Integrated Marketing & Communication Strategy Services

The Housing Development Agency (HDA), a national public development agency under the Department of Human Settlements, has invited proposals for the appointment of a service provider to develop and implement an Integrated Marketing and Communication (IMC) Strategy with a section on Brand Culture Change Management. A client engagement survey revealed a need to educate internal and external stakeholders about the HDA's mandate, and the project aims to re-engineer the organisation's image and brand so that it is recognised as a construction consultant of choice. The assignment covers optimisation of current marketing and communication operations, a long-term transformation design, and a phased delivery over an eight-month period.

The scope is delivered in three phases. Phase One (Discovery and Research) includes an inception report, a brand diagnostic and stakeholder perception study using surveys, interviews and focus groups, an industry and benchmarking report with SWOT and PESTLE analysis, and a comprehensive brand audit. Phase Two (Brand Positioning and Strategy Development) produces a brand identity and positioning framework, a brand architecture and messaging framework, a five-year IMC strategy, a brand transformation and culture change strategy, a stakeholder engagement strategy, a future-state marketing and communications operating model, a digital communications strategy, and validation workshops with Executive Management. Phase Three (Implementation Planning and Brand Activation) covers a change management and internal brand activation plan, a five-year implementation roadmap, a monitoring and evaluation KPI framework, a brand launch and employee training programme, and a project close-out and knowledge transfer report. All deliverables must be supplied in editable Microsoft Office and PDF formats, and knowledge transfer to designated HDA officials is required.

Bidders are evaluated in two stages: functionality (minimum threshold of 70 points out of 100, covering project lead qualifications and experience, proven track record with at least eight reference-supported similar appointments for full points, company experience in similar projects, and detailed project approach) and then price and specific goals on an 80/20 point system. Mandatory requirements include a COID Letter of Good Standing, a valid CSD report, tax compliance status, and completion of all SBD forms. Bids must be submitted in two sealed envelopes (technical and financial) by 11:00 on 20 November 2026 at the HDA head office in Sunninghill, Johannesburg, and remain valid for 120 business days.