WCTA Seeking New Media Services Provider
REQUEST FOR PROPOSAL (RFP)
Media Services Partnership: Website Rebuild, E-Newsletter Platform, Email Distribution, Ad Sales, Social Media & Marketing Support
CLICK HERE for pdf copy
Western Canada Turfgrass Association (WCTA)
Issue Date: May 14, 2026
Proposal Due Date: June 30, 2026
Contact: Jerry Rousseau, Executive Director
1. Introduction and Background
The Western Canada Turfgrass Association (WCTA) is an interprovincial not-for-profit organization with ~700 members. We represent and support turfgrass management professionals by delivering education and networking opportunities through our annual conference & trade show, field days and other events, funding research studies, engaging in industry advocacy and providing ongoing communications across multiple platforms and supplying a variety of member services.
WCTA maintains active digital channels, including websites (wcta-online.com and the transitioning wctaturf.com), an e-newsletter, employment networking service and social media accounts (primarily Facebook and Instagram).
In addition, the association annually publishes a 56- page hardcopy Member Directory (May) and two 32-page hardcopy/digital magazines (Nov/Dec & Feb/Mar).
We are seeking a full-service media partner to modernize and integrate our digital, print and social media communications, improve member engagement, generate advertising revenue, and reduce administrative burden on staff and volunteers.
2. Project Objectives
The selected partner will help WCTA:
• Create a modern, professional, and highly functional website as the central hub for members and stakeholders.
• Ensure efficient, compliant, and engaging email communications via a robust email distribution platform.
• Deliver a searchable online member-only directory while continuing to produce a high-quality annual hardcopy version.
• Produce and manage 2 hardcopy issues per year of Turf Line News magazine.
• Facilitate consistent and strategic social media presence to increase visibility, interaction, and event attendance.
• Generate sustainable non-dues revenue through strategic ad sales and sponsorships across all channels.
• Strengthen brand awareness and member engagement in Western Canada’s turfgrass sector.
• Comply with Canadian privacy laws (CASL), accessibility standards and data security best practices.
3. Scope of Services
A. Website Rebuild
• Full redesign and technical rebuild of the primary WCTA website(s), including content audit, migration, online forms and proper redirects.
• Modern, mobile-first, accessible design with strong visual appeal using turfgrass imagery.
• Easy-to-use CMS for staff/volunteers.
• Key features: Member login area, event registration, research library, newsletter signup, banner advertising/sponsorship capabilities and analytics.
• Post-launch support: Staff training, maintenance, security updates, and performance monitoring for the first 12 months.
B. Online Member Directory + Annual Hardcopy Member Directory
• Design, develop, and implement a searchable online Member Directory integrated into the new website.
o Features: Member search by name, company, location, or specialty; profiles with contact details (as permitted by privacy settings); supplier/service provider section; printable/export options.
o Secure member login to update personal information.
o Integration with WCTA’s membership database (details to be provided).
• Support production of the annual full colour hardcopy Member Directory.
• Layout, design, and pre-press services.
• Coordination with printing and mailing (WCTA may handle final printing/mailing or include in scope).
C. Hardcopy Magazine – Turf Line News (2 issues per year)
• Full production management of 2 hardcopy full-colour magazine issues annually, including the flagship conference/show edition.
• Services to include:
o Editorial support and content coordination (WCTA will supply or approve articles, news, and research content).
o Professional graphic design and layout.
o Ad sales, ad trafficking, and placement.
o Pre-press preparation, printer coordination, and quality control.
o Hosted digital version of each issue for email distribution.
• The ad/editorial ratio in the publication will not exceed 55% / 45% and will generally be kept at 50% / 50%.
• Target schedule: end November and early February circulation.
D. E-Newsletter Platform and Email Distribution
• Recommend, implement, and manage a reliable email marketing platform.
• Design branded, mobile-responsive newsletter templates.
• Handle list management, segmentation, automation, distribution, and performance reporting.
• Ensure high deliverability and full CASL compliance.
E. Ad Sales and Advertising Management
• Develop and execute a comprehensive ad sales strategy across the website, e-newsletters, employment networking service, social media, hardcopy magazine, and Member Directory.
• Target turfgrass suppliers, equipment manufacturers, seed/fertilizer companies, and service providers.
• Manage ad inventory, sales and trafficking
• Manage all financial aspects related to the above including all invoicing, receivables, expense payment and revenue reporting.
• Propose commission-based or revenue-share models.
F. Social Media Management & Strategy
• Audit current social media accounts (Facebook, Instagram, and any others)
• Develop/execute a comprehensive, year-round social media strategy/calendar aligned with WCTA’s goals (education, event promotion, research sharing, member engagement, and industry advocacy).
• Recommend optimal posting frequency, platform-specific best practices, and growth tactics (e.g., hashtags, reels, stories, targeted groups).
• Integrate social media with the new website and email campaigns for cross-promotion.
• Provide monthly analytics reports (reach, engagement, follower growth, top-performing content) and recommendations for continuous improvement.
• Optional: Paid social media advertising support (budget to be discussed).
G. Marketing Support
• Integrated campaign planning and execution supporting the annual conference, education programs, and advocacy efforts.
• Cross-channel coordination for maximum reach and impact.
Proposers are encouraged to bid on the full integrated package. Partial bids will be considered but must clearly indicate included/excluded components. Integrated service providers will be strongly preferred.
4. Current State and Technical Considerations
• Detailed content inventory, current member database format, existing ad clients, and magazine specifications will be shared with shortlisted firms.
• The successful vendor will take over ad sales/marketing and production of the Turf Line News magazine and Member Directory for the 2026/2027 cycle starting on August 1, 2026.
5. Proposal Requirements
Limit proposals to 10–15 pages (excluding samples and appendices). Include:
1. Company Overview and relevant experience (associations, agricultural/green industry, print + digital publishing).
2. Detailed Approach for each scope area, including how the online directory, magazine, website, email, and social media will integrate.
3. Technical Recommendations — CMS, email platform, and any supporting tools.
4. Creative Samples — Links to websites, member directories, magazines/newsletters, and social media accounts you have managed.
5. Ad Sales Strategy and proven revenue results from similar clients.
6. Social Media Strategy Outline — High-level ideas for growing WCTA’s presence and engagement in the turfgrass community.
7. Project Team, timeline (target website + directory launch: September 30, 2026; first magazine issue circulation under new contract: November 30, 2026), and milestones.
8. Pricing — Clear breakdown of:
• One-time development/setup costs (website, directory, templates)
• Ongoing monthly/annual management fees
• Per-issue magazine production costs
• Ad sales commission or revenue-share model
• Optional services
9. Value-Add ideas to strengthen WCTA’s media presence and member value.
6. Evaluation Criteria
Proposals will be evaluated based on:
• Understanding of WCTA needs and industry (25%)
• Experience and quality of past work (20%)
• Integrated approach, creativity, and feasibility (20%)
• Pricing and revenue-generation potential (20%)
• Timeline, references, and overall value (15%)
7. Submission Instructions
• Submit proposals as a single PDF to WCTA Executive Director Jerry Rousseau with the subject: “WCTA Media Services RFP Response – [Your Company Name]”.
• Deadline for questions: June 5, 2026. All questions and answers will be shared with all bidders.
• Late submissions will not be considered.
8. Terms and Conditions
• This RFP does not commit WCTA to award any contract.
• All proposal costs are borne by the bidder.
• Final ownership of website, designs, content strategies, and deliverables rests with WCTA.
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We look forward to receiving innovative proposals that will elevate the Western Canada Turfgrass Association’s digital communications and support the long-term success of the professional turfgrass management industry in Western Canada.
Sincerely,
Jerry Rousseau
Executive Director
Western Canada Turfgrass Association
