Advertising and marketing services

Tender description

1) Overview The provision of integrated offline and online media buying services for the Anchor Hanover Group. 2) Deliverables The media agency shall support Anchor Hanover to effectively buy, measure and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, leasehold housing, retirement villages, plus other business services such as recruitment, where required. Overview: the provision of integrated offline and online media buying services for the Anchor Hanover Group. Deliverables: the media agency shall support Anchor Hanover to effectively buy, measure and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, leasehold housing, retirement villages, plus other business services such as recruitment, where required. Digital channel management — all digital channel activity must by optimised towards the sales and occupancy targets. While other metrics are important, the primary KPI is always cost per action (CPA) and generating volume of leads to feed into the marketing funnel. Reporting platform requirements — the agency shall, at a minimum, meet the following reporting platform requirements: — provide, maintain and manage the online platform with full access provided to Anchor Hanover; — provide for and support all call tracking, accurately monitoring telephone lead generation; — support all tracking across the Anchor Hanover website; — support all tracking in Google Analytics. Local offline media requirements — although the agency will be expected to buy newsprint media at a national level, the majority of offline media buying is required at a local and hyperlocal level. For care and housing products, most new residents come from within a 5-10 mile radius of the location which, to avoid media wastage, requires advertising strategy and planning at a hyperlocal level. While local/hyperlocal offline media buying only makes up around 15-20 per cent of overall media spend, the agency is expected to suggest and secure opportunities to meet this requirement, and to buy space where this is possible. Recruitment requirements — the agency is required to understand and target the most appropriate demographics with content to attract and retain talent. In addition to the primary goal of generating new customer leads, the agency will be expected to provide expertise in helping deliver against recruitment targets. Anchor Hanover has around 10,000 staff, the majority of which work in our care homes where the voluntary annual turnover is around 30 %. The agency is required to understand the recruitment sector, and to have specialist in-house recruitment expertise, providing media buying services across our product and job portfolio and to create targeted recruitment campaigns, by understanding our demographic, to ultimately attract and retain talent.