Background

AgriFutures Australia is seeking a public relations agency or consultant to support the delivery of evoke^AG. 2027. The successful respondent will act as an extension of the evoke^AG. team and demonstrate the required skill set, established media networks (locally and internationally) and suitable capability, experience, and capacity to deliver a strategic PR program. The program’s objectives will include increasing brand awareness of evoke^AG. increasing audience engagement with the evoke^AG. 2027 program (pre, post and during the event), and drive ticket sales in the lead up to the 2027 event. Pending performance, the successful agency may be contracted for an additional 12 months to support the delivery of evoke^AG. 2028.

Download the full RFQ document

Service Requirements

The selected provider will be an extension of the evoke^AG. team and work closely with the Manager, Communications to develop and execute a robust strategy and plan targeting ticket sales, audience engagement and brand awareness. The activities and tactics within the plan should be recommended by the agency, target the key objectives and KPIs outlined in this RFQ, resonate with Australian and global agrifood innovation ecosystems and be appropriate for a government agency to execute.

In addition to the strategy and plan, the successful agency will be expected to support communications and media relations activities in relation to the event, including by not limited to:

• Development and execution of a pre, during and post event PR (domestic and international) strategy to address the events objectives, and the programs key impact areas. In conjunction with the activities noted in the timeline, this strategy should consider agenda setting through strategic activations, stakeholder engagement, media relations, thought leadership, the use of agriculture related influencers and LLMs targeting.
• Support where required on broader communications strategy. This may include key message development and or general communications materials (within reason).
• Media engagement including drafting, facilitating approvals and distributing media materials; targeted pitching (including the provision of a pitching matrix/plan); media liaison; and interview management including the provision of interview briefs to key talent including talking points and key messaging.
• Media training for staff and stakeholders, including formal training for ground breakers.
• Proactive engagement with and identification of influential figures in the local and international agrifood tech media ecosystem to support promotion of PR activities.
• Facilitation of work in progress meetings and coordinating meeting notes and actions. These are expected to be fortnightly and weekly in the lead up to the event (November – February 2027).
• Short form weekly media and LLMs reporting via email
• Monthly account update including an overview of hours and review of strategy and plan with recommendations to adjust where required to achieve desired impact.
• Monthly media monitoring reporting
• End of campaign reporting
• Media crisis management where needed
• Upskilling and training recommendations for staff to ensure we continually develop our internal PR capabilities and networks.

Key PR Objectives

1. Increase ticket sales from global and domestic markets by 5% MoM.
2. Increase engagement and participation with evoke^AG. from the Asia Pacific region, namely Singapore, Thailand, Indonesia, India and Malaysia as well as Canada and New Zealand.
3. Drive global and domestic awareness of the evoke^AG. brand and 2027 program, speakers and startups.

Consultant KPIs*

1. A minimum of 800 media mentions (local and international) and 50M potential reach featuring an evoke^AG. spokesperson and/or agreed call to action (through the period August 2026 – March 2027).
2. A minimum of five tier one pieces of coverage through the campaign period.
3. Securing a minimum of three tier one (national or international print, broadcast and/or online) journalist at the 2027 event (in addition to other identified target media).
4. Establish and reporting on LLMs brand mentions and sighted sources and integrate LLMs targeting into wider PR plan.
5. Develop, manage and execute a pre-event PR activation to drive ticket sales for the 2027 event.
6. Achieve 60% media coverage in pre-event campaign and 40% during the event.
7. Deliver an extensive post event report.

*KPIs will be reviewed and finalised with the successful respondent.

Timeline

PR RFQ evoke 2027

Make a Submission

Provide a summary highlighting how your organisation’s approach and services are a best fit for provision of the public relations and media engagement services.

Respondent’s will be expected to provide:

1.    Fee structure for:

• A breakdown of the suggested budget including hours per month working to a budget of $80,000 (excluding GST).
• Outline of the rate that will be charged per hour for any work that is over the monthly hour allocation.

2.    Organisational capacity and capability including:

• Organisation’s credentials and capabilities.
• Team structure, experience and project role.
• Examples of related work demonstrating experience/ relationships with tier one media, industry media and agrifood ecosystem.
• Testimonials and references from other companies or government agencies where you have provided a similar service.
• Approach to WIPs, account management and project management.
• Understanding of evoke^AG. and the Australian and global agrifood ecosystem.
• Ability to leverage LLMs to increase potential reach and brand awareness.

3.    Plan and approach:

• Outline your approach/ plan to delivering the above listed PR objectives and KPIs.
• Any other terms and conditions you would like to address.

The resultant Contract is expected to commence in June 2026.

It is expected that a contract will be awarded based on how well a respondent addresses the objectives of the tender. Selection will be based on the evaluation criteria.

A detailed response (in a format determined by the respondent including the required information in part d of the RFQ document) will be beneficial. It is also recommended that the response considers the evaluation criteria outlined on the following pages.

We are looking for an agency that can think outside of the box and suggest campaigns and a strategic plan which will ensure real impacts and results.

Applications for this Request for Quote must be submitted to the designated project officer, Harriet Coutts, by Friday 29 May 2026 at 5pm (AEST).

Terms of Reference

AgriFutures Australia uses standard form contracts and agreements for projects and research procured by AgriFutures Australia (please refer to agrifutures.com.au/legal). These contracts and agreements set out the terms on which AgriFutures Australia will engage successful applicants to carry out the project.

Applicants must be familiar with the contracts and agreements before submitting a response, and are advised to seek legal advice beforehand. These contracts and agreements have been developed to reflect AgriFutures Australia’s statutory and other procurement responsibilities.

If you require any amendments to the standard agreement, please complete the statement of non-compliance for each of the relevant clause. AgriFutures will then assess those requests. Applicants will be taken to have agreed to all clauses in the Service Provider
Agreement that are not referred to in a statement of non-compliance. The extent of any non-compliance will be a factor in AgriFutures Australia’s evaluation of the application.

If you require further information regarding these contracts and agreements, please contact:

Stephanie-Kate Bratton
General Counsel, AgriFutures Australia

Contact

Enquiries about the RFQ (including requests for clarification or further information), as well as completed RFQ responses must be submitted to:

Harriet Coutts
Manager, Communications  grow^AG.

Please note that any requests for clarification or additional information made, together with the corresponding responses, will be responded to and published in the FAQ section below upon receival.