RHOI: Ymgyrch Marchnata Integredig, Cyfathrebu a Newid Ymddygiad / Integrated Marketing, Communications and Behaviour Change Campaign
A practical guide to understanding what the buyer really wants and how to build a winning response.
The Heart of RHOI Isn't Just Marketing
When I look at this tender, the standout point is clear.
It's not just about running a marketing campaign.
It's about changing behaviour.
Awdurdod Parc Cenedlaethol Eryri isn't just looking for a communications expert.
They're seeking a partner who can inspire action and community engagement in Bala and Betws-y-Coed, with a vision to expand across Eryri.
The aim is to encourage positive behaviours like using public transport, volunteering and engaging with local culture.
That's the essence of RHOI.
Think About the People Behind the Campaign
Who are the stakeholders here?
Local communities, businesses and visitors.
Each with their own motivations.
If I were crafting this bid, I'd focus on how to engage each group effectively.
Consider how you'll make cultural activities appealing to visitors and how you'll motivate businesses to provide meaningful rewards.
Remember, this isn't just about raising awareness.
It's about fostering a sense of community and shared purpose.
Don't Just Promise, Prove It
Evidence always carries more weight than promises.
If you've successfully run similar campaigns, now's the time to showcase your achievements.
I'd include:
- Case studies from past projects
- Data on behavioural changes achieved
- Testimonials from previous clients or partners
- Examples of effective bilingual communication in Welsh and English
This isn't about saying you can do the job.
It's about proving it.
Pay Attention to What They Say
The buyer is clear about their priorities.
This isn't a conventional loyalty scheme.
The focus is on positive choices and meaningful activities.
If I were writing this tender, I'd make sure every part of my proposal reflects this ethos.
They've outlined a user journey: SEE → UNDERSTAND → JOIN → ACT → REWARD → SHARE → REPEAT.
Your plan should develop this journey, detailing interventions and communication strategies for each stage.
Show How You'll Make Life Easier for Eryri
Every contract creates work for the client.
The best contractors reduce that workload.
Explain how you'll manage this campaign seamlessly, keeping all stakeholders informed and engaged.
I'd outline clear management processes, from regular updates to performance reviews.
Show them you're not just capable, but proactive in making their lives easier.
Consistency Matters More Than Flash
This campaign will run over several months.
Consistency is key.
It's not about a flashy launch.
It's about maintaining engagement throughout the duration.
I'd detail how you plan to keep the momentum going.
Think about staffing, content scheduling and how you'll handle any dips in engagement.
The Real Risk: Engagement Fatigue
One of the biggest risks in campaigns like this is losing momentum.
Engagement fatigue is real.
If I were evaluating bids, I'd want to see strategies to counter this.
Consider:
- Regularly refreshing content
- Introducing new incentives periodically
- Keeping communication channels open and responsive
Show them you have a plan to keep the campaign vibrant and engaging.
One Thing to Keep Reminding Yourself
At the heart of this campaign are the people of Bala and Betws-y-Coed.
Local communities and their environments.
Every decision should be tested against this question:
"How does this benefit the community and environment?"
Keep that front and centre.
Common Mistakes
Avoid submissions that:
- Focus too heavily on traditional marketing metrics
- Ignore the bilingual requirement
- Overlook the importance of community partnerships
- Fail to provide concrete evidence of past successes
- Treat the campaign as a short-term project
- Neglect the behavioural change aspect
- Prioritise app downloads over engagement
- Underestimate the importance of local knowledge
My Final Thoughts
This tender is about more than marketing.
It's about creating a movement.
Awdurdod Parc Cenedlaethol Eryri is offering £35,000 to develop a campaign that will run from December 2026 to July 2027.
With a strong focus on behaviour change and community impact.
Quality will outweigh price here.
They're looking for a partner who understands the local context and can deliver a campaign that resonates.
That's what I'd build my submission around.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.