Marketing services

Tender description

This procurement process is intended to secure the services of an experienced PR and Marketing agency that will significantly raise our profile whilst delivering a range of services at varying frequencies to maintain, develop and defend the reputation and identity of CMAL. The range of services described in the scope is not an exhaustive list of requirements, we reserve the right to expand or change our Marketing or PR requirements during the period of any contract that is awarded after this tendering process. Therefore we want the successful agency to work in partnership with the CMAL team to lead and shape our approach to deliver our ambitions. Goal To promote CMAL to its key audiences by: — Developing campaigns and ideas which promote and position CMAL in the Maritime sector. — To raise the CMAL profile nationally and locally in local and regional media. — Tell CMAL success stories in human, technical and commercial terms highlighting the benefits of projects and work undertaken. — Demonstrate leadership and expertise within our key target sectors — To manage media crises. — To aid CMAL in managing communications within the political arena. The successful company will help us to reinforce these through the creation of a 1st class relationship with national media as well as trade and regional press. We have started to use new media such as Facebook, Twitter and want support to exploit all channels available to us and to enable consistent communication with media, Government, ferry operators and employees. CMAL Brand ambitions (how we want to be known): — A strong reputation for delivering promises and ambitions; — Highly regarded by our customers for our service delivery; — Knowledgeable in our areas of expertise (and sought after for our views); — Leading the field in services such as Ship and Harbour design and build. CMAL Communications Objectives — To inform and educate key audiences on the achievements and progress of CMAL; — To develop and enhance our reputation for ship design and build as well as harbour maintenance and improvement; — Development of a Stakeholder Management and engagement plan; — To promote our areas of expertise and specialism; — To build strong relationships and a reputation for working effectively with our ferry operator; — To ensure senior management are equipped to communicate effectively with all target stakeholders; — To minimise/neutralise potential negative issues. Target Audiences — Current customers for targeted messages; — Communities of the islands which we serve; — Key Stakeholders (Scottish Government and Partnership Agencies); — Government and Influencers (local authorities, MP's, councillors); — Other Partners (support providers, public services); — Employees and potential recruits. Key Requirements The successful agency will inform us how best to achieve these aims and not be limited by this list as it is not exhaustive but an indication on what may be required: — To provide consultative, creative and expert advice on engaging audiences. Handling of all media enquiries and minimising the impact of negative stories; — Writing and selling in of strategic press releases and full photography service; — Ad-hoc copy writing, proofing and sub editing of internally produced press releases; — Identification of speaking or commenting opportunities for specific purposes; — Develop a media approach based on key themes which support the brand and our vision and values; — Ability to link PR activity with other communication channels to develop strong campaigns; — Identify event opportunities and develop close relationships with CMAL senior management team; — Manage the CMAL Website www.cmassets.co.uk — Manage Annual Accounts Preparation and submission including Gaelic services.