WMBORNE
HISTORYFESTIVALMARKETING
CONSULTANTBRIEF
SUMMARY/OVERVIEW
InJanuary2016aConsortiumofHeritageProvidersinWimborneandEast
DorsetweresuccessfulinsecuringaHeritageLotteryfundingtoputona
numberofcommunityengagementprojectsculminatinginatwodayHistory
‘LivingHistory’Festivalontheweekendof16&17July2016.ThisConsortium
isnowseekingaMarketingandEventConsultanttoplananddeliverthe
marketingstrategyforthisfirstHeritageLotteryFundedHistoryFestival.
Thepostwillbeofferedonatemporarycontractbasisandthesuccessful
applicantwillneedtoworkthroughtheirownlimitedcompanyoranumbrella
organisation,andcarry£500,000ofProfessionalIndemnityInsuranceand
£500,000ofPublicLiabilityInsurance.Thepostwillberequiredtoworkclosely
withtheProjectCoordinatorandGraphicDesignerasateamtodeliverallthe
promotions,salescampaignsandmarketingaspectsofthisevent.
Wearelookingforagoodcommunicatorwhohastheabilitytoforgeagood
relationshipwithConsortiummemberstoeffectivelycommunicateandto
utiliseresourcesandassistanceamongstthemembers.Itwillbekeytoensure
theFestivalMarketingplanrepresentstheConsortiumPartners’contributions
effectively.
Itisessentialforthepost-holdertohaveasoundknowledgeand
understandingoftheDorsetTourismindustryanditsaudienceprofile.Itisalso
desirableforthepost-holdertohavesomepracticalknowledgeand
appreciationofthehistoryofWimborneand/orexperienceofliving/workingin
thewiderEastDorsetarea.
Theidealcandidatewillhaveakeeninterestincommunityengagementandin
theartsandculturemorebroadly.
Reportsto:ChairmanoftheConsortium,
Keyrelationships:willbetheFestivalDirector,ConsortiumMembers,Festival
Coordinator,Volunteers,GraphicDesigner
ROLEOFTHEMARKETING
CONSULTANT
RequiredtobeginwithimmediateeffecttheMarketingConsultantwillbea
teamplayerwitha‘handson’approach.Therequirementwillbetobuildan
effectivemarketingstrategytolaunchandestablishastrongidentityforthe
Festivalwithemphasisonmaximisingsalesthroughmarketingand
promotions.
KEYTASKS
Branding
Ø TowriteanddeliverabrandingpolicyfortheFestival
PromotionalMaterials
Ø TomaximisetechnologicalresourcestolaunchtheFestivalsonline
presence–designanddevelopmentofe-marketing,developmentof
websiteandsocialmed
Ø ToproducehighqualityFestivalpromotionalmaterialandprocure
competitiveprintingrates
Ø ToworkwiththeCoordinatortocoordinateFestivalsignage
Ø TopromotetheFestival,topublish,distribute,creativelypromoteall
associatedprogrammes,leafletsandbooklets
Ø Todeliverfestivalsignage,bannersandflags
Ø Tomaximiseopportunitiesforrelevantadvertisersietheprogramme
andbannersonsite
PressandPR
Ø TooptimisePRopportunitiesthroughPRcampaignappropriatetothe
Festivalsactivities
Ø Generatemediacoverageincludingpress,televisionandradio
Ø Organisinglaunches,pressconferenceswithconsortiummembers
Ø TobuildrelationshipswithmediapartnersandSponsors
Ø Sales
Ø Toberesponsibleforallpointofsales
Ø Todemonstratehowtoachievethebestvaluefromtheadvertising
budget
Ø Topresenttotheconsortiumforconsiderationamerchandising
proposalandtoworkwithanysponsorstodeliverthis
Ø Manageticketing,coordinatepricing,manageVIPticketingandvenue
signage
Evaluation
Ø Tocoordinatethebriefforvolunteerphotographers
Ø Toevaluatethefestivalusinginnovativeideasfordocumentingand
evaluatingboththeFestivalandeachCommunityEngagementProject
andensurematerialiscollatedfortheevaluationneededforthe
HeritageLotteryBidreport.
Reporting
Ø Topresentregularprogressmarketingreportstoconsortiummembers
PERSONSPECIFICATION
Theinterviewpanelwillscoretheapplicantsonthefollowingessentialand
desirableskills.
Experienceessential
Marketingandpromotingoutdoorevents/projects
Websitedevelopmentandsocialmediastrategy
Deliveringprojectsonbudgetandmanagingmoney
PublicRelations:writingpressreleasesandworkingwithjournalistsand
thepress
Ø Presentingreports
Ø Preparingevaluationreportsforafestivalorsimilar
Ø Productionofvibrantliterature
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Skills&Qualitiesessential
Ø AbilitytothinkstrategicallyfortheFestival’songoingsuccess
Ø KnowledgeofDorset’sTourisminfrastructureandpromotions
Ø Provenexperienceinworkingwithinaconsortiumorcollaborative
project
Ø Excellentcommunicationandteamskills
Ø AbilitytoattendmeetingsasarepresentativeoftheWimborneHistory
Festival
Ø Abilitytoworktoatightdeadlineandbalanceashiftingworkload
Ø Experienceworkingwithvolunteers
Ø Excellentattentiontodetail
Ø Strongorganisationalskills
Qualifications
Essential
Ø CIMmarketingqualificationorequivalentdegree/postgraduate
qualification
Ø Haveadrivinglicenceandowntransport
Desirable
Ø KnowledgeoflocalculturalorganisationsandManagerswithinEast
Dorset
Ø Degree,PostGraduateQualificationorNVQinTourismrelated
qualification.
ContractorwillbeexpectedtoundertakeaDBScheckandadheretothe
ChildProtectionPolicy.
SUMMARYOFTERMSAND
CONDITIONS
TermofContract:February15th–August15th2016
Fee:Upto£12,000includingallexpenses,payablemonthlyinarrears
BudgetforFestivalDelivery:£14,440
Thefinaleventis16/17thJuly2016thecontractwillrunonuntilAugustto
allowtimeforevaluationcompilationandposteventpressopportunities
60%ofthefee(£7,200)willbepaidtothesuccessfulcandidatein[7]monthly
payments,withtheother40%(£4,800)paidasaperformancerelatedrenumerationbasedonkeyperformanceindicatorswhichwillbeagreedduring
thecontractingprocess.
TheCandidatemustbeabletoworkFlexibleworkinghours,eveningsand
weekendsandessentiallytheweekend16July–17July2016
INCOMETARGETS
TheincometargetsfortheFestivalincomeare:
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MinimumFestivalentranceincometarget:£6,500
MinimumStallHoldersincometarget:£300
SaleofBookletsincometarget£4,900
ToursandTalks£1,400
Showincome£900
MerchandisingProfit£500
ProgrammeAdvertising£500
Total:£15,000incometarget
PROCUREMENTPROCESS
o A20minutetelephoneinterviewconversationwilltakeplaceallowing
theinterviewertoselectapplicantsforinterview
o Upto3applicantswillbeinvitedtointerviewbyapanelof4Consortium
Members.
o Applicantswillberequiredtomakea30minutepresentationtothe
paneltooutlinetheirMarketingPlanandtoaddresshowtheir
marketingeffortswillensureincometargetswillbemetforFestival
activities,andhowprojectdeliverableswillbeachieved.Thepanelwill
belookingforinnovativeideasthatwillenhanceandhavesynergywith
thehistoricalexperience.
o APortfolioofpreviousworkwouldbedesirable.
o Followingthepresentation,thepanelwillputquestionstotheapplicant.
o Eachapplicantwillbescoredonalistofessentialanddesirableskillsby
eachpanelmember.
o Thesuccessfulapplicantwillbeinformedofthepanel’sdecisionthe
followingday.Feedbackwillbeavailablefortheunsuccessful
candidates.
o Adeclarationwillbemadetothefundersofanypanelmembers
relationshipswiththeselectedapplicants.
o Referenceswillbetakenupaftertheinterviewsand,subjecttotwo
acceptablereferencesandproductionofaProfessionalIndemnity
certificate,thecontractwillthenbenegotiatedandsigned.The
Consortiumarekeentostartthecontractwithimmediateeffect.
o TheContractorwillbepaidonreceiptofinvoiceraisedinretrospecton
the1stofeachMonth.
HOWTOAPPLY
ApplicantsshouldsubmitacopyoftheirCVandacoveringlettersettingout
theirsuitabilityfortheposttoWimborneHistoryFestival;c/oWimborneBID,
AllendaleHouse,HanhamRd,WimborneDorsetBH211AS
OrviaEmailtooffice@wimborne.info
FormoreinformationyoucancontactLeadOfficerTracyCooperon
tcooper@christchurchandeastdorset.gov.uk
DEADLINESANDTIMESCALES
ApplicationDeadline:February15th
TelephoneInterviewFebruary17th
InterviewDate:February18th
Upto6applicationsmaybeshortlistedforFebruary18th
TheinterviewpanelwillbemadeupofthreeConsortiumPartners:
WimborneBID,Priest’sHouseMuseumandNationalTrust,KingstonLacy
ThispostwillbesubjecttofinalpermissionfromtheHeritageLotteryFundto
drawdowngrantfunding