Marketing services

Tender description

We need to continue to optimise the current recruitment sites developing and implementing strategies for Optimisation of content, UX, design, accessibility and SEO visibility. Ensuring content across the site meets business and customer needs whilst being engaging, relevant, persuasive and on brand. The OU is looking to appoint an agency that can work with the in house digital teams. To support the ongoing development and optimisation of the OU Homepage and our current recruitment sites. Digital Services as required: Overall Site Optimisation — Testing plan and implementation, Measurement and Reporting, Split-testing software implementation support, Hypothesis development, test planning, prioritisation and support, Concept design incorporating neuro marketing techniques, Post-test analysis, ensuring statistical significance and end to end measurement, SEO, SEO Strategy, Measurement and Reporting, Technical support, Identify structural site issues, Redirection strategy, On-page & landing page optimisation review and recommendations, Link building, Best practice recommendation, Keep the OU team abreast of current techniques, tools and key search engine algorithms’. Content We are creating an initial content strategy (should be available by end July 2017) and are looking for how this can be integrated into the ongoing site optimisation and improvement. Content plan — including approach to create new content and retire redundant/duplicate content. Content development, e.g. copy, imagery, infographics, video etc. Digital standards Supporting the creation and implementation of digital standards and the production of digital standards guidelines covering areas such as (but not necessarily limited to) design principles, styles, content, components and assets, accessibility. Any tests within or development to the student journey need to be secure by design to conform with all appropriate regulations such as GDPR and payment industry guidelines (the latter, for example, if payment card transaction functionality is subject to a test).