AN2026 Marketing Communications

Descriptions

OverviewThe aim of this framework tender is to support the delivery of Agile Nation2 business objectives through an effective communications strategy. The key objective is to raise brand awareness, engagement and tactical lead generation to achieve participation targets within the defined target markets.The Agile Nation2 project consists of two programmes:•Agile Nation2 Women’s Career Development Programme (B2C)•Agile Nation2 Business Programme (B2B)Scope of RequirementsChwarae Teg requires the support of external marketing services to deliver the following:•Campaign strategy and planning to determine the best use of the allocated budget – in order to achieve project KPIs within the specified timeframes.•Media bookings and placements (including but not limited to digital, direct marketing, ATL).•Creative development to expand and evolve the current branding and messaging for each project, in order to engage with the identified target markets.•Campaign development – using creative assets provided by Chwarae Teg, develop messaging and any specific production work such as videos, gifs, landing pages.•Monitoring, evaluating and reporting on all activities with results, insights and recommendations.We have an in house marketing team to support any promotional events, graphic requirements, social media (organic), direct marketing (e.g. CRM emails). The team consists of:•Marketing Lead – sign off on strategy and plans, main point of contact.•Marketing Partner – direct marketing, Chwarae Teg website, CRM, copywriting.•Design & Social Partner – graphic design, social media platform management•Events Partner – arranges promotional events.A detailed brief for both projects is below. Please note that there are geographic variations for both projects, with some crossover that could be leveraged to promote both programmes to employers in those areas.Project 1: Agile Nation2 Business ProgrammeObjectiveReach and engage with the SME target audience to deliver consistent inbound leads (average of ~20 per week) for conversion.Delivery TimeframeDeliver leads from July 2019 to January 2020.Scope of ActivitiesMix of effective B2B marketing activities with a focus on digital – PPC, SEO, remarketing. Drive traffic to a landing page to request a call back/meeting.To include forecasts, monitoring & analysis.Target AudienceSME Eligibility Criteria for Business Programme:•SME’s based in Wales•SMEs with a minimum of 10 and maximum of 250 employees (FTE equivalent)•Maximum turnover of £35mType of decision makers•MDs/Business Owners•Senior Managers/Decision Makers•HR ManagersGeographicEligible SMEs located in the following regions of Wales (these are subject to change):•North – Wrexham, Flintshire, Conwy•South East – Cardiff, Newport, Cwmbran/Torfaen, Rhondda Cynon Taf, Merthyr Tydfil, Bridgend•South West – Swansea, Neath Port Talbot, Carmarthenshire, PembrokeshireIndustriesA focus on businesses in the following sectors:•Food Manufacturing•Product Manufacturing•Packaging•ICT•Civil Engineering•Construction & professional building services•Architects•Agriculture Supply•Textile industry•Financial ServicesChallenges / OpportunitiesMDs and Owners of growing businesses do not have people management expertise and think they do not have time to do the programme. They do not recognise that they need it.CT’s support can assist the business to grow to the next level in a way that works for them.Senior Managers may see the benefits of embracing flexible working and other modern working practices but the MD/CEO may be resistant and/or not open to change. “Do it for one and we’ll have to do it for all – give them an inch and they’ll take a mile” attitude to overcome. CT’s support in areas such as performance management, staff engagement and raising productivity will enable them to “sell” the programme to SMT and CEO/MD.HR Managers of larger SMEs may lack support from Senior Management, or they may be resistant to accept support from an external agency – may feel threatened or that they simply do not require support. CT offers a structured approach with a fresh pair of eyes and can support them through it – we can also train their women for free.The FairPlay Employer award will get them recognised as an employer of choice.Project 2: Agile Nation2 Women’s Career Development ProgrammeObjectiveReach and engage with the target audience to deliver 500 inbound leads in order to fill programmes that begin in January 2020. Note – all “Getting to know You” meetings will be completed by December 2019 therefore our engagement team is tasked to complete engaging participants by end November 2019.Delivery TimeframeCampaign to run between September and November 2019, aim to achieve peak during October.Scope of ActivitiesMix of effectively integrated B2C marketing activities (ATL and BTL). Drive traffic to a landing page to request a call back or make an online application.To include forecasts, monitoring & analysis.Target Audience •Employed women living or working in the relevant areas of Wales (see below)•Aged 20-60 with a focus on the age range 35-55•Working in the private, charity or third sector. Note: public sector is not eligible.•Working as a team member and has potential or aspirations to develop into a team leader, manager, future leader.We wish to ensure we engage with a diverse audience, particularly in regards to ethnicity ie ensuring we are reaching BAME audiences, and age ie those aged over 54.GeographicKey focus areas are:•Caerphilly•Torfaen•Blaenau Gwent•Rhondda Cynon Taff•Merthyr Tydfil•Bridgend•Neath Port Talbot•Swansea•Llanelli•PembrokeshireThere may be requirement to include areas of North Wales. Please note that we do not wish to engage in Cardiff, Newport, Monmouthshire for the Women’s Programme as we have already reached our targets for these areas.IndustriesAny non-public sector organisation in the above areas.We get best outcomes from the following sectors (which mirror the target industries for the Business Programme):•Food Manufacturing•Product Manufacturing•Packaging•ICT•Civil Engineering•Construction & professional building services•Architects•Agriculture Supply•Textile industry•Financial ServicesChallenges/ OpportunitiesOften women in the areas we are targeting would not be actively looking for this type of programme. They may not consider themselves as “career women” and have written themselves off.It is a transformational experience and 100% of participants would recommend the programme.The programme supports women to discover their value and develop new skills and confidence.Service Level Agreement•Weekly reporting with campaign statistics and recommendations.•Ensure that all calls and emails are responded in a timely manner, within the same day where possible.•Keep Chwarae Teg up to date on relevant information re: jobs in progress.•Provide alternative solutions for any issues that may occur.•Pre-inform Chwarae Teg of all team absences, and replacement cover where applicable.•Creative execution will adhere to Chwarae Teg brand guidelines and meet minimum requirements for accessibility.•Project and production timing plans will be adhered to and in the event of milestones being missed, a revised timing plan will be provided. Any changes to ultimate delivery to be discussed and agreed with Chwarae Teg.•Where graphic design elements are to be executed by Chwarae Teg’s graphic designer a week’s notice is required to deliver.•Resolution process and target times for any disputeKey Performance Indicators•Business Programme – 400 eligible inbound leads that meet the above criteria (converted traffic i.e. fill out form) from July 2019 to January 2020. This equates to approx 20 per week depending on exact campaign timings.•Women’s Programme – 500 eligible inbound leads that meet the above criteria (converted traffic i.e. that fill out a form) between September and November 2019•ROI – overall campaign and individual campaign channels•Cost per lead•Conversion rate – traffic to leads•Conversion rate - leads to eligible applications•Landing page conversion rates•Eligibility of leads – minimising ineligible women and businesses being passed to the Engagement team.Other InformationIf the potential supplier believes that there is additional information that has not been requested in the ITT but is relevant to your bid, please include that information as a separate attachment and explain its relevance to this ITT.Added ValueIf there are any additional benefits the supplier can offer such as pro bono access to other services, bonus activities and so on, please include that information as a separate attachment.Alternative OffersIf the bidder wishes to propose an alternative offer, they may do so but only as a Variant Tender having first submitted a Compliant Tender as required in the Tender Specification.OutcomeAppointment of an agency to deliver the required scope of activities and campaign objectives.