Audience Development Brief The Moving Poppy. July 2017
Contents Introduction - and Lady Haig s Poppy Factory 3 Introduction - The Project 3 The Brief 4 The Space 4 The Story 4 The Concept 4 Consultation & Research 5 Outputs 5 Tender Process 6 Budget 6 Submission of the completed plans 6 Copyright 6 Timescale 7 Further information 7 Page 2 of 8
Brief and specification for an Audience Development Consultant to assist with the production of an Audience Development Plan. This plan will inform and support the project Activity Plan for Stage Two of a Heritage Lottery Fund bid for The Moving Poppy - a free-to-access and accessible-to-all mobile community unit, comprising a mini poppy factory, micro-museum and learning facility. Introduction - and Lady Haig s Poppy Factory This is a partnership between and Lady Haig s Poppy Factory. was established in 1921 as The Earl Haig Fund Scotland, but adopted its current name in 2006 to reflect our revised fundraising activities and welfare services work. We rely entirely on volunteers and public donations to continue our life-changing work. We are best-known for running the iconic Scottish Poppy Appeal, supported by 1.6 million adults in Scotland annually, but work all year round to help those who have served, those still serving and their families at times of crises and need by offering the advice, information and support they urgently need. The Scottish Poppy Appeal raises over 2 million each year. This, combined with our other year-round fundraising, enables us to spend more than 3 million annually, providing tailored support and funding, advice, employment, mobility, respite, housing and mental health support to our Armed Forces community. Lady Haig s Poppy Factory was established in 1926 and is a supported social enterprise, providing dignity through work for 41 staff, the majority of whom are ex-service personnel and registered disabled. The factory produces around 5 million poppies annually and all other Remembrance items for the annual Scottish Poppy Appeal and manufactures and sells commercially around 15,000 remembrance wreaths and other items each year. It also has an education role, which this project would seek to enhance by expanding delivery and support of an outreach learning/community programme to tour round Scotland. Introduction - The Project The Moving Poppy is planned as a free-to-access and accessible-to-all mobile community unit, comprising a mini poppy factory, micro-museum and learning facility. Scheduled to tour Scotland from Autumn 2018, it is conceived as a unique legacy to commemorate the end of the First World War, the on going importance of Remembrance and the historical and contemporary significance of the poppy, especially during the centenaries of the first national Poppy Appeal in 2021 and Edinburgh's Lady Haig's Poppy Factory in 2026. The unit would tour Scotland for 220 days annually, promoting our learning opportunities around Remembrance to all, no matter what age and stage. It will showcase our services and raise our profile out with Edinburgh area where the Factory is and in priority areas, for example, where there is a need to grow our volunteer base or signpost potential beneficiaries to our own or local welfare provision. We will visit areas high on the Scottish Index of Multiple Deprivation, as well as reaching out to ethnic and multi-faith communities currently under-represented in our supporter base. We estimate a potential 50,000 visitors annually could access this facility, many of whom are geographically or economically disadvantaged. It would help ensure there is equal provision and access to our services throughout the country. The following brief sets out the themes and aims that the project should meet. The appointed consultant will be expected to deliver all aspects of the Audience Development Plan. Page 3 of 8
The Brief A Stage One bid to the Heritage Lottery Fund has been successful and the project has now moved into the development phase. We wish to appoint an Audience Development Consultant to work with in developing our Audience Development Plan for the project. This will feed into the project Activity Plan which is putting together for further submission to the Heritage Lottery Fund as a Stage Two bid. The successful consultant will produce an Audience Development Plan for the project. This will involve planning, organisation and implementation of a number of consultation sessions engaging with current and new audiences to take place by mid September 2017. The consultant will collate and review the information gathered at these events using it to inform recommendations that will contribute to the Activity Plan is putting together. The successful consultant(s) will be expected to be familiar with heritage and community engagement projects, and the development of Audience Development Plans for HLF bids. The Space The project is to be delivered from a truck with two expandable pods. Potential size could be 9m wide by body full length 11.5m. The truck will have an opaque wall on one side and glass panels on the others. The glass panels will be retractable to create an open space when required and it should be designed to create a walk through for events with high volumes of visitors and as an enclosed space for smaller numbers and classes. The Story It is expected the three key themes of interpretation will form the basis upon which the visitors build their understanding and experience. They are: Remembrance The poppy Veterans We want to ensure that young people are informed about remembrance and its relevance today, the poppy and the issues facing our Armed Forces community in Scotland. We want to encourage cross generational interaction with the veterans community in the local area, allowing for activities which are personally relevant to school pupils; and create awareness amongst a new generation to ensure the future of s ability to deliver much needed help to our Armed Forces community in Scotland. Ultimately we want most young people to leave school with an understanding of the three key themes of remembrance, the poppy and veterans. The Concept Desired outcomes: Reach at least 50,000 visitors per annum. Encourage and inspire visitors to: Reflect on why is it important to remember? Reflect on why conflicts arise, how do they develop and how are they resolved? Reflect on the significance of the poppy. Reflect on how conflicts affect communities. Reflect on why and how they can support. Page 4 of 8
Link displays, activities and stories with local resources such as war memorials, to generate an emotional response and enhanced sense of citizenship. Create tangible connections to those who have gone before and provide relevance to modern day conflicts. The Audience Development work will: - Identify the priority audience groups for the scheme. Consider the characteristics, needs and interests of each audience group and identify how best to overcome any barriers and engage with them to promote greater understanding of the aims and objectives of the project. - Develop communication messages/approaches which incorporate strong project brands appropriate to the needs and interests of the target audiences. - Plan and cost a programme of events and activities to engage communities. - Make recommendations for monitoring and evaluating the success of audience development. - Develop a set of recommendations for the Activity Plan based on the above The consultant should take account of HLF publications that provide guidance on Audience Development. Consultation & Research We would expect that the following people/audience groups be consulted when developing the audience and creating the Audience Development Plan. However, we would expect additional advice on extending our range of audiences. Current audiences: Teachers. We have an online learning resource at www.poppyscotland.org.uk/learning which has been running for nine years. Young people volunteers. can provide a cross-section of these. This group have varying degrees of contact but our volunteer Area Organisers are invited to a one day conference annually and new Area Organisers receive and induction. Beneficiaries. We have one Welfare Centre in Inverness and will be opening one in Kilmarnock in September 2017. These are offices where potential beneficiaries can drop in for advice and help. Youth groups Supporters Other stakeholders New audiences: Outputs The Moving Poppy would visit weekend events throughout Scotland. Consult attendees at one Highland Games. New, diverse and/or hard to reach audiences and community representatives including: Remote communities and areas out with Edinburgh and its environs and Top 15% of SIMD BEM communities Interfaith communities There may be an opportunity to re fit or expand our offering on the vehicle in the future and this should be taken into consinderation. Page 5 of 8
The consultant will produce an Audience Development Plan which will be used to support the second round application. Tender Process Tender submissions should include the following: 1. Methodology and timescale proposed method and programme of work 2. Key sources key sources and contacts to be used in undertaking the work 3. Presentation how findings and recommendations will be presented and proposed format of outputs 4. Proposed team details and relevant experience of the team who will be involved in delivering the contract including the number of days and daily rates of staff, plus examples of previous work. 5. Budget a breakdown of costs to include: a) Total cost for professional services excluding VAT b) Total number of days required to undertake the work and each section of the work c) Total number of days input and relevant day/hourly rate for each team member d) Estimated costs allowed for travel and, separately, accommodation and other subsistence, if relevant e) Estimated costs for any other expenses such as printing f) Total cost for all work and expenses and excluding VAT g) VAT status 6. Relevant experience links to/details of past work within this sector and within the scope of this work Budget A budget of up to 3000 including VAT is available including all fees and costs. Agreed expenses in line with s expenses policy will be payable. Consultation expenses e.g. incentives, room hire, catering: fees to be agreed. As part of methodology and timescale, the consultant should provide details of milestones that they feel are appropriate and achievable. Payments will be made on completion of these milestones. Submission of the completed plans The hard copy reports should be A4 documents with photographs and illustrations set in the text. The document should be presented in accessible language for a non-specialist reader so the information can be copied directly into the Activity Plan. Two hard copies should be submitted along with an electronic version of the plan on a CD or via an online cloud service like Dropbox. Deadline for consultant submission will be 3 November 2017. Deadline for final submission is the 10 November 2017. We will be submitting our Stage 2 application on 10 November 2017 with a draft required for a HLF review meeting six weeks prior. Copyright Copyright of the plans and any material quoted in it will be assigned free of charge to and remain with the which will retain the right to reproduce and distribute the reports as necessary to support the project and its work generally. Page 6 of 8
Timescale Tenders should be returned by 5pm on 8 th August 2017 with a CV highlighting relevant experience and a minimum of two appropriate references to: i.campbelllupton@poppyscotland.org.uk Isla Campbell Lupton Learning & Outreach Manager 9 Holyrood Crescent Glasgow G20 6HJ Those shortlisted will be invited for interview w/c 14 August 2017.. Further information www.poppyscotland.org.uk poppyscotland.org.uk/learning www.ladyhaigspoppyfactory.org.uk Page 7 of 8
Edinburgh Head Office New Haig House Logie Green Road Edinburgh EH7 4HQ Tel: 0131 557 2782 Fax: 0131 557 5819 Glasgow Office Cameronians House 9 Holyrood Crescent Glasgow G20 6HJ Tel 0141 338 6580 Fax 0141 338 6581 Inverness Strothers Lane Inverness IV1 1LR Tel 01463 710300 Fax 01463 701761 is a member of The Royal British Legion group of charities, and is a trading name of The Earl Haig Fund Scotland. Scottish Charity No. SC014096. A Company limited by guarantee. Registered in Scotland No. 194893 at New Haig House, Logie Green Road, Edinburgh, EH7 4HQ. The Royal British Legion, Haig House, 199 Borough High Street, London SE1 1AA. Charity Registration No. 219279.