Microsite 2.0 Development

Tender description

The Social Mobility Commission (SMC) seeks bids to update our microsite. Visit www.socialmobilityworks.org. We monitor progress towards improving social mobility in the UK and promotes social mobility in England. We are an independent statutory body created by an Act of Parliament. The SMC delivers a program of work aimed at employers, with a goal of increasing socio-economic diversity and inclusion within the workplace. We started with a cross-industry toolkit in Feb 2020. We launched a microsite to showcase our toolkit, case studies, masterclass series & write blogs. This microsite has become the most important engagement tool for the program, enabling employers to see upcoming events, our recommendations, summaries of our research & more. Since launching the microsite 6 months ago, we have steadily grown our audience. Based on our analytics on LinkedIn, where we drive traffic to our microsite, our audience is on target: HR leads in UK firms. We have been happy with our growth; however, we believe that we can use insights from our first 6 months of operations to improve performance & make operational changes that would both expand our audience and improve usability of the site. In an assessment of our search engine optimisation (SEO), we are underperforming against similar organisations. We seek to address this by leveraging the potential of our existing plug-in Yeost. In addition, we seek to reach larger audiences by adding new content that has already been tested & found effective. First, we will build a 'maturity assessment' which was tested as part of our behavioural insights research. Second, we will launch sector-specific toolkits that have been developed with industry partners and SMC-commissioned analysis. This will drive engagement from new industries who do not yet engage with us. Finally, the updates will provide users with an enhanced experience on the site. We will achieve this in several ways e.g. the measurement page will be reworked to include more tailored guidance on how to measure and assess socio-economic background against national benchmarks-a request employers have repeatedly asked us for & on which we are generating guidance e.g. an expanded 'case study' page will allow us to showcase the 30+ case studies in new & engaging ways, which was a recommendation from our behavioural insights research. The supplier will work with SMC to prioritise activities. In the first instance, we will prioritise the update to the data page, which we hope to be completed within the first two weeks of the project (end of Oct/early Nov 20, depending on the contract start date). We will then prioritise the new industry pages, by early to mid-November. We will then prioritise the events page, to support our ongoing program of monthly events. We are inviting proposals to deliver this 'microsite 2.0'. Suppliers will be expected to work within our existing Wordpress-built site. Essential Criteria outlines minimum standards a supplier must meet.