Marketing Research Contract

Marketing Research Contract

Contract to conduct online influencer research and outreach for BIS. Reference number: P2120023BIS

Deadline date:29/08/2012

This deadline is for… Submission of bids

Contract value:£20,000 – £40,000

Location where the contract is to be carried out: London

Is this suitable for smaller suppliers? Yes

Is this contract suitable for a voluntary, community and social enterprise organisations? No

Name of the buying organisation: RCUK SSC Ltd


Description of the contract

1. Introduction 1.1 The Department, in conjunction with the Prime Minister, launched the Business in You campaign in January 2012 to inspire and encourage business growth and start-ups in the UK. 1.2 The Business in You campaign (the campaign) currently drives awareness mainly through above-the-line advertising, but must identify an alternative, cost-effective way to drive awareness over the long term. As such, the campaign now seeks to engage online partners with online and offline activity, in keeping with the Government’s digital strategy. 1.3 The campaign is looking to identify and connect with online influencers that either publish relevant content already, or target relevant audiences and may carry Business in You messaging. 1.4 There is a specific goal of reaching local and regional influencers that will give the campaign presence and longevity in smaller markets across the UK. 2. Overview of the Business in You Campaign and Progress to Date 2.1 The Government’s top priority is to achieve sustainable and balanced growth. The “Business in You” campaign was launched by the Prime Minister in January 2012. The national campaign, running throughout 2012, is based on the concept that there is a “business in everyone.” 2.2 The campaign brings together and highlights the range of Government and private sector initiatives providing support and advice to entrepreneurs and small businesses. It showcases real life small business owners who come from a wide range of backgrounds, and each has an inspiring story of how they turned their passion into their livelihood. 2.3 Business in You reaches across all parts of government to link up relevant tools and resources, making it easy for businesses to find the information they need from advice about mentoring, hints about securing finance and taking on new staff as well as new government initiatives such as Start-Up Loans. The campaign aims to enable existing businesses to grow and to encourage others to start their own companies by increasing awareness of the support available. 2.4 The campaign is a multi-media advertising campaign which ran in February and March on radio, online in selected national and trade press and on outdoor poster sites in London and the major cities. This first phase has been extended through further digital advertising in April and a media partnership with Channel 4 and The Guardian kicking off at the end of April and running through May. A direct mail campaign, through electronic and postal mailings, is ongoing. The initial phase of the campaign targeted both start-ups and growth businesses. To date the website has had more than 220,000 visits, and over 15,000 people have signed up to receive email updates. 2.5 In July there was a further wave of activity which targeted established businesses with a message around growth. Radio and digital advertising featured real life case studies talking about how through taking on more staff and seeking business mentors, they had successfully grown their business. 2.6 Further activity is planned for the autumn onwards and the focus will continue to be on messages around business growth. Regional and local press has been identified as a relevant and trusted channel to speak to the SME audience. 2.7 There is now some evidence of people using Business in You in their own communications, for example embedding our digital content in blogs or adopting the #businessinyou hashtag. 3. Objectives for proposed research and outreach There are a number of objectives set out for this piece of work. These are: • Identify and establish contact with online influencers and partners; • Develop a strategy and recommendations for ongoing on- and off-line communications with influencers; • Increase visibility of the Business in You campaign within regional markets who will share the campaign messages with local audiences; • Provide longevity for the campaign by building relationships with key people who will continue to carry the messages beyond the lifespan of above-the-line campaign activity and in local markets; • Develop an approach to reaching new audiences that is proactive and fits strategically within wider communications and activity; and • Integrate digital outreach activity with the work we do with our existing corporate partners. • It is envisaged that the objectives as detailed above will be delivered within a provisional period of up to 3 months. Please supply a time plan with your bid detailing outputs and deliverables. 4. Scope of Work that the Adviser will be required to do (a) Conducting research including but not limited to: • Online influencers covering messages relevant to the SME audience • Credibility and reach of influencer’s channels (b) Preparation of documentation including but not limited to: • List of keywords to be used in research activity • List of between 60-80 influential and relevant individuals and organisations • Recommendations on top influencers to engage with • Strategy for outreach and ongoing engagement via on- and off-line activity • Post-activity report on success of engagement activity (c) Process including but not limited to: • If requested, in-person meeting with BIS to provide introduction to the campaign and related ongoing activity • Attending team update calls/meetings • If requested, management of the outreach process


Classification of the contract

79300000 Market and economic research; polling and statistics


Additional information

Contract type: Services – Unspecified

Is it a framework agreement? No

Is this contract related to a programme of funding? No

Contract will be awarded based on: Most economically advantageous tender in terms of: The criteria below:

Estimated length of contract: 3 Months


Who to contact

Contact name Sally Roshier

Organisation name RCUK SSC Ltd

Address , SN2 1FF


Extension number:


Web address


How to apply

Please see attached ITT document