CRA Advertising and Marketing Campaign

Trade Agreement: CETA / CFTA Tendering Procedures: The bidder must supply Canadian goods and/or services Competitive Procurement Strategy: Best Overall Proposal Comprehensive Land Claim Agreement: No Nature of Requirements:

CRA Advertising and Marketing Campaign

46558-226049/A Ivany, Chris christopher.ivany@pwgsc-tpsgc.gc.ca Telephone No. - (613) 868-5218

The Canada Revenue Agency (CRA) is seeking a lead creative agency to provide a full range of planning, development and implementation services for both advertising and marketing campaigns. Campaign topics will vary over the course of the contract based on CRA’s mandate and priorities. Examples of topics could include, but are not limited to, benefits and credits, scams, and tax compliance.

The CRA is responsible for administering tax programs, delivering economic and social benefits, and ensuring compliance with tax laws. In doing so, it targets various audiences including: individual tax-filers, benefit and credit recipients, businesses, intermediaries, charities and stakeholders. These services and programs contribute to the economic and social well-being of Canadians so they can receive the benefits and credits to which they are entitled and comply with their tax obligations.

The CRA is undertaking significant efforts to increase awareness and access to CRA benefits, credits and services while also encouraging participation and understanding of Canadians’ roles and responsibilities in the tax system. Additionally the CRA is increasing awareness of government-related scams across Canada to inform vulnerable populations on how scams occur, how to identify them and how to avoid becoming a victim.

These activities support Government of Canada (GC) priorities as follows: • Mandated to proactively contact Canadians who are entitled to, but are not receiving tax benefits. • The productivity of the economy is increased when taxpayers comply with their tax obligations and receive the benefits to which they may be entitled; • Continue to implement a client-based service model that is fair, helpful, user friendly and protects Canadians’ privacy, and improve the protection of taxpayer information against external or internal threats. • Compliance with tax legislation has a direct impact on the tax base and the government's ability to fund programs. The CRA's fundamental approach to compliance is to encourage tax filers to fully comply with their tax obligations; and • Encouraging Canadians to use online services supports and complements the GC's focus on service to Canadians, online engagement with Canadians, and, specifically, improved service delivery through online channels. • Fraud prevention month is an annual government of Canada campaign that seeks to help Canadians recognize, reject and report fraud.

In the last five years, the CRA has undertaken national advertising campaigns to support government priorities related to scams, benefits-credits and tax programs, tax evasion and avoidance, tax schemes and the underground economy.

Secondary market research, which included media consumption habits, behaviors and demographic insights, was completed to build on existing research and identify any knowledge gaps as it related to federal benefits and tax credits, scams and recruitment amongst target audiences. This research informed overall marketing strategies that aimed to bridge these knowledge gaps and helped the CRA make evidence-based decisions on how to better reach intended audiences. In addition, a marketing partnership framework was established for identifying and selecting potential partners.

The services of the Contractor are required from the date of the contract award until March 31, 2022, with three (3) possible extensions of one (1) year each, up to March 31, 2025.

The requirement is subject to the provisions of the Canadian Free Trade Agreement (CFTA).

The requirement is limited to Canadian services.

More information on the advertising practices of the Government of Canada can be found at: http://www.tpsgc-pwgsc.gc.ca/pub-adv/index-eng.html

All inquiries regarding aspects of this request for proposal should be e-mailed to: christopher.ivany@pwgsc-tpsgc.gc.ca.

Solicitation documents must be obtained through BuyandSell.gc.ca

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.

More information is provided in the Request for Proposal. Delivery Date: Above-mentioned

The Crown retains the right to negotiate with suppliers on any procurement.

Documents may be submitted in either official language of Canada.