RFP-2025-0004 - Digital Advertising Management Vendor of Record (VOR) for PSHSA

Public Services Health & Safety Association (PSHSA) is funded by the Ontario Ministry of Labour, Immigration, Training and Skills Development and works with Ontario’s Public and Broader Public Sector employers and workers, providing consulting, training, and resources to reduce workplace risks and prevent occupational injuries and illnesses.
PSHSA is committed to serving its market of over 10,000 firms and 1.67 million workers across the province’s health and community care, education and culture, municipal and provincial government, and public safety sectors. For more background on PSHSA and where we’re going, see our 2025-27 Strategic Plan and latest Annual Report.
2.2 Marketing & Communications Team
PSHSA has a small, nimble, and capable marketing and communications team that typically executes on deliverables internally. However, additional support and capabilities outside the team’s current capacity are required at times on certain projects to meet our standards and deliver to the client’s expectations.
3.0 The Opportunity
This RFP has been prepared to seek prospective Proponents’ background information and pricing quotations to be PSHSA’s Vendor of Record (VOR) for management of PSHSA’s digital advertising accounts, including Google Ads and Microsoft Bing Ads. PSHSA is seeking the services of one (1) qualified digital marketing agency to provide account management, maintenance, support, and related services for an ongoing period of one (1) year, with the potential for an extension of up to two (2) years.
3.1 Expectations of VOR
The successful Proponent(s) must have all the required experience, resources, facilities, equipment and trained personnel or contractors necessary to perform the work specified in this RFP.
The selected Proponent(s) is also expected to familiarize themselves and their teams with PSHSA’s business, the sectors it represents and its funder for a sound understanding of Ontario’s health and safety system and its priorities as it relates to occupational health, safety, and wellbeing within the province’s public and broader public sector. It is important that our partners understand the system complexities and can work effectively, balancing requirements from the marketing team, perspectives of subject matter experts and direction from PSHSA’s senior leadership team.
PSHSA’s current digital marketing and advertising efforts see us consistently maintaining between 3-5 ongoing campaigns at once, with potential for new campaigns as needed. The successful Proponent(s) is also expected to make themselves available for meetings and/or conference calls to discuss advertising campaigns, report on performance, and provide recommendations for PSHSA’s consideration.
3.2 Scope of Potential Services
Account Management
PSHSA requires dedicated contact(s) from the selected vendor to work in collaboration with our marketing and communications team on an ongoing basis. This individual(s) will work closely with PSHSA to create new advertising campaigns, manage project timelines and budget, and oversee overall project coordination according to the objectives set at the briefing stage.
This will include the establishment of a regular meeting interval, the exact nature and frequency to be determined between PSHSA and the successful proponent, to support the success of PSHSA’s digital advertising efforts.
Ad Creation and Management
The successful proponent will create and maintain effective ads as directed by PSHSA and supported by PSHSA’s marketing team and will actively make recommendations to improve their effectiveness, including:

• Creating new campaigns and ad groups directed to support PSHSA’s advertising needs
• Reviewing suggested keywords, headlines, and strategies for campaigns and making strategic recommendations based on research, expertise, and identified search trends in PSHSA’s target audience(s)
• Outline requirements for implementation of applicable tracking codes and snippets for key webpages to provide valuable data on conversions in advertising platforms, to be added by PSHSA’s team

• Identification of new high-value keywords and phrases related to health, safety, and wellbeing to enhance existing ads and identify new opportunities to leverage PSHSA’s expertise
• Competitive analysis of ad performance relative to identified competitors, auction insights, search terms, impression share, overlap and position above rates, top of page rates
• Recommending new campaign ideas for PSHSA’s consideration, based on research and identified opportunities and trends
• Review and provide expert recommendations for destination and landing pages to ensure alignment and effectiveness with ongoing campaigns, with an emphasis on conversion

• Ongoing monitoring of campaigns on a weekly basis to ensure alignment with goals and budgets
• Communication of campaign performance, adjustments made, and recommendations at a frequency to be mutually determined between PSHSA and the successful Proponent
• Integration of tracking tools for comprehensive monitoring
• Application of necessary optimizations to maintain or enhance performance, such as targeting, bid strategies, ad creatives, and keywords
• Monthly reporting on essential KPIs, insights, and recommendations, such as ad views, clicks, click-through rates, conversion rates, and budgets
• Timely identification of critical errors and budget overages and spend limits that could impact performance of digital advertising
• Manage remarketing and retargeting campaign efforts to maximize ad spending and effectiveness of advertising
• Review platform recommendations with PSHSA and implement as appropriate

• Creation of destination pages and/or landing pages
• Creation of advertising accounts
• Implementation of tracking codes or snippets
• Social media advertising and account management
• Creation and/or design of assets such as images or videos