MD-M&C-2023-02 - Brand Positioning

Descriptions

Waterways Ireland wishes to appoint a specialist Marketing agency to partner with to complete work on (A) Consumer Insight(s), (B) Brand Positioning and (C) a Marketing Purpose statement. Phase (A): Work with client’s Marketing & Communications team, including conducting any necessary bespoke qualitative research (as agreed with client after review of available research), to complete Consumer Insight(s) work. The insight(s) must be of a clarity that they can be harnessed by Waterways Ireland to unlock increased participation on and alongside our waterways, by tapping into the 'why' underlying consumers wants / needs. Phase B: Use outputs of Phase A + Brand Essence work previously developed, to deliver a Brand Positioning, through workshopping with client.Phase C: Use outputs of Phases A & B + client’s Senior Management Team feedback on a draft Marketing Purpose statement, to deliver a Marketing Purpose statement, through workshopping with client’s Marketing & Communications team and other stakeholders