NCS Brand Tracker Services

Tender description

National Citizen Service Trust is a not-for-profit organisation incorporated by Royal Charter and established to shape, support, champion and lead a thriving National Citizen Service. The Trust was set up by Government in 2011 to tackle some of the biggest social challenges in the UK. Through a wide range of community programmes and projects for young adults, the NCS looks to build social cohesion, mobility and engagement. The NCS Trust promotes; Social Cohesion - To bring our country together by building stronger, more integrated communities and fostering understanding between young people from different backgrounds; Social Mobility - To build essential skills for life and work, investing in our country's future talent. Social Engagement - To engage young people in social action in their communities and the democratic process, building their understanding of their responsibilities as citizens NCS requires a brand tracker survey to measure brand performance and brand perception metrics. The data and insight derived from the tracker will underpin business plan and marketing strategy development and be used to establish and evidence key performance indicators. NCS has an existing brand tracker system, which has been in place since 2013. It is now being put to tender as part of a wider marketing transformation project in a pivotal year for the organisation as we move to become a Royal Charter Body and carry out a comprehensive recommissioning of our partner network. NCS is ambitious to grow and inspire more young people to participate in the programme. Recent participation and brand scores have been relatively stable, and the organisation is working to address some of the potential causes for this through the recommissioning process (which will help us deliver a more consistent programme across the country in terms of both content and quality) and through investment in marketing activities to address the challenges of awareness and affinity, including brand advertising and the application of a new attitudinal segmentation. In order to measure the impact of these major projects, and to uncover insights that will help us to drive growth, we are looking to review the existing brand tracking approach. The frequency, reach and methodology of the existing brand tracker has changed regularly over the course of its existence. This project looks to consolidate the brand tracking approach, and to provide a more robust analysis of brand health at key points in the planning cycle, as well as evaluate the impact of marketing campaign activity on brand perception. The contract will be for a duration of two years with the option for NCS Trust for extend for two twelve month periods.