RMBC - HN - Addlestone One

Tender description

Runnymede Borough Council are seeking a marketing agency with experience in the retail, leisure and destination marketing sector who can deliver integrated communications campaigns for the scheme, for a period of 12 months starting April 2017 to incorporate the opening and first year of trading. The contract may be extended at this point for a further 12 to 24 months. Key Goals • To develop and implement the opening marketing strategy covering events, social media, PR and digital initiatives, brand and communications channels. • The strategy needs to be relevant to the range of uses including the car park, hotel, retail, residential and leisure elements of the development. • Successfully launch the Addlestone One development within the primary catchment achieving significant levels of awareness amongst existing and potential users. There may be a requirement for consumer research prior to the opening to establish a benchmark for the primary catchment, frequency and spend potential together with motivating factors for creating a loyal customer base. Some indication of any proposed research methods and cost should be stated together with the aims and objectives of the research. Objectives 1 Launch a) To provide an integrated launch plan in keeping with a phased opening and flexible enough to accommodate the wide range of operators and objectives b) To work closely with commercial operators to maximise collective launch expenditure and impact in primary catchment c) To deliver maximum impact and value in press and media to establish the development in the primary catchment d) Deliver appropriate opening events that engage with consumers and communicate the benefits of each element of the development e) Build relationships with key stakeholders to ensure a consistent approach to the brand and key messages for the scheme. 2 On-going Marketing a) To create and deliver an annual marketing plan that drives footfall; and supports sustainable retailer /operator sales growth and customer loyalty. b) To content manage, including supplying various campaign assets and creative materials for the centre’s website. c) To content manage relevant social media channels ensuring that they correlate with the website at all times. d) To implement seasonal campaigns including ATL/BTL advertising. Media planning and buying. e) To execute an agreed events schedule, reviewing and revisiting the event planning to ensure the best possible delivery. f) To encourage retailer participation in the marketing programme as appropriate and subsequently provide regular feedback data to tenants following marketing events and initiatives. g) To build relationships on site as well as developing relationships with operators Head Offices in order to understand their businesses and align marketing strategies to drive sales. h) To create suitable PR opportunities, write local press releas...