Design, Delivery and Evaluation of a Behavioural Marketing and Communications Campaign

The services relating to this procurement are for the design, delivery and evaluation of a behavioural marketing and communications campaign for West Midlands Combined Authority to support “Multiply”, the government’s new £560 million adult numeracy programme offering national and local support for people to gain or improve their numeracy skills. WMCA are looking to commission a supplier or partnership of suppliers, with direct-to-consumer experience and a strong track record of delivering high quality impact evaluations. The supplier(s) will design and deliver: • a behavioural marketing and communications campaign that engages adults across the WMCA area in improving their numeracy skills • resources and coordinated support for training providers and other stakeholders involved in Multiply • A robust evaluation that evidences ‘what works’ in engaging adults in improving their numeracy skills, in order to inform future programmes and policy. The contract will begin in October 2022 and end in March 2025, and will require the contact(s) to: • Extract key audience insights and build actionable personas from data and research. • Develop and deliver a behaviourally-led campaign to engaging adults in activities that develop their maths skills. • Create a suite of marketing and engagement collateral, for use by the CA and its partners, to achieve this strategy. • Deploy those assets to maximum effect through a well targeted media strategy. • Proactively work with and support a range of training providers and other stakeholders involved in Multiply to deliver messages and assets • Robustly evaluate the impact and effectiveness of the campaign – providing interim evaluation reports in March 23 and March 24, and a final evaluation report in March 25 – to shape the ongoing campaign and inform future programmes and policy.