Project to develop identity and messaging for fundraising and volunteering campaign to publicly launch Autumn 2019

Tender description

The Campaign concept has been developed by the Development and Alumni Relations Office (DARO) senior team, and road tested through workshops and conversations with internal stakeholders. We are now looking for expertise and experience in fundraising communications (ideally in working with university fundraising) to take the campaign concept (which will be shared in more detail with shortlisted agencies) and shape it into the story and identity for the campaign, covering both messaging and visuals. It is expected that the messages will be tested, either by us or the appointed agency, to provide some degree of confidence that the campaign messages and visuals will be relevant to the identified audiences. This project does not cover the creation of Campaign communications collateral, with the exception of the campaign video(s). We have identified two lots in which we now seek to partner with fundraising communications experts. 1. Campaign narrative, messages, look and feel a. A compelling story and set of final messages, both universally relevant and differentiated by audience. b. Recommendations on the names and headlines messages of each of the impact themes and fundraising programmes. c. Campaign name, logo and branding, with guidelines. d. Message testing with identified key audiences, to include: i. The resonance of the University's founder Joseph Chamberlain with a range of audiences and recommendation on whether this should form part of the Campaign story. ii. The resonance of the University's/city's USPs and recommendation on whether all/some/none of these should form part of the Campaign story. e. Advice on communications channels, including potential ambassadors. 2. Flagship launch collateral e.g. video(s) and advice on launch events (delivery in Spring 2019). An expanded version of this document with more detailed background and lot specification will be made available to those who are selected to proceed to any tendering stage after completion of the Expression of Interest, and subject to a non-disclosure agreement.