Abdul Wahab Khan
Panaji
Harnessing digital platforms to enhance public awareness around road safety, traffic rule compliance, and law enforcement initiatives, the Transport Directorate will engage an agency to roll out a full spectrum social media and public relations strategy.
There will be an emphasis on reaching out to schoolchildren and young people to foster civic responsibility from an early age, alongside a focused campaign to discourage drunk driving and build a sustained culture of road safety across Goa.
The Directorate has floated a request for proposal (RFP) for engaging a professional social media agency to modernise its public communication and extend its reach to Goa’s digital citizenry.
The department is ready to take its road safety messaging, traffic advisories, and civic outreach campaigns from the notice board to the newsfeed.
Beyond enforcement messaging, the department is keen on humanising its public image — building trust through storytelling, mascot-led campaigns, and citizen spotlights that showcase law-abiding Goans.
The strategy also envisages evidence-based communication, where verified data and statistics are used to establish credibility and make the department’s messaging more impactful and informed.
The selected agency will be expected to develop and execute a full-spectrum social media and public relations strategy. This includes managing the Directorate’s official presence across Facebook, Instagram, X (formerly Twitter), and YouTube — each platform to be used with distinct purpose.
Facebook will be used for public engagement through campaign posts and traffic alerts, Instagram for visual storytelling through reels and stories, X for real-time emergency updates, and YouTube for hosting educational content, public service announcements, and traffic documentaries.
Content creation will be extensive and varied, encompassing static infographics, short-form videos, quote cards, comic strips, statistical visuals, testimonials, interactive polls, and weekly wrap-ups.
A structured monthly content calendar will anchor the strategy, built around core themes such as road safety, school outreach, anti-drunk driving, police achievements, and community engagement. Localised messaging in English and Konkani is specifically required.
There will be a comprehensive Goa-based media database, proactively pitching stories to print, digital, TV, and vernacular outlets, and securing consistent coverage through informal media briefings and networking.
Influencer collaboration forms another key pillar — partnering with social media personalities to amplify the department’s messaging through co-created content and paid digital boosts.
On a day-to-day basis, the agency will have to post two to three times daily on Facebook and X, three to four times on Instagram, and upload two to five videos per month on YouTube, alongside daily monitoring of comments, messages, and audience feedback.
The bid submission deadline has been set for March 18, and technical bids scheduled to be opened on March 20.
The tender is open to companies, LLPs, partnership firms, and sole proprietorships registered in India with at least three years of experience in digital and social media communication.
Financially, bidders must demonstrate an average annual turnover of at least Rs 25 lakh over the last three financial years and a positive net worth.
The agency to be selected must have executed at least one social media project for a central or state government body, local authority, or public sector undertaking.
The contract will run for two years, with a possible one-year extension in two tranches of six months each.
