West Midlands Trains Marketing tender

Tender description

West Midlands Trains is a UK rail operator, responsible for two customer-facing brands: London Northwestern Railway (LNR) - for long distance and London commuter services. www.londonnorthwesternrailway.co.uk West Midlands Railway (WMR) - a regional train service for the West Midlands. www.westmidlandsrailway.co.uk This tender is for the following four lots:- Lot 1 - Advertising - Destination marketing, with the aim of stimulating leisure trips. Lot 2 - Pay per click - Developing a strategy for an always-on and campaigns approach to facilitate growth. Lot 3 - Search engine optimization - A strategy is required to increase visibility of the West Midlands Railway and London Northwestern Railway websites. Lot 4 - Consumer Public Relations and Social Media - West Midlands Trains require a partner that can enhance our presence through consumer public relations and social media all year round. Lot 1: Lot 1 - Advertising Destination marketing, with the aim of stimulating leisure trips. The specific requirement will be:- 1. Media planning (including all traditional & digital media). 2. Strategic planning. 3. Media buying (including all traditional and digital media). 4. Digital Technology / Ad Operations time. Lot 2: Lot 2 - Pay per click 1. Manage the ongoing pay per click accounts. 2. Develop and manage biding strategies for Google AdWords and Bing Ads along with campaign strategies. 3. Reporting - produce weekly, monthly, quarterly and annual reports. Lot 3: Lot 3 - Search Engine Optimization 1. Facilitate the growth of visits to the West Midlands Trains websites for organic traffic through:- a) Ongoing search engine optimization management. b) Developing action plans grounded in insights. c) Activation / implementation through in-house team and cross-agency co-ordination. d) Reporting & analysis including helping to set realistic KPIs and showing trends with volume and quality of traffic generated. Lot 4: Lot 4 - Consumer Public Relations and Social Media 1. Consumer Public Relations strategy & implementation. 2. Social media - community management of West Midlands Trains Facebook and Twitter channels via Orlo. 3. Reporting & Insights.