Digital Transformation and Marketing Services for Southwark Leisure (MOVE Southwark)

{
  "buyer": {
    "id": "GB-PPON-PXTW-7647-VDLV",
    "name": "Southwark Council"
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  "date": "2025-07-25T14:07:45+01:00",
  "id": "043154-2025",
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  "language": "en",
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      "address": {
        "country": "GB",
        "countryName": "United Kingdom",
        "locality": "London",
        "postalCode": "SE1 2QH",
        "region": "UKI44",
        "streetAddress": "160 Tooley Street"
      },
      "contactPoint": {
        "email": "david.whitehouse@southwark.gov.uk",
        "name": "David Whitehouse"
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  "planning": {
    "noEngagementNoticeRationale": "Taking into account the scope, ambition, and complexity outlined in the MOVE Southwark specification, Southwark Council\u0027s Leisure Services carried out Marketing Engagement for this contract opportunity in February 2025. A targeted group of eight digital marketing suppliers with extensive experience of the UK Leisure Industry were asked if they would be interested in expressing an interest  in any or all of the Lots spanning: advanced digital transformation, CRM integration, and inclusive, insight-led marketing. Two incumbent suppliers were also polled to gauge their propensity to bid for a new contract opportunity.\nThe Market Engagement exercise confirmed a high level of interest in the imminent contract opportunity and the likelihood of attracting competitive, high-quality proposals from the cohort in question - in addition to other potential suppliers alerted to the Contract Opportunity following the publication of the Invitation To Tender (ITT) and Tender Notice."
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      "endDate": "2025-10-15T23:59:59+01:00"
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    "description": "Southwark Council is seeking innovative suppliers to deliver cutting-edge website development, marketing solutions, and advanced CRM services for MOVE Southwark, currently operating as Southwark Leisure. This is a unique chance to lead a transformative digital initiative, reshaping leisure services in one of London\u0027s most dynamic boroughs.",
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      "endDate": "2025-08-06T10:00:00+01:00"
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    "legalBasis": {
      "id": "2023/54",
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          "endDate": "2028-12-31T23:59:59Z",
          "startDate": "2026-01-01T00:00:00Z"
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        "description": "MOVE Southwark aims to position itself as the leading insourced leisure provider in the UK, supporting increased participation, revenue growth, and enhanced community engagement. The marketing strategy must be data-driven, inclusive, and innovative, ensuring that MOVE Southwark\u0027s offer is accessible, appealing, and relevant to the borough\u0027s diverse communities.\nA key focus is aligning with Southwark\u0027s regeneration projects, including the Canada Water Masterplan, the Southwark 2030 Vision, and ensuring that MOVE Southwark is at the heart of the borough\u0027s transformation, offering high-quality, community-driven leisure services that improve health and wellbeing, social connectivity, and economic inclusion.\nMarketing Objectives: Driving Growth, Engagement \u0026 Inclusion\n1.\tMaintain and Develop our Move Brand Strategy\n\u2022\tContinue to develop a strong, recognisable, and inclusive brand identity, ensuring consistency across all digital and offline channels.\n\u2022\tMaintain and update brand guidelines as and when required to reflect any developments in messaging pillars, visual identity, and audience segmentation strategies.\n\u2022\tPosition MOVE Southwark as a trusted, community-centric service provider that reflects Southwark\u0027s diversity and commitment to public health.\n2.\tData-Driven, Multi-Channel Marketing Strategy\n\u2022\tImplement a strategy that leverages CRM, audience insights, and predictive analytics to optimise customer acquisition, engagement, and retention.\n\u2022\tDevelop and execute targeted lifecycle marketing campaigns that support customer journeys - from awareness and conversion to retention and advocacy.\n\u2022\tEnsure a mobile-first approach, recognising that many residents engage primarily via smartphones.\n3.\tSocial Media \u0026 Digital Content Strategy\n\u2022\tDevelop a comprehensive social media strategy to drive engagement, community-building, and brand awareness across platforms such as Instagram, Facebook, LinkedIn, and TikTok.\n\u2022\tImplement a Social Media Manager platform to track mentions, reviews, and engagement across channels, ensuring a proactive, responsive, and community-focused approach. (This could also be picked up in the CRM platform integration.) \n\u2022\tLeverage user-generated content, influencer collaborations, and community-driven storytelling to strengthen brand authenticity.\n\u2022\tUtilise paid social media advertising, including hyper-targeted local campaigns, to drive membership growth, event participation, and programme awareness.\n4.\tCampaigns \u0026 Journey Builder: Hyper-Personalised Engagement\n\u2022\tUse MOVE Southwark\u0027s CRM system to design and execute multi-touchpoint campaigns, including:\n\u2022\tMembership acquisition campaigns (targeting new joiners, corporate partners, and community groups).\n\u2022\tRe-engagement campaigns (targeting lapsed members with personalised offers and content).\n\u2022\tReferral and advocacy campaigns (incentivising word-of-mouth recommendations and group memberships).\n\u2022\tImplement automated email, SMS, and push notification campaigns to improve engagement and retention.\n\u2022\tIntroduce dynamic content personalisation, ensuring that members receive marketing tailored to their interests, behaviour, and demographics.\n\u2022\tEngage, inform and educate residents providing interesting content that influences behaviour through learning. \n5.\tLocalised Campaigns for Southwark\u0027s Key Developments\n\u2022\tDevelop a tailored marketing strategy for all centres, ensuring that the local leisure facility fosters community engagement and raises awareness across the borough.\n\u2022\tCreate tailored campaigns for key demographics, including families, older adults, young people, and underrepresented groups.\n\u2022\tWork with community stakeholders, local businesses, and public health initiatives, to ensure maximum visibility and participation.\n6.\tOffers, Promotions \u0026 Loyalty Strategy\n\u2022\tDevelop a structured loyalty programme to incentivise repeat visits, increase customer lifetime value, and improve retention.\n\u2022\tImplement a voucher and promotions strategy, allowing targeted discounts, referral rewards, and corporate partnerships to encourage sustained engagement, being activated via the CRM.\n\u2022\tAPI link to allow us to use the CRM to track and analyse the impact of offers and incentives, ensuring campaigns deliver strong ROI.\n7.\tInsights \u0026 Performance Tracking\n\u2022\tImplement a comprehensive marketing analytics framework to track:\n\u2022\tCampaign performance (engagement rates, conversion rates, ROI).\n\u2022\tCustomer demographics \u0026 behaviour trends (understanding who is using MOVE Southwark services and who is not).\n\u2022\tLocalised membership mapping, ensuring marketing outreach aligns with borough-wide participation goals.\n\u2022\tIntegrate marketing data with Power BI and other analytics tools to provide actionable insights that refine strategy and execution.\n8.\tCommunity \u0026 Stakeholder Engagement\n\u2022\tDevelop community-driven campaigns, ensuring that marketing is not just commercial but also contributes to social impact and inclusion goals.\n\u2022\tWork with local schools, housing associations, and community groups to drive participation in MOVE Southwark programmes.\n\u2022\tAlign marketing efforts with Southwark\u0027s public health and wellbeing priorities, ensuring messaging supports healthier lifestyles and increased physical activity.\n\u2022\tDevelop targeted campaigns for Southwark Council staff across many departments ( from directors, refuse collectors) aligning to the \"healthy workforce scheme\".  \n9.\tDigital Asset Management (DAM) System\n\u2022\tStreamline campaign execution by centralising access to marketing materials. Requirements:\n\u2022\tCloud-based storage with version control and user permissions.\n\u2022\tEditable templates for promotional assets to ensure consistency.\nMarketing Account Management \u0026 Supplier Requirements\nSuppliers must provide strategic marketing support and ongoing account management, ensuring that campaigns and strategies are continually optimised for impact. Required expertise includes:\n\u2022\tCampaign Strategy \u0026 Activity Planning: Developing, executing, and refining high-impact marketing initiatives.\n\u2022\tA/B Testing \u0026 Performance Optimisation: Implementing data-driven testing to improve campaign effectiveness.\n\u2022\tAutomation \u0026 Personalisation: Using advanced tools to enhance customer journeys and engagement.\n\u2022\tDatabase Health Check \u0026 Audience Segmentation: Ensuring that marketing is highly targeted and effective.\n\u2022\tReporting \u0026 Data-Driven Decision Making: Providing monthly insights and performance reports with recommendations for improvement.",
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        "title": "Marketing, Brand Strategy \u0026 Community Engagement",
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        "description": "MOVE Southwark\u0027s digital presence must be modern, accessible, and fully integrated with CRM and membership management systems (MMS) to create a seamless, user-friendly experience. This transformation will ensure that all customer interactions, from discovery and registration to booking and engagement, are optimised across web and mobile platforms.\nA key requirement is the development of personalised, data-driven user journeys that cater to the diverse needs of Southwark\u0027s residents, ensuring that MOVE Southwark\u0027s digital ecosystem is inclusive, engaging, and future-proof.\n1. Website Transformation \u0026 Digital Experience Overhaul\nThe MOVE Southwark website must be more than just a booking portal; it should serve as a fully integrated digital hub that:\n\u2022\tProvides personalised experiences for different customer types.\n\u2022\tSupports community engagement through tailored content and dynamic recommendations.\n\u2022\tSeamlessly integrates with CRM, MMS, and other council services to provide a connected user journey.\n\u2022\tDelivers powerful data insights to refine and enhance the customer experience over time.\nThe new website must include:\n\u2022\tIntuitive, accessible UX/UI design that ensures effortless navigation for all users.\n\u2022\tA fully responsive, mobile-first approach to cater to users engaging via smartphones and tablets.\n\u2022\tAdvanced search and filtering functionality for classes, activities, events, and facilities.\n\u2022\tIntegration with social media and marketing automation tools, enabling data-driven customer engagement.\n2. Bespoke User Journeys \u0026 Digital Personalisation\nTo maximise engagement and retention, MOVE Southwark requires customised user journeys that adapt to customer type, behaviour, and preferences. The website must support:\nA. New Customer Registration \u0026 Onboarding\n\u2022\tSimple, guided registration process that captures key data (e.g., fitness goals, accessibility needs, demographic details).\n\u2022\tWhen a former member is reengaged as any existing records must be merged by recognition software and prevent duplicate account from being created.\n\u2022\tAI-powered onboarding experience, providing personalised recommendations for activities, memberships, and events.\n\u2022\tIntegration with CRM and MMS, ensuring that all new users are tagged and segmented for targeted engagement campaigns.\n\u2022\tCRM /MMS to track usage and adjust a members home site if specific criteria are me. \nB. Membership Sign-Ups \u0026 Management\n\u2022\tStraightforward membership selection process, allowing users to compare plans, pricing, and benefits.\n\u2022\tSelf-service membership management, enabling users to upgrade, pause, or cancel their plans without friction.\n\u2022\tPrompts to be sent for abandoned baskets at checkout and staff to be notified. . \n\u2022\tIntegration with payment gateways, allowing flexible payment options (direct debit, pay-as-you-go, etc.).\n\u2022\tDaily DD allowing members to choose payment dates. \n\u2022\tAutomated renewal reminders and re-engagement campaigns, reducing membership churn.\nC. Booking \u0026 Activity Scheduling\n\u2022\tReal-time class, court, and facility availability display for effortless booking.\n\u2022\tPersonalised class and event recommendations based on user preferences and past participation.\n\u2022\tAutomated waitlist and cancellation notifications, ensuring that members can book alternative slots if needed.\n\u2022\tMulti-user and family-friendly booking functionality, allowing group and household bookings.\nD. Community \u0026 Social Features\n\u2022\tMember dashboards displaying personalised schedules, loyalty rewards, and fitness progress.\n\u2022\tIntegration with social features, allowing members to connect with workout partners or join activity groups.\n\u2022\tLive chat and support functionality, providing instant assistance with bookings, memberships, and queries.\n3. API-Driven Integration with CRM, MMS \u0026 Other Systems\nThe website must act as a centralised digital hub that seamlessly integrates with MOVE Southwark\u0027s wider digital ecosystem. This includes:\n\u2022\tCRM Integration: Ensuring that all user interactions feed into MOVE Southwark\u0027s customer relationship management system for enhanced engagement, personalisation, and analytics.\n\u2022\tMMS Integration: Connecting the website with membership management systems, allowing real-time membership validation, renewal, and activity tracking.\n\u2022\tAPI Linkages with Council Services: Enabling MOVE Southwark to connect with other council systems (e.g., public health, parks, libraries, youth centres) to create a joined-up community experience.\n\u2022\tIntegration with third-party fitness apps and wearable technology, ensuring users can sync their activity data for a more engaging experience.\n4. App Development: A Multi-Functional Member Engagement Platform\nBeyond a simple booking app, MOVE Southwark requires a full-featured mobile application that delivers:\n\u2022\tAll core website functionality (registration, bookings, payments, membership management).\n\u2022\tPush notifications \u0026 real-time updates, keeping users informed about bookings, class changes, and exclusive offers.\n\u2022\tPersonalised in-app journeys, providing tailored workout plans, health insights, and loyalty rewards.\n\u2022\tGamification \u0026 social challenges, encouraging members to achieve fitness goals and participate in community activities.\n\u2022\tLocation-based services, offering hyper-local event recommendations and outdoor activity tracking.\n\u2022\tDigital membership cards and QR code entry, streamlining venue access. \n\u2022\tEffortless check in for booked activities and classes encompassing location services on smart phones. \n\u2022\tBehavioural change questions, guidance and tracking inc gamification\n5. Website \u0026 App Management, Support \u0026 Ongoing Development\n\u2022\tRegular performance monitoring to ensure speed, uptime, and security compliance.\n\u2022\tOngoing feature enhancements based on user feedback and analytics.\n\u2022\t24/7 technical support \u0026 bug resolution, ensuring minimal disruption.\n\u2022\tContent management \u0026 SEO optimisation, driving increased visibility and organic traffic.\n\u2022\tQuarterly strategic reviews, refining user journeys and functionality based on real-time usage data.\nConclusion: A Seamless, Data-Driven Digital Ecosystem\n\u2022\tThis digital transformation will position MOVE Southwark as an innovative, community-driven leisure provider, ensuring that every customer, from first-time visitors to long-term members, has a seamless, engaging, and personalised digital experience.\n\u2022\tThe new website and app will not only facilitate bookings and memberships but also drive deeper community engagement, support cross-service collaboration, and enhance data-driven decision-making.",
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        "description": "Southwark Leisure acknowledges that CRM is not merely a tool for managing customer relationships but a crucial driver of community engagement, social impact, and public value. MOVE Southwark aims to utilise CRM not only to optimise membership management and marketing but also to measure and enhance community outcomes, ensuring that leisure services deliver tangible benefits to residents, particularly underrepresented and disadvantaged groups.\nCurrently underutilised, the CRM system must be transformed into a strategic asset that supports customer lifetime value, enables data-driven decision-making, and integrates with broader council services to improve health and wellbeing, social inclusion, and community cohesion.\nCRM Objectives: Driving Community Outcomes \u0026 Social Impact\n1.\tCustomer 360\n\u2022\tEstablish a centralised data hub where every customer interaction is recorded and updated in real time, allowing for personalised engagement and service optimisation.\n2.\tCampaigns \u0026 Journey Builder\n\u2022\tImplement a sophisticated automation system for targeted outreach, retention strategies, and behavioural nudges that encourage participation in physical activity and wellbeing programmes.\n3.\tInsights \u0026 Predictive Analytics\n\u2022\tDevelop advanced reporting tools that track not only membership trends and spending behaviour but also community impact metrics-including engagement from priority groups, public health indicators, and participation levels from low-income areas.\n4.\tSurveys \u0026 Feedback Management\n\u2022\tCapture customer and community feedback at scale, linking insights to service improvements while ensuring a continuous feedback loop for inclusive and responsive service delivery.\nFeedback Management System Objectives\n\u2022\tCentralise customer feedback and complaints to improve service delivery and satisfaction. Requirements:\n\u2022\tA unified dashboard for tracking and analysing feedback.\n\u2022\tIntegration with CRM for actionable insights that inform service improvements.\n5.\tMapping \u0026 Membership Insights\n\u2022\tAnalyse demographic and geographic data to understand who is engaging with services and, critically, who is not.\n\u2022\tIdentify disparities in leisure participation across the borough and neighbouring areas to inform targeted interventions for increasing access and reducing inequalities.\nIntegration with Other Council Services\nTo maximise social impact and improve service accessibility, the CRM must integrate with other Southwark Council departments to create a joined-up approach to public services, including:\n\u2022\tPublic Health: Aligning leisure programmes with council-led health and wellbeing initiatives, such as exercise on referral, obesity prevention, and mental health support.\n\u2022\tParks \u0026 Open Spaces: Enabling residents to seamlessly connect indoor and outdoor activity through linked memberships, event promotions, and activity tracking.\n\u2022\tLibraries \u0026 Youth Centres: Collaborating on community engagement campaigns, ensuring young people, families, and older residents can easily access leisure, cultural, and educational services in a unified experience.\n\u2022\tHousing \u0026 Social Care Services: Supporting vulnerable residents by offering targeted programmes and subsidised access to physical activity as part of a wider wellbeing strategy.\nCRM Marketing Functions\n1.\tSocial Media Management \u0026 Audience Engagement\n\u2022\tA centralised platform to track and manage social media interactions, including posts, mentions, tweets, and reviews across multiple channels, ensuring timely responses and brand consistency.\n\u2022\tAdvanced tools to engage existing members, recruit new customers, and create highly targeted campaigns across social media and digital platforms.\n\u2022\tDeveloping innovative content strategies to enhance brand presence and build an engaged digital community.\n2.\tCampaign \u0026 Journey Builder\n\u2022\tAutomating customer journeys based on behavioural triggers, such as onboarding sequences, renewal reminders, and re-engagement campaigns for lapsed members.\n\u2022\tImplementing personalised incentives, discount codes, and promotional offers to boost customer acquisition and retention.\n\u2022\tRunning data-driven campaigns across email, SMS, push notifications, and social media to maximise engagement and drive conversions.\n3.\tInsights \u0026 Reporting\n\u2022\tDelivering real-time analytics on campaign performance, audience engagement, and return on investment (ROI).\n\u2022\tCustomisable KPI Dashboards: Enabling MOVE Southwark to track key metrics, such as membership growth, engagement levels, and marketing effectiveness.\nReporting \u0026 Data Insights Objectives\n\u2022\tProvide real-time performance tracking through automated reporting tools.\n\u2022\tLeverage predictive analytics to inform future planning and strategy. Requirements:\n\u2022\tCustomisable KPI dashboards.\n\u2022\tIntegration with leading analytics platforms (e.g., Power BI).\nAccount Management \u0026 CRM Support\nSuppliers must provide strategic account management to ensure the CRM evolves as an intelligent, insights-driven platform that maximises community benefit. Requirements include:\n\u2022\tDatabase Health Check \u0026 Data Accuracy: Ensuring data integrity, segmentation accuracy, and GDPR compliance.\n\u2022\tAutomation Journey Strategy: Developing automated workflows for lead nurturing, retention, and re-engagement, particularly for community programmes.\n\u2022\tDynamic Content \u0026 Personalisation: Enhancing customer engagement with tailored messaging, localised offers, and AI-driven content recommendations.\n\u2022\tA/B Testing \u0026 Performance Optimisation: Running controlled tests to refine community engagement tactics, improve retention rates, and assess the effectiveness of interventions.\n\u2022\tSocial Data Maximisation \u0026 Third-Party Data Integration: Using external datasets to enrich customer insights and measure the broader social impact of leisure engagement.",
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        "title": "CRM Integration, Community Outcomes \u0026 Account Management",
        "value": {
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    "mainProcurementCategory": "services",
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    "submissionMethodDetails": "Applicants are invited to submit a tender via the Council\u0027s e-procurement system. All responses must be uploaded and made available to the Council via e-procurement portal www.londontenders.org\nIf you require further information, clarification, or have any queries about the procurement process please submit them via the e-procurement portal by no later than 10.00am 6th August 2025.\nYour completed tender and any supporting documentation must be submitted by no later than 11.00am on 19th August 2025.",
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    "title": "Digital Transformation and Marketing Services for Southwark Leisure (MOVE Southwark)",
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