Destination Staffordshire is a partnership (a Destination Management Partnership or Organisation (DMP or DMO)) of public and private sector organisations engaged with the tourism industry, formed 12 years ago with the purpose of developing the size and value of the tourism industry in Staffordshire.
The Partnership’s area of concern and activity is the promotion and coordination of the Staffordshire visitor economy for the benefit of its private sector members, i.e. businesses operating in the various parts of the tourism industry in Staffordshire, e.g. accommodation providers, attractions, food & drink providers, and for the benefit of the prosperity of Staffordshire and its residents as a whole.
The local authority partners are: Cannock Chase District Council, East Staffordshire Borough Council, Lichfield District Council, Staffordshire Moorlands District Council, Stafford Borough Council, Tamworth Borough Council, South Staffordshire District Council, Stoke-on-Trent City Council and Staffordshire County Council.
The administrative support structures of the Partnership are presently funded and staffed by Staffordshire County Council which contributes the largest share of the operational budget and supplies the 3-person secretariat to coordinate the Partnership’s activities and administer the budget and purchasing resource. The Council is, in effect, the accountable body for the Partnership.
Destination Staffordshire works through a Board formed of private sector businesses and the partner local authorities (the “Board”) and devolves the workload down to a series of sub-groups, again formed of private and public sector partners and each allocated a particular area of activity within which they are charged to devise strategy and encourage engagement to secure the widest possible implementation.
The successful company contracted for this marketing support, media planning and buying, will report to the DMP’s marketing sub-group, charged with managing the Partnership’s marketing activities.
Currently, there is a fee structure for membership of Destination Staffordshire which carries with it a range of exposure levels in the Partnership’s key publications. Membership currently comprises c.400 businesses, ranging from larger private sector businesses, such as Alton Towers Resort, to large hotels, to small family-run guesthouses. Member businesses can pay to participate in a range of consumer promotions and campaigns and this money, added to the contributions from the 9 public authorities in the County, including the County Council and Stoke-on-Trent, decide the scale and impact of the marketing plan, whose operational budget amounts to c.£200k per annum. Funding is variable from year to year and thus sums available for marketing are also, therefore, subject to variation, with reasonable notice.
The value of the tourism economy in Staffordshire was last measured in 2016 at £1.3 billion. It is widely felt that this value does not do justice to the wealth, breadth and variety of the County’s tourism product. It is felt that the assets of the County are under-appreciated by residents and visitors alike
The DMP requires an agency for brand design and development, print and digital marketing as well as media planning and buying.
The Partnership is looking to recruit the services of an agency with relevant experience and skills to provide marketing support and media buying at competitive rates but with a quality and expertise demanded by the membership, providing the maximum consumer exposure for the Destination and for our members.
The Partnership uses brand marks and registered trademarks (most notably “Enjoy Staffordshire”, “Taste of Staffordshire” and “Destination Staffordshire”) across a range of activities, including a number of e-marketing initiatives, trade publications and consumer publications. Subject to the term and conditions, these marks shall be made available to the provider for the maintenance and development of the positive consumer perception of the client’s promotions of Staffordshire.
Outline of Service Scope
• To provide a range of marketing support services for the partnership, with the key objectives of maintaining and developing the consumer perception and awareness of Staffordshire and promoting member businesses.
• Assist the client in the writing and execution of an annual marketing plan for the destination, developing the key propositions for the destination and identifying market opportunities.
• Guide the client in the development, maintenance and application of the current branding. NB. No significant re-branding exercise is currently proposed for the life of this agreement but expertise in this area in the event of a re-consideration will be a significant factor.
• Respond to a series of individual requirements from the client in relation to a variety of printed and digital materials, designing and arranging for the printing / delivery of these according to the individual briefs. The key elements are likely to be the following but the list is not exhaustive nor is any element or volume guaranteed:
o Annual thematic visitor guides, recently A5 20pp, containing editorial features and inspirational imagery. Supported by a “gazetteer” listing each member business. Print run of 3,000. Samples of current editions available on request.
o Visitor Map designed to help disperse visitors in the County, containing a combination of inspirational ideas for days out and useful navigable map. A2, folded to DL. Print run of 100,000 – 150,000 per annum. Sample available on request.
o Promotional pieces intended to recruit businesses to the partnership’s campaigns and memberships. 3,000 print run. Samples available on request.
o Niche brochures relating to particular sections of the Partnership’s membership or campaigns. Samples available on request.
• Respond to a series of requirements from the client in relation to a variety of digital marketing opportunities. The key elements are likely to be the following but the list is not exhaustive nor is any element or volume guaranteed:
o Host, manage and profile the client’s consumer database, periodically cleansing and de- duping this.
o Design a series of monthly consumer e- marketing messages featuring the client’s branding and promoting the destination, its features and its membership businesses to core target sectors identified through the database analysis above.
o Solicit member promotional offers to populate the above marketing messages.
• Manage the client’s Social Media channels and organic activity through a dedicated member of staff. NB. There is an existing person in post which may have TUPE implications for the appointed provider.
• Produce printed and digital support materials for trade communications including assets for the annual Tourism Awards and Taste of Staffordshire Good Food Awards, such as printed and digital invitations, PowerPoint templates and potentially, short video footage.
• Guide the client in terms of imagery, photography and video assets required to fulfil the creative brief and sub-contract relevant professional services to photographers and specialist suppliers where appropriate. Source reputable suppliers, obtain estimates for photoshoots and agree programme of costed activity with client before commencement.
• Formulate an advertising strategy to deliver best ROI for the client’s limited advertising budget. Submit for approval advertising ideas, plans, programmes and campaigns together with estimates of the cost of executing the recommendations. For media planning and buying, the key elements are likely to be the following but the list is not exhaustive nor is any element or volume guaranteed:
o A careful study of the business of the client, analysis of present and potential markets, consideration of market research findings and the identification of problems and solutions in relation to the Partnership’s brand.
o Procure on behalf on the client the agreed advertising schedule and media plans.
o Monitor, track and report on the effectiveness of advertising campaigns, evaluating all advertising media.
o Produce post campaign analysis reports to review and critique activity and inform future campaigns.
o Preparation and submission of quotes for creative production of media advertising assets (adverts).
o Generating the adverts ensuring that they meet all current and relevant advertising standards guidelines, including supervision of production companies and other suppliers as necessary.
o Organising the dispatch of artwork, prints and other necessary materials to the media.
o Making the necessary arrangements for the use of artists, models, music, etc. including licences, buyouts and fees wherever practicable prior to commissioning.