The Open University Marketing Services Tender

The Open University Marketing Services Tender

The procurement is divided into 2 Lots. Lot 1: Media. Media strategy, domestic and international media planning and buying.

United Kingdom-Milton Keynes: Advertising and marketing services

2018/S 115-261824

Contract notice

Services

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

The Open University
Walton Hall
Milton Keynes
MK7 6BP
United Kingdom
Contact person: Procurement Manager
E-mail: finance-tenders@open.ac.uk
NUTS code: UKJ12
Internet address(es):Main address: www.open.ac.uk

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

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/openuniversity/
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via: https://in-tendhost.co.uk/openuniversity/
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:

MARKETING SERVICES/PRO/OJEU/2018

Reference number: OUPA10403

II.1.2)Main CPV code

79340000

II.1.3)Type of contract

Services

II.1.4)Short description:

The procurement is divided into 2 lots.

— Lot 1: media.

The Open University is seeking to appoint a provider of media services, to include media strategy, domestic and international media planning and buying, econometric modelling, campaign optimisation, media partnerships and other media deliverables.

— Lot 2: creative.

The Open University may appoint up to 2 providers of creative services to include a range of disciplines including: creative, direct marketing /CRM, digital and content/PR/social.

II.1.5)Estimated total value

Value excluding VAT: 34 000 000.00 GBP

II.1.6)Information about lots

This contract is divided into lots: yes
Tenders may be submitted for all lots
II.2)Description

II.2.1)Title:

Media

Lot No: 1

II.2.2)Additional CPV code(s)

79342000

II.2.3)Place of performance

NUTS code: UKJ12

II.2.4)Description of the procurement:

In Scope.

— Media strategy, planning and buying – all online and offline channels,

— econometrics modelling,

— vampaign optimisation,

— media partnerships,

— user experience – landing page & web site development,

— other media deliverables for any OU brand /product,

— UK and International markets,

— audiences may include, but not be limited to: B2C, B2B, & trade as well other stakeholder groups including consumers, government, employers, donors and community (staff, students and alumni).

The media agency will be required to deliver a robust media strategy for the next 5 years to deliver our student number targets, brand health and market growth objectives for the longer-term.

The media agency will be transparent on trading and commercial structures, and efficient in financial management and reconciliation, not tied into complex deals which bias spending decisions. We enjoy competitive trading terms, and would expect maximum trading leverage across all disciplines including, but not limited to:

Disciplines including, but not limited to:

— TV, press, radio and OOH,

— media partnerships,

— digital and social,

— conversion media.

The media agency needs to have proven expertise in delivering a media strategy and associated media plans that places content at the centre of its rationale, both proactive and reactive opportunities that amplify any existing campaigns and message.

The media agency will be expert in its knowledge of “story-telling” and how to deliver compelling content across all channels, adhering to best practice while looking for opportunities to be innovative in their approach. A single, “one-size-fits-all” approach to both content and delivery will not work, the media agency will need to lead our strategy; balancing creative thinking, first-class production, audience understanding and the technical capabilities of each channel.

The new media agency will need to demonstrate expertise in market and campaign analysis and enable us to be more sophisticated and coordinated in our approach and ability to make timely business and planning decisions, with real-time campaign reporting. The media agency will lead performance reporting and analysis across all agency partners and internal teams.

The media agency will need to work with us to define a new strategy for this market which has previously focused on European markets using digital acquisition channels. The media agency must have proven expertise in developing international strategies that explore new markets with a broad approach to channels and media with the expertise to deliver local media plans. The media agency will be required to deliver pan-regional and country specific ideas, media planning and buying across all channels directly via their network or via an international partner.

The media agency will be required to deliver a media strategy and associated media plans that fully optimise and drive efficiency in delivery of our current business objectives, which include opportunities for growth.

Full specification is included with the tender documentation.

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: 28 000 000.00 GBP

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

Duration in months: 24
This contract is subject to renewal: yes
Description of renewals:

2 x 12 months renewals

Estimated value will change depending on renewal.

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

Envisaged minimum number: 3
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
II.2)Description

II.2.1)Title:

Creative

Lot No: 2

II.2.2)Additional CPV code(s)

79342000

II.2.3)Place of performance

NUTS code: UKJ12

II.2.4)Description of the procurement:

In scope.

— Brand and creative strategy,

— development of campaigns and assets – all online and offline channels,

— production of master campaign assets,

— CRM – database hosting & management, data processing, email /SMS build & broadcast,

— social /content /PR,

— data analysis,

— other creative deliverables for any OU brand /product, including free learning,

— UK & international markets,

— audiences may include, but not be limited to: B2C, B2B, & trade as well other stakeholder groups including consumers, government, employers, donors and community (staff, students and alumni).

We are seeking creative agency(s) with strong strategic and creative capability and experience of driving brand awareness and conversions for major consumer brands.

We require creative agency(s) that will be able to define and maintain the OU’s brand and creative strategy in the UK and international markets, working with the marketing team to build a stand out, fully integrated campaign strategy and narrative, for the next 5 years, that can deliver our student number targets, brand health and market growth objectives for the longer-term.

We need a 360 approach to communications and campaign planning that engages audiences across a full channel mix. We currently have a suite of assets designed for specific audience segments and stages of the conversion funnel, these have not reached wear out so we are looking for creative agency(s) to build on the success of these assets.

The creative agency(s) will need to develop a brand strategy, extending into new markets, building our prospect pool and conversion strategies across the wider product portfolio.

The creative agency(s) (or collective) will need to demonstrate their ability to work across all channels including, but not limited to:

— TV,

— press,

— radio,

— cinema,

— OOH,

— digital – paid search, display, VOD, native,

— Email – including prospect and student communications,

— direct mail,

— third party inserts,

— mobile,

— prospectuses,

— point of sale.

— social /content /PR,

— data analysis,

— database hosting and management,

— campaign data processing.

The creative agency(s) will complete all work to master asset at which point materials will be handed-off to a production agency for implementation and delivery to market. There may be exceptions when we would expect the creative agency(s) to complete production also, e.g. TV, cinema, radio and other broadcast channels.

Given the need for flexibility and agility we will want to work with a consistent, dedicated lean account team within the creative agency(s) who will maintain a high level of insight into our business. This team would work on a retained basis, with the OU marketing team being able to work directly with the creative team.

The full customer lifecycle for international students has recently become the responsibility of marketing which represents a significant growth market. The creative agency(s) will need to work with us to define a new strategy for this market which has previously focused on European markets using digital acquisition channels. The creative agency(s) must have proven expertise in developing international strategies that explore new markets with a broad approach to channels and media with the expertise to deliver local media plans. The creative agency(s)will be required to deliver pan-regional and country specific ideas, media planning and buying across all channels directly via their network or via an international partner.

Full specification is included with the tender documentation.

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: 6 000 000.00 GBP

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

Duration in months: 24
This contract is subject to renewal: yes
Description of renewals:

2 x 12 months

Estimated value will change depending on renewal.

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

Envisaged minimum number: 3
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

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

Competitive procedure with negotiation

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

The procurement involves the establishment of a framework agreement
Framework agreement with several operators

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

Recourse to staged procedure to gradually reduce the number of solutions to be discussed or tenders to be negotiated

IV.1.5)Information about negotiation

The contracting authority reserves the right to award the contract on the basis of the initial tenders without conducting negotiations
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: no
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: 17/07/2018
Local time: 12:00

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

Date: 10/08/2018

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: 6 (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
VI.3)Additional information:
VI.4)Procedures for review

VI.4.1)Review body

The Open University
Walton Hall
Milton Keynes
MK7 6AA
United Kingdom

VI.4.2)Body responsible for mediation procedures

The Open University
Walton Hall
Milton Keynes
MK7 6AA
United Kingdom
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:

15/06/2018

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