ESFA Social Media Review

Description

Summary of the work ESFA Social Media Review We are looking for an agency to review the effectiveness of all ESFA social media channels (Twitter, LinkedIn and Facebook etc), along with DfE and ESFA joint owned campaign social media channels, to ensure they are fit for purpose. Expected Contract Length Up to March 2022 Latest start date Monday 6 December 2021 Budget Range Maximum budget of: £25,000 including VAT for both phases combined. Why the Work is Being Done The aims of this social media review include: 1) Support the progress towards a digital first organisation 2) Build trust and develop stronger relationships with high profile stakeholders 3) Enhance our reputation and support us to protect it in a crisis 4) Tell stories in the simplest terms for our users 5) Increase our large following 6) Reduce calls/queries for service desk and FE connect colleagues 7) Learning opportunities with other ESFA and DfE social media account holders 8) Increase the profile of our CEO and senior ministers Problem to Be Solved Service provider requirements are broken down into 2 phases: Phase 1 (to be completed in December 2021) We are looking for an agency to complete an in-depth review of the effectiveness of all ESFA social media channels, along with DfE and ESFA joint owned campaign social media channels (as listed above). This will include looking at how effective current channels are and whether we have too many channels. This will also include recommendations for future improvements such as where future content is best placed including these 3 new campaigns being launched in January 2022: • Young People • Adult skills and training • Employer engagement in skills. Phase 2 (to be completed Jan 2022 – Mar 2022) From the review in phase 1, we would then like this agency to help us implement some of the recommendations. We will also require the agency to advise on setting realistic objectives for the future (this should also include recommendations for evolving our social media presence). As part of the agreement, we would like the agency to run around 3 to 5 training sessions (tailored to our needs) to support us with next steps. Who Are the Users Social media channels and our engagement with online platforms have become vital routes to help engage and communicate with a wide range of ESFA audiences. Social media is a great platform to listen to conversations about ESFA and allows us to pick up on any repetitive comments and positive new stories or outcomes, giving us the ability to be more reactive and help us reduce calls/queries for our service desk and FE connect colleagues. It is also a vital communications channel to our audiences for ESFA As set out in the ESFA social media strategy, the corporate communications team have agreed that ESFA digital channels, including GOV.UK and social media are to be used in 50% of ESFA communications activity to communicate our key business priorities, and increase engagement and to be a government agency that takes a ‘digital first’ approach to communications to our audiences. Early Market Engagement N/A Work Already Done N/A Existing Team The supplier will work with the existing ESFA corporate communications team. This project does not include working with another supplier. Current Phase Live Skills & Experience • demonstrate previous successful social media reviews • have the skills and resources to meet our requirements • provide ideas for how they will complete the review and meet the objectives Nice to Haves provide examples of previous experience in delivering social media reviews successfully Work Location Remotely Working Arrangments Remotely - all costs to be included in the supplier bid response. Security Clearance N/A Additional T&Cs Standard Digital Marketplace terms and conditions No. of Suppliers to Evaluate 10 Proposal Criteria • Reputation / Experiences - 20% Weighting • Response to the brief - 25% Weighting • Delivery - 20% Weighting including 5% Cultural Fit • Resources - 15% Weighting • Value for Money - 20% Weighting Cultural Fit Criteria • demonstrate in the DELIVERY section, how they identify and share lessons learnt • demonstrate in the DELIVERY section, how the team will work together to deliver this project within the timescales Payment Approach Fixed price Assessment Method Case study Evaluation Weighting Technical competence 75% Cultural fit 5% Price 20% Questions from Suppliers 1. Is the ESFA able to facilitate the recruitment of service users for research such as surveys, interviews and workshops, if needed? Yes we have dedicated user researchers in the wider team, that we could use if needed. We have specialist software to help conduct user research too. 2. Does the ESFA have any existing audience segmentation / personas and journey mapping documentation (beyond website journeys) that can be used to inform the review & recommendations? If so, what data has been used to develop the insight? Yes, the ESFA has audience segmentation, personas and some journey maps for each of its customer groups (education/training providers, employers and citizens). The insight comes from a range of sources - one to one research sessions, surveys, user group discussions, monitoring queries and so on. 3. How many people is the ESFA intending to include in the training sessions? We expect around 10 people per training session 4. Can you confirm that the training sessions will also be remote? We are open to training being delivered remotely or face to face, depending on what will work best for the training needs. 5. How many social channels will need to be included in the review and across which platforms? (The brief states “as listed above” but I can’t see a list of channels on there) Social media channels to be included in this review include: Twitter - ESFA corporate, ESFA academies, Apprenticeship serviceApprenticeships, National Careers Service, T Levels, Traineeships, AcademiesLinkedIn - ESFA corporate, Apprenticeships, National Careers Service,T LevelsFacebook - Apprenticeships, National Careers ServiceYouTube - ESFA 6. Do we need to include other digital touchpoints (such as blog feeds) in the review? No, this is a social media review only, at this stage. 7. How many staff members does the ESFA currently have allocated to social account management, social media content, and wider digital activity across the organisation? Each social media channel has around 2-3 colleagues allocated to producing content and monitoring activity. 8. How much availability will the team and other relevant internal stakeholders have to take part either individual interviews and/or workshops during Phase 1 (Dec 21 – Jan 22) The team will be available during these dates, as this is a priority piece of work.