Marketing services framework agreement for Scottish Government

Edinburgh: advertising and marketing services

Framework agreement with several operators

Contract notice

Services

Directive 2004/18/EC

Section I: Contracting authority

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

The Scottish Ministers acting through the Scottish Procurement and Commercial Directorate
Victoria Quay
Contact point(s): Scottish Procurement and Commercial Directorate
For the attention of: Darren Russell
EH6 6QQ Edinburgh
UNITED KINGDOM
Telephone: +44 1312443645
E-mail: darren.russell@scotland.gsi.gov.uk

Internet address(es):

General address of the contracting authority: http://www.scotland.gov.uk/Procurement

Address of the buyer profile: http://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA10622

Further information can be obtained from: The Scottish Ministers acting through the Scottish Procurement and Commercial Directorate
Victoria Quay
Contact point(s): Scottish Procurement and Commercial Directorate
For the attention of: Darren Russell
EH6 6QQ Edinburgh
UNITED KINGDOM
Telephone: +44 1312443645
E-mail: darren.russell@scotland.gsi.gov.uk
Internet address: http://www.scotland.gov.uk/Procurement

Specifications and additional documents (including documents for competitive dialogue and a dynamic purchasing system) can be obtained from: The Scottish Ministers acting through the Scottish Procurement and Commercial Directorate
Victoria Quay
Contact point(s): Scottish Procurement and Commercial Directorate
For the attention of: Darren Russell
EH6 6QQ Edinburgh
UNITED KINGDOM
Telephone: +44 1312443645
E-mail: darren.russell@scotland.gsi.gov.uk
Internet address: http://www.scotland.gov.uk/Procurement

Tenders or requests to participate must be sent to: The Scottish Ministers acting through the Scottish Procurement and Commercial Directorate
Victoria Quay
Contact point(s): Scottish Procurement and Commercial Directorate
For the attention of: Darren Russell
EH6 6QQ Edinburgh
UNITED KINGDOM
Telephone: +44 1312443645
E-mail: darren.russell@scotland.gsi.gov.uk
Internet address: http://www.scotland.gov.uk/Procurement

 

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

General public services

 

I.4)Contract award on behalf of other contracting authorities

The contracting authority is purchasing on behalf of other contracting authorities: yes

 

Section II: Object of the contract

II.1)Description

II.1.1)Title attributed to the contract by the contracting authority:

Marketing services framework agreement.

 

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

Services
Service category No 13: Advertising services
Main site or location of works, place of delivery or of performance: Various locations throughout Scotland.
NUTS code UK

 

II.1.3)Information about a public contract, a framework agreement or a dynamic purchasing system (DPS)

The notice involves the establishment of a framework agreement

 

II.1.4)Information on framework agreement

Framework agreement with several operators
maximum number of participants to the framework agreement envisaged: 62
Duration of the framework agreementDuration in months: 48
Estimated total value of purchases for the entire duration of the framework agreement

Estimated value excluding VAT:
Range: between 80 000 000 and 100 000 000 GBP

 

II.1.5)Short description of the contract or purchase(s)

Service providers will be required to supply marketing services under the following categories: marketing communications, public relations, digital, research, design, direct marketing and events management.
The framework will be available for use by the Scottish Ministers (including Agencies), Scottish Non-Departmental Public Bodies, offices in the Scottish Administration which are not ministerial offices, cross- border public authorities within the meaning of section 88(5) of the Scotland Act 1998, the Scotland Office, the Scottish Parliamentary Corporate Body, councils constituted under section 2 of the Local Government etc. (Scotland) Act 1994, Scottish fire & rescue authorities, Scottish joint fire and rescue boards, Scottish police authorities, Scottish joint police boards, Scottish National Park authorities, bodies registered as social landlords under the Housing (Scotland) Act 2001, Scottish health boards or special health boards, Student Loans Company Limited, Forestry Commission, Scottish Futures Trust, Business Stream Ltd, the Business Gateway National Unit at the Convention of Scottish Local Authorities, Cycling Scotland Ltd, Northern Lighthouse Board, further or higher education institutions being fundable bodies within the meaning of section 6 of the further and Higher Education (Scotland) Act 2005, any public body established by or under the Scotland Act 1998 or any Act of the Scottish Parliament, any association of or formed by one or more of the foregoing, bodies financed wholly or mainly by one or more of the foregoing, bodies subject to management supervision by one or more of the foregoing and bodies more than half of the board of directors or members of which, or, in the case of a group of individuals, more than half of those individuals, being appointed by one or more of the foregoing.
Information about Agencies of the Scottish Ministers and offices in the Scottish Administration which are not ministerial offices is available at.
http://www.scotland.gov.uk/Topics/Government/public-bodies/government-scotlandScottish Non-Departmental Public Bodies are listed at.
www.scotland.gov.uk/Topics/Government/public-bodies/directory

Note: to register your interest in this notice and obtain any additional information please visit the Public Contracts Scotland Web Site at http://www.publiccontractsscotland.gov.uk/Search/Search_Switch.aspx?ID=205744.

The awarding authority has indicated that it will accept electronic responses to this notice via a “Tender Submission Postbox” facility. Further details of this facility are available at http://www.publiccontractsscotland.gov.uk/PostBox/Postbox_Explain.aspx?ID=205744.

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. The postbox closes precisely at the time stated.

 

II.1.6)Common procurement vocabulary (CPV)

79340000, 79341400, 79416000, 79822500, 79342100, 72413000, 79310000, 79950000, 79342000, 79416100, 79416200, 79300000, 79315000, 79415200, 79952000

 

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: yes
Tenders may be submitted for one or more lots

 

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:

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.
These requirements are by their nature unpredictable however, it is estimated based on historical spend that the total 4 year value could be between 80 000 000 GBP to 100 000 000 GBP. Given the current economic climate, the level of future advertising expenditure may reduce.
Estimated value excluding VAT:
Range: between 80 000 000 and 100 000 000 GBP

 

II.2.2)Information about options

Options: yes
Description of these options: The framework will be for an initial 2 year period with an option to extend for a further 2 x 12 month periods.

 

II.2.3)Information about renewals
II.3)Duration of the contract or time limit for completion

Information about lots

Lot No: 01 Lot title: Advertising

1)Short description

(1a.) Advertising Services will include the development, creation and delivery of effective and measurable marketing communications programmes, based on a partner brief, and potentially delivered in partnership with the relevant portfolio of marketing agencies.
Advertising services* are delivered on a project basis and may include, either individually or in combination:
— Strategic marketing planning,
— Target audience insight,
— Development of the creative strategy and brief,
— Development, production and delivery of effective public information advertising campaigns,
— Development, production and delivery of effective social marketing campaigns, designed to generate measurable behavioural change.
Advertising services refers to fulfilment of paid-for media, for example, print, television, poster, radio, cinema, digital media, ambient media.
Note: recruitment advertising and Public Information Notices are not included.
*excludes media planning and buying. Successful agencies will be required to work closely with the current media planning & buying agency.
(1b). Field marketing
Field marketing services will include the face to face engagement with the targeted consumer. Agencies will be required to develop and deliver fast and flexible solutions tailored to specific audiences of interest. Activity will be designed to meet the partner’s objectives and evaluated on their contribution.
Field Marketing services may include, either individually or in combination:
— Auditing,
— Sampling/demonstrating,
— Merchandising,
— Sales,
— Roadshows / events / experiential marketing,
— Mystery shopping,
— Data & IT,
— Support services,
— Evaluation against pre set metrics, this may be further evaluated by independent research.
(1c). Partnership marketing.
Partnership marketing will be required to deliver government messages via partnerships with private and public sector organisations, utilising one or more elements of the partner’s range of marketing communications channels.
To note partnerships are pursued as non-cost activity;
— Partner identification and selection,
— Contracting of partnership activity,
— Brand licensing,
— Campaign co-ordination,
— Evaluation.

 

2)Common procurement vocabulary (CPV)

79340000, 79342000, 79341400

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion

5)Additional information about lots

Applicants may apply for one or more of the service categories within lot 1.

 

Lot No: 02 Lot title: Public relations

1)Short description

Public relations.
Contracted agencies will be asked to provide public relations services as required by individual partners to a detailed specification for projects.
There are many different communications functions covered by the Public Relations umbrella. In the main, these will include:
— Strategic planning,
— Media relations and briefing,
— Media partnerships,
— Digital & social media relations,
— Partnerships and promotions,
— Sponsorship activation,
— Stakeholder engagement and liaison,
— Crisis & issues management,
— Internal communications,
— Corporate communications,
— Events + exhibition support,
— Media training for spokespeople,
— Evaluation and media monitoring.

 

2)Common procurement vocabulary (CPV)

79416000, 79416100, 79416200

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots

Lot No: 03 Lot title: Direct marketing

1)Short description

(3a). Direct marketing.
Services include the provision of strategic, creative, production and account management services in the delivery of the Direct Marketing function.
Services may range from the understanding and management of data and partner databases, the development of a strategic campaign designed to achieve maximum return of investment and consumer response, the creative and design work required, including where relevant copywriting and image sourcing, the sourcing and management of the print process and online delivery, and the account management of the delivery process.
(3b). Segmentation.
Segmentation services will include the identification and development of quantified audience segmentation against an identified marketing strategy to include;
— defining the scope and structure of audiences of relevance to specific partners,
— providing segmentation analysis and data which will form the basis for marketing activity e.g. direct marketing.
Such activities will be delivered by the contractor as briefed by the partner on a project basis, including all relevant background information and access to existent information as relevant, appropriate and available.
Segmentation may draw on the following activities, either individually or in combination:
— A-priori segmentation,
— Decile analysis,
— Gap analysis,
— Attitudinal/behavioural research,
— Cluster analysis,
— Conjoint analysis,
— Qualitative research/typologies,
— Preparation of mailing lists, household identifiers,
— Data analysis and list provision,
— SG longitudinal studies and tracking.

 

2)Common procurement vocabulary (CPV)

79342100

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion

5)Additional information about lots

Applicants may apply for one or more of the services categories within lot 3.

 

Lot No: 04 Lot title: Digital

1)Short description

(4a). Digital marketing.
Digital marketing will include the development, creation and delivery of digital marketing programmes as required by the particular partner.
Such activities will be delivered by the contractor as briefed by the partner on a project basis, including all relevant background information and access to existent information as relevant, appropriate and available.
Suppliers of digital marketing will provide detailed specification for individual projects.
Digital marketing may include, either individually or in combination:
— Digital marketing,
— Digital strategy,
— Digital development,
— Analytics,
— Evaluation.
(4b). Digital technical services
Provision of digital technical services as required by the partner who will provide detailed specification for individual projects.
Digital services may include, either individually or in combination:
— Website design and build,
— Metrics analysis,
— Accessibility,
— Potential to deliver online advertisements,
— Social media.
The scope of digital services covers the format, presentation, functionality, usability and analysis of content suitable within commissioned websites. It further includes the creation, collation, and maintenance of appropriate content.
* Hosting is not a requirement under this framework.
(4c). Search engine optimisation.
The scope of the service covers the planning, development, project delivery and evaluation of search engine optimisation activity in support of marketing online activity.
The contractor will provide search engine optimisation services as required by individual partners who will provide detailed specification for projects.
Search engine optimisation requirements may include, either individually or in combination:
— Integrated SEO strategy development,
— Contributing SEO requirement for brief to build-agency,
— Ethical SEO delivery ongoing as required,
— Links analysis,
— Affiliate marketing,
— Evaluation of topic websites.
(4d). Usability
The scope of the service covers the usability planning, development, and testing of activity in support of marketing online activity.
The contractor will provide usability services as required by individual partners who will provide detailed specification for projects.
Usability requirements may include, user testing at all stages of development incl:
— Quantitative testing (benchmarking),
— Qualitative user testing,
— Heuristic evaluation of usability,
— Surveys and interviews,
— Advanced visitor analysis / visitor tracking.
(4e). Mobile Marketing
Mobile marketing will include the development, creation and delivery of mobile marketing programmes as required by the particular partners.
Such activities will be delivered by the contractor as briefed by the partner on a project basis, including all relevant background information and access to existent information as relevant, appropriate and available.
The scope of mobile marketing covers the format, presentation, functionality and analysis of content suitable for use on all mobile platforms, where the primary channel is mobile phones, handheld or other devices. It further extends to the creation, collation, and maintenance of appropriate content.
Suppliers of mobile marketing as required by the partner who will provide detailed specification for individual projects.
Mobile marketing may include, either individually or in combination:
— Mobile marketing,
— Mobile strategy,
— Mobile development,
— Analytics,
— Evaluation.

 

2)Common procurement vocabulary (CPV)

72413000

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion

5)Additional information about lots

Applicants may apply for one or more of the service categories within lot 4.

 

Lot No: 05 Lot title: Research

1)Short description

Market & consumer primary research.
Business to business research.
Secondary (desk) research.
Marketing evaluation.
Continuous tracking.
Omnibus.
The users of the marketing services framework must understand and respond to the opinions of their customers covering individual business areas. To achieve this, partners may engage market research specialists to advise and implement a range of market and customer research activities covering many aspects of work.
Suppliers should be able to design and implement research involving a range of qualitative and quantitative methods, including – quantitative tracking studies by single and cluster topics, (this should include methodologies to track social media activity), omnibus research, evaluation of marketing activity specifically evidencing behaviour change and stages of change both qualitative and quantitative, qualitative proposition development and testing, insight gathering, creative testing, sizing of markets and audiences (which can be used within segmentation analysis). Companies should be able to offer access to cutting edge approaches across qualitative and quantitative research, such as ethnography and understanding of behaviour change models, and demonstrate robust methodologies for evaluation of social marketing. Research analysis should be able to make useful links to social research studies. Online, telephone and face to face capabilities with CAPI option are required. An important feature will be appropriate analysis of results and clear and transparent reporting.
Each partner will have their own market research requirements and would commission the work directly with successful suppliers.

 

2)Common procurement vocabulary (CPV)

79300000, 79310000, 79315000

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots

Lot No: 06 Lot title: Design

1)Short description

The design category requires services to support corporate identity, and advertising and marketing activity. This includes brand identity, both creation and development, and implementation and design for promotional material and online images related to advertising and marketing campaigns and events.
In most instances suppliers will be working within established brand and visual style guidelines. For brand identity work this will largely be the interpretation of creative propositions developed as part of the brand development process. In addition, there may on occasions be a requirement to provide associated copywriting and photographic services, as directed by the partner, for certain jobs.
Some major exhibition and interpretative displays or events may on occasion require the services of graphic design suppliers, dependent on the precise requirements of the event or exhibition.
NB Scottish Government is committed to using the Design, Print, Publishing and Associated Services (DPPAS) Framework Agreement for all publication requirements.

 

2)Common procurement vocabulary (CPV)

79415200, 79822500

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots

Lot No: 07 Lot title: Event Services

1)Short description

Event requirements may include either individually, or a combination of the following. Applicants must be able to provide all of the listed services:
— Event management,
— Event creation, logistics and build,
— Exhibition design and management,
— Development of experiential event content to brief,
— Liaison with external partners and stakeholders on the delivery of events,
— Event sponsorship sourcing, liaison, delivery and project management,
— Event promotion,
— Audio visual,
— Venue sourcing and hire,
— Sponsorship generation and liaison,
— Speaker sourcing and booking,
— Event fulfilment / ticket management / mail shot distribution.
Requirements may include, corporate events (annual public meetings, gala dinners, major conferences etc), press announcements, roadshows, major awards ceremonies, and trade missions to overseas markets, to name a few.

 

2)Common procurement vocabulary (CPV)

79952000, 79950000

 

3)Quantity or scope

This is a framework agreement. The quantity and scope of work under the framework will depend on requirements that arise from time to time.

 

4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots

Section III: Legal, economic, financial and technical information

III.1)Conditions relating to the contract

III.1.1)Deposits and guarantees required:

Guarantees may be required from parent companies and from banks. Also, insurance for professional indemnity, employer and 3rd party liability.

 

III.1.2)Main financing conditions and payment arrangements and/or reference to the relevant provisions governing them:

This will be covered in the invitation to tender.

 

III.1.3)Legal form to be taken by the group of economic operators to whom the contract is to be awarded:

Consortia must nominate a prime or lead contractor to deal with Scottish Ministers on all matters relating to this procurement. If successful, consortium bidders may be required to accept joint and several liability.

 

III.1.4)Other particular conditions

The performance of the contract is subject to particular conditions: no

 

III.2)Conditions for participation

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

Information and formalities necessary for evaluating if the requirements are met: (1) All candidates will be required to produce a certificate or declaration demonstrating that they are not bankrupt or the subject of an administration order, are not being wound-up, have not granted a trust deed, are not the subject of a petition presented for sequestration of their estate, have not had a receiver, manager or administrator appointed and are not otherwise apparently insolvent.
(2) All candidates will be required to produce a certificate or declaration demonstrating that the candidate, their directors, or any other person who has powers of representation, decision or control of the candidate has not been convicted of conspiracy, corruption, bribery, or money laundering. Failure to provide such a declaration will result in the candidate being declared ineligible and they will not be selected to participate in this procurement process.
(3) All candidates will be required to produce a certificate or declaration demonstrating that they have not been convicted of a criminal offence relating to the conduct of their business or profession.
(4) All candidates will be required to produce a certificate or declaration demonstrating that they have not committed an act of grave misconduct in the course of their business or profession.
(5) All candidates must comply with the requirements of the State in which they are established, regarding registration on the professional or trade register.
(6) Any candidate found to be guilty of serious misrepresentation in providing any information required, may be declared ineligible and not selected to continue with this procurement process.
(7) All candidates will have to demonstrate that they are licensed, or a member of the relevant organisation, in the State where they are established, when the law of that State prohibits the provision of the services, described in this notice, by a person who is not so licensed or who is not a member of the relevant organisation.
(8) All candidates will be required to produce a certificate or declaration demonstrating that they have fulfilled obligations relating to the payment of social security contributions under the law of any part of the United Kingdom or of the relevant State in which the candidate is established.
(9) All candidates will be required to produce a certificate or declaration demonstrating that they have fulfilled obligations relating to the payment of taxes under the law of any part of the United Kingdom or of the relevant State in which the economic operator is established.

 

III.2.2)Economic and financial ability

Information and formalities necessary for evaluating if the requirements are met: (1) All candidates will be required to provide statements of accounts or extracts from those accounts relating to their business.
All candidates will be required to provide one copy of their organisations audited accounts (or equivalent) and the accounts of their group (if applicable) for the last two years.

 

III.2.3)Technical capacity

Information and formalities necessary for evaluating if the requirements are met:
As stated in the pre-qualification questionnaire.

 

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: yes

 

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

Envisaged minimum number 62: and maximum number 124
Objective criteria for choosing the limited number of candidates: As stated in the pre-qualification questionnaire.

 

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:
IV.3.2)Previous publication(s) concerning the same contract
IV.3.3)Conditions for obtaining specifications and additional documents or descriptive document

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

9.1.2012 – 15:00

 

IV.3.5)Date of dispatch of invitations to tender or to participate to selected candidates

2.3.2012

 

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 tenders

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: yes
Estimated timing for further notices to be published: Not yet known.

 

VI.2)Information about European Union funds

VI.3)Additional information

The framework will be subject to Scots Law. The Scottish Ministers reserves the right not to award a contract for any or all of the requirements described.
All applicants are required to complete Parts A to E of the PQQ. A separate Part E must be completed for each service category applied for. Completed PQQs must be uploaded and returned through the Public Contracts Scotland Portal. Please allow good time to submit your application.
Collaborative arrangements:
Collaborative partners that will have access to the framework are detailed in Section II.1.5 of this notice.
(SC Ref:205744).

 

VI.4)Procedures for appeal
VI.4.1)Body responsible for appeal procedures

VI.4.2)Lodging of appeals

Precise information on deadline(s) for lodging appeals: An economic operator that suffers, or risks suffering, loss or damage attributable to a breach of duty under the Public Contracts (Scotland) Regulations 2006 (SSI 2006/1) (as amended) may bring proceedings in the Sheriff Court or the Court of Session.

 

VI.4.3)Service from which information about the lodging of appeals may be obtained

VI.5)Date of dispatch of this notice:28.11.2011