Life Sciences Hub Wales Ltd PR and Media Services Tender

Descriptions

Life Sciences Hub Wales Ltd is seeking to appoint an external communications agency to provide PR and Media services, to help communicate its vision and opportunities to an international audience.Invitation to Tender responses/proposals should be submitted to Kevin Dooley, Marketing Manager (kevin.dooley@lifescienceshubwales.com).The target launch date for commencement of the successful response/proposal is Monday 2nd February 2015 (earlier if possible).Hub Background -Launched in July 2014, Life Sciences Hub Wales (http://www.lifescienceshubwales.com) is the focal point for the Life Sciences sector throughout Wales – stimulating collaboration, innovation and investment.With a target of increasing the sector’s contribution to the Welsh economy by more than £1 billion by 2022, the rewards for success in Life Sciences are huge - delivering dual benefits in terms of both health and wealth.Bringing together business, universities, government, funding partners, professional services, clinicians and healthcare organisations, the Hub supports sector growth by providing an unparalleled level of co-ordinated support, advice and finance.Life Sciences Hub Wales will be pivotal in creating a thriving Life Sciences eco-system, encouraging innovation and cutting edge research, providing access to finance and expertise, and showcasing the diverse range of sector expertise and capability in Wales on the world stage.The Hub itself is a unique space in Cardiff Bay, with an office and venue theme of ‘science and nature’ and designed to the highest standards, it meets the needs of Life Sciences organisations. Facilities include a lecture theatre, board room, media pod, meeting rooms, break-out areas, AV facilities, video conferencing, networked printing, and free WiFi access.By becoming a member of the Hub, organisations of all sizes have a single access point to dedicated facilities, networking, business advice, events, promotion and funding opportunities.Life Sciences Hub Wales brings together the private and public sector, with four clear goals:1. To connect and concentrate the Life Sciences sector in Wales2. To attract new Life Sciences opportunities and investment3. To nurture and accelerate the growth of Life Sciences businesses in Wales4. To create economic growth, wealth and new jobsTo deliver these goals, Life Sciences Hub Wales is working with a range of partners:• Welsh Government and the Life Sciences sector team• Department for Health representatives• NHS, clinical experts and healthcare organisations• Wales Life Sciences Investment Fund managed by Arthurian Life Sciences• Wales based anchor companies• Global pharmaceutical companies and SMEs• Universities and academics• Professional advisers including lawyers, patent agents and technology transfer specialistsLife Sciences Hub Wales Limited is a wholly owned subsidiary of Welsh Government.Communications Objectives -Life Sciences Hub Wales has already begun a programme of co-ordinated events, marketing, and communications activity, and as such this is a significant chance to support a new, pioneering and globally impacting project.In line with the Marketing Strategy, PR and Media communications will need to be highly visible, engaging, and informative and help distinguish the Hub from others within the Life Sciences sector across Wales, the UK, Europe, and Internationally. PR and Media communications has to position the Hub as an ‘innovative benchmark for the sector’, in this competitive yet collaborative environment.Life Sciences Hub Wales is seeking an external communications agency to deliver a strategic and managed media and communications campaign, it is seeking to appoint an agency who has:• Strong media connections and a track record of securing positive and relevant coverage• Excellent contacts in print, broadcast, and online media specific to the sector• Ability to respond promptly to the sector news agenda both nationally and internationally• Knowledge and understanding of government, the private sector and life sciences sectorThe Hub is focussed on establishing itself within the international Life Sciences sector and the successful appointee must be able to operate through the medium of Welsh.Objectives for PR and Media communications:1. Visibility – to raise brand awareness and enhance perception amongst stakeholders2. Engagement – to establish opportunities that encourage partnership and collaboration3. Promotion – to communicate the Hub and its related events, activities and achievementsHub Brand -A number of Life Sciences hubs exist across the UK, Europe and beyond, but the integration of stakeholders and the physical presence of finance, healthcare, science and government together with the passion and commitment to make it work, sets the Hub apart.The Hub branding was developed by OSP Healthcare. The branding reflects the aspiration of the Hub as well as its core value of supporting business based on strong networks, funding, science and innovation. The ‘heartbeat’ logo and the tagline ‘connecting, inspiring, accelerating growth’ outline all of the key aspirations of the Hub, in a simple, yet powerful and thought-provoking, way.Brand Guidelines are available (https://www.dropbox.com/s/pkhqeg1f9htlp93/1072_Life_Sciences_Hub_Wales_Brand_Guidelines_070714.pdf?dl=0) and explain what the Hub brand stands for, how it is expressed, and how the creative elements fit together in all communications. The Hub ‘challenger brand’ is composed of:• Vision - Driving reputation• Value - Supporting business• Offer – Modern gateway• Personality – Innovative and successful• Positioning – Life Sciences catalystTarget Audiences -The broad range of Hub stakeholders and senior decision makers includes:• Wales based sector companies• Global sector companies (including pharma)• Professional service companies and SMEs• Universities and academics• Department for Health, NHS and healthcare organisations• Welsh Government Life Sciences sector team• Media and online partners• Partner and Non-member organisations• Welsh Government, ministers and civil servants• National Assembly for Wales and political representatives• UK National and Local GovernmentThe reach for PR and Media communications is not just Wales, it must have an international context so as to position Life Sciences Hub Wales at the heart of the sectors global eco-system.Competitive Environment -The Life Sciences sector is complex, yet it is also dynamic and evolving. There are a number of organisations globally that may have a similar offer to Life Sciences Hub Wales, or even work in partnership with the Hub, these include (but are not limited to):• MedCity: medcitylondon.com• OBN: obn.org.uk• One Nucleus: onenucleus.com• Stevenage Bioscience Catalyst: stevenagecatalyst.com• BioCity: biocity.co.uk• BioNow: bionow.co.uk• SLA: scottishlifesciencesassociation.org.uk• MediWales: mediwales.com• Medicon Village: mediconvillage.se/en• LSO: lifesciencesontario.ca• BioAlps: bioalps.org• Kobe Biomedical Cluster: kobe-lsc.jp/en• Sherbrooke Innopole: sherbrooke-innopole.com/enThe Hub offers an innovative space for networking and events within the sector, so PR and Media communications should enhance membership benefits and opportunities, add value to Hub and member events, and utilise the latest media and communications practices, trends and technologies.Marketing Considerations -To simplify the strategic direction, the marketing approach is to ‘be different’ from others in a competitive landscape, to be a ‘challenger brand’. The Life Sciences Hub Wales launched in July 2014, so there is still ground to be made in terms of overall marketing output. PR and Media communications will be a lynchpin for future activity and will also be supported by the wider Events Strategy, offline and online marketing and campaigns.In terms of marketing output, content and engagement activities will be critical, using members as a voice for the Hub. Activities will be delivered through campaigns aligned to the events schedule. Personalisation will be managed through content marketing, CRM and the brand value proposition. All activities will be commercially focussed with ROI indicators. Marketing output is not viewed as a cost centre, instead it is a potential revenue stream for the Hub in generating membership fees and events related income. Key development areas to be aware of include:• Content Marketing plan• Tone of Voice guidelines• Website development• Events schedule• Social Media development• Email campaigns and CRM management• Bespoke app development• Partner engagement• PPC using LinkedIn and Twitter• Attendance at external Conferences and Events• Sponsorship, Advertising, Online Banner opportunities• Collateral including Videos, Brochure, Membership Pack and Annual ReviewCreative Direction -PR and Media communications will be an extension of online and offline marketing and event activity, as well as supporting those activities. Given the recent launch of the Life Sciences Hub Wales, the starting point for determining any required creative direction will be the Brand Guidelines and office environment.The Hub offices can be viewed at: http://business.wales.gov.uk/lifescienceshubwales//about/virtual-tour. The dynamic space with its ‘science and nature’ theme along with the use of abstract imagery is an innovative feature of the Hub.Any creative required as part of PR and Media communications should be innovative and dynamic, whilst being accessible and working across multiple platforms. It should be in line with the Hub’s innovative office environment, whilst also reflecting a ‘modern’ approach.Messaging Approach -All PR and Media communication needs to reflect the top-level target audience messaging:• An innovative and successful gateway, supporting business as a catalyst for change and growth in the Welsh Life Sciences sectorHowever, the evolution of key messages for different target audiences is essential to the success of PR and Media communications. This should incorporate general and specific messaging relevant to distinct audience segments, with key expressions, phrases and terminology included too. Effectively producing a ‘style guide’ and guidelines for PR and Media communications.In addition there are key sub-sectors that need to be profiled and explored in terms of messaging, this includes sub-sectors specific to Wales such as E-Health, Neuroscience, Pharma, Medical Tech, Diagnostics, and Regenerative Medicine.Anticipated Activity -As a guide, anticipated activity is likely to include, but not be limited to:• Providing strategic advice and the implementation of PR and Media communications• Identifying and maximising national, international and trade PR and Media opportunities• Drafting and distribution of PR and Media releases and statements• Handling and managing press enquiries in association with Life Sciences Hub Wales staff• Managing photography to accompany PR and Media opportunities• Maintaining relations with key journalists and contacts, delivering briefings as necessary• Monitoring and evaluating traditional and online PR and Media coverage• Supplying a forward-planning schedule of recommended activity and opportunities• Liaising with staff, partner organisations and member companies as appropriateWay Forward -It is proposed to appoint a PR and Media communications agency for a one year period, subject to review and possible annual renewal (for a further two years maximum, and subject to funding).The agency will be charged with obtaining national, international, and trade coverage in print, broadcast, and online media for activity brought to their attention by Life Sciences Hub Wales. This will be achieved through the development of a strategy aimed at promoting and communicating the work of Life Sciences Hub Wales, which will involve the implementation of an effective PR and Media communications programme. All activity will sit integrated within Life Sciences Hub Wales marketing campaigns.Reporting Arrangements -The appointed agency will report directly to the Life Sciences Hub Wales Marketing Manager (there will also be regular contact with other members of the Hub team), and formal monthly meetings should be supported by a Management Report (every two weeks).Agencies are requested to submit responses/proposals as to how PR and Media communications would be approached and delivered together with an indicative forward planning timetable (between Feb’15 and Jan’16) and costings. Responses/proposals should also give an indication as to the key performance indicators and how success would be measured (for example using Advertising Equivalent, Return on Investment, Opportunities to See and Online Performance). The successful agency will also be required to:• Develop a PR Strategy, Monthly Plan, Press Office Guidelines• Provide copies of press releases and specific media coverage• Develop quarterly progress reports• Develop an annual progress report and forward plan• Provide reports on account management and budget spend against allotted time• Attend Life Sciences Hub Wales Board/Team meetings as required• Attend other events/occasions as required by Life Sciences Hub WalesConclusion and Submission -Agencies are requested to submit two copies of their response/proposal, which should include:• Detailed understanding and response to the Invitation to Tender• PR and Media background and relevant sector experience• Project management approach• Costs, and any supplementary costs• Timescales involved and any assumptions made• Payment terms and previous work examplesEnclose the responses/proposals into a sealed and unmarked envelope, which can be posted or hand delivered and must arrive by 12:00 noon on 26th January 2015 to Life Sciences Hub Wales. Alternatively responses/proposals can be emailed to: kevin.dooley@lifescienceshubwales.com and must arrive by 12:00 noon on 26th January 2015.The criteria for determining the successful response/proposal will be based upon:• Understanding and interpretation of the brief• Evidence of relevant experience in relation to the brief• Understanding and knowledge of the Life Sciences sector• Demonstration of value for moneyFor further information please contact:Kevin DooleyMarketing ManagerLife Sciences Hub Wales3 Assembly Square, Cardiff Bay, CF10 4PLReception: 029 2046 7030Message: kevin.dooley@lifescienceshubwales.com