Request for Proposal (RFP)

Marketing Agency for Comprehensive Website Management of SMART Academy & Paid Campaigns

Issued by: Tech Mahindra Foundation
Date Issued: 1 March 2025
Proposal Due Date: 15 March 2025

1. Introduction

Founded in 2006, Tech Mahindra Foundation works towards ‘Empowerment through Education’ with a focus on Education, Employability, and Disability. The Foundation collaborates with 90+ partners across 12 locations in India, impacting lives through 150+ projects.

• At least 10% of beneficiaries are Persons with Disabilities
• Over 50% are women

Tech Mahindra Foundation seeks proposals from experienced marketing agencies to enhance digital presence through website optimization and paid campaigns, strengthening branding efforts to attract the right audience.

2. Background

Tech Mahindra Foundation (TMF) has been actively engaged in skill development through SMART Academies and SMART Centers:

SMART Academies

• Healthcare – 5 Academies (Delhi, Mohali, Mumbai, Navi Mumbai, Pune)
• Logistics – 4 Academies
• Digital Technologies – 3 Academies

SMART Centers

• 75 SMART Centers across India
• Industry-aligned training based on market demands

3. Scope of Work

The selected agency will be responsible for:

Website Management & Maintenance

• Create new web pages and update content, images, and UI elements
• Maintain and optimize 370+ web pages for responsiveness
• Conduct regular website backups and CMS updates
• Manage API connections with CRM and ensure load balancing
• Support SEO improvements and integrate new initiatives

Website Security

• Protect from malware, hacking, and brute force attacks
• Conduct VAPT and security audits (every six months)
• Monitor Google Captcha and implement security headers
• Secure user logins and track account activity
• Restrict access to critical files and remove sensitive metadata

Website SEO

• Optimize technical SEO, keywords, and link-building campaigns
• Conduct competitor analysis, broken link audits, and content optimization
• Improve site speed, resolve crawl errors, and refine URL structures
• Monitor performance via Google Analytics, Search Console, GTmetrix, Core Web Vitals
• Implement Local SEO & Hindi keyword optimization strategies
• Expand SEO efforts to cover keywords for new academies and courses
• Execute link-building campaigns, increasing backlinks monthly

Google Ads Management

• Manage Google Ads account and optimize CTR
• Expand target keywords and create new ad campaigns
• Test and optimize ad copies, landing pages, and bid strategies
• Use negative keywords, ad extensions (callouts, snippets, sitelinks)
• Conduct competitor analysis and provide regular reports

Email Marketing

• Create and send email campaigns from blog content
• Optimize email lists for engagement
• Generate performance reports and insights
• Test subject lines, content, and CTAs for better conversions
• Use Mailchimp, HubSpot, or Brevo for execution

4. Deliverables

The selected agency must deliver:

• Monthly progress reports covering website, SEO, and campaigns
• 30% increase in organic traffic via SEO improvements
• Weekly in-person meetings at the Tech Mahindra Foundation Head Office

5. Proposal Requirements

Interested agencies must submit:

• Company profile
• Project lead and team members
• Case studies (Development, Education & Employability sector)
• Proposed timeline
• Financial proposal (detailed breakdown)
• References (at least three from similar projects)

6. Evaluation Criteria

Proposals will be evaluated based on:

• Experience: Similar projects in the Education Sector
• Budget: Cost-effectiveness of the proposal

7. Submission Instructions

• Deadline: 15th March 2025
• Email: [email protected]
• Subject Line: ‘Proposal Submission – Website Management & Marketing Services for Tech Mahindra Foundation’
• Late submissions will not be considered.

For queries, contact [email protected].

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