ITT for Marketing & Advertising - Tap-it Marketing Campaign

In order to achieve the aim of improving women’s safety, London Councils will oversee a publicity campaign to increase downloads of the app. London Councils is looking to appoint a contractor to create, implement, oversee and evaluate a publicity campaign to achieve 30,000 downloads of a women’s safety app in London. We expect a significant element of the campaign to be digital, although communications collateral may be part of the campaign if the contractor deems it beneficial. In addition, we also expect collateral [digital and other] which could be used by the 32 boroughs and the City of London to promote the app themselves through their existing channels and networks. Elements of the campaign to be managed by the appointed agency may include but are not limited to: • Producing creative ideas for the campaign taking into account that they will be run across digital media and potentially print. • Producing and managing a successful advertising and promotional strategy with a focus on increasing downloads of the app by women. • Digital advertising on appropriate websites. • Social media advertising. • Developing and implementing a media strategy. • Producing materials for boroughs to use themselves such as print templates for posters, gifs, press release templates. • Working closely with London Councils officers, borough communication teams and other essential partners. • Presenting to the London Ventures Board or other meetings as required. London Councils represents London’s 32 borough councils and the City of London. It is a cross party organisation that works on behalf of all of its member authorities regardless of political persuasion. London Councils makes the case to government, the Mayor and others to get the best deal for Londoners and to ensure that our member authorities have the resources, freedoms and powers to do the best possible job for their residents and local businesses. London Ventures is a joint partnership between EY and London Councils and is overseen by the Capital Ambition Board, a sub-committee of London Councils. London Ventures fosters innovation in public service delivery by bringing the public and private sectors together. The Capital Ambition Board has recently approved an app called Tap-it as a London Venture, on the basis that it has the potential to improve the personal safety of women aged 18-45 in London.