tea  Exclusive/ one-on-one interviews post group interaction, as per requirements  Press kit

Recommended Press Kit Content:

 Press Release  Backgrounder on QCI  Backgrounder on ZED  Quick Fact Sheet on ZED  Notepad & pen  Media Giveaway

The Citi-wise break-up of expected reach through this PR exercise:

Sl. No City Geographies to be covered Indicative Target Media 1 New Delhi Delhi, Noida, Ghaziabad, PTI, UNI, IANS, , The Sahibabad, Gurgaon & Faridabad Economic Times, , , DNA, , Mail Today, , , , , National Duniya, Haribhumi etc. 2 Chandigarh Chandigarh, Mohali, Panchkula, The Times of India, , The Ludhiana, Jalandhar, Amritsar, Indian Express, Daily Post, Punjab Karnal, Sonepat, Shimla etc. Kesari, Dainik Jagran, Dainik Bhaskar, Samachar, Chardikala etc. 3 Lucknow Lucknow, Kanpur, Allahabad, The Times of India, The Pioneer, Varanasi, Bareilly etc. , Dainik Jagarn, Amar Ujala, Rashtriya Sahara etc 4 Patna Patna, Muzaffarpur, Gaya, Ranchi, The Times of India, Hindustan Times, Jamshedpur etc. Hindustan, Dainik Jagran, Dainik Bhaskar, Nav Bihar, Ranchi Express, Sanmarg etc. 5 Kolkata West Bengal + North Bengal The Times of India, , The (Kolkata, Siliguri, Darjeeling etc.) Statesman, , , Aajkal etc. 6 Guwahati North East (Guwahati, Shillong, The Times of India, The Telegraph, Agartala, Silchar, Aizawl, Imphal, Assam Tribune, Shillong Times, Asomiya Kohima, Itanagar etc.) Pratidin, Asomiya Khobor, Dainik Jugashankha etc. 7 Jaipur Jaipur, Ajmer, Jodhpur, Udaipur The Times of India, DNA Nafa Nuksan, etc. , Dainik Navjyoti, Dainik Bhaskar etc 8 Ahmedabad Ahmedabad, Surat, Baroda, rajkot The Times of India, , etc. Business Standard, , , Sandesh etc 9 Pune Pune, Nashik, Nagpur, The Times of India, Mid Day, Sakaal Ahmednagar etc. Times, , , , Punyanagari, Samna etc 10 Mumbai Mumbai, Navi Mumbai, Thane etc. The Times of India, DNA, , Business Standard, Financial Express, Sakaal etc 11 Bangalore Bangalore, Mangalore, Mysore etc. The Hindu, , , , , Prabha, etc. 12 Chennai Chennai, Coimbatore, Madurai etc. The Hindu, The Hindu , Financial Chronicle, News Today, Dina Malar, Tamil Sudur etc 13 Kochi Kochi, Trivandrum, Kozhikode, The Hindu, The New Indian Express, Kottayam etc. , , , , Mangalam, , Siraj etc. 14 Hyderabad Hyderabad, , Vizag, , Financial Chronicle, Vijayawada, Amravati etc The Hindu Business Line, , Andhra Jyoti, Andhra Bhumi, Sakshi etc. 15 Bhubaneshwar Bhubaneshwar, Cuttack, Puri, , Orissa Post, , Raurkela etc. Samaya, Utkar Samachar, 16 Bhopal Bhopal, Indore, Ujjain, Raipur, The Times of India, Dainik Bhaskar, Nai Bhilai etc Duniya, Patika, Hitavada

Social Media PR:

Objective:  To create a pre-buzz about the messaging of the Quality Council with regards to Zero Defect- Zero Effect  Disseminate information about content generated at Press Interactions real time  Engagement with stakeholders (Tagging the stakeholders+ Influencers across the platforms)

Plan of Action: This would be spread out over 3 phases: -  Pre-Buzz before every roundtable  During the Event/Roundtable  Post-the roundtable

PRE-BUZZ  Social Media Management To manage social media platforms

 To build a consistent content strategy on ZERO DEFECT-ZERO AFFECT  To share daily re-tweet suggestions/ trends Indian industry  To tag stakeholders on platforms and enhance outreach and tap into stakeholders/ partner fan base  Communicate all stakeholders about Hashtags/ handles/ profiles

Hashtags Suggestions: #ZeroDefectZeroEffect | #0Defect0Effect (to be discussed)

DURING THE EVENT/ROUNDTABLE:  Social Media Management:  Twitter: Live Tweets with influencer tagging / Periscope sessions at various stages  Video bites from members on the Council for YouTube and cross promote on other platforms of Spokespersons/ Media/ Industry Leaders

POST THE ROUNDTABLE:  Sustaining the campaigns

 Sharing albums/ collages post event  Sharing media coverage (Re-Tweeting | Re- Posting)  Analysis of all platforms on various metrics

Pre-Qualification Requirements:

1. PAN India Presence 2. Minimum 3-5 years of Prior experience in PR activities 3. The bidder shall not have been black listed by any State Government, Central Government or any other public sector undertaking or a Corporation or any other Autonomous Organization of Central or State Government. 4. The Service Provider must be legal entity registered in India 5. The Service Provider must have a valid GST Registration Certificate in India

Presentation:

As a part of Evaluation of proposals submitted by the applicants, QCI may seek further information or a presentation from the Organizations at a short notice for evaluation purposes.

Rejection of Proposal:

The application is liable to be rejected if: a) Not in prescribed forms and not containing all required details. b) Not properly sealed and signed as per requirements. c) Received after the expiry of due date and time. d) Missing of any supporting document(s) with the Proposal

Technical Proposal:

The Technical proposal should contain the following information: a) Proposed plan of action for the activities mentioned in the scope of work. b) Details of past experience in similar work, if any. c) Any other details that the bidder may like to provide.

Financial Proposal:

The financial proposal should contain the total amount to be charged by the service provider for performing the proposed scope of work.

Submission Details:

Interested parties may send their Technical and Financial Proposals along with the profile and other details in two separate envelopes inside a sealed envelope super-scribing ‘PR Partner for ZED Awareness’ to Assistant Director(Accounts), Quality Council of India, Institution of Engineers Building, 2nd Floor, 2, Bahadur Shah Zafar Marg, New Delhi 110002 latest by August 11, 2017, 5 PM.