Integrated Brand Marketing Campaigns Tender

Integrated Brand Marketing Campaigns Tender

The appointed agency will have authority over representation of the brand outside of the digital space.

United Kingdom-Pontypridd: Marketing services

2019/S 104-252805

Contract notice


Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

University of South Wales
Procurement Manager, University of South Wales, Finance Dept, Llantwit Road
CF37 1DL
United Kingdom
Telephone: +44 1443482385
Fax: +44 1443482384
NUTS code: UKL
Internet address(es):Main address:

Address of the buyer profile:

I.2)Information about joint procurement

The contract is awarded by a central purchasing body


The procurement documents are available for unrestricted and full direct access, free of charge, at:
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via:

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity


Section II: Object

II.1)Scope of the procurement


Integrated Brand Marketing — Campaigns

Reference number: Tender No 1608

II.1.2)Main CPV code


II.1.3)Type of contract


II.1.4)Short description:

The University of South Wales (USW) wishes to work in partnership with a marketing agency to:

(i) develop strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students;

(ii) in addition, to positively present the brand across all stakeholder groups i.e., prospective students/enquirers, current students, alumni, businesses, research community, etc.

II.1.5)Estimated total value

Value excluding VAT: 1 800 000.00 GBP

II.1.6)Information about lots

This contract is divided into lots: no

II.2.2)Additional CPV code(s)


II.2.3)Place of performance

NUTS code: UKL15

II.2.4)Description of the procurement:

The University of South Wales (USW) wishes to work in partnership with one Agency. Please note, digital activities i.e., PPC, website creation, SEO etc has its own separate tender (integrated marketing campaigns — digital). Any agency appointed will have to work in partnership with the digital agency to represent the brand as best as possible. The appointed agency will have authority over representation of the brand outside of the digital space in conjunction with the marketing and student recruitment department at the University of South Wales.

USW operates globally and the scope of work will include:

— to work as a strategy partner developing, implementing and evaluating market strategy to deliver on student recruitment KPIs,

— increase awareness and consideration of USW,

— drive enquiries and applications for USW courses,

— improve the quality of our student intake and increase applications,

— provide expert advice (based on data) to enhance activities i.e., drive enquirers and applicants through the conversion funnel,

— support with positively presenting the USW brand and values across all stakeholder groups i.e., Alumni projects, International recruitment.

The contract will be managed by Marketing and Student Recruitment to ensure quality control, brand compliance and monitoring against KPIs.

The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support campaign planning and monitoring.

Work will typically have 2 strands, ‘central’ and ‘faculty’ – the ‘central’ campaign work supports the ‘faculty’ activities, therefore marketing plans and activities should be integrated into one plan and both strands treated equally important by the agency.

All staff recruitment and media, and public relations activities are outside the scope of this tender.

Summary of requirements:

— support with the creation of marketing plans to deliver on set KPIs,

— marketing insight into the target audiences, media landscape, competitive environment including share of voice and competitor marketing spend,

— creative conceptualisation, development and implementation to create standout campaigns, which appeal to the target audiences while reflecting the University’s brand values – outputs to include print, audio, audio visual, exhibition stands, out of home, events, sponsorships ,etc.

— plan, buy and implement advertising to deliver on our objectives and maximise return on investment,

— campaign optimisation, reporting and evaluation to ensure the University gains the highest return on investment.

II.2.5)Award criteria

Criteria below
Quality criterion – Name: Consultancy, advice and guidance / Weighting: 50
Quality criterion – Name: Insights / Weighting: 25
Quality criterion – Name: Creative / Weighting: 20
Quality criterion – Name: Account Management & Expertise / Weighting: 20
Quality criterion – Name: Ability to produce outputs in a range of formats / Weighting: 15
Quality criterion – Name: Experience & expertise of embedding with Stakeholders / Weighting: 15
Quality criterion – Name: Evaluation & Reporting / Weighting: 15
Quality criterion – Name: Understanding of HE / Weighting: 13
Quality criterion – Name: Case studies presented / Weighting: 10
Quality criterion – Name: Quality of the response to the tender / Weighting: 5
Quality criterion – Name: Amount of work will the Agency outsource / Weighting: 5
Quality criterion – Name: Any additional factors raised by the Agency to give USW a competitive advantage / Weighting: 2
Price – Weighting: 5

II.2.6)Estimated value

Value excluding VAT: 1 800 000.00 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:

Potential for a 12-month extension.

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

Envisaged minimum number: 5
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

List and brief description of selection criteria:

Completion of ESPD required.

III.1.3)Technical and professional ability

List and brief description of selection criteria:

Completion of ESPD required.

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:

NB, An initial 6-month performance review will be conducted, should the agency successfully pass this review they will be subject to annual performance reviews.

III.2.3)Information about staff responsible for the performance of the contract

Section IV: Procedure


IV.1.1)Type of procedure

Restricted 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: 01/07/2019
Local time: 12:00

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

Date: 08/07/2019

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


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

Duration in months: 3 (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
Electronic invoicing will be accepted
Electronic payment will be used

VI.3)Additional information:

Please note this is a 2 stage process and those who are successful from the first stage will be required in the second stage to complete a no fee pitch tender response.

Note: to register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at

The buyer has indicated that it will accept electronic responses to this notice via the postbox facility. A user guide is available at

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.

Under the terms of this contract the successful supplier(s) will be required to deliver community benefits in support of the authority’s economic and social objectives. Accordingly, contract performance conditions may relate in particular to social and environmental considerations. The community benefits included in this contract are:

As part of the tendering process the University will be looking at ways that even more value may be obtained and would like to seek community benefits from this tender. Examples of the kind of benefits/opportunities that we would like to see are, for example, e.g. lectures, guest speaker slots, scholarships or perhaps student placements or internships.

When submitting your tender you will need to submit a plan in a separate word/pdf document of how you would anticipate delivering any benefits through this contract. The community benefits will not be scored or evaluated but will be included as a condition of contract with the successful supplier.

(WA Ref:92570)

Download the ESPD document here:

VI.4)Procedures for review

VI.4.1)Review body

University of South Wales
Procurement Manager, University of South Wales, Finance Dept, Llantwit Road
CF37 1DL
United Kingdom
Telephone: +44 1443482385
Fax: +44 1443482384
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: