Marketing Services Tender for The Open University

Marketing Services Tender for The Open University

Lot 1: Media Planning and Buying; Lot 2: Customer Relationship Management and Data; Lot 3: Creative;
Lot 4: Creative Production.

United Kingdom-Milton Keynes: Advertising and marketing services

2014/S 047-078972

Contract notice

Services

Directive 2004/18/EC

Section I: Contracting authority

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

The Open University
Finance Division
Contact point(s): https://in-tendhost.co.uk/openuniversity
For the attention of: Procurement Manager
MK7 6BP Milton Keynes
UNITED KINGDOM
Telephone: +44 1908652036

Internet address(es):

General address of the contracting authority: www.open.ac.uk

Electronic access to information: https://in-tendhost.co.uk/openuniversity

Electronic submission of tenders and requests to participate: https://in-tendhost.co.uk/openuniversity

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

Body governed by public law
I.3)Main activity

Education
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:

Marketing Services /PUR/OJEU/2014.
II.1.2)Type of contract and location of works, place of delivery or of performance

Services
Service category No 13: Advertising services
NUTS code UKJ12

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: 3
Duration of the framework agreement

Duration in years: 2

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

A tender for Marketing Services, divided into Lots covering the following areas:
Lot 1: Media Planning and Buying;
Lot 2: Customer Relationship Management and Data;
Lot 3: Creative;
Lot 4: Creative Production.
The OU is looking to award:
Lot 1: 1 supplier;
Lot 2: 1 supplier;
Lot 3: 1-3 suppliers;
Lot 4: 1 supplier;
or
1 supplier may be awarded multiple lots;
or
1 supplier may be awarded all lots.
II.1.6)Common procurement vocabulary (CPV)

79340000, 79341000, 79342000, 79341400, 79342100

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:
II.2.2)Information about options

Options: no
II.2.3)Information about renewals

This contract is subject to renewal: yes
Number of possible renewals: 2
II.3)Duration of the contract or time limit for completion

Duration in months: 24 (from the award of the contract)

Information about lots

Lot No: 1 Lot title: Media Planning and Buying

1)Short description

The first Lot requires a supplier who will provide strategic through-the-line media planning and effective media purchasing for the OU, within the UK Market. The supplier will support the acquisition funnel (awareness and attraction) within B2C and B2B, in order to generate the target numbers of students.
The OU uses a range of routes to market to generate enquirers, including and not limited to: TV, Press (national, regional and local press and news-stand magazines), Radio, Cinema, Outdoor, Media and Event sponsorship, Paid Search, Email, Direct Mail, Third Party Inserts and Door Drops.
The supplier will be supporting the OU Marketing Communications teams (Awareness and Attraction).
The successful supplier will:
a.
Have the capability to provide a strategic approach to the University’s media planning, taking a holistic view across all activities and producing an integrated media strategy working in partnership with the University’s existing agencies.
b.
Be expected to play a full part in the maximising of commercial and technical opportunities to deliver best value for money to the University. This includes demonstrating the ability to make significant savings for the University in terms of media savings and strong commercial sense in negotiating long and short term media deals. Including resolving any issues arising from delinquent media owners, to ensure that University media requirements are met within timescales and costs.
c.
Experience in responding to multiple briefs and producing media proposals, schedules and creative matrixes for all media types and search engine campaigns is essential.
d.
Experience in media analysis and pre-planning to predict media campaign success to an agreed degree of accuracy.
e.
Provide complete analysis of costs and effectiveness of media selection for each campaign plus the production of ad hoc reports as required.
f.
Provide research into media and sponsorship opportunities as required by the University and proactive sourcing of new opportunities is essential.
g.
Have the ability to hit the ground running in terms of understanding the organisation, our customer and tier segmentation and processes. Be flexible, fast moving and solutions-driven in the face of direction/decision changes.
h.
Supply other marketing services as required and agreed with the client.
i.
You may be asked to supply media services outside of the UK.
j.
The successful supplier will also have the following online experience:
i.
Pay per click marketing: set up, maintenance and analysis of PPC keyword performance in Google and other search engines, including creative development, based on thorough and insightful analysis of paid search in the education market.
ii.
Management of response tracking, using tools provided by the University (DAX by Comscore) and consolidation of response and sales data provided by the University into reports required electronically and online.
iii.
Management of media owner technical requirements, including creative assets, (static, animated and video streaming) tagging and tracking.
iv.
Provision of electronic tracking and reporting on campaign starts, responses, enquiries, course reservation, ROI, costs etc. as specified by the University is essential as are ad hoc reports.
2)Common procurement vocabulary (CPV)

79340000

3)Quantity or scope
4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots
Lot No: 2 Lot title: Customer Relationship Management and Data

1)Short description

The second Lot requires a supplier who will provide CRM functionality for the OU, within the UK Market. The supplier will support the conversion funnel (engagement, prospect conversion and applicant conversion), in order to generate the target numbers of students. The supplier should have database and data analysis capabilities as they will be required to host, provide analysis and reporting on the OU prospect database, in addition to campaign data provision and processing, campaign build and broadcast.
The OU uses a range of tactics to communicate and convert enquirers to paying students, including and not limited to: SMS, Email and Direct Mail. The activity will target enquirers and current students within the B2B and B2C markets. The supplier will be supporting the OU Marketing Communications teams (Engagement, Prospect Conversion and Applicant Conversion). The supplier will provide other marketing services as required and agreed with the client, which may include international markets.
2)Common procurement vocabulary (CPV)

79340000

3)Quantity or scope
4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots
Lot No: 3 Lot title: Creative

1)Short description

The third Lot requires supplier(s) who will be responsible for maintaining the OU’s creative direction within the UK Market. The supplier(s) will be responsible for the development of online and offline creative campaigns for the acquisition funnel (awareness, attraction and conversion) to generate the target numbers of students.
Routes to market are including and not limited to: TV, Press (national, regional and local press and news-stand magazines), Radio, Cinema, Outdoor, Media and Event sponsorship, Digital, Email, Direct Mail, SMS, Third Party Inserts and Door Drops.
The supplier(s) will support the OU Marketing Communications teams (Awareness, Attraction, Engagement, Prospect Conversion and Applicant Conversion), and will work closely with the supplier in Lot 1 and Lot 2.
The successful supplier(s) will have a strong UK presence with international capability (be that as part of a group, network or partnering) to develop and deploy creative for international markets.
The supplier will provide other marketing services as required and agreed with the client.
2)Common procurement vocabulary (CPV)

79340000

3)Quantity or scope
4)Indication about different date for duration of contract or starting/completion
5)Additional information about lots
Lot No: 4 Lot title: Creative Production

1)Short description

The fourth Lot requires a supplier who can adapt/resize online and offline creative produced by Lot 3 supplier(s), to ensure that they are suitable for the campaign requirements. The supplier will need to have capacity to adapt creative for all routes to market as detailed below, for the UK market. The supplier will work closely with suppliers from both Lot 1 and Lot 3.
The supplier will provide other marketing services as required and agreed with the client, which may include international markets.
2)Common procurement vocabulary (CPV)

79340000

3)Quantity or scope
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:
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

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: As per document.
III.2.2)Economic and financial ability

Information and formalities necessary for evaluating if the requirements are met: As per document.
Minimum level(s) of standards possibly required: As per document.
III.2.3)Technical capacity

Information and formalities necessary for evaluating if the requirements are met:
As per document.
Minimum level(s) of standards possibly required:
As per document.
III.2.4)Information about reserved contracts
III.3)Conditions specific to services contracts
III.3.1)Information about a particular profession

Execution of the service is reserved to a particular profession: no
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

Envisaged number of operators: 5
IV.1.3)Reduction of the number of operators during the negotiation or dialogue

Recourse to staged procedure to gradually reduce the number of solutions to be discussed or tenders to be negotiated no
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:

OUPA10176
IV.3.2)Previous publication(s) concerning the same contract

no
IV.3.3)Conditions for obtaining specifications and additional documents or descriptive document

Time limit for receipt of requests for documents or for accessing documents: 4.4.2014 – 12:00
Payable documents: no
IV.3.4)Time limit for receipt of tenders or requests to participate

4.4.2014 – 12:00
IV.3.5)Date of dispatch of invitations to tender or to participate to selected candidates

16.4.2014
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

Date: 4.4.2014 – 12:00
Persons authorised to be present at the opening of tenders: yes
Additional information about authorised persons and opening procedure: The Procurement Manager (or delegate) and at least 2 other University officers.

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: no
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:4.3.2014