Social Media Grassroots Advocacy Campaign

Tender description

Why the Work is Being Done Genomic medicine is moving beyond certain professional specialities into the mainstream, the upskilling and transformation of the workforce will be one of the health service's greatest challenges. Our aim is to raise awareness of personalised medicine, promote the benefits genomic medicine will bring to the future of healthcare and empower NHS professionals, patients and the general public to drive the changes needed to bring about this transformation. Problem to Be Solved All health practitioners across the NHS need to have an awareness of genomics, personalised medicine and its role in care, as well as developing the skills necessary to fully realise its potential. We need a supplier to deliver and manage a social media grassroots advocacy campaign to raise awareness of personalised medicine, promote the benefits genomic medicine will bring to the future of healthcare and empower people to drive the changes needed to bring about this transformation, through personal goal setting and implementation. Who Are the Users As an advocate I need to: Create or select a pledge that I can broadcast via social media. Sign up to a social media thunderclap and display a twibbon so I can help generate campaign buzz. Access resources for sharing so I can encourage others to pledge. Provide bi-annual pledge updates so that I can communicate progress. As campaign manager I need to: Track pledge commitment so that I can measure campaign effectiveness. Have email marketing and online ad materials so that I can communicate the campaign. Engage with influencers so that I can encourage them to drive the campaign. Early Market Engagement We already have a suite of social media channels available with considerable audiences, but the majority of our followers are highly specialised genomics professionals. With this campaign we're looking engage with a more diverse audience, specifically nurses, midwives, Primary Care practitioners, Public Health workforce, patients and members of the public. Work Already Done We have been promoting the work of our programme regularly using social media, content marketing, email marketing, MOOCs, twitter chats, conferences and events. We have also done a considerable amount of work to engage the target audiences listed above and have links into their networks. Existing Team The point of contact and contract manager will be the Web & Multimedia Manager - also available to assist with web page creation, social media account management, content authoring and publishing. Resources Team - our team of content editors and educationalists available to assist with the production of any content required. Subject Matter Specialists - our in-house scientific expertise are available to assist with ensuring accuracy of all work produced. Current Phase Not applicable Work Location Offsite work. Onsite workshops, review of findings and analysis at Genomics Education Programme, Health Education England, St Chads Court, 213 Hagley Road, Edgbaston, Birmingham, B16 9RG. Working Arrangments Our resources team will work with in-house scientists and educationalists to assist in the production of any content, and liaise with the Social Media(SM) agency to plan timelines, acceptable to both parties. Subject matter expertise will be provided by in-house scientists. The SM agency may be asked to work directly with subject matter experts regarding content, but will liaise with the GEP communication team. Our team will sign off all work to ensure it is scientifically accurate, complies with HEE branding guidelines and the programme’s aims and priorities. The GEP will also have full ownership of any content produced. Security Clearance Not applicable. All information should be kept confidential. Additional T&Cs The supplier must provide a fixed price for the work. Please provide a payment schedule which is based on delivery of work as per the requirements. Skills & Experience Skilled at producing a range of shareable social media content to assist with building support, creating a buzz and motivating the advocates Skilled at using social outreach techniques for identify and engage with relevant influencers who may be able to assist with driving the adoption of our campaign. Experience of planning, configuring, promoting and managing social media thunderclap events to support advocacy campaigns. Experience of planning and managing social media advertising in support of advocacy campaigns Experience of design and production of engaging email marketing campaigns in support of advocacy campaigns. Skilled at managing social media advocacy campaigns across a suite of social media channels Skilled at implementing methods for identifying and measuring both initial uptake and ongoing commitment to advocacy campaign. Skilled at engaging with a diverse primary audience Expert understand of writing for the web, including tone of voice, reader engagement and content structuring Availability of resources to start work from 17th July 2017 Nice to Haves Experience at promoting advocacy campaigns through traditional print media. Experience at promoting advocacy campaigns through broadcast media. No. of Suppliers to Evaluate 3 Proposal Criteria Demonstrate the technical and creative ability to communicate and engage with a broad audience across a range of social media channels. Provide examples of social media advocacy campaigns for similar sectors and audiences. Provide examples of successful thunderclap campaigns for similar sectors and audiences. Provide examples of campaign resources designed to assist with building support, creating a buzz and motivating advocates. Resources include infographics, memes, videos, inspirational quotes, case studies etc. Demonstrate experience of effective paid social media campaigns for the healthcare sector. Provide examples of effective email marketing campaigns designed to support social media advocacy campaigns Proposal clearly identifies how the strategies developed can measurably improve engagement The proposal provides adequate allocation of appropriate resources against deliverables and includes a credible plan for delivering successful outcomes to time, quality and cost Cultural Fit Criteria Willingness and ability to work to our organisation’s brand guidelines –and examples of past experience. Demonstrate ability and flexibility to work to strict deadlines – sometimes at short notice Describe the approach to the development and management of requested work (outlining key roles, phases of development, and the expected input from and contact with the GEP). Demonstrate an understanding of the GEP’s remit and aims. Experience of working with healthcare organisations Provides information on how the supplier's team will interact and collaborate with the GEP team Payment Approach Fixed price Assessment Method Written proposal Case study Work history Reference Evaluation Weighting Technical competence 50% Cultural fit 15% Price 35% Questions from Suppliers Budget range