Brand Development Tender

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

Anglia Ruskin University Higher Education Corporation
Bishop Hall Lane
Chelmsford
CM1 1SQ
United Kingdom
E-mail: procurement@anglia.ac.uk
NUTS code: UKH3

Internet address(es):Main address: www.anglia.ac.uk

Address of the buyer profile: https://in-tendhost.co.uk/angliaruskinuniversity

I.2)Information about joint procurement

I.3)Communication

The procurement documents are available for unrestricted and full direct access, free of charge, at: https://in-tendhost.co.uk/angliaruskinuniversity

Additional information can be obtained from the abovementioned address

Tenders or requests to participate must be submitted electronically via: https://in-tendhost.co.uk/angliaruskinuniversity

Tenders or requests to participate must be submitted to the abovementioned address

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity

Education

Section II: Object

II.1)Scope of the procurement

II.1.1)Title:

Brand Distinctiveness Research and Strategy Brand Development Project

Reference number: T17/25

II.1.2)Main CPV code

79342000

II.1.3)Type of contract

Services

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.1.5)Estimated total value

II.1.6)Information about lots

This contract is divided into lots: yes

Tenders may be submitted for all lots

Maximum number of lots that may be awarded to one tenderer: 2

II.2)Description

II.2.1)Title:

T17/25a Brand Research

Lot No: 1

II.2.2)Additional CPV code(s)

79310000

79312000

II.2.3)Place of performance

NUTS code: UKH3

Main site or 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

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6)Estimated value

Value excluding VAT: 100 000.00 GBP

II.2.7)Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 12

This contract is subject to renewal: no

II.2.9)Information about the limits on the number of candidates to be invited

Envisaged minimum number: 5

Maximum number: 6

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: no

II.2.12)Information about electronic catalogues

II.2.13)Information about European Union funds

The procurement is related to a project and/or programme financed by European Union funds: no

II.2.14)Additional information

II.2)Description

II.2.1)Title:

T17/25b Strategic Brand Development

Lot No: 2

II.2.2)Additional CPV code(s)

79342000

II.2.3)Place of performance

NUTS code: UKH3

Main site or 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

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6)Estimated value

Value excluding VAT: 200 000.00 GBP

II.2.7)Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 12

This contract is subject to renewal: no

II.2.9)Information about the limits on the number of candidates to be invited

Envisaged minimum number: 5

Maximum number: 6

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: no

II.2.12)Information about electronic catalogues

II.2.13)Information about European Union funds

The procurement is related to a project and/or programme financed by European Union funds: no

II.2.14)Additional information

Section III: Legal, economic, financial and technical information

III.1)Conditions for participation

III.1.1)Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers

List and brief description of conditions:

As detailed in the Selection Questionnaire document.

III.1.2)Economic and financial standing

Selection criteria as stated in the procurement documents

III.1.3)Technical and professional ability

Selection criteria as stated in the procurement documents

III.1.5)Information about reserved contracts

III.2)Conditions related to the contract

III.2.1)Information about a particular profession

III.2.2)Contract performance conditions:

III.2.3)Information about staff responsible for the performance of the contract

Section IV: Procedure

IV.1)Description

IV.1.1)Type of procedure

Restricted procedure

IV.1.3)Information about a framework agreement or a dynamic purchasing system

IV.1.4)Information about reduction of the number of solutions or tenders during negotiation or dialogue

IV.1.6)Information about electronic auction

IV.1.8)Information about the Government Procurement Agreement (GPA)

The procurement is covered by the Government Procurement Agreement: yes

IV.2)Administrative information

IV.2.1)Previous publication concerning this procedure

IV.2.2)Time limit for receipt of tenders or requests to participate

Date: 11/05/2018

Local time: 12:00

IV.2.3)Estimated date of dispatch of invitations to tender or to participate to selected candidates

IV.2.4)Languages in which tenders or requests to participate may be submitted:

English

IV.2.6)Minimum time frame during which the tenderer must maintain the tender

IV.2.7)Conditions for opening of tenders

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: no

VI.2)Information about electronic workflows

VI.3)Additional information:

VI.4)Procedures for review

VI.4.1)Review body

Anglia Ruskin University Higher Education Corporation
Bishop Hall Lane
Chelmsford
CM1 1SQ
United Kingdom

VI.4.2)Body responsible for mediation procedures

VI.4.3)Review procedure

Precise information on deadline(s) for review procedures:

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.4.4)Service from which information about the review procedure may be obtained

VI.5)Date of dispatch of this notice:

09/04/2018