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Arts & Business (A&B) Cymru, is a Welsh charity and membershiporganisation that was formed in 2011, following 23 years as part ofA&B UK.

Introduction & Context

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A unique and much-valued resource, its vision is to create a Wales where business andthe arts connect and thrive. The mission; to embed business into the arts andcreativity into business. The charity knows that when the two sectors work in truepartnership, the results benefit society in far-reaching and tangible ways.

A&B Cymru works solely for the benefit of Wales – its creative sector, its businesseconomy and communities across the country. Its small, skilled team delivers a rangeof tailored programmes and services to businesses of all sizes and sectors, as well asarts members, ranging from individual artists to national institutions.

A&B Cymru is a vital catalyst for business investment in the arts with proveneffectiveness and a reputation for making a direct contribution to the economy,employment, health & wellbeing, the environment, skills and training and communityregeneration.

A&B Cymru & The ArtsA&B Cymru’s work with the arts focuses on two main areas – developing income anddeveloping skills. This is delivered through a range of tailored programmes andservices. In light of the global pandemic, its contribution to the health andsustainability of the arts is also more important than ever before.

Each year, A&B Cymru brings over £1.5 million of private sector support directly to thearts in Wales. Its network and expertise places the team in an ideal position to achievethese results. Without the charity’s work, the private sector investment thatunderpins much of the arts activity in Wales would be lost.

A&B Cymru & BusinessA&B Cymru’s business members range from sole traders to multi-nationalcorporations.

The charity’s work with the sector is bespoke to each company, providing uniquesolutions to business challenges through the arts. The team facilitates tailoredpartnerships which use creative techniques to deliver measurable success.

Through its extensive network and proven expertise, A&B Cymru helps businesses toaddress core objectives, including creative marketing & messaging, meaningfulcommunity engagement and staff training, motivation and development in effectiveand tangible ways.

After 10 years, the A&B Cymru website is nolonger fit for purpose for the growing charity.Common complaints made by staff and externalusers include:

Information Overload - originally built in 2011, ourwebsite carries too much historical informationmaking understanding what we do difficult

Confusing - users of our site only use 3.5% of thecontent available. Users have expressed difficultyin understanding what A&B Cymru does.

Accessibility / Diversity - Built 10 years ago, thewebsite no longer conforms to accessibilityissues, including responsiveness and its visualcontent is no longer representative of the diversenature of the charity’s work.

Following 3 internal workshops, the team hasdeveloped this tender document to share withpotential web design partners to develop a newA&B Cymru website.

This document outlines the broad specification ofrequirements for the new website to bedeveloped. Interested web developmentcompanies are invited to present their proposalsfor creating a website solution. As anorganisation, A&B Cymru has an internalpreference for an open-source CMS (i.e.,WordPress).

It is anticipated that the information providedthroughout this document will be sufficient toenable prospective suppliers to understand thescope of the site and cost their services, but theteam wishes to work closely with the supplierduring the design and development of the site toensure that the charity’s aims and requirementsare met in the best way possible.

Website URL:www.aandbcymru.org.ukApprox. number of monthly visits/sessions:3,000Year it was built:2011Current CMS:Custom CMS, developed in-house by Spindogs(www.spindogs.co.uk)How we drive traffic to the website:Facebook Twitter Email NewslettersCorrespondence Events Print

Please see Appendix 1 for a lifetime analytics report ofvisitors figures for the current website.

Our CurrentWebsite

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Open-Source CMS – i.e., WordPress

Key Areas of Consideration

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Bilingual

Accessibility

Automation – Forms, registration etc.

Integration with CRM (HubSpot)

Lead generation – business focus

Hosting

Fundraising integration

Security – patching/GDPR

On-going support/Maintenance

OUR WEBVISION

To show the challenges that wecan help our members overcome

ARTS BUSINESS

Business membersas a promotionaltool

Value of Membership Value of Membership

Easily Understood

Engaging &Accessible

Remember to useour services, i.e.

PDP

Highlight all thegood work we do

(Impact)

What we can do forbusiness

Inspiring

Lead Generation

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Accessibility

The website must have a responsive design [mobile / tablet / desktop] and be AAcompliant

Understanding

What we do for business and the arts. Demonstrate clearly what challenges can beovercome and encourage greater business engagement

Functionality

Simplicity and automation will support internal capacity and increase user experience

SolutionsThe new website must clearly define what A&B Cymru does for the Arts and for

Business. As well as offering capacity saving options for the team, users will be ableto find quickly and easily what they need to know

Business Members &Sponsors (inc. staff)Arts Members (inc. staff)Potential MembersFunders (ACW, WelshGov, Trusts &Philanthropists

UsersOur new website must help our member's journey's two-fold, split between Arts &Business, but sharing much of the same journey perspectives.

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PoliticiansBoard MembersLocal AuthoritiesPotential StaffGraduatesUniversities

Primary Users Secondary Users

‘GENERAL PUBLIC’ IS A LOW PRIORITY

Get Involved 01Memberships/Sponsorship/Training/Programmes

Benefits of our Services 02Clearly defining the availabilityand benefits of services &programmes

Impact 03Demonstrating to funders andinterested parties the impact thatour services have on society

Pivitol Areas

The current website engages our arts members and the wider arts sector but failsto encourage businesses to participate in our work. We will be looking to the webdesign company’s approach to engaging this business element of our audience andways in which to generate lead potential and data capture.

In addition to this, we want to look at how we free up capacity byautomating a variety of areas i.e., membership/forms etc

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rKey inclusions within the new website:

Case Studies / Films / Audio files / Facts & Figures(infographics) / Dynamic Imagery / Calls to Action

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BilingualismA&B Cymru is a bilingual charity with a strong commitment to protecting and promoting theWelsh language. As such, the new website must be fully bilingual.

The text of every page of the new website should be viewable in Welsh and work in thesame way as the English pages. When a new page is published, or existing pages changed,these will be available in Welsh and English at the same time.

The interface and menus of every page of the website should also be available in Welsh.This will vary with third-party websites or content such as video, audio clips, documentdownloads.

Content Management

Make amendments to existing content, dependent upon their access privileges.

Add a variety of content, including text, pdfs, video material, photographs, surveysetc.

Arrange the content elements on a web page.

Add web pages based on templates and new templates as required.

Make amendments to navigational headings and/or banners that appear on thehomepage of the site.

The content management system should enable non-technical authoring and editing,such that authors and editors must not be required to use HTML (or other technicalknowledge) when creating content for the bulk of the content, we recognise that thisrequirement may exist for some advanced editing purposes.

It needs to be easy to create and maintain content.

Security levels and audit trails must be in place to protect the integrity of thecontent.

All pages must provide sufficient metadata to allow effective indexing andsearching.

The site should have an Open-Source Content Management System, which enablesauthorised site administrators to:

Social Media

Automation

Opportunities for site visitors to share the contentsof the page they are on to Facebook, Twitter,LinkedIn, Instagram or via email.

We would like to take guidance on how best tointegrate social media feeds within the website, ifat all necessary.

Arts Membership: Automated Sign-UpBusiness Membership: Lead Generation only – email sent to Business Manager andimmediate email response automatically generated to the enquiry Arts Jobs: External people can upload jobs to our website. This must be vetted andconfirmed by a member of the team before publishingEvents: Registration for A&B Cymru events, events calendarAll Programmes: Registration and follow-up (lead generation)Arts-Based Training: Lead generationTraining: Automated calendar of events and sign-up (invoicing only, potentially online)

As a small 6 FTE employee charity, automating some key processes is incredibly importantto us. Through the revised Information Architecture (IA) we hope that key areas of thewebsite can automate certain functions to reduce our current capacity issues increasingtime-saving, enhanced workflow efficiencies and consistency in operations.

These include:

IntegrationA&B Cymru uses HubSpot as its primary CRM system. The new website’s automatedprocesses must integrate and sync with this system. HubSpot provides various plug-inoptions for open-source CMS systems.

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Any data capture mechanisms should consider the UK General DataProtection Regulations

https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/

AccessibilityThe website should be developed with the current UK Government Public sector websiteaccessibility guidelines in mind and ensuring AA compliance.

https://www.gov.uk/guidance/accessibility-requirements-for-public-sector-websites-and-apps

GDPR

A&B Cymru uses CAF Donate as its online fundraising portal. This is simply a link but wewould like to gain your insights as to how best to utilise this fundraising tool as a call toaction throughout the new website.

HostingThe tenderer should elaborate in its proposal on how requirements for the web hosting willbe implemented. Consideration also needs to be given to any ongoing support required formaintenance and ongoing security patching of the website.

SEO ConsiderationsIndexing KeywordsMeta Data

SEO needs to be considered as an integral part of the web design project, specifically:

If integrating an open-source CMS, plug-ins such as Yoast may be considered.

Fundraising

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Revised IA

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Due to the dated nature of our website, the team spent some considerable time reviewingand redesigning the Information Architecture for the new website. Our draft plans can beseen within the IA Structure visual below.

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There has been a consensus throughout the workshops for a preference for our sisterorganisation, A&B Northern Ireland’s website: www.artsandbusinessni.org.uk

The following chart categorises the likes and dislikes highlighted by the participants of theworkshops:

Websites we Like

LIKES DISLIKESOpening Image/Vision ‘Strapline’Vibrant/Clear/DefinitiveClearly defined Vision & MissionClear guidance for usersAbout Us – easy to use/clear/personalapproachBrand alignment (i.e. consistent brandfonts)Introductory videosQuotes throughoutUse of social linksNot too many tabsNice contact formUse of imagery to supportprogrammes/contentWarm language/conversationalCalls to actionClear footer menuGood Board & Staff ProfilesFully responsive

Unclear/Inconsistent on membershipSome text-heavy areas and videosunclearSome areas appear to be weblinkswhen they are not (e.g. homepagemission buttons)News, not current? (i.e., no mention ofcovid)Poor links to trainingSearch facility not functional – can’tsearch all past and present events Headers: text sometimes difficult toreadNo mention of funders (or unclear)Use of tile links (i.e., social media)Difficult to find events (unclear)Lack of dynamic videos The prominence of Awards notevident?Images: some good/ most poor inreflection of the content No job opportunities

An additional website, completely unaffiliated with our primary area of support, was alsochosen for review. The National Trust website was chosen for this purpose;www.nationaltrust.org.uk

LIKES DISLIKESClean and crispEngaging and entertainingGood imageryAccessible and readableDynamic imagesUse of imagery to support calls to actionA core focus on membershipFeels energeticClear navigationEase of joiningShareable links from pagesOn brandDONATE NOW!!Ease of signup from anywhere on thesiteEfficiency – 3 clicks to where you wantto go

No drop-down menusUse of vocabulary in images Poor Welsh provision (notrepresentative)Can easily get lost down the rabbitholePortraits a very white middle-classuser

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Companies are invited to complete and submit their tender response/proposalelectronically by the response deadline of Noon on 13 October 2021.

Tenders should be emailed to: rachel.jones@aandbcymru.org.uk

As a small independent charity, A&B Cymru will be required to fundraise for the full sum ofthe accepted tender proposal. As such a maximum of £20,000 is set for the developmentof the website, though we would hope that the final fee would be significantly below this.

Partnership Proposal

As a small, Welsh charity and membership organisation, A&B Cymru wishes to develop amutually beneficial partnership with a creative agency and is therefore keen that thesuccessful applicant becomes an in-kind Business Member. In return for a substantialdiscount on the creation, maintenance and hosting of the website, an extensive package ofbespoke benefits could be provided. The precise nature of this partnership depends on theagency’s business objectives and would be agreed upon in due course.

Return of Tender

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Appendix 1ANALYTICS REPORTS

1. Lifetime Visitors

2. 2021 Vistors Report

Appendix 2GRAPHIC DESIGN: LOOK AND FEEL

The feelings or attributes that we would like to convey through the website include:

Each page on the site should feature theA&B Cymru logo. The logos of the projectpartners and funders also need to beincluded. A common navigation bar shouldalso be included on all pages.

In general, the design and aesthetic of thesite should result in a clean and easy to useplatform. There should be continuity andconsistency throughout the site in fonts,font sizes, icons and use of colour: SeeBrand guidelines.

Careful consideration should be given tohow different groups might access specificsections of the website.

Focus must be given to adopting dynamicimages and video to engage visitors andexpend dwell time.

Use of imagery and videos will also enableus to demonstrate the diversity of thepeople and organisations we work with.

Dynamic Imagery & Video