2027 Social Media RFP

Midsumma Festival: Social Media Management Brief (2026–2027) - Request for Proposal RFP

Organisation: Midsumma Festival
Location: Victoria, Australia
Campaign Period: October 2026 – February 2027

 

1. Organisation Overview

Midsumma is Australia’s premier LGBTQIA+ cultural organisation, delivering a three-week annual festival (17 January – 7 February 2027) featuring over 200 events across arts, culture and community.

Midsumma is an NFP organisation that works year-round to support artists and present a diverse program spanning visual art, performance, music, talks, and community events, culminating in a major annual festival.

 

2. RFP Purpose

Midsumma Festival is seeking proposals from experienced contractors and agencies to deliver organic social media management services during the 2026–27 festival campaign period.

The selected agency will be responsible for executing content scheduling and community management across key channels, ensuring consistent, responsive and high-quality delivery during a high-volume campaign period. NB: Scheduling and Execution only (copy and assets provided)

 

3. Scope of Services

3.1 Content Scheduling (Execution Only)

Schedule all approved content across:

• Instagram (grid + stories)
• Facebook
• eNews

Midsumma will provide:

• Final copy
• Creative assets (images/video/templates/links)
• Posting schedule

Estimated Volume: ** No content creation or copywriting required.

• October–mid-November: 2-3 posts per week + 1-2 eNews per month
• Mid-November December: 5 posts per week + 1-2 eNews per month
• January–February (peak): 10 posts per week + 2 eNews per week

3.2 Community Management

• Monitor and respond to comments and direct messages - coverage: weekdays, 9:00am–5:00pm AEST
• Response time: within 24 hours (same day where possible)
• Escalate complex or sensitive enquiries to Midsumma
• Moderate channels in accordance with Midsumma’s social media policy

Volume expectation: medium to high during peak festival period

3.3 Key Event Coverage (Three Sundays)

• Midsumma Carnival – 17 January 2027
• Pride March – 31 January 2027
• Victoria’s Pride – (one day) TBC February 2027

Requirements:

• Extended in-person coverage: approx. 10:00am–8:00pm AEST
• Real-time community management
• Reactive posting using pre-supplied assets/templates

Note: This role is on-site attendance required for the 3 major event dates

3.4 Brand & Governance

• Maintain consistency with Midsumma brand voice, tone and visual identity
• Adhere to organisational policies and escalation protocols

3.5 Reporting & Evaluation

• Monitor performance across the campaign period
• Deliver short post-campaign report including:
  • Key metrics (reach, engagement, growth)
  • Performance insights
  • Recommendations for future campaigns 

 

4. Campaign Timeline & Key Milestones

• Regional Activation Program: Nov 2026 – Feb 2027
• Program Launch: November 2026
• Festival Period: 17 January – 7 February 2027 (200 events)
• Midsumma Carnival – 17 January 2027
• Pride March – 31 January 2027
• Victoria’s Pride – February 2027

 

5. Platforms & Systems

• Platforms: Instagram, Facebook, eNews
• Scheduling tools:
  • Midsumma currently uses Meta or
  • Agency may propose preferred platform (to be approved)
• Full access to accounts will be provided

Links

• Midsumma Website: midsumma.org.au
• Instagram: www.instagram.com/midsummafestival
• Facebook: www.facebook.com/midsumma

 

6. Paid Media

This RFP is for organic social media services only.

7. Governance & Working Relationships

• Reports to: Head of Marketing, Communications & Fundraising (Deputy CEO)
• Works in collaboration with internal teams across programming, community engagement, ticketing, and operations
• All content is pre-approved; agency is responsible for execution

 

8. Proposal Requirements

Agencies are requested to include the following (where applicable to your method)

8.1 Approach & Methodology

• Proposed approach to scheduling and community management
• Tools and systems to be used
• Approach to peak-period workload management

 

8.2 Relevant Experience

• Demonstrated experience in:
  • Festivals, arts and culture, or major events
  • LGBTQIA+ communities (preferred)
• Examples of comparable work

8.3 Pricing

• Detailed cost breakdown including:
  • Monthly or project-based fee
  • Peak-period considerations (if applicable)
  • Any optional services (e.g. paid media, additional reporting)

8.4 Assumptions & Exclusions

• outline of any assumptions made
• identification of out-of-scope items

 

9. Budget Guidance

As a NFP - Midsumma anticipates proposals within a modest project budget range and welcomes recommendations on how best to structure resourcing across standard and peak periods.

 

10. Submission Details

Please submit proposals to: [email protected]
Deadline: COB Monday, 18 May 2026

 

11. Evaluation Criteria

Proposals will be assessed based on:

• Relevant experience and demonstrated capability
• Clarity and suitability of approach
• Value for money
• Understanding of Midsumma’s audience and community context