Marketing Communications Support

Description

Caledonian MacBrayne Brand Marketing Team is looking to work with a supplier who can offer the following services: - Support in planning and creating a comprehensive Marketing Communications (Marcomms) Strategy. This strategy must be integrated with our broader campaign and marcomms activities and include newsletters, blogs, and other relevant content. - Execute the development and distribution of tailored content and outputs targeted at specific segments and audiences, including both copywriting and creative aspects. Lot 1: Caledonian MacBrayne Brand Marketing Team is looking to work with a supplier who can offer the following services: - Support in planning and creating a comprehensive Marketing Communications (Marcomms) Strategy. This strategy must be integrated with our broader campaign and marcomms activities and include newsletters, blogs, and other relevant content. - Execute the development and distribution of tailored content and outputs targeted at specific segments and audiences, including both copywriting and creative aspects. This will result in at least the following outcomes: - An increase in newsletter sign-ups of 5% per quarter - An increase in newsletter click through rate of 0.5% over the year - An increase in website traffic users of 1% per year - An increase in Google search visibility of 5% per year - Support an increase in leisure farebox of 1.5% over the year - Support in achieving 50k annual listens to the Scottish Island Adventures Podcast The Supplier will be expected to deliver support including: - Regular review of industry best practices and predicted SEO trends, creating content in line with these trends to maximise opportunities for visibility and engagement. - Guidance on content creation across wider platforms including instruction on photography, film, etc. to support content themes and ensure consistency across channels. - Creation of design templates for outputs such as the newsletter and blogs. - Liaison with, and upskilling of, inhouse marketing teams to ensure that all activity fits with: - Company goals - Route capacity opportunities (where routes are quieter and could use promotion) - Campaigns - Reactive - Reporting on success of output including joint crafting of segments with in-house team. The client will deliver: - Creation of segments, guided by partner. - Capture, editing or manipulation of digital or film assets. - CRM system management. - Website management. - Social media management. Caledonian MacBrayne uses Microsoft Dynamics for all of it's mailings and seeks a partner who has an excellent track record in working with this platform in a creative, impactful and successful way. Further information of the Restricted Procedure this procurement is following can be found here: https://procurementjourney.scot/route-3/develop-strategy/procurement-routes/restricted-procedure