2024-732 Social Media services USA, Canada & Mexico covering (beef, lamb & pork)

AHDB are planning to find a supplier/agency that will create a strategy, lead on content creation and engage with target audiences via social media in order to understand product requirements and market needs which are crucial in the realm of exports.

Listed below are some of the actions/requirements that the supplier/agency will be required to complete throughout the duration of the contract:

Strategy & Planning:

• Prepare an approach that will make recommendations on the most effective way to fulfil the goals for increasing brand awareness

• Provide a detailed content calendar outlining the frequency, type, and timing of social media posts

Content Creation:

• Create engaging, high quality and relevant content, including but not limited to text, images, videos, and infographics for campaigns

• Ensure all content adheres to AHDB brand guidelines and maintains a consistent brand tonality

• A point of view on content curation noting that we have staff and farmers creating content

• How to best use User-Generated Content (UGC)

• Ensure the necessary language skills to communicate effectively with the target audience

• Consider using professional translation services to maintain accuracy and cultural sensitivity

• Research cultural norms. Be aware of local customs, traditions, and taboos to avoid misunderstandings

• Create content that is respectful of diverse cultures and avoids offensive or discriminatory language

• Leverage cross-promotion to drive traffic between channels

Engage with audience:

• Respond promptly to comments and messages on all platforms

• Encourage user-generated content through contests or challenges

Advertising and promotion:

• Develop and execute paid social media campaigns to increase reach, engagement, and sign ups to our Newsletter

• Provide regular reports on campaign performance and provide optimisation recommendations

Analytics & reporting:

• Provide monthly reports outlining key performance metrics, including reach, engagement, conversion rates

• Offer insights and recommendations for ongoing improvements

The initial contract is for 1 year with 1+1 options to extend

Closing date is NOON 28th February 2025

The electronic address at which the Procurement Documents have been made directly available by AHDB by electronic means is https://defra-family.force.com/s/Welcome. This is AHDB's e-Sourcing portal.