Student Recruitment Campaign and Advertising Tender

Student Recruitment Campaign and Advertising Tender

Anglia Ruskin University is looking to appoint 1 or 2 agencies to deliver marketing and advertising services for an initial 12 months.

United Kingdom-Chelmsford: Advertising and marketing services

2016/S 008-010036

Contract notice

Services

Directive 2004/18/EC

Section I: Contracting authority

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

Anglia Ruskin University
Bishop Hall Lane
Contact point(s): Procurement, https://in-tendhost.co.uk/angliaruskinuniversity
CM1 1SQ Chelmsford
UNITED KINGDOM
E-mail: procurement @anglia.ac.uk

Internet address(es):

General address of the contracting authority: www.anglia.ac.uk

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

Electronic access to information: https://in-tendhost.co.uk/angliaruskinuniversity

Electronic submission of tenders and requests to participate: https://in-tendhost.co.uk/angliaruskinuniversity

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:

Student Recruitment — Campaign and Advertising Services.

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

Services
Service category No 11: Management consulting services [6] and related services

NUTS code UKH1

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

The notice involves a public contract
II.1.4)Information on framework agreement

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

Anglia Ruskin University is looking to appoint 1 or 2 agencies to deliver marketing and advertising services for an initial 12 months with the option to extend for a further 12 months, with a key focus on delivering its Clearing Campaign to attract students for September 2016 enrolment. This contract has been split into 2 lots:
Lot 1: Campaign Development above the line and outdoor media;
Lot 2: Digital Marketing and advertising, including social media, SEM and Programmatic.
Agencies are invited to bid for 1 or both lots. If 2 agencies are appointed the agency delivering Lot 1: Campaign Development above the line and outdoor media, will be deemed to be the lead agency and will need to work closely with/manage the digital provider.

II.1.6)Common procurement vocabulary (CPV)

79340000, 79341000, 79341200

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: yes
Tenders may be submitted for one or more lots

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:

Anglia Ruskin University (ARU) is looking to appoint an agency to deliver marketing and advertising services for an initial 12 months with the option to extend for a further 12 months, with a focus on delivering its Clearing, January entry and other specialist campaigns that generate undergraduate and postgraduate students. The key campaign is Clearing which generates approximately 1 3rd of ARUs full time undergraduate intake. This contract has been split into 2 lots.

Lot 1: Campaign Development above the line and outdoor media — focuses on campaign creation and the delivery of the campaign through various channels including above the line — outdoor media and traditional media including press and broadcast.
Lot 2: Digital Marketing and advertising, including social media, SEM and Programmatic — focuses on the delivery of the campaign through digital channels.
Estimated value excluding VAT: 980 000 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

Duration in months: 12 (from the award of the contract)

Information about lots

Lot No: 1 Lot title: Campaign Development above the line and outdoor media

1)Short description

The agency will firstly develop the creative campaign and secondly ensure its successful delivery which may/may not include managing a digital agency.

2)Common procurement vocabulary (CPV)

79341200

3)Quantity or scope

The agency will firstly develop the creative campaign and secondly ensure its successful delivery which may/may not include managing a digital agency.
The agency will need to develop content and messaging for the various streams, this includes but is not limited to:
— Print advertising;
— Outdoor media including bus, train, poster sites;
— Social media content — adverts and video;
— Broadcast and radio adverts.
The agency will ensure that all collateral including all artwork, digital adverts, messaging, etc. is delivered to required specifications and formats on time and to budget. Ensuring consistency of brand and messaging.
The contract will be for an initial 12 months with the option to extend for a further 12 months.
Estimated value excluding VAT: 580 000 GBP
4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots

Lot No: 2 Lot title: Digital Marketing and Advertising, including social media, SEM and Programmatic

1)Short description

The agency will be expected to design, deliver, monitor and evaluate digital campaigns across a range of channels, to include but not limited to SEM, social media and programmatic.

2)Common procurement vocabulary (CPV)

79341000

3)Quantity or scope

The agency will be expected to design, deliver, monitor and evaluate digital campaigns across a range of channels, to include but not limited to SEM, social media and programmatic.
Messaging will need to be in-line with the creative content designed within Lot 1: Campaign Development above the line and outdoor media. Our expectation is that these campaigns will drive quality website traffic and, in the case of social media, also deliver engagement.
It is anticipated that the social media campaign will utilise Twitter, Facebook, Instagram and LinkedIn. We are open to ideas and suggestions as to how best to utilise social media and the split in terms of budget across the various media.
We would expect the agency to deliver and implement a comprehensive plan for SEM — focusing on courses that are performing well and those that are under-performing. We understand the link to natural SEO and would also be interested to know what expertise the agency could offer in this respect to ensure a joined-up approach.
The contract will be for an initial 12 months with the option to extend for a further 12 months.
Estimated value excluding VAT: 400 000 GBP
4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots

Section III: Legal, economic, financial and technical information

III.1)Conditions relating to the contract

III.1.1)Deposits and guarantees required:

Please see PQQ Documentation.

III.1.2)Main financing conditions and payment arrangements and/or reference to the relevant provisions governing them:

Please see PQQ Documentation.

III.1.3)Legal form to be taken by the group of economic operators to whom the contract is to be awarded:

Please see PQQ Documentation.

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: Please see PQQ Documentation.

III.2.2)Economic and financial ability

Information and formalities necessary for evaluating if the requirements are met: Please see PQQ Documentation.
Minimum level(s) of standards possibly required: Please see PQQ Documentation.

III.2.3)Technical capacity

Information and formalities necessary for evaluating if the requirements are met:
Please see PQQ Documentation.
Minimum level(s) of standards possibly required:
Please see PQQ Documentation.
III.2.4)Information about reserved contracts
III.3)Conditions specific to services contracts

III.3.1)Information about a particular profession

Execution of the service is reserved to a particular profession: no

III.3.2)Staff responsible for the execution of the service

Legal persons should indicate the names and professional qualifications of the staff responsible for the execution of the service: no

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

IV.1.3)Reduction of the number of operators during the negotiation or dialogue

Recourse to staged procedure to gradually reduce the number of solutions to be discussed or tenders to be negotiated no
IV.2)Award criteria

IV.2.1)Award criteria

The most economically advantageous tender in terms of the criteria stated in the specifications, in the invitation to tender or to negotiate or in the descriptive document

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:

T15/15

IV.3.2)Previous publication(s) concerning the same contract

no

IV.3.3)Conditions for obtaining specifications and additional documents or descriptive document

Time limit for receipt of requests for documents or for accessing documents: 9.2.2016 – 17:00
Payable documents: no

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

10.2.2016 – 12:00
IV.3.5)Date of dispatch of invitations to tender or to participate to selected candidates

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

Persons authorised to be present at the opening of tenders: no

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: no

VI.2)Information about European Union funds

The contract is related to a project and/or programme financed by European Union funds: no
VI.3)Additional information
VI.4)Procedures for appeal
VI.4.1)Body responsible for appeal procedures
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:

11.1.2016

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