Dec 1, 2017 - localised version of the national Daily Mile initiative. 2. ... network of County Sport and Physical Activ
Tender brief The Daily Mile Marketing Campaign 2018 17 November 2017
1.
Introduction Physical activity charity, Active Gloucestershire, wishes to appoint a marketing resource to create and deliver a campaign to get primary school children active in 2018. This will build on our successful 2017 “Old Spot’s European Trot” campaign, a localised version of the national Daily Mile initiative.
2.
Active Gloucestershire We’re a charity that brings organisations and individuals in the county together to get “everyone in Gloucestershire active every day”. We are part of the national network of County Sport and Physical Activity Partnerships (CSPs). At heart, we are about driving positive change and our values are:
Collaboration: we network, create partnerships and work together Innovation: we build on what works and look for new ideas Sustainability: we do things for the long‐term
We provide insight, expertise, training, advice and networking opportunities, help secure funding, promote physical activity programmes and run events and campaigns.
3.
The Daily Mile The Daily Mile is a popular, national initiative that encourages primary school children to walk, jog or run for 15 minutes every day, with pupils averaging a mile daily. Its aim is to improve children’s physical, social, emotional and mental health, regardless of age, ability or personal circumstances. The programme is simple and fun for both pupils and teachers. It’s easily adaptable and can be implemented completely free of charge by any primary school, without the need for staff training. Full details can be found at: https://thedailymile.co.uk/
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Old Spot’s Trot In 2017, we created a highly successful, locally-branded version of The Daily Mile for the summer term, named “Old Spot’s European Trot” (after the county’s famous breed of pig), backed by a countywide campaign. 55 schools signed up and more than 10,000 pupils and teachers took part. Full details can be found at: http://www.activegloucestershire.org/making-activity-happen/for-schools/primarypremium/daily-mile.php
Benefitting from the national profile of The Daily Mile, the campaign enjoyed positive media coverage from ITV South West, Gloucestershire Live, BBC Radio Gloucestershire, The Gloucestershire Citizen and Gloucester Best You.
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2018 Daily Mile campaign This academic year, working in partnership with public health at Gloucestershire County Council, we want to build on the success of 2017’s campaign. Specifically, our objectives are to:
Promote the 2018 campaign to all 246 primary schools in the county Retain all 55 schools involved in the 2017 programme Recruit more schools, with a target of 50% of all primary schools in the county participating by the end of the current academic year (2017/18)
In addition, we wish to:
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Improve data to track all participating schools Increase feedback, from just 22% of schools in 2017 Help schools capture participation, record events and incentivise pupils, for example with stickers, certificates and competitions
Nike Marathon Kids Nike have recently introduced a scheme similar to The Daily Mile, called “Marathon Kids”. This programme is free to schools and includes a digital tracking system that is linked to school SIMS registration systems. Schools and parents are also able to track physical activity levels using a mobile phone app. We’re considering whether and how to incorporate this initiative in our 2018 campaign.
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Marketing resource We want to appoint a marketing resource (person or agency) to create and deliver the 2018 campaign. This resource will have to:
Develop a campaign strategy that: o Ensures retention and increases recruitment o Demonstrates a clear understanding of the local education environment o Builds on the success of the 2017 campaign, including consideration of whether to continue with the Old Spots brand o Recommends whether and how Marathon Kids should be incorporated Produce the creative for the campaign, demonstrating its potential uses Produce the campaign delivery plan, to include effective schools engagement through a range of channels, including direct communications, social media and PR Execute and evaluate the campaign
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Budget and timeframe We are looking to run the campaign from January to July although there is some flexibility in this if the appointed person thinks alternative timings may work better. The campaign will be broken down into 3 phases: 1. Development of campaign strategy and delivery plan 2. Execution of the campaign 3. Evaluation The total budget for the campaign is £5000 - £8000 (inclusive of vat), depending on the level of involvement in each phase. This will be discussed and agreed as part of the interview process. Subject to the success of the campaign, there is the potential for a wider and longerterm marketing relationship with the charity.
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For further information and response to brief Interested parties should provide a brief synopsis of previous experience and how you would approach this campaign by 1st December 2017. To discuss the brief and opportunity in further detail, please contact Tom Hall, our Physical Activity Lead for Education, on: Email:
[email protected] Tel: 01452 393609
