Introduction The Warrington Business Improvement District is supporting the economic development of the town centre by developing a marketing and communications strategy which will be delivered by a professional agency. The strategy will include a single brand identity, a website platform and associated social media channels, PR, marketing and advertising. The purpose of this work is to engage a minimum of 100,000 consumers within a 10-mile radius of Warrington town centre and to deliver a sustainable engagement campaign targeting specific audiences, businesses and a broad base of family visitors to the diverse offer. There are two planned stages to developing and delivering the strategy Stage 1 Christmas in Warrington 2018 This is a small piece of work to deliver a multi-stakeholder Christmas in Warrington town centre marketing campaign which will raise the profile of individual activities and partnership events and businesses in the town centre during the Christmas and New year period. This will include the Christmas Lights Switch On, Christmas Markets, Christmas parties and entertainment, cultural programming, promotional activities etc. Stage 2 Warrington Town Centre Marketing & Communications This is a larger commission, which will develop a new place brand identity for Warrington town centre, combined with a portfolio of marketing and promotional assets including dedicated on-line resource, a website and social media channels. The Warrington BID team are seeking a marketing / design partner to support delivery of the 1 st element in the build up to Christmas, with the intelligence, collateral and resources then being utilised for supporting the work for the 2 nd stage which will form the basis of a 2 nd commission in the coming weeks. There is no presumption that the successful company will be awarded the 2 nd stage of work, which will be subject to a 2 nd procurement exercise.
Stage 1 Christmas in Warrington 2018 The Warrington BID team invite detailed proposal for the supply of services from an appropriate marketing / design company to support promotion of the town centre s businesses and assets during November, December and early January. What is required: PROPOSALS NEED TO INCLUDE THE FOLLOWING ITEMS a. A one-off fee to provide a Warrington Christmas Asset Branding Kit to include title of campaign, logo, strap line, visual narrative (as per item 2 below) b. An hourly based rate for ongoing graphic design support. (as per item 2 below) c. A fee for supporting the Warrington BID Communications and Marketing Officer (WBCMO) with a dedicated social media management service from October to 5 th January to include Sales period. (to support with items 3,4,5 and 6 on a flexible basis based around the recruitment and capacity of the Coordinator). * Confirmation from the supplier that they have the capacity and resource to deliver the support package against the timelines detailed A short summary (up to 500 words) of the organisations experience of delivering similar contracts for previous clients with references. An additional budget will be made available for marketing and advertising collateral such as banners, printed materials, paid for posts, print advertising etc. The Agency will need to provide evidence and information relating to the added value that the supplier can bring through existing relationships with PR outlets e.g. newspapers, social media outlets, Warrington Worldwide, Warrington Guardian etc
Christmas in Warrington Operational Information The appointed agency will work with the WBCMO who will take the lead on this campaign liaising with the branding agency and the two main media outlets identified by the BID steering group to provide mainly digital paid for 3 rd party advertising along with paid for Facebook social media posts to targeted areas and differentiated audiences. *This role is currently being recruited, therefore if there are any delays with this process, support will be required from the company on a fee-paying basis for supporting the co-ordination of the campaign. Timeline Activity needs to begin in mid-october to develop a design, strap lines and copy signed off and collate information from across town centre. Activity must begin mid October approx 3 weeks before the Christmas Lights Switch On. Campaign Branding An asset branding kit of parts include a logo to promote Christmas in Warrington - supported by Warrington BID which can be used across a wide variety of media including but not limited to: Creation of brand name and social hash tags Example execution in an A4/A5 advert Social Media mast heads Email mast heads Posters Banners Print advertising This asset kit needs to be signed off and ready for week commencing 29th October Graphic Design & Social Media Support The Agency will then provide graphic design and social media support to the Coordinator throughout the campaign on an ad hoc basis according to demand. 1. Social Media
WBCMO will set up and manage Facebook, Twitter and Instagram social media accounts which will be dedicated to Warrington at Christmas. WBCMO will use a scheduling platform such as Tweet Deck to schedule up to 10 posts per day on Twitter, 2 per day on Facebook, slowly building an aspirational image gallery on Instagram aimed at changing perceptions possibly linked to cultural developments, younger customer, higher end brands and independents. 2. Collation of Activities, Events, Offers etc WBCMO to create spreadsheet of Christmas dates, events, information etc using desk research/contacting, sending out request for information. This will include but not limited to: 1. Night-time Economy 2. Shopping 3. Business Investment 4. Hospitality & Leisure 5. Warrington Wolves 6. A calendar of high-profile events 7. Christmas Lights Switch On 8. Cultural activities, theatres, museums and events 9. Late Night Shopping 10. Christmas Markets 11. Independent businesses, specialists and customer service 12. Warrington BID funded initiatives including Safe Shopping partnership promotion and street pastors and Christmas lights investment 13. Parking Information 14. Golden Square Santa Sleigh Events 15. Cockhedge Christmas Promotional activities 16. Special Offers and Sales Ongoing: Stakeholders send press releases, dates, graphics, offers and events to Warrington BID and ongoing throughout Christmas season through New Year sales WBCMO creates posts for these on Warrington BID social media using a generic Warrington at Christmas frame/banner linking back to booking facilities, stakeholder websites etc.
3. Press releases and E-Newsletters Press releases and E-Newsletters will be created with BID investment stories including Christmas lights, Street Pastors, safe shopping etc. Warrington BID newsletters sent to stakeholders promoting the events, offers and requesting information 4. Paid for Campaign messages Warrington Guardian and Warrington Worldwide to receive an agreed selection of simple re-branded posts promoting the main events and messages which will appear in targeted postcode areas/age groups. WBCMO to liaise with both outlets and book adverts, raise purchase orders, send artwork etc. working with the appointed agency where added value is demonstrated, or capacity / resource needed to co-ordinate this work. DEADLINE FOR PROPOSALS Proposals need to be emailed to warringtonbid@groundwork.org.uk by midday on Tuesday 16 th October. An agency will be appointed on Wednesday 17 th October. Work will need to begin week beginning 22 nd October.