Brand Strategy Tender – Transport for Wales
Develop, evolve and refine the TfW long-term brand strategy.
United Kingdom-Cardiff: Business services: law, marketing, consulting, recruitment, printing and security
2020/S 006-008912
Contract notice
Services
Directive 2014/24/EU
Section I: Contracting authority
I.1)Name and addresses
Postal address: Southgate House, Wood Street
Town: Cardiff
NUTS code: UKL
Postal code: CF10 1EW
Country: United Kingdom
E-mail: procurement@tfw.wales
Telephone: +44 2921673434
Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA50685
I.2)Information about joint procurement
I.3)Communication
I.4)Type of the contracting authority
I.5)Main activity
Section II: Object
II.1.1)Title:
Transport for Wales — Brand Guardianship and Creative Development
II.1.2)Main CPV code
II.1.3)Type of contract
II.1.4)Short description:
Develop, evolve and refine the TfW long-term brand strategy and to put in place a structure and strategic approach that enables TfW to do this in an innovative and strategic manner.
Ensure that TfW establish and maintain strategic control of our brand and to ensure that our brand is accurately and imaginatively executed by all users, including licensed users.
Further information can be found in the ITT documents attached to the additional documents section of the contract notice on Sell2Wales.
II.1.5)Estimated total value
II.1.6)Information about lots
II.2.2)Additional CPV code(s)
II.2.3)Place of performance
TfW offices located in Cardiff, moving to Pontypridd in Sept 2020.
II.2.4)Description of the procurement:
TfW wish to appoint a provider to help us undertake future brand development, the following key areas of focus:
(a) strategic brand development and creative direction;
(b) brand management and guardianship;
(c) creative development and execution;
(d) communications;
(e) expertise and experience.
Strategic brand development and creative direction
1) Defining the long-term scope, vision and potential of TfW’s multi-modal brand;
2) Long-term strategic development and creative direction of TfW’s brand;
3) Developing innovative and creative brand-defining initiatives that help to build our distinctive brand and create a lasting legacy;
4) Establishing and maintaining strategic control of TfW’s brand;
5) Helping TfW to build their profile and engage our key audiences;
6) Shaping the strategic development of our communications;
7) Driving creativity and innovation by collaborating with agencies appointed by all licenced brand users.
Brand management and guardianship
1) Overseeing TfW strategic approach and helping us to manage TfW’s brand identity;
2) Engaging with brand users, including licenced users, to achieve best-in-class implementation of our brand while maintaining strategic control;
3) Overseeing the detailed application/implementation of our brand;
4) Evolving, developing and managing TfW brand guidelines in a collaborative manner;
5) Building effective, collaborative relationships with agencies appointed by all licenced users;
6) Helping to establish and manage our brand guardianship/approvals process;
7) Helping to appoint and mentor creative agencies.
Creative development and execution
1) Overseeing the creative development of TfW’s brand (personality, identity, tone of voice), ensuring that it engages both users and key audiences;
2) Helping TfW to build our insight and ensure our key audiences engage with our brand;
3) Developing innovative ideas and creative strategies;
4) Evolving and developing TfW’s core brand narrative/proposition and tone of voice;
5) Establishing, developing and evolving a consistent approach to developing TfW’s tone of voice;
6) Evolving and developing TfW’s messaging hierarchy and key messaging in line with our tone of voice;
7) Overseeing the detailed implementation of TfW’s brand across a wide range of applications;
8) Advising brand users and their appointed agencies on the detailed implementation of TfW’s brand and maintaining control over creative deliverables;
9) Maximising the impact of campaigns by building effective, collaborative relationships with agencies appointed by all licenced users, advising on campaign design and delivery.
Communications
1) Ensuring our licenced users’ campaigns/communications embody our tone of voice and key messaging to build our brand effectively;
2) Ensuring a consistent approach to the application of our tone of voice and use of/adherence to our high-level messaging;
3) Maximising the impact of our multi-channel campaigns/communications by ensuring that our core brand narrative and key messaging underpin these campaigns/communications;
4) Honing campaign design and implementation based on post-campaign insight;
5)Honing our core brand narrative, key messaging hierarchy and key messaging based on post-campaign insight.
Experience/expertise
1) Undertaking research and building insight to enable you to develop innovative and creative brand-defining initiatives that will help drive forward and build our distinctive brand;
2) Building relationships/working collaboratively with specialist advisers, agencies and suppliers to deliver the requirements of this contract;
3) Drawing upon ‘best-in-class’ knowledge and expertise by working with specialist advisers, agencies and suppliers to deliver the requirements of this contract.
II.2.5)Award criteria
II.2.6)Estimated value
II.2.7)Duration of the contract, framework agreement or dynamic purchasing system
Extension of up to an additional 24 months.
II.2.10)Information about variants
II.2.11)Information about options
II.2.13)Information about European Union funds
II.2.14)Additional information
The supplier will be required to provide the support based on specific work packages on a call-off basis, this will be as and when TfW instruct the work package required.
Section III: Legal, economic, financial and technical information
III.1.2)Economic and financial standing
III.1.3)Technical and professional ability
Section IV: Procedure
IV.1.1)Type of procedure
IV.1.8)Information about the Government Procurement Agreement (GPA)
IV.2.2)Time limit for receipt of tenders or requests to participate
IV.2.4)Languages in which tenders or requests to participate may be submitted:
IV.2.7)Conditions for opening of tenders
Section VI: Complementary information
VI.1)Information about recurrence
VI.2)Information about electronic workflows
VI.3)Additional information:
The ITT documents can be found in the additional documents section of this contract notice on the Sell2Wales portal:
— ITT Volume 1 — instructions and requirements,
— ITT Volume 2 — proposed terms and conditions,
— ITT Volume 3 — tender questionnaire,
— ITT Volume 4 — pricing schedule.
Note: to register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=98537.
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.
(WA Ref:98537).
VI.4.1)Review body
Postal address: Southgate House, Wood Street
Town: Cardiff
Postal code: CF10 1EW
Country: United Kingdom
Telephone: +44 2921673434Internet address: http://tfw.gov.wales
VI.5)Date of dispatch of this notice:
