West Midlands Perceptions Study 2024 - AWARD

West Midlands Growth Company Ltd e-Tendering · awarded 19 August 2024

Who

Buyer	West Midlands Growth Company Ltd e-Tendering West Midlands
Supplier	Echo Research Limited
Category	services
Classification	Market research services CPV 79310000
Notice published	6 September 2024

What it is for

The West Midlands Growth Company (WMGC) has a requirement to appoint a sole provider to conduct an annual perception survey / study and provide associated output reporting for the West Midlands region against a series of defined key perception metrics. This piece of work needs to track progress against a series of key perceptions metrics (i) awareness/familiarity with the region's offer as an investment, business and tourism destination. (ii) positive/negative sentiment about the region's offer and (iii) consideration of the region's offer - i.e. likelihood of recommending, investing in or visiting the West Midlands. It needs to target the following key audiences (i) domestic and overseas visitors and (ii) key intermediaries that influence investment in the West Midlands - to include investment advisers, business conference organisers, sporting event organisers and travel trade professionals and a range of priority markets. These will be based on the region's new Internationalisation Strategy and will be agreed with the successful supplier. It needs to track the effectiveness of our marcomms activity in terms of (i) market cut through - the proportion of our target audiences in key target markets that can recall our campaigns and (ii) the uplift in visibility/awareness, positive sentiment and consideration achieved. It also needs to inform the marcomms strategies and tactics of WMGC and its regional partners- providing insights on the perceived strengths and weaknesses of the region's offer, what our target audiences associate the region and the most effective communication channels.

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