Common use of Framework overview Clause in Contracts

Framework overview. 4.1. Creative advertising is delivered on a project basis and may include, either individually or in combination:  Strategic marketing planning  Target audience insight, this may be derived from bespoke research conducted from the research lot or directly  Development of the creative strategy and brief against framework public body objectives  Development of a well-targeted creative approach  Development of a clear, succinct creative proposition  Development, production and delivery of effective public information communication activities and commercial activities  Development, production and delivery of effective social marketing activities designed to generate measurable behavioural change or support commercial objectives  Development, production and delivery of effective marketing activities designed to support commercial objectives  Delivery of field marketing including the face to face engagement with the targeted consumer;  Delivery of direct marketing services  Delivery of digital marketing  Delivery of partnership marketing 4.2. Field marketing services may include, either individually or in combination:  Auditing  Sampling/demonstrating  Merchandising  Sales  Roadshows / events / experiential marketing, including preparing creative work based on agreed strategy, and in some instances joint activity with framework public bodies  Mystery shopping  Data and IT  Support services  Evaluation against pre-set metrics, this may be further evaluated by independent research 4.3. Partnership marketing services may include, either individually or in combination:  Partner identification and selection  Contracting of partnership activity  Brand licensing  Campaign co-ordination  Evaluation – including negotiating access to partnership data relevant to marketing activity 4.4. Direct marketing services may include, either individually or in combination:  Augment and manage datasets as appropriate. Sourcing and managing databases as required, including collating customer lists, cleansing data, and updating records (including post campaign)  Provide accurate and timely management information  Achievement of results, as per agreed knowledge performance indicators (KPIs) including full evaluation  Segmentation 4.5. Digital marketing services may include, either individually or in combination:  Digital strategy  Digital development  Analytics, including online segmentation  Evaluation  Integrated search engine optimisation (SEO) strategy development  Mobile (content management and strategy)

Framework overview. 4.1. Creative advertising is delivered on a project basis and may include, either individually or in combination:  • Strategic marketing planning  • Target audience insight, this may be derived from bespoke research conducted from the research lot or directly  • Development of the creative strategy and brief against framework public body objectives  • Development of a well-targeted creative approach  • Development of a clear, succinct creative proposition  • Development, production and delivery of effective public information communication activities and commercial activities  • Development, production and delivery of effective social marketing activities designed to generate measurable behavioural change or support commercial objectives  • Development, production and delivery of effective marketing activities designed to support commercial objectives  • Delivery of field marketing including the face to face engagement with the targeted consumer;  • Delivery of direct marketing services  • Delivery of digital marketing  • Delivery of partnership marketing 4.2. Field marketing services may include, either individually or in combination:  • Auditing  • Sampling/demonstrating  • Merchandising  • Sales  • Roadshows / events / experiential marketing, including preparing creative work based on agreed strategy, and in some instances joint activity with framework public bodies  • Mystery shopping  • Data and IT  • Support services  • Evaluation against pre-set metrics, this may be further evaluated by independent research 4.3. Partnership marketing services may include, either individually or in combination:  • Partner identification and selection  • Contracting of partnership activity  • Brand licensing  • Campaign co-ordination  • Evaluation – including negotiating access to partnership data relevant to marketing activity 4.4. Direct marketing services may include, either individually or in combination:  • Augment and manage datasets as appropriate. Sourcing and managing databases as required, including collating customer lists, cleansing data, and updating records (including post campaign)  • Provide accurate and timely management information  • Achievement of results, as per agreed knowledge performance indicators (KPIs) including full evaluation  • Segmentation 4.5. Digital marketing services may include, either individually or in combination:  • Digital strategy  • Digital development  • Analytics, including online segmentation  • Evaluation  • Integrated search engine optimisation (SEO) strategy development  • Mobile (content management and strategy)