Invitation to tender: Cardiff Business Council PR and Social Media Marketing

Transcription

1 Invitation to tender: Cardiff Business Council PR and Social Media Marketing July 2015

2 Introduction: Cardiff Business Council: The destination marketing function of Cardiff sits in The City of Cardiff Council in the Economic Development team and delivered by the Cardiff Business Council a private public sector company established by the City of Cardiff Council operating at arms-length from the council. The purpose and role of Cardiff Business Council is to market Cardiff to investors, tourists, businesses, conference organisers and event owners. Our goal is to ensure more of them choose Cardiff over competitor destinations, thus making a direct contribution to the economic social and cultural wellbeing of the City. The priority messaging is: Cardiff is Open for Business Cardiff is the Capital for Wales and acts like a capital city, delivering economically for the whole of Wales Cardiff is the closest world capital to London See website Since forming, the Cardiff Business Council has held and attended a number of events including MIPIM Cannes, MIPIM UK, Institutional Investor Corporate Financial Executive Summit and the opening of Cardiff Business Council office in New York, Opening of the Beijing office in partnership with Cardiff Met and Cardiff and Vale College, Extreme Sailing at Cardiff Bay, Lumen Prize, Cardiff Convention, Launch of the City of Cardiff Marketing Suite (manned by the CBC Marketing team),10 years celebration of Doctor Who event in New York in association with BAFTA, Cardiff Question Time in association with Estates Gazette. Cardiff Business Council Cyngor Busnes Caerdydd 2

3 Opportunity Cardiff like most cities operates in a very competitive environment, yet the resources available to promote the city are limited. We will never be able to change the reputation of Cardiff and improve our competitiveness through buying visibility via conventional media spend. In the current digital and social media landscape we need to earn rather than buy a profile for Cardiff. The PR brief is twofold: 1. To promote Cardiff as a business destination To ensure that Cardiff is talked about positively amongst our target markets, through innovative and creative PR and social media and by amplifying great content generated by the Cardiff Business Council and its partners. Securing media coverage, interviews for Cardiff and key note speaker opportunities, as well as encouraging others to share news and coverage of events and activities. 2. To promote the Cardiff Business Council and build membership The Cardiff Business Council must be seen as the go to business organisation delivering for Wales in the Cardiff Capital Region. To secure 500 free members, 2000 twitter followers and 500,000 of investment from partners by FTI Consulting To complement the local PR activity, we also retain the services of FTI Consulting based in London to support the programme to sell Cardiff and the Capital Region as a preferred destination for investment and visitors. It would be the intention that the local PR agency chosen would liaise with FTI Consulting going forward. Cardiff Business Council Cyngor Busnes Caerdydd 3

4 Brief Cardiff Business Council (CBC) - Media and Stakeholder Relations, Website and Social Media Management and Filming To undertake day to day PR and web management in connection CBC to deliver: Media and Stakeholder Relations Pro-active media relations in connection with key developments Developing and building relationships with media and stakeholders Pro-active PR of events hosted by CBC Keeping board members informed in advance of media announcements Website and Social Media Management Maximising use of social media accounts with the CBC marketing team to build profile and sell benefits of membership and reasons for getting involved and build membership to targets outlined below Setting up and managing LinkedIn account to raise profile of CBC and developments in the city and build membership of CBC Copywriting bi-monthly newsletter to brief and timetable agreed with client To encourage members to take up the opportunity to work together including the opportunity to promote members offers via the members pages To focus on the value delivered to marketing partners and ensure PR is used as a tool to recruit and retain investment and membership To work with the web partner to manage the e mail databases of members and key stakeholders and previous event attendees to enable effective e-marketing to be undertaken to achieve core objectives of CBC Work with the web partner to update CBC website and proactively working with the team to make it valuable to members and of value to motivate new members to join To provide an on line secure booking facility for events Filming As part of your brief we would need you to allow a proportion of the budget to deliver video media releases, film key events and edit them often on the day to issue on twitter, on line or to broadcast media. We anticipate 4 occasions during the contract period. Measurement and Targets CBC secured 3.5m of positive media coverage on Cardiff in (April-March) and the target for is 4m. Cardiff Business Council Cyngor Busnes Caerdydd 4

5 To secure 500 free members, 2000 twitter followers and 500,000 of investment from partners by As part of your service you will need to provide quarterly reports on the value of coverage secured in terms of advertising equivalent value and analytical report of all web activity. Budget The Cardiff Business Council has a total cash budget of 15,000 +VAT fee for the period In addition to this as part of your brief we are looking for 7,500 +VAT of pro bono support provided by your organisation over same period to become a marketing partner of the Cardiff Business Council. Please specify what you are able to provide for this amount. The USP of your company being the PR marketing partner is that your company would become a member of the Cardiff Business Council Marketing & PR strategy team and have the opportunity to network and engage with board members and key Cardiff Business Council stakeholders and one director of your company to attend board meetings as an observer. Expenses Local mileage and parking to meetings in Cardiff to be included in your fee. The cost of travel and accommodation outside Cardiff will be booked by the Cardiff Business Council CBC and paid for in advance. Requests for reimbursement of costs incurred to carry out this brief may be payable if agreed in advance and quotes obtained if necessary. Subcontractors The Cardiff Business Council may have from time to time preferred subcontractors which you will be asked to collaborate with.the fees payable for these projects may in some instances be paid direct to these contractors by the Cardiff Business Council or payable via your company at cost as part of the overall contract and reimbursed by the Cardiff Business Council. The Cardiff Business Council will advise on an individual basis. Data and Confidentiality All data contained in the Cardiff Business Council databases are the property of the Cardiff Business Council. Cardiff Business Council Cyngor Busnes Caerdydd 5

6 As a PR partner to Cardiff Business Council you will be privileged to sensitive commercial information and you and your team will be expected to respect the confidentiality of this privileged information. In the instance of your organisation ceasing to trade or being sold, all information and web hosting to be handed over to Cardiff Business Council at no cost. Tender Submission You must be a free member of the Cardiff Business Council to be invited to tender. To register, please go to If you do not have an in house IT filming resource we do have our preferred freelance contractor and can provide you with this information. Please provide a short biography of the key team members who will be involved and details of the account director. By submitting the tender to agree to the terms set out in the above document. Timetable Tender to be issued Friday 3rd July Tender submission deadline by to Victoria Beesley by: Friday 17th July Contact details: Victoria Beesley (victoria.beesley@cardiffbusinesscouncil.com and ) Tender decision by Monday 20th July CBC reserves the right not to grant this contract if the submissions do not appear to meet the requirement of the budget and brief. Cardiff Business Council Cyngor Busnes Caerdydd 6