Description of the contract
S4C is the only Welsh television channel in the world and one of the UK's five public service television broadcasters. It is an independent broadcasting authority established under the Broadcasting Act 1981 and is regulated by the Communications Act 2003 and the Broadcasting Act 1990.
S4C provides a broad range of high quality and diverse programming. The channel broadcasts over 115 hours of Welsh language programmes each week. S4C’s programmes are available to watch on live on the S4C website via broadband and the on demand catch up service on the s4c.cymru website, through the BBC iPlayer and on YouView, smart TV, Sky, Freeview and many other platforms.
S4C is uniquely funded through a mixture of grant in aid, advertising and commercial revenue, and in addition ten hours a week of Welsh Language programming funded by the licence fee is provided to S4C by the BBC.
The successful Tenderer will be required to develop and implement an integrated multi-media marketing strategy for the #Iaith2020 campaign. The key requirements of the contract are:
A) Campaign Project Management
The successful Tenderer will be required to:
• Develop and implement a brand and identity for the Campaign;
• Develop and implement a media strategy (including a social media strategy) for the dissemination of digital content and other Campaign materials, which may involve new and/or existing media channels and platforms; and
• Develop and implement a press and PR plan for the Campaign, which may include press releases, print materials, events etc.
B) Digital Content Strategy
The successful Tenderer will be required to develop and implement a ‘creative content strategy’ for the Campaign. The successful Tenderer will be required to:
• Produce and deliver creative digital content to underpin the core messages of the Campaign as set out above. S4C expects the digital content to support and supplement the on-screen and digital programmes commissioned by S4C. S4C has set out a suggested theme for some of the digital content below – however we are open to other suggestions and are interested in hearing Tenderers’ views on this theme:
‘Welsh language buddies’ – a suggested theme for the digital content strategy is to encourage Welsh speakers to team up with non-Welsh speakers to support them in learning Welsh. Activities could include:
• Featuring interesting case studies of learners to motivate and encourage others;
• User generated content from the ‘buddies’; and
• A competition for the ‘buddies’;
• Make use of different social media engagement tools such as polls, like our page, and other native tools (to be discussed with S4C);
• Target the Target Audience (as set out above) and encourage them to get involved in the Campaign conversation; and
• Identify and work with relevant ‘influencers’ for the Target Audience to communicate the Campaign messages.
C) Partnerships Strategy
The successful Tenderer will be required to support S4C to develop and implement a strategy to engage partners and stakeholders with the Campaign to maximise reach.
The successful Tenderer will be required to work with S4C to develop a ‘Comms Toolkit’ approach to packaging Campaign materials, including printed and electronic resources, to a number of support networks (outlined above) including important stakeholders and partners. The Toolkit should be accompanied by guidance on how partners and stakeholders can support the Campaign, ensuring consistency in the use of the Campaign branding and the tone/direction of Campaign messages.
|