Digital Marketing Agency Services Tender

To develop an integrated campaign plan for the acquisition of annual memberships across direct and digital marketing channels to achieve off-site business targets.

United Kingdom-Swindon: Advertising and marketing services

2016/S 175-315175

Contract notice

Services

Directive 2004/18/EC

Section I: Contracting authority

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

English Heritage
The Engine House
Contact point(s): Lorna Sharps
SN2 2EH Swindon
United Kingdom
E-mail: Lorna.Sharps@english-heritage.org.uk

Internet address(es):

General address of the contracting authority: https://in-tendhost.co.uk/english-heritage

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

Ministry or any other national or federal authority, including their regional or local sub-divisions

I.3)Main activity

Recreation, culture and religion

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:

Direct and Digital Marketing Agency Services.

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

Services
Service category No 1: Maintenance and repair services
NUTS code

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)

This stage is for the PQQ only and the information below is to assist suppliers in understanding if they can fulfil this requirement.
Scope of Project:
To develop an integrated campaign plan for the acquisition of annual memberships across direct and digital marketing channels to achieve off-site business targets. This does not include Life Members, Corporate Members, Overseas Pass visitors or Travel Trade. The contract is for 3 years, however please ensure your strategy focuses on the proposal for year 1 and is accompanied with a vision for how campaigns could develop and roll out. Budget will be a minimum of 1 000 000 GBP per annum, and plans should be scalable depending on future development.
Contract Deliverables and Expectations.
The appointed agency will need to provide the following services:
1. Plan and deliver an acquisition recruitment marketing plan for 2017/18 in the first instance, and consider campaign roll out for a further 2 years.
2. Account management support — To consider the frequency of contact with clients. The account support will also include campaign/data monitoring and providing comprehensive reporting for live campaigns.
3. Creative assets — To develop multichannel direct response creative to deliver the membership proposition and brand message.
4. Data analysis and planning — using both existing prospect data available and recommending cold channels to target with potential to roll out.
5. Media planning and buying including door to door.
6. Print and production management — To manage the complete print and production cycle for all campaign materials.
7. Budget and timings plan — Management and scheduling of campaigns, showing how the budget will be allocated for the annual plan.
Membership Prices.
Current Membership Prices 2016/17
Individual Adult 52.00 GBP;
Joint Adult 92.50 GBP;
Senior (aged 60 +) 43.50 GBP;
Joint Senior (2 x aged 60+) 67.00 GBP;
Adult and Senior (1 x aged 60+) 78.00 GBP;
Student or Junior 43.50 GBP.
We also offer a family membership for 1 and 2 adults and the prices are the same as an individual and joint membership but providing a more child centric welcome pack. NB These prices will be increased for the start of the next financial year in April 2017. Monthly direct debit payments are also available.
Overview of membership benefits
Membership is positioned as ‘good value for money days out’ within the leisure sector.
Benefits:
— Unlimited entry for the member and up to 6 accompanying children under 19 to over 400 historic places;
— Free or reduced price admission to hundreds of events;
— Half-price admission to historic properties in Scotland, Wales and the Isle of Man (free after first year of membership);
— Reduced entry to over 100 other Historic Attractions in England including Alnwick Garden, Warwick Castle and Blenheim Palace;
— An annual ‘Members’ and Visitors’ handbook’ worth 10.95 GBP — a full-colour guide to all properties
— Exclusive English Heritage Members’ Magazine, including discount vouchers for theatre, garden offers and travel — 4 times a year.
Includes a seasonal Events Guide and exclusive Kids Rule magazine.
— Exclusive Members Magazine App;
— Hundreds of events for families including blockbuster weekend events, events just for children and exclusive members’ events ranging from lectures and behind-the-scene tours to walks and workshop activity days.
— A personalised Members’ Area online, giving Members access to exclusive content and opportunity to build their own profiles.

II.1.6)Common procurement vocabulary (CPV)

79340000, 79342100, 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:

Estimated value excluding VAT:
Range: between 1 000 000 and 3 000 000 GBP

II.2.2)Information about options

II.2.3)Information about renewals

II.3)Duration of the contract or time limit for completion

Duration in months: 36 (from the award of the contract)

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

III.2)Conditions for participation

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

III.2.2)Economic and financial ability

III.2.3)Technical capacity

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

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

Objective criteria for choosing the limited number of candidates: As per tender documentation.

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 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:

P/REF 00000494

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

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

Payable documents: no

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

10.10.2016

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

Section VI: Complementary information

VI.1)Information about recurrence

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:

7.9.2016

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