Disgrifiad o'r contract
S4C is seeking through this tender process to appoint a company to advise, plan, book and review media campaigns promoting S4C programmes and services.
Examples of our key objectives would be to:
i) Raise awareness and encourage trial of new programme offering/services available with light and current non-viewers;
ii) Raise awareness of S4C and S4C Clic;
iii) Drive viewing – linear and on-demand.
Companies should be able to demonstrate a successful track record in media buying as well as a proven understanding of Wales and the Welsh media environment. Experience in television marketing and promotions would be an advantage.
As a broadcaster and a media owner ourselves, we aim to maximise the use of our own airtime by the strategic scheduling of programme promotions. We also have social media accounts which we use to engage with our followers and promote our work. Work relating to promos and social media is undertaken internally and it is envisaged that these elements of our work will be developed substantially over the coming years. S4C may also look to increase its capacity to undertake digital campaigns inhouse in future.
Over the coming years we will be looking to deliver innovative, impactful advertising that engages audiences beyond our traditional viewership, with re-engaging the ‘lost audience’ (i.e. Welsh speakers who do not currently engage with us) forming a key part of our 22 Strategy. The current marketing strategy puts digital first. Other media such as Out Of Home, radio and TV are used for amplification and brand visibility. Stunts and events are used to support shareability online and create press interest.
S4C requires the successful tenderer to:
• plan and advise on media campaigns for projects briefed by S4C across any and all media including but not limited to outdoor, radio, television, press, ambient and digital;
• negotiate favourable rates with media owners;
• be able to respond to short lead times and booking requests;
• be responsible and accountable for clear communication of correct specifications and delivery requirements between the media owners and S4C staff;
• evaluate campaigns;
• keep S4C abreast of new media developments and promotion opportunities in Wales;
• script/music clearance;
• offer advice on best practice;
• attend meetings virtually or at S4C Cardiff offices as required; and
• work in a collaborative and complementary way with S4C inhouse campaigns especially in relation to social media and inhouse projects (where relevant).
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