Audience Strategy Development - Call Off Contract

We wish to appoint a single Supplier to a no minimum commitment call-off contract covering the period 14th August 2017 - 31st July 2019, to work with us to embed and develop further our Audience Engagement Strategy and segmentation. Through quantitative and qualitative research amongst the variety of public audiences represented in our segmentation, the appointed Supplier will help deepen our understanding of the audience segments and how to engage with them.

The appointed Supplier will transform the data into insights and recommendations to enable us to develop our Audience Strategy, inform our public engagement programme, and achieve our goal of growing our public audience. Areas of work required by the appointed Supplier may include, but will not necessarily be limited to,: measuring and evaluating the impact of the Audience Strategy; collaborating with our data analyst supplier to connect any audience data with our Single Customer View (SCV) dataset; and deepening understanding of The National Archives' online audiences and digital engagement.

We require the appointed Supplier to have demonstrable experience of the following areas in the cultural sector: - audience strategy - audience segmentation - concept testing (for example, of exhibitions or campaign design) - digital engagement and online audiences - quantitative and qualitative research methodologies In addition, we require the appointed Supplier to have extensive industry knowledge that can be drawn upon to make comparisons with other cultural institutions. We would also like to understand applicants' experience of: - formative and summative evaluation of exhibitions - other audiences in the cultural sector and their needs and modes of engagement, such as Education and Learning, and Community and Outreach audiences The appointed Supplier will be expected to identify research needs and propose projects to help us develop and move forward with our Audience Strategy, as well as respond to specific research briefs issued by The National Archives.

The call-off contract will be valid until 31st July 2019 and will cover all work up to a maximum value of £100,000 excluding VAT. Potential Suppliers should note that a contract award will not represent a commitment or obligation by The National Archives to commission work totalling this value in the time period, but rather that work may be commissioned with the awarded Supplier up to a maximum value of £100,000 over the course of the contract period.