Award of Social Media Management for Perth City Centre Channels

Brief DocumentPerth & Kinross CouncilPKC10664Provision of Social Media Management Support Services for the Perth City Social Media Channels1.Introduction1.1Following the restoration of city status to Perth in 2012, Perth and Kinross Council (the Council) have been putting significant resource into promoting Perth as an attractive location and to engage with the resident population under the Perth City brand.1.2It is key to our marketing and communications strategy that we have a high quality social media that looks professional and has highly targeted content which will enable us to enable us to promote the city and key events and activities to residents and visitors from within an hour’s drive time, to support other forms of marketing and communication.2.Background2.1The contract for the current social media management has come to an end. The Council is seeking to procure full management of the Perth City social media channels in accordance with an agreed content management strategy.2.2.1The current Perth City social media channels comprises the following social media channels: Twitter, Facebook, Instagram, Pintrest, You-tube. In addition to this there is also an email marketing database of 18k to be maintained and grown.2.3We are seeking a robust digital solution that is responsive and able to adapt to the changing requirements of users. We are looking for a solution that will provide us with a fully supported social media platform with the potential to generate some commercial revenue opportunities.Social media should promote the following key themes:What To DoTravel and accessibilityBusinessCurated contentIt should have unique and original content to engage with the target audience. The current target audience is those between the ages of 25 and 55, primarily female.3.Objectives3.1The council anticipates that bidders are experienced in managing and delivering social media content and would be expect to take full responsibility for content, user administration and first line support. The Tourism and Place Team would agree content and provide limited content information.3.2Given the dynamic nature of this environment, it is highly likely that this environment will develop and change in the course of any contract and bidders will be asked as part of this Quotation to describe how their charging and support mechanisms can respond to changing circumstances.3.3The objectives of this project are:• to assist residents and local visitors at the planning stage of their visit to Perth and the surrounding area• to promote not only Perth’s highlights and principal attractions but also unique aspects of Perth and the surrounding area - within a 45 minute drive time of Perth• To communicate information to residents about businesses and events happening within the area• To provide relevant and timeous information in the most appropriate fashion• To promote events within the area• To create digital marketing campaigns eg via direct mailings• To capture data and create a customer database, ensuring full GDPR compliance• To constantly review current channels of communication and create relevant communications plans on a 3 monthly basis• To provide suitable business directory information highlighting the unique independent businesses in Perth, Perthshire and Kinrosshire.• To provide detailed analytics and reporting for social media• To grow the current reach and engagement of the social media channels by a minimum of 15% within 12 months - through primarily organic growth and original contentAccordingly there would be calls to action at key locations in the city centre. The social media channels will also be referenced in all marketing materials produced by the Tourism and Place Team to drive awareness of these channels and support organic growth.4.Contract Duration4.1The Council are seeking to enter into a contractual agreement for a period of 9 months from 1st July 2019 to 31st March 2020.

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