Northwich Business Improvement District – Marketing Services Tender Opportunity

Groundwork Cheshire, Lancashire & Merseyside, acting on behalf of Northwich BID seeks to procure the services of a marketing agency or collective of agencies who will deliver the marketing and communications for the BID. The primary purpose being to showcase Northwich as a place to do business and for visitors and consumers to enjoy what the town has to offer in terms of history, heritage, open green space, leisure, hospitality and retail.

Bids should be submitted no later than the Friday 7th May 2021, with an expression of interest sent prior to 5pm on the 4th May 2021. We will aim to choose a supplier within 21 days, with an expected commencement date on or after the 1st July 2021.

Please address any questions to the Northwich BID Project Manager:

Adam Gerrard

adam.gerrard@groundwork.org.uk

01606 723 175 (phone calls must be scheduled in advance)


About this tender:

The Northwich Business Improvement District is a group of private sector led businesses and stakeholders that are delivering a £1 million investment over 5 years. Our key aims and objectives are clearly documented within the Northwich town centre BID 2 Proposal, which was approved by a majority of companies in 2019, the proposal can be obtained from www.northwichbid.co.uk. The services being tendered will support the well-established ‘Visit Northwich’ brand, which was created at the inception of the BID in 2014.

The tender is in four lots which may be delivered by the same supplier or as individual pieces of work by a number of suppliers.

  • Lot 1 – Retained Social Media Management & Business Promotion
  • Lot 2 – Retained Website & Email Communications
  • Lot 3 – Retained Marketing Management & Content Strategy
  • Lot 4 – Additional Campaign Delivery & Management
Lot 1: Retained Social Media Management & Business Promotion

A supplier (this may include but is not limited to a communications agency or freelance professional) is required to provide support on a retained basis for the following:

  • Management of the ‘Visit Northwich’ Facebook, Instagram & Twitter social platforms.
  • Content creation, promoting Northwich as a destination & the offering from businesses within the town.
    • The current posts per platform are: Facebook – x3 a day (plus x1 story), Instagram – x1 a day (plus x1 story), Twitter – x1 a day.
    • These are not limitations and can be increased within your tender.
  • Photography (on-site (x1 town centre visit per month) and by encouraging UGC)
  • Direct liaison with businesses (independent and national) as a trusted partner.
  • Replying to social messages within 24 hours (Mon-Fri)
  • Replying to social comments to increase engagement and answer questions.
  • Increase followers organically month on month
  • Promotion of relevant stories from other town centre stakeholders (Cheshire West & Chester, Barons Quay, Northwich Town Council, Rotary in Northwich).
  • This list is not exhaustive, please draw on your own experience on how you would approach this part of the tender. You should review our social profiles to understand the current model for promotion and identify new ways of promotion.

You can review our social profiles here:

https://www.facebook.com/visitnorthwich

https://www.instagram.com/visitnorthwich/

https://twitter.com/NorthwichBID

Budget

Bronze: Up to £6,000 per annum

Silver: Up to £10,000 per annum

Gold: Over £10,000 per annum


Lot 2: Retained Website & E-Communications

A supplier (this may include but is not limited to a communications agency or freelance professional) is required to provide support on a retained basis for the following:

  • Management of the ‘Visit Northwich’ & ‘Northwich BID’ websites.
  • Management and delivery of our business to consumer newsletter, featuring a minimum of five articles once per month.
  • Management and delivery of our business-to-business newsletter, featuring a minimum of five articles fortnightly.
  • One blog per month on the ‘Visit Northwich’ website.
  • Ensuring updates to themes and plugins are completed.
  • Uploading of press releases to the relevant website.
  • Website hosting is not required.
  • This list is not exhaustive, please draw on your own experience on how you would approach this part of the tender.

You can review our current website here:

www.visitnorthwich.co.uk

www.northwichbid.co.uk

Budget

Bronze: Up to £4,000 per annum

Silver: Up to £6,000 per annum

Gold: Over £6,000 per annum


Lot 3: Retained Marketing Management & Content Strategy

A supplier (this may include but is not limited to a communications agency or freelance professional) is required to provide support on a retained basis for the following:

  • Manage the overarching content themes for our social, email and website work, giving a clear direction on where our brand is going and how it supports businesses.
    • If required, liaising with other suppliers positively to achieve the best outcome for the BID and its brands.
  • Writing and publishing press releases three times per month.
  • Review social and website statistics and provide a report for the BID Board once per month.
  • Identify areas for improvement within the content strategy, website & social media – reporting back to the BID Project Manager once per month.
  • This list is not exhaustive, please draw on your own experience on how you would approach this part of the tender.

Budget

Bronze: Up to £3,000 per annum

Silver: Up to £4,000 per annum

Gold: Over £4,000 per annum


Lot 4: Additional Campaign Delivery & Management

A supplier (this may include but is not limited to a communications agency or freelance professional) is required to provide a sample proposal for campaign delivery. Throughout the BID term we will engage this supplier to manage and run campaigns for specific initiatives/events.

This service is not retained, but will be costed on request, please submit a sample proposal for the following campaign:

Christmas in Northwich is one of our most exciting times of the year, where retail can thrive, and hospitality has a surge in custom. What would you deliver for the budgets below, to showcase Northwich and its offering on the build-up and throughout the festive season? Each year, the Christmas Extravaganza takes place in late November, the marketing for this event is the responsibility of the BID through its consumer brand. The Extravaganza is the starting point for our Christmas campaign.

Things to consider:

  • Post-covid (ie. Little restrictions)
  • Branding
  • Business & consumer engagement
  • Videography
  • Competitions
  • Town trails
  • Advertising (paid social)
  • Design & Print
  • PR

Sample Budget

Bronze: Up to £4,000

Silver: Up to £8,000

Gold: Over £8,000


Budget Overview

Value for money & a proven track record for multi-business promotion will be a key criteria when shortlisting. Please provide quotes for what you can deliver given the scope of work for each lot of the tender and the packages available.

Lot 1 – Retained Social Media Management & Business Promotion

Budget

Bronze: Up to £6,000 per annum

Silver: Up to £10,000 per annum

Gold: Over £10,000 per annum

 

Lot 2 – Retained Website & Email Communications

Budget

Bronze: Up to £4,000 per annum

Silver: Up to £6,000 per annum

Gold: Over £6,000 per annum

 

Lot 3 – Retained Marketing Management & Content Strategy

Budget

Bronze: Up to £3,000 per annum

Silver: Up to £4,000 per annum

Gold: Over £4,000 per annum

 

Lot 4 – Additional Campaign Delivery & Management

Sample Budget

Bronze: Up to £4,000

Silver: Up to £8,000

Gold: Over £8,000


Supplement Information Required

For the retained suppliers bidding for this tender, we may require additional services at busy times in the year, please provide outside of retainer costs for the following:

  • Hourly Rate for additional Press Release
  • Hourly Rate for additional ‘special’ one-off email campaigns
  • Hourly Rate for one off social graphic creation
  • Hourly rate for town centre visits (inc. travel costs if applicable)
  • Hourly rate for videography

KPI’s

Key performance indicators for each lot will be agreed with the appointed agency/s, in line with the BID’s aims and objectives. 6 monthly performance reviews will take place to ensure KPIs are being achieved.

Timescale for delivery of the work

The outline timescales for the project are:

19th April 2021 Specification issued
By 4th May 2021 Supplier to submit an expression of interest (an email to be sent to greville.kelly@groundwork.org.uk detailing your company name, a contact name and contact details)
7th May 2021 Supplier to submit quotations
w/c 10th May 2021 Shortlisted agencies to pitch to nominated members of the Northwich BID Board
17th May 2021 Successful marketing agency appointed
On or after 1st July 2021 Project delivery begins

The supplier would be responsible for developing a more detailed schedule for project adoption that includes key milestones requiring client sign-off of the various deliverables.

We expect the appointed supplier to be able devote sufficient resources to the project to meet this timescale.


Submission Requirements
  • Submission of expression of interest email by 5pm on the 4th May 2021.
  • Submit proposal (s) by 5pm, 7th May 2021 including:
    • Company Information response:
    • Full registered business/company name, company number, main office address and contact details.
    • Background on the history of your business including information about
      • Length of time your business has been in operation,
      • Names of persons of significant control / senior leadership,
      • Any additional qualitative / quantitative information you can supply about how your business has traded through the recent Covid crisis to allow Groundwork to understand your suitability as a potential long-term supplier.
    • Your proposal/s & fee/s
      • These should be no more than two summary pages per lot. Each proposal needs to summarise:
        • Core elements that you will deliver against the brief
        • Fees for each piece of work against the budget guide prices provided
      • Each supplier may also include one supplementary document to elaborate on the proposal(s). Within these suppliers may also choose to provide information about:
        • How you will approach the project to ensure both timely delivery and an outstanding service for Groundwork.
        • Further information on project budget breakdowns for each element, these should include hourly / daily rates for roles that you will resource within the project and the expected number of hours that you believe will be required for delivery of the commission.

Note: There is no limit on length to the supplementary document and we also expect to see your application of creative flare in the content and presentation of this document.

  • Delivery Team: Details of the proposed project team, and their background, including evidence of previous experience of the proposed delivery team.
  • Previous work and references: Evidence of work done for clients in similar sectors in the last three years including contact details for two previous clients who would be willing to provide a reference. Please include Information on approximate annual value of contacts delivered.
  • Policies: Copies of Public Liability Insurance, Health and Safety Policy, General and Covid Risk Assessments and Environmental Policy

Send your proposal/s with a covering email to greville.kelly@groundwork.org.uk by 5pm on Friday 7th May 2021.

Please send portfolio examples of your work, particularly relevant projects/clients which are part of a place branding story. In your covering email please include your name, title, email address and telephone number for reference.

If you have any questions about the tender, please email adam.gerrard@groundwork.org.uk.