PROJECT BACKGROUND

The Municipal Property Assessment Corporation (“MPAC”), assesses and classifies every property in Ontario, from single-family homes to commercial buildings, industrial factories, and farmland. Our property database is one of the most complex in the world, with data on over 5.5 million properties across Ontario, adding up to a total of 3 trillion in properly value for the entire province.

MPAC is looking to plan and execute a public relations strategy to educate and inform Ontario property owners about our role and their assessments and share insights with the residents of Ontario on how the property landscape is changing.

MPAC had planned to roll out a province-wide property assessment update in 2020, however the Province postponed the update due to the pandemic. MPAC  is currently awaiting direction on the date of the next assessment update and details on the valuation date. The Successful Respondent would provide issues management and media relations support for the assessment update which would see MPAC update the assessments for more than 5.5 million properties. 

In support of the next province-wide assessment update, MPAC is developing an integrated public relations and advertising strategy that targeted its four key stakeholder groups:

• Property owners
• Industry stakeholders;
• Municipalities;
• The Government of Ontario; and
• Strategically using media to reinforce our messages.

MPAC has an Issues Management Framework that helps MPAC to identify, manage and mitigate emerging issue and a Crisis Communications Plan that outlines MPAC’s response in crisis situations. MPAC also has a Social Media Policy and has recently undertaken a project to refresh and realign its brand.

While MPAC has made strides in differentiating the “who does what” in assessment, more work is needed to help property owners understand the relationship between property assessments and taxation by clarifying that MPAC is responsible for impartially establishing property assessments; municipalities are responsible for setting tax rates and collecting taxes; and the Province is responsible for assessment and tax laws. MPAC is looking to build on this work and continue telling its story and sharing insights as Ontario property market experts.

PROJECT SCOPE

MPAC’s intent is to engage a strategic advisory firm to provide public relations, issues management and media relations support. The firm will work in partnership with MPAC’s creative agency, media buying agency and market research firm to assist with the creation and implementation of a strategy. This is to support the next province-wide Assessment Update as well as MPAC’s ongoing education and awareness and thought leadership initiatives. This will include the creation of content to support including:

• Advice and counsel for issues management
• Writing;
• Editing;
• Spokesperson training; and
• Media relations.

The firm will also provide crisis communications support including assisting in the ongoing refinement of MPAC’s crisis communications plan and support during crisis events.

PROJECT DESCRIPTION AND OBJECTIVE(S)

The Successful Respondent(s) will be required to:

• Work collaboratively with MPAC staff and creative, media and research agencies to develop and execute integrated advertising, public relations and communications strategies to promote MPAC and raise awareness of MPAC’s role and their assessments as well as share insights on with the residents of Ontario on how the property landscape is changing and assessment trend changes;
• Assist with the development of a public relations strategy and communications plan to support the next province-wide Assessment Update;
• Provide crisis communications counsel and support with particular emphasis on preparation for potential data security breaches;
• Support MPAC’s Issues Management Framework and ongoing management of emerging issues;
• Provide advice on MPAC’s social media strategy as it relates to issues management;
• Develop and pitch storylines and news releases, fact sheets and industry highlights to the media; coordinate media interviews & press conferences;
• Offer spokesperson and presentation training, coaching and guidance;
• Provide all other types of services required by MPAC on an as-needed basis including, but not limited to:
  • Briefing notes;
  • Fact sheets;
  • Key messages;
  • FAQs;
  • News releases;
  • Speech writing; and
  • Social media
• Provide stakeholder mapping and audience analysis;
• Provide strategic stakeholder and government relations advice and counsel as needed;
• Support on special projects as required, including:
  • Sponsorship;
  • Brand refresh; and
  • Other ESG initiatives.
• Develop and manage budget and timeline milestones throughout the process following the creative brief, as approved by MPAC;

The Successful Respondent(s) shall provide services on an ongoing or project-by-project basis, whereby the Successful Respondent(s) defines and provides a solution which meets MPACs’ requirements and needs.