Brand Strategy Tender – Transport for Wales

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

Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Official name: Transport for Wales
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
Internet address(es):Main address: http://tfw.gov.wales

Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA50685

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: https://www.sell2wales.gov.wales
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via: https://www.sell2wales.gov.wales

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity

Other activity: Transport related services

Section II: Object

II.1)Scope of the procurement

II.1.1)Title:

Transport for Wales — Brand Guardianship and Creative Development

Reference number: TfW179

II.1.2)Main CPV code

79000000

II.1.3)Type of contract

Services

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

Value excluding VAT: 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)

79413000
79000000
79342000
79416000
79416100
79416200
73300000
79415200
72224000

II.2.3)Place of performance

NUTS code: UKL
Main site or 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

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: 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:

Extension of up to an additional 24 months.

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

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)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

Open 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: 18/02/2020
Local time: 12:00
IV.2.3)Estimated date of dispatch of invitations to tender or to participate to selected candidates

IV.2.4)Languages in which tenders or requests to participate may be submitted:

English, Welsh
IV.2.6)Minimum time frame during which the tenderer must maintain the tender

IV.2.7)Conditions for opening of tenders

Date: 18/02/2020
Local time: 13:00

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:

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)Procedures for review

VI.4.1)Review body

Official name: Transport for Wales
Postal address: Southgate House, Wood Street
Town: Cardiff
Postal code: CF10 1EW
Country: United Kingdom
Telephone: +44 2921673434Internet address: http://tfw.gov.wales
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:

08/01/2020