Digital Marketing Agency Tender

Digital Marketing Agency Tender

The University of South Wales wishes to work in partnership with a digital marketing agency.

United Kingdom-Pontypridd: Marketing services

2019/S 104-252808

Contract notice

Services

Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

University of South Wales
Procurement Manager, University of South Wales, Finance Dept, Llantwit Road
Pontypridd
CF37 1DL
United Kingdom
Telephone: +44 1443482385
E-mail: sharon.jenkins@southwales.ac.uk
Fax: +44 1443482384
NUTS code: UKL
Internet address(es):Main address: www.southwales.ac.uk

Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0315

I.2)Information about joint procurement

The contract is awarded by a central purchasing body

I.3)Communication

The procurement documents are available for unrestricted and full direct access, free of charge, at: www.sell2wales.gov.wales
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via: www.sell2wales.gov.wales

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:

Integrated Marketing Campaigns — Digital

Reference number: Tender No 1609

II.1.2)Main CPV code

79342000

II.1.3)Type of contract

Services

II.1.4)Short description:

The University of South Wales (USW) wishes to work in partnership with a digital marketing agency to:

(i) develop a digital strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students;

(ii) in addition, to positively present the brand across all stakeholder groups i.e. prospective students/enquirers, current students, alumni, businesses, research community, etc.;

(iii) to work cooperatively with any other appointed non-digital agency supporting the USW across branding and campaign activity.

II.1.5)Estimated total value

Value excluding VAT: 1 500 000.00 GBP

II.1.6)Information about lots

This contract is divided into lots: no
II.2)Description
II.2.1)Title:

II.2.2)Additional CPV code(s)

79342000
79340000
79413000
79342100

II.2.3)Place of performance

NUTS code: UKL15

II.2.4)Description of the procurement:

The University of South Wales (USW) wishes to work in partnership with one digital marketing agency. Please note, branding and strategy activities has its own separate Tender [Integrated Brand Marketing — Campaigns] and any digital agency appointed will have to work in partnership to represent the brand as best as possible within a digital space. The appointed agency will have authority over representation of the brand in a digital space in conjunction with the marketing and student recruitment department at the University of South Wales.

Note: Web development will be handled internally, so this is not an opportunity for web build, but influence and assistance where necessary for CRO.

USW operates globally and the scope of work will include:

— to work as a strategy partner developing, implementing and evaluating market strategy to deliver on student recruitment KPIs,

— increase awareness and consideration of USW,

— drive enquiries and applications for USW courses,

— improve the quality of our student intake and increase applications,

— provide expert advice (based on data) to enhance activities i.e. drive enquirers and applicants through the conversion funnel,

— support with positively presenting the USW brand and values across all stakeholder groups i.e. alumni projects, international recruitment.

The contract will be managed by marketing and student recruitment to ensure quality control, brand compliance and monitoring against KPIs.

The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support campaign planning and monitoring.

Work will typically have two strands, ‘central’ and ‘faculty’ — the ‘central’ campaign work supports the ‘faculty’ activities, therefore marketing plans and activities should be integrated into one plan and both strands treated equally important by the agency.

All staff recruitment and media, and public relations activities are outside the scope of this tender.

Summary of requirements:

— support with the creation of marketing plans to deliver on set KPIs,

— digital marketing insight into the target audiences, digital media landscape, competitive environment including share of voice and competitor marketing spend,

— creative conceptualisation, development and implementation to create standout digital campaigns, which appeal to the target audiences while reflecting the University’s brand values — outputs to include website landing pages, PPC and SEO plans,

— a PPC strategy, tactical operational plans and implementation of activity that allows us to flex our spend and drive applications for the lowest cost per acquisition,

— plan, buy and implement digital advertising to deliver on our objectives and maximise return on investment,

— campaign optimisation, reporting and evaluation to ensure the University gains the highest return on investment.

II.2.5)Award criteria

Criteria below
Quality criterion – Name: Consultancy, advice and guidance / Weighting: 50
Quality criterion – Name: Insights / Weighting: 25
Quality criterion – Name: Creative / Weighting: 20
Quality criterion – Name: Account management and expertise / Weighting: 20
Quality criterion – Name: Ability to produce outputs in a range of formats / Weighting: 15
Quality criterion – Name: Experience and expertise of embedding with stakeholders / Weighting: 15
Quality criterion – Name: Evaluation and reporting / Weighting: 15
Quality criterion – Name: Understanding of HE / Weighting: 13
Quality criterion – Name: Case studies presented / Weighting: 10
Quality criterion – Name: Quality of the response to the tender / Weighting: 5
Quality criterion – Name: Amount of work will the agency outsource / Weighting: 5
Quality criterion – Name: Any additional factors raised by the agency to give USW a competitive advantage / Weighting: 2
Price – Weighting: 5

II.2.6)Estimated value

Value excluding VAT: 1 500 000.00 GBP

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

Duration in months: 36
This contract is subject to renewal: yes
Description of renewals:

Potential for a 12 month extension.

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

Envisaged minimum number: 5
Maximum number: 5

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

III.1.2)Economic and financial standing

List and brief description of selection criteria:

Completion of ESPD required.

III.1.3)Technical and professional ability

List and brief description of selection criteria:

Completion of ESPD required.

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:

NB: An initial 6-month performance review will be conducted, should the agency successfully pass this review they will be subject to annual performance reviews.

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: 01/07/2019
Local time: 12:00

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

Date: 08/07/2019

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

Duration in months: 3 (from the date stated for receipt of 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

Electronic ordering will be used
Electronic invoicing will be accepted
Electronic payment will be used

VI.3)Additional information:

Please note this is a 2 stage process and those who are successful from the first stage will be required in the second stage to complete a no fee pitch tender response.

Note: To register your interest in this notice and obtain any additional information please visit the Sell2Wales website at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=92576

The buyer has indicated that it will accept electronic responses to this notice via the Postbox facility. A user guide is available at https://www.sell2wales.gov.wales/sitehelp/help_guides.aspx

Suppliers are advised to allow adequate time for uploading documents and to dispatch the electronic response well in advance of the closing time to avoid any last minute problems.

Under the terms of this contract the successful supplier(s) will be required to deliver community benefits in support of the Authority’s economic and social objectives. Accordingly, contract performance conditions may relate in particular to social and environmental considerations. The community benefits included in this contract are:

As part of the tendering process the University will be looking at ways that even more value may be obtained and would like to seek community benefits from this tender. Examples of the kind of benefits/opportunities that we would like to see are, for example, e.g. lectures, guest speaker slots, scholarships or perhaps student placements or internships.

When submitting your tender you will need to submit a plan in a separate word/pdf document of how you would anticipate delivering any benefits through this contract. The community benefits will not be scored or evaluated but will be included as a condition of contract with the successful supplier.

(WA Ref:92576)

Download the ESPD document here: https://www.sell2wales.gov.wales/ESPD/ESPD_Download.aspx?id=92576

VI.4)Procedures for review

VI.4.1)Review body

University of South Wales
Procurement Manager, University of South Wales, Finance Dept, Llantwit Road
Pontypridd
CF37 1DL
United Kingdom
Telephone: +44 1443482385
Fax: +44 1443482384
VI.4.2)Body responsible for mediation procedures
VI.4.3)Review procedure
VI.4.4)Service from which information about the review procedure may be obtained

VI.5)Date of dispatch of this notice:

28/05/2019