Media Advertising Buying (C8985)

The media agency shall work with Anchor to effectively plan, buy, monitor and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, new housing for sale, and staff recruitment, plus any other business services where required.

Overview: the provision of integrated offline and online media buying services for the Anchor Hanover Group.

Deliverables: the media agency shall work with Anchor to effectively plan, buy, monitor and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, new housing for sale, and staff recruitment, plus any other business services where required.

Channel selection and management - all advertising channel activity must by optimised towards sales and occupancy targets. While other metrics are important, the primary KPI is always the volume/quality of leads fed into and through the marketing funnel.

Market understanding - the agency is required to support Anchor in using effective insight, audience understanding and competitor analysis to target and position products and services to the most appropriate demographics.

Reporting platform requirements - the agency shall, at a minimum, meet the following reporting platform requirements:

• provide, maintain and manage a 'live' online reporting platform (dashboard) that combines performance for all media channels in one place with full access provided to Anchor;
• provide for and support all call tracking requirements, accurately monitoring telephone lead generation;
• support all tracking across the Anchor website;
• support all tracking in Google Analytics.

Local offline media requirements - the majority of offline media buying is required at a local and hyperlocal level. For care and housing products, most new residents come from within a 5-10 mile radius of the location which, to avoid media wastage, requires advertising strategy and planning at a hyperlocal level. While local/hyperlocal offline media buying only makes up around 15-20 per cent of overall media spend, the agency is expected to suggest and secure opportunities to meet this requirement, and to buy space.

Recruitment requirements - the agency is required to understand the recruitment sector, and to have specialist in-house recruitment expertise, providing media buying services across our product and job portfolio and to create targeted recruitment campaigns, by understanding our demographic, to ultimately attract and retain talent against targets. Anchor has over 10,000 staff, the majority of who work in our care homes where the voluntary annual turnover is around 30%.