Marketing Services – Full Service Agency Provision

Marketing Services – Full Service Agency Provision

The University is seeking to appoint up to four full-service agencies with the in-house capability spanning strategic planning, branding, creative design, advert, brochure and literature production.

United Kingdom-Pontypridd: Advertising services

2015/S 147-271515

Contract notice

Services

Directive 2004/18/EC

Section I: Contracting authority

I.1)Name, addresses and contact point(s)

University of South Wales
Procurement, Finance Dept, Llantwit Road
For the attention of: Sharon K. Jenkins / Tina J. Struebig
CF37 1DL Pontypridd
UNITED KINGDOM
Telephone: +44 1443482385
E-mail: procurement@southwales.ac.uk
Fax: +44 1443482384

Internet address(es):

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

Electronic access to information: www.sell2wales.gov.uk

Further information can be obtained from: The above mentioned contact point(s)

Specifications and additional documents (including documents for competitive dialogue and a dynamic purchasing system) can be obtained from: The above mentioned contact point(s)

Tenders or requests to participate must be sent to: The above mentioned contact point(s)

I.2)Type of the contracting authority

Body governed by public law

I.3)Main activity

Education

I.4)Contract award on behalf of other contracting authorities

The contracting authority is purchasing on behalf of other contracting authorities: no

Section II: Object of the contract

II.1)Description

II.1.1)Title attributed to the contract by the contracting authority:

Marketing Services – Full Service Agency Provision.

II.1.2)Type of contract and location of works, place of delivery or of performance

Services
Service category No 13: Advertising services
Main site or location of works, place of delivery or of performance: University of South Wales.

NUTS code UK

II.1.3)Information about a public contract, a framework agreement or a dynamic purchasing system (DPS)

The notice involves the establishment of a framework agreement

II.1.4)Information on framework agreement

Framework agreement with several operators
maximum number of participants to the framework agreement envisaged: 4

Duration of the framework agreement

Duration in years: 4

Estimated total value of purchases for the entire duration of the framework agreement

Estimated value excluding VAT:
Range: between 1 900 000 and 2 500 000 GBP

II.1.5)Short description of the contract or purchase(s)

The University of South Wales is a modern UK university based in Wales with campuses located in Pontypridd, Newport and Cardiff. It attracts over 30 000 students from 120 countries across the World. The University is seeking to appoint up to four full-service agencies with the in-house capability spanning strategic planning, branding, creative design, advert, brochure and literature production (including bi-lingual material, direct mail and prospectuses), print procurement and management, website design, social media creative and integrated media i.e. video and mobile apps, and media buying.

Note: To register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site athttp://www.sell2wales.gov.uk/Search/Search_Switch.aspx?ID=31469

II.1.6)Common procurement vocabulary (CPV)

79341000, 79341400, 79341200, 79342000

II.1.7)Information about Government Procurement Agreement (GPA)

The contract is covered by the Government Procurement Agreement (GPA): yes

II.1.8)Lots

This contract is divided into lots: no

II.1.9)Information about variants

Variants will be accepted: no
II.2)Quantity or scope of the contract

II.2.1)Total quantity or scope:

The University of South Wales is a modern UK university based in Wales with campuses located in Pontypridd, Newport and Cardiff. It attracts over 30 000 students from 120 countries across the World. In the most recent Research Assessment Exercise, half our research was rated world-leading or internationally excellent. An impressive 94 % of University of South Wales graduates are in employment or further study within 6 months after graduation.
The University of South Wales is unique in combining the broadest range of provision with the widest access to education. It offers a full range of qualifications from PhD study to foundation degrees and short Level 4 courses, as part of its commitment to widening access. The breadth of subjects includes the full range of STEM subjects, from aircraft engineering and mathematics to computing and surveying. The University is also an experienced provider of teacher training.
The University of South Wales is recognised as a powerhouse in applied research that is used to shape key decisions. As a public policy think-tank, the University offers independent advice to government, industry and employers across the UK on health, education, economic growth, social policy, and governance. This enables us to provide a platform for ideas and debate with bodies such as the CBI, the Joseph Rowntree Foundation, and NESTA.

The University has invested 160 000 000 GBP over the past 7 years including a brand-new Students’ Union at Treforest, the Sport Park and on-campus accommodation. Currently, the University is further expanding the ATRiuM building in Cardiff city centre, a 14 700 000 GBP investment offering students more work and performance spaces. More information about the University is available at: www.southwales.ac.uk

UHOVI is the University’s highly successful widening access project offering full and part-time courses across Blaenau Gwent, Caerphilly, Merthyr Tydfil, Rhondda Cynon Taff and Torfaen. UHOVI currently operates under its own brand, and will use this roster for marketing services.
The University and UHOVI are both part of the University of South Wales Group. The Group also includes the Royal Welsh College of Music and Drama, and The College Merthyr Tydfil. From time to time these partner institutions may draw on the services provided under this tender but the University of South Wales is the lead client.
The University is seeking to appoint suitably qualified agencies with the requisite skills to its roster for the provision of marketing services. Those agencies appointed will work with the University’s Marketing Department to help it promote courses and services to prospective students (located in the UK, EU and globally) and other stakeholder groups while raising public awareness of the University generally.
Estimated spend on design, print and media is 640 000 GBP per annum (excluding in-house expenditure on Google adwords and social media advertising).
Contract is for 3 years with option for further 1 year extension.
Estimated value excluding VAT:
Range: between 1 900 000 and 2 500 000 GBP

II.2.2)Information about options

Options: no

II.2.3)Information about renewals

This contract is subject to renewal: no
II.3)Duration of the contract or time limit for completion

Section III: Legal, economic, financial and technical information

III.1)Conditions relating to the contract
III.1.1)Deposits and guarantees required:
III.1.2)Main financing conditions and payment arrangements and/or reference to the relevant provisions governing them:
III.1.3)Legal form to be taken by the group of economic operators to whom the contract is to be awarded:

III.1.4)Other particular conditions

The performance of the contract is subject to particular conditions: no
III.2)Conditions for participation

III.2.1)Personal situation of economic operators, including requirements relating to enrolment on professional or trade registers

Information and formalities necessary for evaluating if the requirements are met: (1) All candidates will be required to produce a certificate or declaration demonstrating that they are not bankrupt or the subject of an administration order, are not being wound-up, have not granted a trust deed, are not the subject of a petition presented for sequestration of their estate, have not had a receiver, manager or administrator appointed and are not otherwise apparently insolvent.
(2) All candidates will be required to produce a certificate or declaration demonstrating that the candidate, their directors, or any other person who has powers of representation, decision or control of the candidate has not been convicted of conspiracy, corruption, bribery, or money laundering. Failure to provide such a declaration will result in the candidate being declared ineligible and they will not be selected to participate in this procurement process.
(3) All candidates will be required to produce a certificate or declaration demonstrating that they have not been convicted of a criminal offence relating to the conduct of their business or profession.
(4) All candidates will be required to produce a certificate or declaration demonstrating that they have not committed an act of grave misconduct in the course of their business or profession.
(5) All candidates must comply with the requirements of the State in which they are established, regarding registration on the professional or trade register.
(6) Any candidate found to be guilty of serious misrepresentation in providing any information required, may be declared ineligible and not selected to continue with this procurement process.
(7) All candidates will have to demonstrate that they are licensed, or a member of the relevant organisation, in the State where they are established, when the law of that State prohibits the provision of the services, described in this notice, by a person who is not so licensed or who is not a member of the relevant organisation.
(8) All candidates will be required to produce a certificate or declaration demonstrating that they have fulfilled obligations relating to the payment of social security contributions under the law of any part of the United Kingdom or of the relevant State in which the candidate is established
(9) All candidates will be required to produce a certificate or declaration demonstrating that they have fulfilled obligations relating to the payment of taxes under the law of any part of the United Kingdom or of the relevant State in which the economic operator is established.

III.2.2)Economic and financial ability

Information and formalities necessary for evaluating if the requirements are met: (1) All candidates will be required to provide a reference from their bank.
(2) All candidates will be required to provide evidence of relevant professional risk indemnity insurance.
(3) All candidates will be required to provide a statement, covering the 3 previous financial years including the overall turnover of the candidate and the turnover in respect of the activities which are of a similar type to the subject matter of this notice.
(4) All candidates will be required to provide statements of accounts or extracts from those accounts relating to their business.

III.2.3)Technical capacity

Information and formalities necessary for evaluating if the requirements are met:
(1) A statement of the candidate’s average annual number of staff and managerial staff over the previous 3 years
(2) Details of the educational and professional qualifications of their managerial staff; and those of the person(s) who would be responsible for providing the services or carrying out the work or works under the contract;
(3) All candidates will be required to provide certification from an independent body attesting conformity to environmental management standards in accordance with the Community Eco-Management and Audit Scheme (EMAS); or the European standard BS EN ISO 14001.
(4) All candidates will be required to provide certification drawn up by an independent body attesting the compliance of the economic operator with quality assurance standards based on the relevant European standards.
(5) Certificates drawn up by official quality control institutes or agencies of recognised competence attesting the conformity of products clearly identified by references to specifications or standards.
(6) Samples, descriptions and/or photographs, the authenticity of which must be certified if the contracting authority so requests.
(7) A statement of the principal goods sold or services provided by the supplier or the services provider in the past 3 years, detailing the dates on which the goods were sold or the services provided; the consideration received; the identity of the person to whom the goods were sold or the services were provided
(8) A check may be carried out by the contracting authority or by a competent official body of the State in which the candidate is established, to verify the technical capacity of the candidate; and if relevant, on the candidates study and research facilities and quality control measures;
(9) An indication of the proportion of the contract which the services provider intends possibly to subcontract.
(10) A statement of the technicians or technical services available to the candidate to carry out the work under the contract; or be involved in the production of goods or the provision of services under the contract; particularly those responsible for quality control, whether or not they are independent of the candidate.
(11) A list of works carried out over the past 5 years, detailing the value of the consideration received; when and where the work or works were carried out; and whether they were carried out according to the rules of the trade or profession and properly completed.
III.2.4)Information about reserved contracts
III.3)Conditions specific to services contracts
III.3.1)Information about a particular profession
III.3.2)Staff responsible for the execution of the service

Section IV: Procedure

IV.1)Type of procedure

IV.1.1)Type of procedure

Restricted

IV.1.2)Limitations on the number of operators who will be invited to tender or to participate

Envisaged minimum number 5: and maximum number 10
Objective criteria for choosing the limited number of candidates: Exclusions:
— Any supplier who has previously worked for the University where their performance is deemed to have fallen below the required standard will be excluded.
— If accepted on the roster, suppliers will not be permitted to work for another South Wales university during the period of the contract without first gaining express permission (in writing) from the University of South Wales or alternatively withdrawing from the roster before undertaking such work.
IV.1.3)Reduction of the number of operators during the negotiation or dialogue
IV.2)Award criteria

IV.2.1)Award criteria

The most economically advantageous tender in terms of the criteria stated below

1. Strategic market planning and brand building expertise. An understanding of Higher Education recruitment practices and communication channels for undergraduate, postgraduate and professional study applicants located in the UK, EU and internationally. Weighting 20

2. Creative and original design capabilities across a range of outputs (i.e., prospectuses, annual reports, exhibition stands, digital web banners, e-communications etc.) appropriate for the undergraduate, postgraduate and professional study student markets, and other stakeholder audiences and additionally to be demonstrated through a no fee pitch brief exercise. The ability to design and produce copy for some outputs in Welsh only or bi-lingual in order to meet the University’s obligations under the Welsh Language Scheme.. Weighting 20

3. No fee pitch brief response. Weighting 20

4. Transparent pricing for services. Provision of hourly rates for the following: Account management — project and implementation management, Design and artworking for print media and digital media, Copywriting, Website interactive design and build, Social media consultancy and implementation, Strategy consultancy, i.e. brand, marketing, campaigns (daily rate), Photography and art direction (daily rate). Additionally, advising of how you would split agency rebate on media buying arrangements. Weighting 15

5. Expertise in producing e-communications including dynamic content which are responsive. Knowledge of the latest trends in social media, experience of content marketing, producing viral social media creative, video and mobile app development, with practical and relevant experience of youth marketing and / or Higher Education student recruitment. Weighting 15

6. Relationship with media owners, fee discount / commission arrangements, extensive campaign media planning and fulfilment, accurate metrics and research to support media recommendation. Local, national and global media buying experience. Weighting 15

7. Account management services to be based within 75 miles of the University’s head office located on the Pontypridd Campus (postcode CF37 1DL). Quality and experience of staff dedicated to servicing Account (if consultants or freelance staff are to form part of the tender pitch, they should be clearly identified as such in the documentation). ISO accreditations and arrangements for quality control including accuracy guarantees offered. Evaluation and review mechanisms and, cost control systems in place. Weighting 15

8. Quality of response to the tender and provision of subsequent documentation (if requested). Weighting 5

IV.2.2)Information about electronic auction

An electronic auction will be used: no
IV.3)Administrative information

IV.3.1)File reference number attributed by the contracting authority:

Tender 1426
IV.3.2)Previous publication(s) concerning the same contract
IV.3.3)Conditions for obtaining specifications and additional documents or descriptive document

IV.3.4)Time limit for receipt of tenders or requests to participate

28.8.2015 – 12:00

IV.3.5)Date of dispatch of invitations to tender or to participate to selected candidates

7.9.2015

IV.3.6)Language(s) in which tenders or requests to participate may be drawn up

English.
IV.3.7)Minimum time frame during which the tenderer must maintain the tender
IV.3.8)Conditions for opening of tenders

Section VI: Complementary information

VI.1)Information about recurrence
VI.2)Information about European Union funds

VI.3)Additional information

Responding to this Notice:
Initial expressions of interest are invited from suitably qualified providers. We require you to confirm where your office is located as we require account management services to be based within 75 miles of the University’s head office located on the Pontypridd Campus (postcode CF37 1DL),and, in no more than 500 words, explain why your Agency is best suited to supply these services. Additionally, please supply information regarding the Section III.2 — Conditions for Participation. Please send this information in hard copy to the address on this notice in Section I.1.
Short-listed applicants will be invited to tender and at that point will be asked to provide additional information and / or attend the University in response to a specific brief.
Important Note:
Being placed on the roster is not a guarantee that work will be placed with the supplier — only that they will be able to pitch for work against other approved suppliers on the roster.
(WA Ref:31469)
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.
If selected to tender you will need to submit a plan in a separate sealed envelope 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.
VI.4)Procedures for appeal

VI.4.1)Body responsible for appeal procedures

University of South Wales
Finance Dept, Llantwit Road, Treforest
CF37 1DL Pontypridd
UNITED KINGDOM
E-mail: procurement@southwales.ac.uk
Telephone: +44 1443482385

VI.4.2)Lodging of appeals
VI.4.3)Service from which information about the lodging of appeals may be obtained

VI.5)Date of dispatch of this notice:

29.7.2015

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