8  Marketing and Communications Plan

The Marketing and Communications Plan shall set out a strategy for ensuring optimal and effective use is made of the Facility and the Sports Activities and shall take into account the needs of the Users.  It shall include, but not be limited to, the following:

(a)  proposed marketing strategies;

(b)  proposals for advertising, marketing materials and signage;

(c)  proposals for sponsorship or product placement or similar;33

(d)  a demonstration of how the Participation Targets will be achieved by following the procedure for collecting User information within the National Benchmarking Services administered by Sport England;

(e)  details of the Contractor's proposals for the [Catering] [Café] including any proposed changes to the requirements set out in Part F of this Services Specification;

(f)  state how the Authority's aims, policies and procedures are to be achieved or satisfied through marketing of the Facility;

(g)  offer a complete 'situation analysis' which shall include the following criteria:

•  customer (current and potential);

•  market potential;

•  market share;

•  competitive activity;

•  product analysis;

•  pricing policy;

•  promotion analysis; and

(h)  set out clearly stated marketing strategies designed to achieve measurable objectives in a stated time period, taking into account specific areas of the Authority Leisure Requirements.

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33  The Authority should note clause 79 (Advertisements) of this Agreement