Connecting Classrooms marketing campaign

Tender description

ITT for services to deliver a marketing campaign: 1. Plan and deliver a high quality, innovative marketing campaign for the UK launch of the new Connecting Classrooms professional development offer for teachers, which will result in 1,300 UK teachers completing a professional development course by 31 July 2016. The campaign will be targeted at teachers and school leaders. This will be achieved by: • increasing sign up to professional development courses • increasing awareness of the British Council professional development offer and how it links to international learning The success of the campaign will be measured against increased levels of awareness of the British Council professional development courses and the number of teachers registering for those courses. Although it might not be possible to guarantee that the target of 1,300 will be reached, the Supplier’s performance will be assessed on the effectiveness of their campaign, and the processes they put in place to ensure the target has the best chance of being reached. Social media, and in particular content generation to drive it, will be a key part to the campaign. The successful Supplier will propose the elements and processes to achieve this. 2. Monitoring reports We require briefing sessions, regular updates and status meetings, and an appropriate level of seniority involved in the joint planning of the campaign. Outputs agreed at the time of commissioning with the successful Supplier will be monitored and measured by benchmarking activity across a similar period of time before the campaign begins, measuring spikes in web traffic when tactics are executed. Appropriate monitoring and evaluation processes will also be agreed with the successful Supplier at commissioning. Suppliers should provide details of their evaluation methods, reporting, and recommendations within their proposals. 3. Evaluation report Final end of campaign report, including summary of activity, evaluation of the campaign, lessons learned and recommendations.