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

Request for Proposal (RFP)

Title: Marketing Agency for Comprehensive Website Management of SMART Academy & Paid Campaigns, Tech Mahindra Foundation
Issued by: Tech Mahindra Foundation
Date Issued: 1 March 2025
Proposal Due Date: 15 March 2025

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1. Introduction

Founded in 2006, Tech Mahindra Foundation works extensively towards its vision of ‘Empowerment through Education’, with key focus areas in Education, Employability, and Disability, aiming to empower individuals to rise. The Foundation strives to drive social change and impact lives through 150+ projects, collaborating with 90+ partners across 12 locations in India.

Disability and women’s empowerment are cross-cutting themes, with a mandate ensuring that at least 10% of all beneficiaries are Persons with Disabilities and over 50% are women.

Tech Mahindra Foundation is seeking proposals from experienced marketing agencies to support its SMART Academy marketing initiatives. The objective is to enhance digital presence via website optimisation and paid campaigns, strengthening branding efforts to attract the right target audience.

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2. Background

Tech Mahindra Foundation (TMF) has been actively engaged in the skill development sector for several years. The first SMART Academy was established in Delhi, focusing on healthcare training. Currently, the Foundation operates 12 Academies across three sectors:

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

Over the years, we have also expanded our skilling initiatives through our 75 SMART centres. Along with our own projects, we collaborate with other non-profits and governmental initiatives for skill development. Across all Academies, students undergo industry-aligned training through a uniquely designed course curriculum tailored to current market demands.

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Scope of Work

The selected firm will be responsible for the following tasks:

Website Management & Maintenance

• Create new webpages and update content, images, and UI elements as needed.
• Maintain and optimise 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 organisational initiatives.

Website Security

• Ensure protection from malware, hacking, and brute force attacks.
• Perform regular VAPT and security audits (every six months).
• Monitor Google Captcha and implement security headers.
• Secure user logins and track account activity.
• Remove sensitive WordPress metadata and restrict access to critical files.

Website SEO

• Optimise technical SEO, keyword filtering, and link-building campaigns.
• Conduct competitor analysis, broken link audits, and content optimisation.
• Improve site speed, resolve crawl errors, and refine URL structures.
• Monitor performance via Google Analytics, Search Console, PageSpeed Insights, GTmetrix, and Core Web Vitals.
• Implement Local SEO and Hindi keyword optimisation strategies.
• Regularly optimise both new and existing pages to improve Google Search rankings using tools like SEMrush, Ahrefs, and Moz. Maintain keywords for the SMART Academy website and expand SEO efforts to cover keywords with new academies and courses.
• Execute link-building campaigns to enhance the website’s organic profile, increasing backlinks every month through blog submissions, directories, social bookmarking, press releases, Q&A sites, and profile building.

Google Ads Management

• Manage the Google Ads account, optimise CTR, and improve ad performance through best practices. Expand target keywords and increase the number of ad campaigns and groups.
• Create and test compelling ad copies with hooks, keywords, and USPs. Optimise non-indexed landing pages for better lead generation and performance.
• Use search term filtering, negative keywords, and ad extensions (callouts, snippets, sitelinks) to improve relevance and reduce wasted spend.
• Manage campaigns for new courses and initiatives, optimise bidding and location targeting across all locations, and optimise ad grant spend.
• Conduct competitor analysis, use Google Ads, Analytics, and Webmaster tools for data-driven insights, and provide periodic reports and audits.

Email Marketing

• Create and send email campaigns from blog content.
• Manage and optimise email lists for engagement.
• Generate performance reports and insights.
• Maintain email marketing tools and automation.
• Ensure compliance with best practices for deliverability and effectiveness.
• Continuously test subject lines, content, and CTAs to improve conversion rates.
• Use Mailchimp, HubSpot, or Brevo for execution, and Google Analytics, UTM tracking, and Litmus for performance monitoring and optimisation.

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Deliverables

The selected agency will be expected to deliver the following:

Comprehensive Report:

• A detailed monthly report covering all aspects of progress mentioned in the scope of work.
• An overall improvement of 30% in organic traffic via the website, along with enhancements in UI/UX.
• A weekly in-person meeting at the Head Office of Tech Mahindra Foundation to track the progress of the website and campaign activities.

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Proposal Requirements

Interested agencies are expected to submit a proposal that includes the following:

• Company profile
• Project lead and other team members
• Case studies in the Development, Education & Employability sector
• Proposed timeline
• Financial proposal (including a breakdown of fees and expenses)
• References (at least three references from similar projects)

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Evaluation Criteria

Proposals will be evaluated based on the following criteria:

• Experience: Relevant experience of the firm and team members in similar projects (Education Sector).
• Proposed Budget: Cost-effectiveness of the proposal.

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Submission Instructions

Proposals should be submitted to procurement@techmahindrafoundation.org  with the subject line ‘Proposal Submission – Website Management & Marketing Services for Tech Mahindra Foundation’ by 15th March 2025. Late submissions will not be considered for evaluation.

For any questions or further information, please contact dip@techmahindrafoundation.org .

Tags Corporate Social Responsibility (CSR) Education and Education Technology (edtech) Others