Media Buying Service for Bath and North East Somerset Council Heritage Services

Bath and North East Somerset Council's Heritage Services require an experienced media buyer/agency to brief and commission a range of media for the Roman Baths, Fashion Museum and Victoria Art Gallery's marketing campaigns. The Roman Baths conducts up to 5 and the Victoria Art Gallery and Fashion Museum conduct an average of 2 large scale marketing campaigns, each year in order to grow their audience base and ensure revenue levels are maintained in line with the council's financial forecasting. The contract will be for five years and will involve briefing media owners on the requirements and negotiating rates for a range of media including but not limited to outdoor media sites (Out of Home), radio advertising, podcast advertising, social influencer advertising, digital media, and DAX streaming for national and local media owners. The media buyer will also provide a support function for the organisation suggesting new media to reach new audiences, creating detailed campaign plans, and liaising with designers.

The following will be considered as part of the tender process:

We have established that we cannot produce this in-house and that we will have to procure the requirement as we are unable to access the preferential rates for the media identified without working with a media buyer. The marketing team also does not have capacity to fulfil this function.

The marketing budget currently produces an average return on investment of 1:6 and represents fewer than 5% of the total revenue for the organisation. Our marketing cost per paying visitor is 44p - far lower than the average issued by Association of Leading Visitor Attractions which shows that the average cost per paying visitor is £1.28 (ALVA Financial Benchmarking Report 2017). The media spend produces over 15million impressions for the Roman Baths over the year.

3. Anticipated Contract Term

We anticipate that any supplier agreement will be for a period of 36 months, commencing on 1 January 2019, with an option to extend for 12 months. The reason for this length of time is to allow the media buyer /agency time to fully understand the Heritage Services business cycle and products