Ramsey Million Partnership: Promoting Ramsey Project Invitation to Tender: Development of a Brand for Ramsey Parish 1. Introduction to the Ramsey Million Partnership: Promoting Ramsey Project In 2010 the Big Local lottery fund announced that, over a period of 10 years, Ramsey Parish would be given in excess of 1 million to make a difference to the lives of people living there. The Ramsey Million Partnership is the decision-making body that oversees how this money is spent. The Partnership is made up of volunteers who live and work locally. The Partnership undertook extensive community consultation in 2012 to better understand community needs and aspirations and a themed action plan was developed to guide future work. Business and heritage were identified as priority areas during community consultation on the Ramsey Million Community Plan. 12% of consultees felt that something should be done about empty shops, increasing footfall and the town centre generally. 5% of consultees noted that promoting Ramsey s unique heritage might contribute to increasing footfall in the town. Under the theme of Business, Heritage and Tourism, the action plan sets out ambitions to increase Ramsey s potential as a destination for shopping, heritage and tourism. The Promoting Ramsey Project has been set up to deliver these ambitions. The Ramsey Million Partnership has appointed Cambridgeshire ACRE as its Locally Trusted Organisation responsible for the delivery of the Promoting Ramsey project. On-the-ground project delivery will be facilitated by a Promotions Officer, employed by Cambridgeshire ACRE on an initial two-year contract. The development of a new brand for Ramsey Parish will be part of this work and we are looking for a consultant to undertake this element of the project. 2. Need for a dedicated Ramsey Parish Brand Ramsey Parish does not have a recognisable brand. The main aim is to provide a logo and guidelines for the branding of Ramsey Parish, i.e. a house style, guiding the look of all digital and analogue outputs. The systematic use of the recommended house style should lay the foundation for developing a strong and recognisable brand for Ramsey Parish, giving the area a branded identity as a destination for local events, business and heritage. Alongside this work, a new website will be built that will provide a comprehensive and coherent information resource about the area and its heritage, culture and businesses and will be a portal through which the Parish can be promoted as a distinct visitor destination and where local people and Page 1 of 7
visitors can find out what s going on. The brand must be suitable for the website and reinforce the identity and distinctiveness of Ramsey. 3. Invitation to tender for brand development Ramsey Million Partnership seeks a consultant with a strong track record in developing branding for similar projects or places. The contract will be between the chosen consultant and Cambridgeshire ACRE which is the Locally Trusted Organisation for the Promoting Ramsey Project. 4. General requirements The work of the consultant should focus on the following aspects: To provide Ramsey Parish with a clear identity through the production of a recognisable logo. To provide a brand that represents the townscape and/or landscape reinforcing the identity and distinctiveness of Ramsey. To provide a manual setting out a useable and recognisable house style for all of the Promoting Ramsey Project s communications. The Area: The Parish of Ramsey includes Ramsey Town and the surrounding village settlements of Ramsey St Mary s, Ramsey Heights, Ramsey Mereside, Ramsey Forty Foot and Ramsey Hollow. A map of the area is attached in Appendix 1. It is essential that the consultant puts the overarching Vision and Objectives of the Promoting Ramsey Project at the heart of the brand design. The consultant will need to visit Ramsey Parish and work with the Promoting Ramsey Steering Group and its partners to facilitate design ideas. The consultant needs to take into account the Promoting Ramsey s Communication Strategy which is in development alongside this work. A separate tender is being let for developing a website for the promotion of Ramsey. We would expect the website to follow brand guidelines in terms of logo, font and colour. 5. The outputs of the project Output 1 Logo The development of a logo should be clearly linked to: The Promoting Ramsey Project s Aims and Objectives: To create and deliver a strategy for promoting heritage, tourism and businesses in Ramsey. To make Ramsey s heritage and tourism offer more appealing to visitors Page 2 of 7
To promote and enhance a programme of special events to celebrate Ramsey s local distinctiveness and heritage. The key values and attributes associated with Ramsey, its heritage and its communities. The resulting logo should: function as a visible sign representing Ramsey a product which portrays the personality Ramsey; be distinctive from partners logos & housestyles; be a product with which all key partners and key audience types can associate; and must complement the Big Local Lottery Fund logo and Ramsey Million Partnership logo, as they will often be used together. The resulting logo ideas should be market tested with the local community, businesses, heritage organisations and a report on the consultation outcome presented to the Promoting Ramsey Steering Group. The resulting logo should be useable in multiple media formats, both digital and analogue. These will include at least the following: Website Partner Websites Social media (Blog; Twitter; etc) E-newsletters Apps PowerPoint presentations Stationery Leaflets Maps Press releases Articles in parish magazines and similar hard copy outputs Displays on conferences, workshops, events, etc Interpretation panels Page 3 of 7
Signage Output 2 Manual with recommended house style The development of a manual for the house style should help with the implementation of the Promoting Ramsey Project, complementing and building on the design of the logo. The guidelines in the manual, together with the logo, should provide for a consistent image of the Ramsey Parish as a destination. The manual should be workable for all types of digital and analogue outputs. The manual should be a useful aid for all key partner organisations involved, and when instructing printers, sign writers and others employed to design and produce branded materials. The manual should set out clear recommendations for: the overall look of outputs; the colour palette; the typeface; the font; typical layout of stationary and literature produced. 6. Copyright Copyright and intellectual property rights in any works, methods or revisions thereof created by this contract shall vest with The Ramsey Million Partnership unless otherwise agreed in writing. It will be the brand designer s responsibility to ensure that copyright permissions/ issues (other people's material/licences) are dealt with during development. 7. Project Management The work will be commissioned by Cambridgeshire ACRE on behalf of the Ramsey Million Partnership working with the Promoting Ramsey Steering Group. The Ramsey Million Partnership will have overall management responsibility for the work. Day-to-day management of the contract will be the responsibility Cambridgeshire ACRE, led by the Chief Executive. A start up meeting will be held to agree the work schedule, payment schedule and arrangements for subsequent meetings and communication during the project period. Throughout the development of the branding the consultant must maintain close links with Cambridgeshire ACRE, who will report to the Ramsey Million Partnership and Promoting Ramsey Steering Group to ensure sufficient buy-in for the proposed project outputs. It is important that throughout the development of the website the consultant builds in enough consultation moments at design-critical stages to allow partner organisations enough time to respond. Page 4 of 7
Another tender is being let for the development of a website for Ramsey Parish. It is expected that the consultant will work closely with this other consultant to ensure that the branding is integrated into the website design. Once consultant may tender for both the branding and website work if they feel able to do so. 8. Timetable The project must be completed in July 2015 at the latest. The work is expected to commence in April 2015 and tenders are expected to include a timetable for completion including milestones, allowing sufficient time for any consultation periods. 9. Guide Budget As a general guide, a budget of 4,000 should cover all costs for the brand design. This sum is exclusive of VAT, if charged. If consultants feel this will be challenging, given the brief, they should suggest alternatives for delivering the desired outputs in a different way. Payment will be following submitted invoices at agreed intervals during the delivery of the outputs. 10. Tender Proposal Details Consultants should present a clear and concise interpretation of this brief in terms of design and Outputs 1 & 2. Consultants are expected to provide the following information in their submissions: A demonstration that the project brief has been understood; A description of how this contract and its proposed outputs would be approached; Any suggested changes from the outputs outlined above and/or any added ideas and proposals for logo design; The proposed format of the final outputs; A realistic timeline for delivery of the project including a schedule of tasks and clear milestones; The full cost of delivering all aspects of the work including VAT, if applicable; with a breakdown of all elements of the project; The number of days envisaged for the project by named individuals; The day rates and total costs for these individuals, including travel costs and other expenses; A summary of the relevant experience of the individuals who will be carrying out the work, in particular regarding branding design and implementation. Examples of similar work carried out for clients, ideally with at least one other branding project. Page 5 of 7
Understanding of the Promoting Ramsey objectives and range of activities; Proof of experience working effectively with a wide range of organisations; Proof of effective project planning and project implementation skills; Full details of the main person dealing with the contract, including name, postal and e-mail address and telephone number, as well as full company details. Contact details of two referees who can be contacted to confirm the consultants relevant expertise, experience and track record; Overall quality and scope of the proposals; Overall value for money. 11. Assessment of tenders Tenders will be evaluated against the criteria set out in 10. Tenders will be shortlisted and an interview will be used as part of the selection process. The selected contractor will normally be notified within three weeks following the submission deadline. 12. Tender submission Tenders should be submitted by email to: kirsten.bennett@cambsacre.org.uk Or should be sent to: Kirsten Bennett, Chief Executive Cambridgeshire ACRE 32 Main Street Littleport Ely CB6 1PJ Direct Line: 01353 865041 Deadline: Tenders must be received by noon on the 29 May 2015 Page 6 of 7
Appendix 1 Map of Ramsey Parish Page 7 of 7