Marketing & Sales Framework

Description

Guinness are committed to providing as many high-quality homes as possible and to playing a significant part in tackling the country’s housing crisis. By March 2030 we aim to complete over 8,000 new homes; 7,000 of which will be affordable. As a Strategic Partner of both Homes England and the Greater London Authority, we have grant funding that will enable many of these homes to be affordable homes. We also build homes for sale, both outright and as Shared Ownership. We are growing our land development pipeline to make it happen and have funding immediately available. Our strong financial position and track record means we confidently expect to invest over £2bn in the coming years. To support our vision, we require a framework of agencies to provide a range of marketing and sales services to support the promotion and sale of these properties over a four year period. The requirements are split into the following lots: Lot 1: Design & Creative Agency Lot 2: PR Agency Lot 3: Media Buying & Management Lot 4: Show Homes & Marketing Suites - Residential Lot 5: Marketing Suite – Non-Residential Lot 6: Model Makers Lot 7: 3D & CGI Lot 8: Signage and Hoarding Lot 9a: Estate Agency Lot 9b: Valuations Lot 10a: Landscaping - North Lot 10b: Landscaping - London & South East Lot 10c: Landscaping - South West Lot 11a: Cleaning & Inspection Services - North Lot 11b: Cleaning & Inspection Services - London & South East Lot 11c: Cleaning & Inspection Services - South West Lot 1: Design & Creative Agency Lot 1 - Design & Creative Agency: The required services will vary for each development but at a minimum, there will be a requirement to provide a brand identity (logo, colour palette, key messaging/strapline) and development name . Further branding works (to be specified) may include brochure production (including floorplans / plot locators), the creation and design of all advert artwork, hoarding & signage design, HTML email design & build, as well as external marketing event ideation. Some projects (of which will be specified), may also require photography, video filming & production (inc. model hiring & management), website / landing page design, build & hosting, and branded merchandise creation (inc. print and delivery). Lot 2: PR Agency Lot 2 - PR Agency: The required services will vary for each development but could include producing PR strategies, proposing appropriate social media influencers and bloggers to work with, contacting relevant online and offline publications on behalf of the Contracting Authority, driving media coverage, working with the Contracting Authority to select and write case studies of successful completions & other key duties as required. Lot 3: Media Buying & Management Lot 3 - Media Buying & Management: Media consultancy and media booking to support the Contracting Authority’s Shared Ownership and/or Private Sale development pipeline. The expectation is that the supplier will conduct audience research into the local market, identify target audiences in relation to the development and income restrictions and provide a media planning and buying strategy that supports their proposed media schedule for the Contracting Authority’s development. Lot 4: Show Homes & Marketing Suites - Residential Lot 4 - Show Homes & Marketing Suites - Residential: Provision of design services in relation to Show Homes and/or residential Marketing Suites for housing developments to assist in selling Shared Ownership and/or Private Sale units ahead of practical completion and/or post-completion. For each show home the following will be required: a concept presentation accurately relating to the defined target audience, a mood board, internal layout with customer journey considerations, design concept (inclusive of internal designs, proposed style of fixtures, furnishings & finishing, and gardens/balconies considerations – if specified), supply & installation, interior fit out of unit (including electrics / carpentry when required), detailed cost breakdown (materials, equipment, labour) and timescale for order. Lot 5: Marketing Suite – Non-Residential Lot 5 - Marketing Suite – Non-Residential: The provision of marketing suite design and fit out services for non-residential or off-site marketing suites to serve as a core sales base for the Contracting Authority to sell Shared Ownership and/or Market sale units ahead of practical completion. The services will include consultation, solution management, feasibility reports, planning, installation (in some cases, additional Build & Construction requirements) and interior design services. Lot 6: Model Makers Lot 6 - Model Makers: The design and production of residential property 3D architectural models that contextualises the development or project for the Contracting Authority to communicate to customers, providing a physical and aesthetically pleasing perspective to aid the selling of Shared Ownership and/or Market Sale units ahead of practical completion. Works should consider the Contracting Authority’s brief as well as styling, lighting, shading, traffic, pedestrianisation, landscaping, facilities, surrounding landscape (buildings, parks, rivers etc), lifestyle and other details to bring the Contracting Authority’s requirements to life. Lot 7: 3D & CGI Lot 7 - 3D & CGI: The production of creative imagery and visual content for use in marketing campaigns and design reviews including producing 3D visualisation, CGI video/imagery, animation, concept design artwork, creative direction, and virtual reality. Lot 8: Signage & Hoarding Lot 8 - Signage and Hoarding: The production, design and installation of signage and/or hoarding on the Contracting Authority’s designated sites to assist in the sale of Shared Ownership and/or market sale units ahead of practical completion. Lot 9a: Estate Agency Lot 9a - Estate Agency: Services to include the development of a sales strategy to secure further enquiries, make viewing appointments, reservations and ultimately sales of the Contracting Authority’s Shared Ownership and/or Private Sale developments. Services to be delivered in tandem with any marketing campaigns from the Contracting Authority. Lot 9b: Valuations Lot 9b - Valuations: To provide Royal Institute of Chartered Surveyor (RICS) accredited valuations on both Market Sale and Shared Ownership properties across the Contracting Authority’s new developments. Lot 10a: Landscaping - North Lot 10a - Landscaping - North: To provide landscaping services at new developments in the North of England of Shared Ownership and/or Market Sale to assist the Contracting Authority in maintaining a quality on-site appearance to all stakeholders. The supplier will be expected to offer Landscaping services to ensure the Contracting Authority’s show homes and / or marketing suites at new developments are enhanced from a planting and greenery perspective as well as ensuring any existing on-site greenery or landscaping within the development is well presented and maintained. This service includes but is not limited to: bespoke one-off residential projects, exterior planting within and around residential building developments, hard landscaping, interior landscaping, landscape design & creation, soft landscaping, roof gardens & living walls, play areas; as well as grounds maintenance, arboriculture & street cleansing. Lot 10b: Landscaping - London & South East Lot 10b - Landscaping - London & South East: To provide landscaping services at new developments in London and the South East of England of Shared Ownership and/or Market Sale to assist the Contracting Authority in maintaining a quality on-site appearance to all stakeholders. The supplier will be expected to offer Landscaping services to ensure the Contracting Authority’s show homes and / or marketing suites at new developments are enhanced from a planting and greenery perspective as well as ensuring any existing on-site greenery or landscaping within the development is well presented and maintained. This service includes but is not limited to: bespoke one-off residential projects, exterior planting within and around residential building developments, hard landscaping, interior landscaping, landscape design & creation, soft landscaping, roof gardens & living walls, play areas; as well as grounds maintenance, arboriculture & street cleansing. Lot 10c: Landscaping - South West Lot 10c - Landscaping - South West: To provide landscaping services at new developments in the South West of England of Shared Ownership and/or Market Sale to assist the Contracting Authority in maintaining a quality on-site appearance to all stakeholders. The supplier will be expected to offer Landscaping services to ensure the Contracting Authority’s show homes and / or marketing suites at new developments are enhanced from a planting and greenery perspective as well as ensuring any existing on-site greenery or landscaping within the development is well presented and maintained. This service includes but is not limited to: bespoke one-off residential projects, exterior planting within and around residential building developments, hard landscaping, interior landscaping, landscape design & creation, soft landscaping, roof gardens & living walls, play areas; as well as grounds maintenance, arboriculture & street cleansing. Lot 11a: Cleaning & Inspection Services - North Lot 11a - Cleaning & Inspection Services - North: to provide cleaning and inspection services to maintain a quality appearance to prospective buyers and other stakeholders for show homes, marketing suites, void plots and sparkle cleans on handover of our properties in the North of England. The supplier will be expected to check appliances are working and perform a test of all white goods. The supplier is required to flush or run through of taps and toilets. Where a property has an external garden, a grounds service will be required. Lot 11b: Cleaning & Inspection Services - London & South East Lot 11b - Cleaning & Inspection Services - London & South East: to provide cleaning and inspection services to maintain a quality appearance to prospective buyers and other stakeholders for show homes, marketing suites, void plots and sparkle cleans on handover of our properties in London and the South East of England. The supplier will be expected to check appliances are working and perform a test of all white goods. The supplier is required to flush or run through of taps and toilets. Where a property has an external garden, a grounds service will be required. Lot 11c: Cleaning & Inspection Services - South West Lot 11c - Cleaning & Inspection Services - South West: to provide cleaning and inspection services to maintain a quality appearance to prospective buyers and other stakeholders for show homes, marketing suites, void plots and sparkle cleans on handover of our properties in the South West of England. The supplier will be expected to check appliances are working and perform a test of all white goods. The supplier is required to flush or run through of taps and toilets. Where a property has an external garden, a grounds service will be required.