Kendal Town Council TENDER DOCUMENT Kendal Promotional Leaflet Series April 2016
1. The Commission This commission intends to improve the promotion of Kendal s key attractions, cultural offers and surrounding greenery to promote Kendal as a destination to visitors and inspire local residents to explore Kendal. This commission will create a series of Kendal promotional leaflets including: Kendal / Rediscover Culture Kendal / Discovery Trails Kendal / Sense of Place Guide Kendal / Group Travel Guide Each of the above will be available to download from the new Kendal destination website and will promote the new Kendal brand by following the Kendal Branding Guidelines. To access a copy of the Kendal Brand Guidelines please contact Kendal Futures p.scott@southlakeland.gov.uk or Helen Moriarty via projectmanager@kendaltowncouncil.gov.uk. In addition to the design of the leaflet, copywriting and printing will also be required. If your agency is unable to provide each aspect of this commission please include details of the contractors you will utilise to complete the brief. The contract will be held with Kendal Town Council and the chosen design agency, prior permission will be required regarding subletting contract elements. 2. The Design 2.1 For the leaflet series The look and feel of each leaflet within the series must meet the following objectives: Communicate the vibrancy that exists within Kendal Connects with both local people (encouraging pride) and a range of visitors Utilises new Kendal Branding Guidelines (design and copy) Obviously linked to new Kendal Website (with attractive icons for downloads) and includes ability to download from website and rescale if necessary to fit web/print format All designs to complement each other to form a strong Kendal Series feel via design and colour ideas Each leaflet to highlight the others in the series and provide a sense of where Kendal is in relation to other Lake District destinations, including post code for Sat nav purposes.
Reflects a destination marketing style, avoids appearance of a traditional Council funded project Leaflets to be prominent and professional within distribution stands by utilising the top 35ml for the Kendal Brand and corresponding strap line and formatting the leaflets in the standard DL size. However ideas regarding different lengths to rack together would be welcomed. To include space for visually impaired option information. Ideally embed current map design or similar as shown on current Explore Kendal signage (designed by The Knack). Utilise provided images Utilise suggested copy and suggest new leaflet titles 2.2 Best Practice To promote best accessibility practice, we require each leaflet to be available in large print if required. Please quote for the cost of providing this service if/when requested. 2.3 Leaflet Detail 2.3.1 Kendal / Sense of Place Guide The Kendal Sense of Place guide (attached separately) is currently racked in various locations and is the only dedicated Kendal leaflet in circulation. To become part of the Kendal Leaflet Series it requires: Redesign to make it the overarching leaflet that sells the others in the series Design and copy ideas to solve duplication issues 2.3.2 Kendal / Rediscover Culture Kendal s Cultural offer has been identified via a mixture of key attractions and hidden gems. The leaflet must convey the key message that Kendal has a significant cultural offer worth exploring. The intended audience is people with an interest in culture and therefore needs to speak directly to the cultural visitor emphasising the quality and range of Kendal s offer. The suggested leaflet copy, highlights:
x6 Key Attractions X9 Hidden Gems X16 Festivals / Events We suggest the above are themed/designed under cultural headings such as music, independent shopping, performance, art, heritage, festivals, food and drink whilst also differentiating between the key attractions, hidden gems and festivals. However we welcome alternative suggestions. The suggested copy includes links for each festival and is intended to aid copywriting, not to be advertised in the leaflet. An address and postcode has been provided to help people navigate directly to the advertised venues using sat nav/google maps, this needs to be subtly integrated in to the design. The Rediscover Culture design requires: Reflection of the vibrancy of Kendal s Cultural offer Kendal Festivals to be prominently featured Obvious differentiation between main attractions and smaller hidden gems Obvious navigation between each identified cultural offer 2.3.2 Kendal / Discovery Trails Three walking routes providing access to Kendal s scenic spots, wildlife and heritage have been created and are currently advertised on the Explore Kendal signage in Kendal. Each trail (Cultural, Historical and Woodland) starts and finishes on the High Street and take less than an hour to complete. The Discovery Trails require: Creation of three trails in one large leaflet format, demonstrating walking routes with minimal written directions. Prominence of the views highlighted on each route to prompt people to explore beyond the town centre (images to be provided). Celebration of the ease of each route by emphasising short distances and accessibility Easy wayfinding support by presenting key landmarks on each trail Links to the signposts (to be installed) along the trail Scope to demonstrate additional routes/legs from existing trails ie Scout Scar. Historical, cultural and woodland information, as suggested in the draft copy.
2.3.4 Kendal / Group Travel Guide The existing Kendal Group Travel Guide (attached separately) requires: Complete redesign to integrate new Kendal branding Copywriting edits to utilise Kendal Branding Guidelines 3. Printing Please quote for the following printing ranges, ensuring the leaflets are weighted appropriately for leaflet stacking purposes. We require all leaflets to be printed on FSC Recycled paper. Kendal Sense of Place 50,000 65,000 copies Kendal Trails 25,000 50,000 copies Kendal Culture 25,000 50,000 copies Kendal Group Travel Guide 5,000 copies 4. Copywriting A selection of copy has been created from existing Kendal information, we are aware there is potentially too much to fit on the leaflets and are happy for design choices to dictate copy allocation. In keeping with the Kendal Branding Guidelines, we require the series to have the same tone, warmth and feel and therefore request a copywriter to reduce and align suggested copy. We also welcome new title suggestions for each leaflet. 5. Ownership/ Intellectual Property Rights Leaflet design and copy from this commission will be owned by Kendal Town Council and will be made available for use by Kendal Town Council, their partners and suppliers only. 6. Tender Requirements Intention to tender Kendal Town Council has invited selected organisations to tender for this supply. In addition, the tender documents are freely available on the Council s website at www.kendaltowncouncil.gov.uk. Organisations intending to tender should notify Project Manager, Helen Moriarty, by email to projectmanager@kendaltowncouncil.gov.uk
Questions and Clarifications Prior to the date for return of tenders, organisations may request clarification of any items in the tender documents. All such requests must be made in writing, by e-mail to the Project Manager at the above address. Any clarification made by the Council in response to a request will be notified to each organisation which has indicated that it intends to submit a tender. The Council may also clarify or amend the documentation before the return date. Again, any such information will be shared with all tenderers. Tender Submission Your tender submission should comprise the completion of the priced Form of Tender (see below) supported by the following accompanying documents: Suggested design concepts A select portfolio of similar work Opportunities to provide added value Preferred number of edits Details of at least two persons/organisations who can comment on your ability to carry out this brief Two copies of the Form of Tender are required together with one copy of the above information. All should be submitted in an envelope addressed as follows: Private & Confidential Tender Documents: Kendal Leaflet Series Not to be opened until 18 May 2016 Project Manager Kendal Town Council Town Hall Kendal Cumbria LA9 4DQ. The envelope should not bear any distinguishing marks that would identify the tenderer. Please remember to ensure the correct postage is used. Kendal Town Council cannot be held responsible for non-delivery. Alternatively, the sealed envelope can be hand delivered to the office during opening hours if desired (9.30am - 12.30pm weekdays). The sealed tender must be returned to Kendal Town Council by: 4pm TUESDAY 17 MAY 2016. Please follow these return instructions carefully as any tender which is incomplete, late or incorrectly addressed will be disqualified. Please note that e-mailed tenders are not acceptable.
All tenders will be opened at the same time by the Project Manager, in the presence of at least one Councilor and the Treasurer. Tenders will be evaluated against the following criteria: Inspiring and creative suggested design concepts 50% Price, ability to meet timescales and identification of added value 25% Quality of previous work 25% The Council shall not be obliged to accept the lowest tender or any tender, quote or estimate. 7. Timescales Action Invites to tender Deadline for sealed submissions Agree contract and inception meeting Proofs Sign off Print Racked and promoted Date wk beginning 25 th April Tuesday 17 th May wk beginning 6 th June wk beginning 18 th July wk Beginning 8 th August Mid - August Late August 8. Statement The following Standing Orders of the Town Council apply to this tender: Standing Order 59: If a candidate for any appointment under the Council is to his knowledge related to any member of or the holder of any office under the Council, s/he and the person to whom s/he is related shall disclose the relationship in writing to the Clerk. A candidate who fails so to do shall be disqualified for such appointment, and, if appointed, may be dismissed without notice. The Clerk shall report to the Council or to the appropriate committee any such disclosure. Where a relationship to a member is disclosed, Standing Orders 55, 56 and 57 shall apply as appropriate to the member. Standing Order 61 Canvassing of and Recommendations by Members: a) Canvassing of members of the Council or of any committee, directly or indirectly, for any appointment under the Council shall disqualify the candidate for such appointment. The Clerk shall make known the purpose of this sub-paragraph of this Standing Order to every candidate.
b) A member of the Council or of any committee shall not solicit for any person any appointment under the Council or recommend any person for such appointment or for promotion; but, nevertheless, any such member may give a written testimonial of a candidate's ability, experience or character for submission to the Council with an application for appointment. Standing Order 62: Standing Order Nos. 59 & 61 shall apply to tenders as if the person making the tender were a candidate for an appointment.
FORM OF TENDER Kendal Promotional Leaflet Series Dear Kendal Town Council, Having read the tender specification, standing orders and contract terms and having understood the Council s requirements we offer to supply Kendal promotional leaflets to the specification stated for the total sum of: (excluding VAT) In words This sum is itemised in the tender price schedule. We understand that Kendal Town Council is not bound to accept the lowest or any tender received. We undertake, in the event of your acceptance of this tender, to execute a formal contract containing the terms & conditions of the tender. We certify that this is a bona fide tender, intended to be competitive and that the amount has not been fixed or adjusted by any arrangement with any other person or organisation. Tender Price Schedule Design Costs Per Leaflet COST (excl VAT) Kendal Discovery Trails Kendal Culture
Kendal Sense of Place Kendal Group Travel Guide Printing Ranges Costs Kendal Discovery Trails (25,000 50,000 copies) Kendal Culture (25,000 50,000 copies) Kendal Sense of Place (50,000 65,000 copies) Kendal Group Travel Guide (5,000 copies) Copywriting Costs Redesign costs for large print TOTAL We undertake to keep this tender open for three months from the tender return date. Signature: Position: Date: Company: Address: