Award of LEZ Marketing Campaign Phases 4 and 5

We wish to appoint a service provider who can demonstrate their capability and expertise against the following outputs to provide the most effective media planning & buying activity for the LEZ communications strategy.1 - Strategy DevelopmentThe service provider must be able to segment audiences appropriately for the campaign topic, have sound knowledge of research techniques required to uncover insight to inform effective media planning and strategies. The service provider must demonstrate the ability to draw conclusions from research to enable effective media planning and must demonstrate excellent media strategy development capabilities.The service provider should also have an understanding of and be able to apply behaviour change principles in order to maximise uplift in behaviour change for the proposed campaigns ensuring the most appropriate channels are recommended.The service provider must also demonstrate a clear passion for new ideas and developing fresh, innovative media solutions.The strategy function of the service provider must work closely with the Marketing and Insight Unit’s Strategy & Insight Team.2 - Understanding/KnowledgeThe service provider must have a strong understanding of the Scottish Government’s purpose and its role in creating a more successful country, with opportunities for all of Scotland to flourish, through increasing sustainable economic growth.In addition, the service provider must be aware of and understand the National Outcomes for the LEZ communications strategy. They should also have a good knowledge of the key issues and media opportunities within these portfolios.The service provider must proactively monitor innovation and development within the sector, understand the related consumer habits of target audiences and be able to recommend effective media solutions in support of the aims of public information, direct response, or social marketing activity.As previously mentioned, the service provider should also have a strong understanding of the principles of social marketing. This is essential as improving lives through changing people’s attitudes and behaviour is central to the Marketing and Insight Unit’s purpose and outputs.3 - Evaluation and MeasurementAll Scottish Government marketing activity will be measured for effectiveness against SMART objectives (see Marketing Brief below in this schedule) which the Marketing and Insight Unit will set, outlining a full evaluation plan at the outset of any activity.The service provider must demonstrate how the proposed media strategy will deliver against these objectives, outlining KPIs for each channel, clearly indicating how each contributes to the overall campaign. This should include, where relevant geographic, age, socio-demographic and/or behavioural and intent-based targeting.Results and success could be tied into hard measures, such as direct response or longer term attitudinal and behaviour change, delivery of key policy performance indicators and/or return on investment. It is expected that evaluation will naturally feed into the planning cycle and be used to inform development of future marketing campaigns.The service provider must attend all evaluation research debriefs and input into all-agency wash-ups in coordination with the Scottish Government’s Strategy and Insight Team.The service provider may be asked to develop social marketing models to gauge the economic impact of campaigns.4 - Operational RelationshipsThe service provider must ensure that the team has the appropriate structure, level of expertise and resource, with the ability to manage a highly demanding and fluctuating workload.The team should consist of specialists for the various required media disciplines and channels and must have the appetite to work with Scottish Government Marketing and Insight Unit, with stakeholders and in partnership with creative agencies and specialists to deliver all aspects of a fully integrated paid-for media campaign.The service provider must provide the quality and range of services required by the Scottish Government. Where the Scottish Government Marketing and Insight Unit considers performance in service delivery is not of appropriate quality the service provider must provide these services by other arrangements, taking full responsibility for their sourcing and management.The service provider will be required to provide advice and expertise on the potential for, and the benefits of, all aspects of media activity used to target audiences.The service provider must be able to provide a sound understanding and application of audience and media insights to deliver sound strategic media plans.The service provider will be confident in demonstrating an understanding of key audiences as detailed below:• Minority audiences within Scotland who share protected characteristics such as age, disability, gender, gender identity, race, religion or belief, or sexual orientation;• ABC1s adults who are in the financial position to reduce their high carbon footprint• Young people, including school pupils, students (HE / FE) and those seeking employment• C2DE audiences• Young, male driversA deep understanding of these priority audiences is key, but the service provider may also be asked to look at other audiences where required. That could include specialist sectors and stakeholders.