Media Plan & Buying Services

Tender description

SPECIFIC REQUIREMENT We require the services of a media buying agency to advise on the targeting and procurement of media incorporating Print, Radio and Social Media to support a brand awareness campaign for Waterways Ireland for the island of Ireland. The media agency will be required to develop and present a media plan to Waterways Ireland for approval prior to implementation. CAMPAIGN OBJECTIVE To create awareness of the breadth / scale, accessibility and recreational amenities / opportunities on and along Ireland’s inland waterways. Waterways Ireland current prompted brand awareness is 38%. Creative assets have already been developed for Print, Radio and Social Media. CAMPAIGN BUDGET & TIMING A budget of €120,000 (excluding VAT) has been allocated for this campaign. Preference is to execute the campaign as soon as possible. Waterways Ireland is open to recommendation on media mix within Print, Radio and Social Media alongside time of week / day around activation of the campaign. KEY CAMPAIGN MESSAGE Over 1000 km of Unexplored Outdoors MEASURING SUCCESS Campaign success will be measured using a combination of brand awareness and consideration, alongside digital metrics incorporating search and web visits. TARGET AUDIENCE Although acquisition and recruitment are not a primary objective of this campaign key segments for use remain over 35 years most likely to have younger children under the age of 10 and leaning slightly more to C2DE socio-economic group. This cohort cites more advertising / promotion and more public profile / presence / information as the best way to improve engagement with them personally. MEDIA CHANNELS Creative assets have been developed and are ready for issue on Print, Radio and Social Media for the above intended target audience. Media buying advice and procurement is now required to activate the campaign on these intended channels.