Advertising and marketing services

Tender description

The creation of five (5), four (4) Year Framework Agreements, each of which envisaged to have a maximum number of five (5) participants, for the following Marketing services, listed as individual Lots: Lot 1 — Advertising and Strategic Planning; Lot 2 — Social Media Agency; Lot 3 — Video Production; Lot 4 — Consumer Lifestyle PR; Lot 5 — Experiential Agency. The creation of a four (4) Year Framework Agreement for Advertising and Strategic Planning services. The Trust requires tenders from Service Providers who can understand our strategic business challenges and help leverage advertising to meet and exceed those challenges creatively. Our most notable challenge is building and sustaining awareness for the NCS brand. Service Providers must have exceptional strategic planning capabilities with a proven ability to reveal unique consumer insights that help develop ingenious, memorable and engaging campaigns while addressing our business challenges. We require a steady flow of insights to deploy across a range of marketing mediums in real-time. Service Providers must have awareness of our demographic, working with us to improve our communications across the paid, owned and earned marketing mix. Service Providers must have substantial ATL (Above The Line) advertising experience. They must have the ability and appetite to integrate all elements of the marketing mix including guiding (but not necessarily executing) BTL (Below The Line) messaging. Currently nearly 75 % of visitors to our website do so using a mobile device (phone or tablet). The use of emerging innovative technologies will be central to how our brand connects and remains connected to youth, and we will require ideas that drive engagement with our audience as they flourish via text, existing and new social media platforms such as InstaGram and Social Content as well as Direct Mail vehicles. Service Providers should have a love for music as do the youth we serve. Young people are moved by music and it is seen as a key driver to motivate them into action. Full details of requirements are given in the tender documentation. The creation of a four (4) Year Framework Agreement for Social Media Agency services. The Trust requires tenders from Service Providers who can understand our strategic business challenges and help leverage the tools of social media to meet, and exceed those challenges creatively. Service Providers must have a proven track record of creating and executing potent campaigns to shape brand perception and behaviour amongst youth and parents/guardians. We need to connect and engage with young people and inspire them to participate in NCS, pre, during and post programme. Service Providers will craft highly relevant and shareable social media campaigns that create interest in the Trust via social media both nationwide and regionally. Service Providers must have the ability to identify NCS with culturally relevant social media memes but also be ground-breaking in terms of tackling the subjects teens are interested in. They must have a comprehensive knowledge of current digital trends, social platforms, social influencers and trends with young people so that we can be in step with or ahead of the target audience. Service Providers will identify and use national and local connections to create groundswell, advise how to spark trending conversations, deftly join in trending conversations, and identify the places, people and platforms we should be connected with. They will provide strategic social media channel guidance together with ongoing performance reviews and inspiration sessions. They will advise as to how best present our brand in a way to attract 15-17 year olds who are not ordinarily attracted to programmes like ours or volunteering. Full details of requirements are given in the tender documentation. The creation of a four (4) Year Framework Agreement for Video Production Services. The Trust requires tenders from Service Providers who can understand our strategic business challenges and help us leverage the tools of video production to meet, and exceed those challenges. Service Providers will be required to provide ground breaking campaign content via a full video production service from idea conceptualisation through to final asset delivery. Service Providers must be passionate about the development of young talent and support the Trust in its efforts to nurture and commission NCS graduates to create and co-create new content. They should have a love for music as do the youth we serve. Creative content supports the Trust's marketing objective to grow NCS as an aspirational brand for 15-17 year olds, and which is recognised and valued by their parents/guardians. Video content for the Trust serves 4 purposes: 1) relevancy, 2) engagement, 3) reach and 4) information. Video content is key to the Trust's national marketing activities. It supports quarterly campaigns and ongoing engagement to attract young people to the opportunities offered, and maintains their engagement along the sales journey. The Trust's primary audience is 15-17 year olds in England and in order to successfully communicate with them, the NCS brand must be presented in a fun, inspirational, aspirational, and sometimes mischievous manner, deftly using entertainment as a way of seeding key NCS messaging. We need to speak their language and deliver content in formats and environments familiar to them. The Trust's secondary audience are Parents/Guardians of 15-17 year olds who can be influential in encouraging young people to commit to the programme and consider the benefits it offers. This requires tailored messaging to drive awareness of the programme and emphasise the opportunities that can be gained from it. The Trust's tertiary audience is school teachers/college lecturers, Head Teachers and Year 10/11/12 Heads. They must be engaged to build support for the programme which will lead to greater access to education institutions to host assembly presentations and endorsement by the school/college to parents/guardians. Service Providers will be required to develop content across all audience groups above and have a comprehensive understanding of how to engage with them. They must have proven experience in using tactics and techniques that avoid adversely affecting our affinity with our primary audience whist communicating with our secondary and tertiary audiences. Service Providers must have experience of working as part of a cross-agency group. Full details of requirements are given in the tender documentation. The creation of a four (4) Year Framework Agreement for Consumer Lifestyle PR services. The Trust requires tenders from Service Providers who can understand our strategic business challenges and help us leverage PR communications to meet and exceed those challenges. Our most notable challenge is building and sustaining awareness for the NCS brand. Service Providers must have proven strategic planning capabilities with the ability to reveal unique and potent consumer insights that help us co-develop relevant, memorable and engaging campaigns while addressing our business challenges. Service Providers will work with us to raise the profile, understanding and impact of NCS, primarily with teenagers, secondarily their parents/guardians, and also teachers at a national and regional level. Service Providers will provide ideas that can go beyond audience and think holistically about imprinting NCS on wider society's social conscience, and raise awareness and improve consideration of the programme in order to help the Trust reach its participant targets — 50 % of all 16 year olds by 2020. The central marketing and recruitment campaign for the summer programme starts in early January each year, and we launch PR communications to parents/guardians in September at the start of the school year. Service Providers will help us understand the mindset and motivations of parents/guardians and their teenagers, along with the optimal timing for engagement with PR as they work their way through Years 11 and 12. A strong approach to campaign ideation and setting the national news agenda is vital to ensure we insert ourselves into the public conscience at the right time. We need assistance to understand when a campaign is capable of engaging dual audiences and when we need to be more focused. Service Providers must be comfortable recommending, sourcing, contracting and managing spokespeople for PR communications activities, and work with our Ambassadors Manager to ensure all spokespeople are well briefed and exposed to NCS so that they can speak of NCS with authority, credibility and passion. Service Providers must have excellent media relationships, an inside out knowledge of targeted media outlets, journalists and broadcasters to help us shape media relations and have the inside track on what stories/features are planned. Full details of requirements are given in the tender documentation. The creation of a four (4) Year Framework Agreement for Experiential services. The Trust requires tenders from Service Providers who can understand our strategic business challenges and help us leverage the use of experiential marketing to meet, and exceed those challenges. Service Providers must have a proven track record of creating and executing experiential campaigns to shape brand perception and shift behaviour among youth and parents/guardians. Service Providers will craft tangible experiences that connect and engage with young people in their offline and online worlds. Service Providers must have a comprehensive knowledge of current event trends with young people so that we can be in step with or ahead of the target audience. The role of technology is a central part of the experience or the amplification of experiences. Service Providers will access consumer insight to help understand their behaviour and how experiential campaigns can drive changes in attitudes and behaviours amongst key consumer segments to NCS. The experiential needs of the Trust are wide and varied, and could include televised music events for more than 2 000 teens, parents/guardians evenings, graduation balls, school assemblies, recruitment tours, shopping centre tours, and promotional activities at teens focused events around the country. Service Providers will take full ownership of tangible experiences and events. Full details of requirements are given in the tender documentation.