Brand Development Tender – Chelmsford
Anglia Ruskin University is looking for an agency to embark on a project to understand our “distinctiveness” within the International marketplace.
United Kingdom-Chelmsford: Marketing services
2018/S 070-155165
Contract notice
Services
Directive 2014/24/EU
Section I: Contracting authority
I.1)Name and addresses
Bishop Hall Lane
Chelmsford
CM1 1SQ
United Kingdom
E-mail: procurement@anglia.ac.uk
NUTS code: UKH3
Address of the buyer profile: https://in-tendhost.co.uk/angliaruskinuniversity
I.3)Communication
I.4)Type of the contracting authority
I.5)Main activity
Section II: Object
II.1.1)Title:
Brand Distinctiveness Research and Strategy Brand Development Project
II.1.2)Main CPV code
II.1.3)Type of contract
II.1.4)Short description:
Anglia Ruskin University is an innovative global university with students from 185 countries coming to study with us.Anglia Ruskin University is looking for an agency to embark on a project to understand our “distinctiveness” within the International marketplace. The contract will involve Market Research as well as developing a Brand Strategy.
II.1.6)Information about lots
II.2.1)Title:
T17/25a Brand Research
II.2.2)Additional CPV code(s)
II.2.3)Place of performance
Anglia Ruskin University, Bishop Hall Lane, Chelmsford CM1 1SQ.
II.2.4)Description of the procurement:
Anglia Ruskin University is an innovative global university with students from 185 countries coming to study with us.
Anglia Ruskin University’s (ARU) Brand research project is required to identify and understand ARU’s ‘distinctiveness’ within the marketplace. Differentiation and brand awareness are key to us to successfully undertake our core business of teaching, learning and research. The value proposition of ARU is essential to competitively acquire students, recruit high achieving staff, draw on research partnerships and funding and engage with strategic brand partners.
We need to define the ARU brand within a global context, with a sense of identity and distinctiveness, in order to communicate a clear focus going forward. We need to understand who ARU is by examining the key drivers and motivations of our customers. Do we have clear points of difference for ARU within the local and international market? What is the awareness of ARU in the global market place, and the perceptions of our role and reputation amongst our customers and stakeholders? What are our market barriers and opportunities? How is our brand currently defined by those experiencing it? We need a thorough understanding of our brand, in order to create and inform proactive customer experiences throughout the ARU journey, and to ultimately inform the ARU story.
ARU has recently undertaken work on brand research, primarily focused on the UK market. It is recognised that this research needs to be extended to an international audience, as well as extending the work already done across the ARU community.
II.2.5)Award criteria
II.2.6)Estimated value
II.2.7)Duration of the contract, framework agreement or dynamic purchasing system
II.2.9)Information about the limits on the number of candidates to be invited
II.2.10)Information about variants
II.2.11)Information about options
II.2.13)Information about European Union funds
II.2.1)Title:
T17/25b Strategic Brand Development
II.2.2)Additional CPV code(s)
II.2.3)Place of performance
Anglia Ruskin University, Bishop Hall Lane, Chelmsford CM1 1SQ.
II.2.4)Description of the procurement:
Anglia Ruskin is an innovative global university with students from 185 countries coming to study with us.
Building brand equity through distinctiveness and awareness is key to us to successfully undertaking our core business of teaching, learning and research in a highly competitive market place. The value proposition of ARU is essential to acquire and retain students, recruit high achieving staff, engage alumni, draw on research and partnerships and funding, and engage with strategic brand partners and our local community.
The new brand strategy will be embedded in the research currently being undertaken. It is acknowledged that additional market research and / or testing may be required to inform the strategy development.
Both the strategic plan and implementation framework will inspire and engage all stakeholders in ARU. The strategic brand development will identify the proof points and enablers for ARU to realise its brand values and promise to all stakeholders. This could be, but not restricted to product portfolio, customer journeys, accessibility, student and customer service activity, alumni, networking and research.
II.2.5)Award criteria
II.2.6)Estimated value
II.2.7)Duration of the contract, framework agreement or dynamic purchasing system
II.2.9)Information about the limits on the number of candidates to be invited
II.2.10)Information about variants
II.2.11)Information about options
II.2.13)Information about European Union funds
Section III: Legal, economic, financial and technical information
III.1.1)Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers
As detailed in the Selection Questionnaire document.
III.1.2)Economic and financial standing
III.1.3)Technical and professional ability
Section IV: Procedure
IV.1.1)Type of procedure
IV.1.8)Information about the Government Procurement Agreement (GPA)
IV.2.2)Time limit for receipt of tenders or requests to participate
IV.2.4)Languages in which tenders or requests to participate may be submitted:
Section VI: Complementary information
VI.1)Information about recurrence
VI.4.1)Review body
Bishop Hall Lane
Chelmsford
CM1 1SQ
United Kingdom
VI.4.3)Review procedure
Anglia Ruskin University will incorporate a standstill period at the point information on the award of the contact is communicated to tenderers. That notification will provide full information on the award decision. The standstill period, which will be for a minimum of 10 calendar days, provides time for unsuccessful tenderers to challenge the award decision before the contract is entered into.
The Public Contracts Regulations 2015 (SI 2015 nº 102) provide for aggrieved parties who have been harmed or are at risk of harm by a breach of the rules to take action in the High Court (England, Wales and Northern Ireland) within 30 days of knowledge or constructive knowledge of breach.
VI.5)Date of dispatch of this notice: