Marketing & Creative Services Framework

As part of the launch of our new housing developments across the UK we require digital marketing support to drive awareness, generate leads, and support occupancy targets. The aim is to drive qualified traffic and leads through digital channels and the Aster sales website, optimising for awareness, engagement and conversions across our shared ownership pages and developments pages. This lot focuses on performance-driven digital channels and content creation to reach prospective residents effectively. Successful Supplier(s) will support Aster with: •Paid Search (PPC) strategy, setup, and optimisation across platforms including Google Ads and Bing. •SEO and GEO audits, covering both on-page and off-page optimisation, including: •Creation of traffic and ranking reports across major search engines. •Content strategy and creation, including blogs, landing pages, and guides. •Paid social media advertising across Meta, TikTok, and LinkedIn. •Programmatic display and retargeting campaigns. •YouTube and video ad campaigns. •Localised SEO to improve visibility for specific developments. •Influencer and micro-influencer outreach. •Monthly performance reporting and insights. •Recommendations for emerging platforms and support with implementation. •Recommendations for AI integration within our processes and help with implementation.

As part of showcasing our existing stock and the launch of our new housing developments across the UK through a mix of affordable rent, shared ownership, and outright sale, our intention is appoint a supplier to support this, our inhouse creative services team to develop and deliver a compelling visual identity and campaign assets that resonate with our target audiences and reflect our brand values. The aim is to develop compelling, engaging and bold creative that resonates with our different target audiences and supports the full marketing funnel, from awareness to conversion, while also enhancing brand presence through events and community engagement. Successful Supplier(s) will collaborate with Aster on the following: •Concept development and delivery for new marketing campaigns. •Creative direction and execution, including static, video, and motion assets. •Print production for marketing materials. •Brand storytelling and tone of voice development. •Creative design for digital, brochures, print, out-of-home (OOH), hoardings, signage, and social media platforms. •Video production and editing, including shared owner stories, virtual tours, and lifestyle content. •Interactive content creation, such as quizzes, affordability tools, and calculators. •Creative tailored for emerging platforms, including TikTok and Snapchat. •Support with brand refresh or evolution, specifically for shared ownership. •Recommendations for A/B testing and creative optimisation. •Insights into audience engagement and creative performance. •Recommendations for relevant events, awards, and community engagement opportunities.

To support development of creative assets for the launch of new developments and existing stock, Aster will require artworking support to adapt, resize, and amend existing creative assets and materials for use across multiple channels and formats, ensuring consistency and speed to market. This lot focuses on efficient, accurate delivery of artwork based on approved creative concepts. The intention is to appoint a supplier to support us with: •Amending and resizing existing creative assets for various formats and platforms. •Creating editable templates for internal use (e.g. Canva). •Supplying final artwork files in required formats for print and digital use. •Ensuring accessibility compliance, including alt text, font contrast, and readability. •Dynamic creative optimisation (DCO) for digital advertising. •Versioning of creative assets tailored to different developments, audiences, and platforms.

To support the launch and sales process of our new housing developments and existing stock in specific locations across UK, we require marketing automation services to deliver timely, personalised communications throughout the customer journey from enquiry to reservation and completion, using marketing automation tools or via our current CRM system. This includes lead nurturing, application updates, and post-sale engagement using automated workflows and CRM integration. Successful Supplier(s) will support Aster with: •Customer journey reviews and mapping to identify opportunities for improvement and optimisation. •Email campaign creation tailored for different platforms and audience segments. •Personalised content delivery based on user behaviour and preferences. •Lead segmentation to improve targeting and conversion. •Monthly reporting on engagement and conversion metrics to inform future strategy.