Advertising and marketing services

Tender description

This stage is for the PQQ only and the information below is to assist suppliers in understanding if they can fulfil this requirement. Scope of Project: To develop an integrated campaign plan for the acquisition of annual memberships across direct and digital marketing channels to achieve off-site business targets. This does not include Life Members, Corporate Members, Overseas Pass visitors or Travel Trade. The contract is for 3 years, however please ensure your strategy focuses on the proposal for year 1 and is accompanied with a vision for how campaigns could develop and roll out. Budget will be a minimum of 1 000 000 GBP per annum, and plans should be scalable depending on future development. Contract Deliverables and Expectations. The appointed agency will need to provide the following services: 1. Plan and deliver an acquisition recruitment marketing plan for 2017/18 in the first instance, and consider campaign roll out for a further 2 years. 2. Account management support — To consider the frequency of contact with clients. The account support will also include campaign/data monitoring and providing comprehensive reporting for live campaigns. 3. Creative assets — To develop multichannel direct response creative to deliver the membership proposition and brand message. 4. Data analysis and planning — using both existing prospect data available and recommending cold channels to target with potential to roll out. 5. Media planning and buying including door to door. 6. Print and production management — To manage the complete print and production cycle for all campaign materials. 7. Budget and timings plan — Management and scheduling of campaigns, showing how the budget will be allocated for the annual plan. Membership Prices. Current Membership Prices 2016/17 Individual Adult 52.00 GBP; Joint Adult 92.50 GBP; Senior (aged 60 +) 43.50 GBP; Joint Senior (2 x aged 60+) 67.00 GBP; Adult and Senior (1 x aged 60+) 78.00 GBP; Student or Junior 43.50 GBP. We also offer a family membership for 1 and 2 adults and the prices are the same as an individual and joint membership but providing a more child centric welcome pack. NB These prices will be increased for the start of the next financial year in April 2017. Monthly direct debit payments are also available. Overview of membership benefits Membership is positioned as ‘good value for money days out’ within the leisure sector. Benefits: — Unlimited entry for the member and up to 6 accompanying children under 19 to over 400 historic places; — Free or reduced price admission to hundreds of events; — Half-price admission to historic properties in Scotland, Wales and the Isle of Man (free after first year of membership); — Reduced entry to over 100 other Historic Attractions in England including Alnwick Garden, Warwick Castle and Blenheim Palace; — An annual ‘Members’ and Visitors' handbook' worth 10.95 GBP — a full-colour guide to all properties — Exclusive English Heritage Members' Magazine, including discount vouchers for theatre, garden offers and travel — 4 times a year. Includes a seasonal Events Guide and exclusive Kids Rule magazine. — Exclusive Members Magazine App; — Hundreds of events for families including blockbuster weekend events, events just for children and exclusive members' events ranging from lectures and behind-the-scene tours to walks and workshop activity days. — A personalised Members' Area online, giving Members access to exclusive content and opportunity to build their own profiles.