5-Year Marketing Strategy & Plan

Tender description

Waterways Ireland is finalising the process of reshaping our strategic direction and priorities over the next ten years through the development of a 10-year Long Term Plan and brand strategy. Core to the execution of our Long-Term Plan and our Brand Strategy will be the development of an effective Marketing strategy and Plan to create greater awareness, understanding and affinity of Waterways Ireland amongst our users, stakeholders and the general public. Marketing Strategy and Planning to build long-term meaningful engagement, partnerships and return on investment has never been so critical to avoid the trap of devaluing our brand and future value. What is required is a 5-Year Marketing Strategy and Marketing Plan that identifies, anticipates and targets our key stakeholders, users and the general public needs and satisfies them as appropriately. This is required across the Island of Ireland. The Marketing strategy should be designed to support the achievement of our Long-Term Plan objectives and our brand strategy. The Marketing Plan should outline SMART objectives, key marketing programmes and supporting activity, resource requirements (Financial, human and technology) and performance measurement. The Marketing Strategy and Plan must have credibility and transparency. It must be supported by a narrative of reference research (primary and/or secondary) and come in the form of written updates, oral reports and presentations. It must secure the buy-in of relevant public, private and local tourism and recreational stakeholders and be recognised as the definitive pathway to tourism and recreational development on our waterways.