Navan Town
Marketing Action Plan
Tender Details/Requirements
Brief to Consultants
October 2011
1.0 BACK GROUND INFORMATION:
Navan is one of the fastest growing population centres in the Country and is a key
urban driver of growth within the Region due to its unique positioning.
In the Retail Strategy for the Greater Dublin Area 2008-2016 Navan has been
designated as a Level 2 County Town Centre. As a result, Navan is uniquely placed to
benefit from this designation. The County Retail Strategy states that Navan is set to
become an even more major town in both the GDA retail hierarchy and national
settlement hierarchy.
The National Spatial Strategy 2002 – 2020 identifies Navan as a Primary
Development Centre and the County Town of County Meath. The strategy states that
strong towns are needed to support a competitive business environment. This can be
seen following the Health Partnership Report published in 2008 which identified
Navan as the optimum location for the development of a North East Regional
Hospital. Navan is an attractive location for investors.
The Regional Planning Guidelines for the Greater Dublin Area 2004-2016 classify
Navan as a large growth town I – described as a key destination, economically active
town supporting surrounding areas.
On the 1st May 2009, the Navan Town boundary was altered by the order of the
Minister for the Environment, Heritage & Local Government. The population of
Navan now stands at 30,000 aprox and is recognised nationally as the fourth largest
Town in Ireland.
2.0 INTRODUCTION
Navan “Irelands Floral Town” is gaining a growing reputation as a Town that is alive
with opportunities and optimism for all. Navan has already witnessed the delivery of
real improvements with a number of important projects coming to fruition over the
past number of years.
We want to continue to build on this success by creating a Town which is known
locally, nationally and internationally as an excellent place to invest in, to visit, to
shop and to live in, renowned for the quality of its employment opportunities,
heritage, culture and the strength and viability of its communities
With this in mind, Navan Town Council wishes to commission Consultants to
(A) Research and prepare a detailed Innovative Marketing Action Plan taking
cognisance of all aspects of life in the Town of Navan , based on all available
information, in consultation with the relevant stakeholders and
(B) To set out a proactive plan of business actions to address the Marketing Needs of
the Town of Navan, hereafter referred to in the Brief as the Action Plan.
Thus ensuring that Navan is known and revered locally, regionally, nationally and
internationally as a Town to enjoy which provides everyone with a positive
“experience”.
A Town that people visiting, shopping in, working in, living in and investing in enjoy
experiencing again and again.
Navan Town Council is now in a position to fund this project & submissions from
suitably qualified experienced professionals are now being sought.
The commissioned consultants will have the relevant broad professional experience
and expertise required to successfully fulfil the Brief as outlined in this document.
Therefore the primary focus of this Plan is to provide a list of achievable actions for
brand development and marketing, taking cognisance of all aspects of life in the Town
of Navan so as to increase visitation, spur economic development, improve shopping
experience, offer a sense of place/community and enhance business success.
3.0 KEY AIMS AND OBJECTIVES OF THE ACTION PLAN.
3.1 Overall Aim of Plan
To raise the local, regional, national and international profile of the town of Navan, so
as to boost the local economy with increasing visitor foot-fall, helping to make local
businesses more sustainable and enhancing the internal social cohesion of the
community in the process.
There is a perceived need for proactive collaborative efforts by the relevant
stakeholders to facilitate and enable the development of an all year round Marketing
Action Plan taking cognisance of all aspects of life in the town of Navan:
The collaborative effort referred to above requires an overview by an appropriate
person(s) with the relevant broad marketing experience, skill and knowledge.
3.2 Key Objective
The key objective will be to draw up a list of practical business based actions which
are implementable and which each of the stakeholders either jointly or separately
would be willing to work up.
The successful consultant should also be able to identify potential funding sources for
such actions/activities and will be expected to cost each action.
The consultant will actively engage with relevant stakeholders, carry out surveys
where necessary and present their recommended business actions to Navan Town
Council.
The final output will focus on the provision of realistic, practical and achievable key
actions which are implementable by the stakeholders that will boost the local
economy with increasing visitor foot-fall, helping to make local businesses more
sustainable and enhancing the internal social cohesion of the community in the
process
This overview should be of assistance in determining issues around possible
Initiatives/ incentive schemes that may be considered.
3.3 Key Tasks
The key tasks of the appointed consultant(s) will be to:
Carry out a detailed Marketing assessment of the Town of Navan, to include
recommendations, taking full cognisance of its strategic importance within a local,
regional and national context.
This should:
 Assess the functionality of Navan as the County Town and identifying all
aspects of Marketing opportunities it should avail of to improve the service
offering and experience to the customer
 Identify the key character/strength of the town e.g. Market
town/Heritage/Tourist/ etc
 Identify and develop a Brand for Navan
 Identify and develop on –line and social media marketing solutions to enhance
and promote all that is good about Navan that is targeted at a local, regional,
national and international audience.
 Identify and develop other communication solutions that will assist in
Marketing Navan to a local, regional, national and international audience.
 Consider growth projections for the Town and catchment area ( Target
Audience) and resulting Marketing requirements.
 Carry out a gap analysis of any issues which militate against the positive
Marketing of the Town.
 Identify existing and the possible expansion of all year-round events/festivals
in the Town.
 Make suggestions as to how, either collectively or individually, the
stakeholders in the Town can work to promote a positive image of Navan in a
local, regional, national and international context.
 Carry out extensive consultation with all of the stakeholders.
Overall, the consultant will be required to produce a list of achievable actions for
brand development and marketing which are innovative and focused at creating a
Town which is known locally, nationally and internationally as an excellent place to
invest in, to visit, to shop in and to live in, renowned for the quality of its employment
opportunities, heritage, culture and the strength and viability of its communitiesat
3.3 Consult with the key stakeholders as necessary throughout the process.
In particular consult with ( not an exhaustive list ):
a) Meath County Manager
b) Navan Chamber of Commerce
c) Navan Retailers Association
d) Traders/Business associations
e) Retailers not associated with any of the above ( a.,b., & c.)
f) Navan Town Council Elected Members & Officials
g) Shoppers ( existing/ potential ) in the Town and catchment area – this is to be
done by way of targeted customer surveys
h) Employers ( existing/potential )
i) Navan Shopping Centre
j) Economic Development & Innovation Dept with Meath Co Council
k) Meath Community & Voluntary Forum
l) Vintners Association
m) Meath Tourism
n) Citizens
o) Edge of town centre retailers/business
p) Sporting Organisations/Clubs ( Passive & Recreational )
q) anyone else decided by the Town Council
This consultation shall allow stakeholders an opportunity to convey their
knowledge/opinions in respect of the Marketing of the Town and comment on the
research findings and the proposed actions. It will also be the opportunity for the
stakeholders to commit, or not, to the specific actions.
Consultation with the Council shall commence at appointment and continue
throughout the project with regular meetings supplied which will include a short
written progress report and a Timetable/Progress chart presented.
Outputs
The outputs will consist of:
o Completed & Costed Marketing Action Plan for Navan Town as detailed
above
o A completed, focused and agreed Action Plan which clearly identifies the
actions to be undertaken; the expected outcomes from each action, the relevant
agreed stakeholder responsible for each action; the resources required for
each; the potential funding source for each etc
o Presentation of the action plan to the stakeholders upon completion. This may
include multiple presentations.
o Draft Document 10 Copies in colour and on disk in Microsoft Word and
Adobe
o Final Document 10 Copies in colour and on disk in Microsoft Word and
Adobe
4.0 PROCUREMENT
4.1 Response to the Brief
The consultant(s) will provide a tender submission in response to the brief, setting out
how the project will be approached and undertaken. The tender proposal submission
must include the following information:
Method Statement for the preparation of this Marketing Action Plan
considering the project brief. Consultants that can bring added value to this
project based on the broad experience gained on similar successful projects
will be favourably considered.
Previous experience of the ‘consultancy’ and project team members.
The range of professional skills that shall be utilised, including names, level of
experience of each member and full CVs of proposed team members;
Experience of undertaking similar Marketing Projects;
Timeframe to deliver the Brief.
Please note that any change of key personnel to the project team subsequent to
appointment must be agreed with Navan Town Council.
4.2 Selection Criteria
Submissions will be measured against the following criteria, using the weighting
indicated in brackets:

Comprehensiveness, understanding and quality of approach (40%)

Price (20 %)

Expertise, experience and resources allocated (20 %)

Innovation and originality of submission (20%)
Navan Town Council is not obliged to accept the lowest, or any, tender.
The successful consultant will be selected based on the tender submission made.
Only the successful consultant selected for this project will be required to attend for
interview.
Navan Town Council may decide, following evaluation of tenders, not to proceed.
Navan Town Council will not be responsible for any costs incurred in preparing a
tender.
PROJECT MANAGEMENT AND BUDGET
5.1 Budget and Project Deadline
It is expected that this project will cost less than €25,000 (Euro) to include all
costs, including travel, subsistence, VAT and all associated expenditure. A current tax
clearance certificate will be required. Costs shall be certified by the consultant and
budget report.
Payment will be made after the project is completed in full to the satisfaction of the
Town Council and after the submission of the appropriate invoices, certifications and
completion reports and shall be subject to certification by Navan Town Council.
This funding is time limited and the Council shall require the successful consultant to
be in a position to begin working immediately. In the interest of the efficient delivery
of the Action Plan, each tender submission shall include the date in which the Action
Plan shall be completed and delivered to Navan Town Council.
5.2 Navan Town Council
Navan Town Council will be responsible for:
 Guiding the consultant during the key phases of the project;
 Overall monitoring of the project – ensuring that the project is delivered on
time, within budget and that it addresses the scope/quality of the Brief to the
satisfaction of the Town Council.
 The payment for the work undertaken subject to their satisfaction with the
quality of the report prepared and confirmation that the consultants met the
terms of the Brief
Navan Town Council Officials will meet with the consultant on a regular basis during
the project, to review the work programme and dates for key reviews and the
production of key outputs.
These meetings will take place in Navan and the consultant will present reports on
progress as outlined above.

Financial and administrative requirements associated with the project shall be
carried out under the direction of the Town Manager, Navan Town Council.

The Council and the consultant(s) chosen shall all nominate named points of
contact and staff responsible for particular parts of the work.

Where disputes arise, the Town Manager, Navan Town Council shall have the
final say and that decision shall stand.
The ‘Client’ will be Navan Town Council . The day-to-day key contact for the
project will be with a designated Official from the Council.
6.0 GENERAL ISSUES
6.1 Freedom of Information (FOI)
Navan Town Council undertakes to use its best endeavours to hold confidential
information provided by you in this Tender, subject to the Council’s obligations under
Lawincluding the Freedom of Information Act, 1997 and Freedom of Information
(Amendment)Act, 2003. Should you wish that any of the information supplied by you
in this tender should not be disclosed because of its sensitivity, you should, when
providing the information, identify same and specify reasons for its sensitivity.
If a tender is successful the tender price is, as a matter of course, available to the
public outside of the scope of Freedom of Information legislation.
Navan Town Council will consult with you about sensitive information before making
decisions on any F.O.I. request received. In the event that Navan Town Council
decides to release particular information relating to you, you will have the options of
appealing the Council’s decision to the Information Commissioner. Please note that in
the event that no information is identified by you as sensitive, with supporting
reasons, then it is likely to be released in response to a request under the Freedom of
Information Acts 1997 and 2003.
6.2 Insurance
For the duration of the contract the successful consultants will arrange all appropriate
insurance including Motor Insurance, Employers Liability Insurance and Public
Liability Insurance and any other associated necessary insurances. These documents
shall be submitted in advance to Navan Town Council for their necessary approval.
Navan Town Council shall be indemnified against all and every risk in these
Insurances.
6.3 Health and Safety Legislation
Each Consultant submitting a Tender is required to complete, the attached “Meath
Local Authorities External Safety and Health Prequalification Questionnaire for
Non Construction Contractors” for assessment by the Council as to their
competency.
Please note that only Consultants who have passed this Questionnaire shall be eligible
to have their tender assessed.
Each Consultant shall submit with their tender, their completed Questionnaire in a
separate sealed envelope labelled as follows:
“Meath Local Authorities External Safety and Health Prequalification
Questionnaire for Non Construction Contractors --- Navan Town Marketing
Action Plan”
The successful consultant shall be required to comply with all statutory requirements
provided for under health and safety legislation.
6.4 Lowest Price Tender
Navan Town Council does not bind itself to accept the lowest priced tender, and no
person/consultants making a submission will be remunerated for any expense incurred
in preparing a submission.
6.5 Canvassing Prohibited
To ensure equality between applicants, Navan Town Council, will not enter into any
correspondence or discussions with the applicants or their agents during the
preparation period for tenders.
To assist in tendering for this project, the following are the website addresses of the
Navan Chamber of Commerce and the Council which may be of help:
www.navanchamber.com
www.meath.ie
Tenders should familiarise themselves with the following documents :
(this is not an exhaustive list);
-
Navan Development Plan 2009-2015
-
Meath County Development Plan 2007-2013
-
Meath County Tourism Strategy
-
Retail Strategy for the Greater Dublin Area 2008-2016
-
Meath County Retail Strategy
-
Regional Planning Guidelines for the Greater Dublin Area 2010-2022
-
National Spatial Strategy 2002-2020
-
National Development Plan 2007-2013
6.6 Submission of Tenders
Tenders shall only be accepted on paper.
Tender Deadline:
The deadline for receipt of completed tenders to include the “Meath Local Authorities
External Safety and Health Prequalification Questionnaire for Non Construction
Contractors” is 4pm on Thursday 27th October 2011 . Tenders received after this
time will not be accepted.
Labelling of Parcel (s)/Covering Envelope
Parcels and envelopes containing written tenders should be clearly marked at the top
left hand corner as follows:
“Tender for Navan Town Marketing Action Plan”
The Parcel/Envelope of the Tender to include the “Meath Local Authorities External
Safety and Health Prequalification Questionnaire for Non Construction Contractors”
shall also be clearly marked with the following name and address:
Shane Donnelly,
Town Clerk,
Navan Town Council,
Townhall,
Watergate St,
Navan,
Co Meath.
TENDERS RECEIVED AFTER 4.00PM ON THURSDAY 27TH OCTOBER 2011 WILL
NOT BE ACCEPTED AND SHALL BE RETURNED TO THE RELEVANT
TENDERER. THOSE SENDING IN TENDERS BY ANY THIRD PARTY SHOULD
ENSURE THAT THEY ARE CAPABLE OF GETTING THEM IN ON TIME AS THE
COUNCIL CANNOT TAKE ACCOUNT OF ANY LATENESS OR REASON FOR
LATENESS.