Tender: Path Head Watermill – Digital Marketing

Path Head Watermill is seeking a company to develop digital marketing campaigns to generate higher in-person and online visitor numbers.

This opportunity is part of Gateshead Council’s Digital Transformation Fund. The deadline for submissions is close of business 27 May 2022.

Organisation Background

Path Head Watermill is at the very inception of its digital adoption journey. Having spent a good deal of 2020, and the entirety of 2021 developing their premises for visitor engagement, the trustees now feel to be in a position to adopt best digital practices to reinvigorate Path Head Watermill’s identity.

Project Background

Path Head Watermill is at an exciting turning point as various areas of the organisation have undergone or are being developed through extensive renovations, physically and digitally. To carry forward the momentum achieved in other areas, digital marketing would be the next logical step to ensure visitors old and new are keenly aware of the new developments that this heritage site has to offer. Objectives of a marketing campaign would seek to:

  • Increase traffic to the website (under development)
  • Increase footfall to the Path Head Watermill
  • Increase numbers of their social media follower-base
  • Promote the grounds and the success of the venue to future funders

Having been closed for winter and slowly re-opening over spring, Path Head Watermill would be particularly well-placed to emphasise its events during the summer months when it is most likely to capture the attention of its primary audiences: school trips, parents with children during school holidays, heritage site enthusiasts, retirees. Funding from National Lottery Awards for All has enabled Path Head Watermill to organise three free summer events for visitors in the coming months. Promoting these through digital marketing would be a momentous boost for local community interest and awareness.

Critically, Path Head Watermill wants to get the word out that it has undergone a lot of changes over the past year and a half, and that there is a lot to be excited for in the near future. It currently has a modest following on social media channels, namely Facebook, but with generally high proportions of engagement in relation to total following.

Evaluation Criteria

The proposal will be evaluated through the following criteria:

  • Ability to meet Key Requirements; (25%) – submissions will be scored against their ability to meet the requirements that have been set out in the specification. We expect a document no longer than three pages in length or a brief presentation as part of your submission.
  • Value for Money (including ongoing management fees); (25%) – submissions should include a cost for the development of the marketing materials and/or campaigns and any ongoing maintenance for a period of up to three months. This will be assessed against the quoted costs of other submissions.
  • Evidence of similar project experience from clients in the third sector; (25%) – submissions will be scored against their functionality, showcasing considerations towards the service-users (in most cases volunteers) and the product’s overall usability.
  • Timescales (Ability to stick to timescales as set out below); (25%)


Deadline for full proposals 27 May 2022
Pitch Day (if necessary) 3 June 2022
Decisions and contracting 6 June 2022
Web development begins 7 June 2022



There is a budget of up to £1,800 for this project to include the costs of a short-term marketing campaign. Companies who are shortlisted to pitch must give a breakdown of project costs, as this will form part of the evaluation criteria.

How to apply

Please prepare your proposal as a (maximum three-page) document or short presentation and send it to Nathan – nathan.rowland@sunderlandsoftwarecity.com – by 27 May. Afterwards, we will be in touch to arrange a suitable date for you to pitch your proposal, if necessary. This will give you an opportunity to talk about your proposed integration as well as provide time for any questions you may have. If you have any immediate questions regarding applications, feel free to email Nathan at the same address above.