Strategic Communications Support

Tender description

As we approach 3 years following reopening the Musuem is keen to use what it has learnt to improve the way in which we communicate and engage with our audiences. The Museum has created a 5-year strategy, Master Narrative (the guiding principle for the story the Museum has to tell) and a new audience segmentation model. This has allowed the Museum to re-align its priorities and targets. As part of our ongoing development of the Museum we are now looking to produces coherent and consistent strategic messaging. Working with our existing mission and values and referencing our master narrative we require a strategic communications framework that the Museum and its staff can use across all channels. It will also further develop our audience segmentation model. Outline of potential scope of work to include: Phase 1: Value proposition Develop value proposition for the NAM - how should our mission and values manifest themselves in our communications with our audiences. Deliverables: Written articulation of value proposition and creative examples of how this might translate to external communications -e.g. advertising/website copy Phase 2: Persona development and messaging framework Build upon our audience segmentation work to produce granular personas that we can test and use Deliverables: Granular and identifiable persona to support communications which are aligned to our segmentation work. External messaging framework: Develop an external messaging framework that provides a bridge between the new 'master narrative' and our audience groups. Deliverables: Series of core messages and content examples to underpin external communications Phase 3: Ongoing strategic communications consultancy & support Across the year, provision of ad-hoc support for Museum communications messaging to provide a consistent touchpoint for messaging.