Specification for the Development of Communications Strategy & Action Plan for ‘Walking with Offa’ C

Descriptions

is to produce a communications plan and associated costed action plan that will take into account existing marketing activities with a view to developing a range of walking products that will reflect rather than adopt a new ‘Offa’s Country/Offa’s Dyke Path National Trail Corridor brand.Specific activities associated with this brief will include the need to:•Undertake a baseline assessment of marketing activity currently being undertaken in the associated areas with a view to identifying new, added value marketing opportunities•To develop a communications strategy and fully costed marketing plan up to the implementation value of £50,000. This should include fees for the organisation and delivery of two Conferences to include a mid-way Conference in 2012 and an end of Project Conference in 2013.•To develop an associated action and work programme •To provide on-going support to the ‘Walking with Offa’ Coordinator during the implementation period to include attendance at 2 steering group meetings per year, total number, 4.The marketing plan should reflect the following:Target audience: Local people and visitors to the Welsh English borders of all ages. As well as Regional tourism businesses, accommodation providers, shops, pubs and restaurants.Tone of Key Messages: Humorous and inspiringThe marketing plan should include the following:•Strategic objectives for the period of December 2011- September 2013•Identification of the specific markets towards which activities are to be targeted and the type of competitive advantages that are to be developed and exploited.•Marketing objectives•Marketing mix tactics•Performance assessmentThe marketing plan should include detailed activities for the following: •Targeted marketing activity•Identify relevant publications/media/events both new and existing that would help raise the profile of ‘Offa’s Country’/Offa’s Dyke Path National Trail Corridor locally and nationally •A proposed media programme for December 2011–September 2013, highlighting opportunities for stories that tie-in with seasonal events etc. or theme-focussed stories•Identify opportunities for regular local press coverage •Marketing activity must include the use of social media, e-newsletters, website and new media where appropriate•There will be interactive kiosks placed at key locations throughout the area that will house information about the Offa’s Country/Offa’s Dyke Path National Trail Corridor. These will have the potential to include video footage where appropriate. Activities should therefore identify opportunities and a programme of features and activity that will ensure that these kiosks remain interesting and appealing to visitors •Set-up a system to collect and measure the data resulting from the increased promotion The delivery agent will be expected to commence work on the 1st December. The project is to be completed by 30th September 2013.