Product Proposition, Branding, Marketing Strategy and Website Development for Council managed and operated venue in St Neots, Cambs

Description

Please, find full detailed description of the opportunity, objectives, timetable and submission and decision-making process in attached document. 1. BACKGROUND TO THE COMMISSION St Neots Town Council is inviting proposals from Marketing and PR, Digital and Creative Agencies to propose and develop a High Level Off-line and On-line Marketing Strategy for Council managed and operated venue in St Neots. The Strategy must include but not be limited by: Marketing, PR, and Advertisement Strategy (incl. SMM), Product definition and Proposition, Naming and Branding and New Website. 2. OBJECTIVES • To create a strong brand (name and visual identity) for the new venue and clear definition between the venues and their propositions • To keep the strong link with existing legacy and the history of the venues and their role in local community • To develop new functional and efficient website for the venues with an online booking and ticketing system • To support redevelopment stage of the project and form relevant brand awareness in the meantime as well as prepare the public and potential b2b clients for the re-opening of the venue • To make operation of the venue self-sufficient in 2 years after the re-opening of the Priory Centre and profitable in 2 years after the re-opening • To achieve £1.5M turnover as a result of third full calendar operational year (Jan - Dec). 3. SCOPE The successfully commissioned Contractor will be responsible for: • Phase One: Developing the Strategy • Phase Two: Production in accordance with the Strategy • Phase Three: Implementation of the Strategy and initial Delivery of the Campaign Overall deliverables: A) A complete brand identity guide (incl. Logo, Colour scheme, Typography, Image styling and usage guidelines) B) Appearance guide: signage, brochures, leaflets, uniforms and other promotional materials C) New website connected to the EPOS system and easy to operate CMS D) A detailed 2.5-year Marketing and Promotional Strategy (6 months pre-launch): Ad campaigns, content plan, promotional activities, SMM. Measurable targets and KPIs. E) Strategy and Campaign implementation and management for 6 months after launch with monthly comprehensive performance reports and quarterly recommendations for adjustments if required. 4. THE BUDGET The total budget for the development and production of Phase One, Phase Two of the Scope and Contractor's fees for managing the Phase Three and related services (production) is £70,000 5. TENDER SUBMISSIONS Submissions are to be received on or before Friday, 13th December 2024 at 5:00pm and returned by email to: Andrew Korolev, Project Delivery Manager Email: andrew.korolev@stneots-tc.gov.uk Or by post to: Mr Andrew Korolev St Neots Town Council Steve Van De Kerkhove Community Centre Cemetery Road St Neots PE19 2BX 6. APPLICATION PROCESS Stage 1 - Tenders invitation and Bids submission Stage 2 - Shortlisting Stage 3 - Presentation to the Panel Additional information: TENDER CHECKLIST: 1. A written statement outlining your approach to the project and how you intend to meet the selection criteria to pass Stage 1 and Stage 2 of the Application Process. 2. Brief CVs of key members of the team to work on the project demonstrating relevant experience and expertise and overall professional background 3. References to relevant projects completed in past (links, photos, brochures, client reviews) 4. Names and contact details of two referees (optional) CONFIDENTIALITY AND COPYRIGHT It is essential that absolute confidentiality is maintained throughout the process. Copyright and intellectual ownership of this work is and remains the property of St Neots Town Council. THE PRIORY CENTRE BACKGROUND The Priory Centre as we know it has been at the heart of cultural activities in St Neots for almost five decades. It holds a special place in the hearts and memories of the people in the town. The existing building is constructed on the site of an old Priory that was dissolved in the 1500s and then a brewery that was operational into Victorian times. It was built in the 1980s with the intention of recreating a 19th Century factory look, reflecting elements of its history. The Priory Centre is closely related to the civic authorities, since the Town Council offices are located there. They are planned to be part of the refurbished building too. The existing facilities have been well-used during their lifetime and are ready to be improved and brought up to date. This provides us with a fantastic opportunity to make The Priory Centre even more of an exciting cultural hotspot for the town of St Neots. Our plans are for the venue to continue to host great theatre and shows, be a state-of-the art venue for bespoke weddings and family parties, and to offer businesses a professional environment for their events. It is also essential that it maintains its place at the heart of the community of St Neots.