RFP: Publicity Contract for Country Music Week 2015 and the 2015 CCMA Awards Program


Executive Summary
The Canadian Country Music Association® (CCMA®) is looking to contract a part-time publicist/publicity team to provide services for Country Music Week® 2015 and the 2015 CCMA Awards Program. The contract timeframe for this position is June 2015, throughout Country Music Week (September 10 to 13), until the end of September 2015.

The CCMA is responsible for the nation’s most prestigious honour for country music: the CCMA Award. We also take great pride in managing the Canadian Country Music Hall of Fame® and the CCMA Awards of Achievement. In addition, the CCMA organizes the largest annual industry celebration of country music, Country Music Week – bringing the prominent event to Canadian cities coast to coast – this year in Halifax. Through industry events; national programs, including the CCMA Discovery Program; regional association support; networking opportunities; industry research and promotion of our members, the CCMA works to educate, elevate and celebrate Canadian country music.

There are nearly thirty events scheduled for this year’s Country Music Week. The events range from industry-focused seminars, panels and speakers to the public-facing CCMA FanFest, CCMA Songwriters’ Series, CCMA Legends Show and CCMA Kitchen Party. Over the four days of Country Music Week, the CCMA presents over forty awards, including the annual Canadian Country Music Hall of Fame inductions and up to four Awards of Achievement presentations. These awards are given out at four different awards ceremonies and events.

The culmination of Country Music Week happens on the last day of the event, with the Green Carpet and CCMA Awards Show. Broadcast nationally on both CBC-TV and CMT Canada, the CCMA Awards Show features performances and appearances by Canada’s brightest country stars and personalities.

Working closely with the CCMA office, the contracted publicity team will be: results-driven, team players, creative thinkers, detailed planners, effective communicators that exemplify above average media pitching and outreach skills, proficient writing capabilities, ability to work well at both fast-paced office environments and on-site activations, seasoned trouble-shooters and problem-solvers.

This position requires strong attention to detail and the ability to manage multiple projects and initiatives at once. It will support the relationship of the CCMA with artists, record labels and broadcasters and will manage all levels and types of media interaction on behalf of the organization.

Scope of Work

  • Develop outreach strategy and distribute media releases on behalf of the CCMA as they pertain to Country Music Week 2015 and the 2015 CCMA Awards Program
  • Develop outreach strategy for national and local (Atlantic Canada) media pertaining to CCMA Awards nominees, honourees, special guests and presenters; as well as Country Music Week events, including the Green Carpet
  • Media pitching and follow-up as appropriate throughout the duration of the contract (interviews, features, articles, online exposure, etc.)
    • Media tracking of all coverage
  • Coordinate #CCMANomDay including logistics, tactics and outreach (July 15, 2015)
    • Manage media strategy and outreach around nominee announcements
    • Oversee event management from invitations to implementation of rundown
  • Coordinate media accreditation for Country Music Week 2015, including the Green Carpet experience, as well as the CCMA Awards Program
  • Coordinate media launch event to kick-off Country Music Week
    • Engage community and local media with memorable and relevant event, perhaps with a charity angle
    • Manage media strategy and outreach
    • Oversee event management from invitations to implementation of rundown
  • Coordinate Green Carpet event (September 13, 2015), pre- 2015 CCMA Awards Show, including logistics, tactics and outreach
    • Manage media strategy and outreach with respect to carpet placement, story ideation and coverage, and follow-up
    • Develop strategy for flow of arrivals and manage communications of flow to artist teams (presenters/nominees/performers)
    • Work with broadcast partners to ensure efficiency with backstage production
  • Coordinate backstage media room at the Scotiabank Centre in Halifax, Nova Scotia for the 2015 CCMA Awards Show (September 13, 2015)
    • Plan and implement logistics
    • Manage media access, including photographer needs and winner scrums
    • Manage media needs such as broadcast lines, Wi-Fi access and all tech requirements
    • Consider food and beverage needs
  • Compile project final report including all media coverage and metrics (any/all applicable statistics, reach, impressions, mentions, etc.), accreditation breakdown, key learnings, recommendations, etc.

Selection Process and Evaluation Criteria

  • Ability of selected publicity team to bring ideas to the table that are fresh, creative and results-driven
  • Successful track record in music, entertainment and/or event publicity
  • Ability to work with artists, record labels and other key stakeholders and partners at all levels
  • Proven well-established relationship with national entertainment media
  • Competitive pricing

Given the Scope of Work listed above, please supply a detailed proposal, including the following:

  • Vision for the Country Music Week 2015 and 2015 CCMA Awards Program publicity campaign
  • Fees for services from June 1, 2015 – September 25, 2015, including post-event report
  • Two professional references from past clients (references will be contacted)
  • Brief description of two past projects

Proposals should be sent to Sonya Koson, CCMA Communications, at skoson@ccma.org and must be received no later than May 19, 2015 at 5:00 p.m. ET. For more information, contact Koson directly at 416-947-1331 (ext. 210).

FACTOR_2.jpgSponsors of Country Music Week and the 2015 CCMA Awards include FACTOR, Canada’s Private Radio Broadcasters and The Government of Canada through the Department of Canadian Heritage’s “Canada Music Fund”, Radio Starmaker Fund, the Province of Nova Scotia, the City of Halifax and Destination Halifax.