Marketing Tender University of Glamorgan

Marketing Tender University of Glamorgan

Media Buying / Creative Work / Full Service Agency provision.

UK-Pontypridd: advertising and marketing services

2012/S 87-143109

Contract notice

Directive 2004/18/EC

Section I: Contracting authority
I.1)Name, addresses and contact point(s)

University of Glamorgan
Procurement Dept, Llantwit Road
Contact point(s): Sharon Jenkins / Tina Struebig
For the attention of: E-mail: or
CF37 1DL Pontypridd
Telephone: +44 1443482385 / 1443482383

Internet address(es):

General address of the contracting authority:

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
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.1.1)Title attributed to the contract by the contracting authority:
Media Buying / Creative Work / Full Service Agency provision.
II.1.2)Type of contract and location of works, place of delivery or of performance
Service category No 13: Advertising services
NUTS code
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

Duration of the framework agreement
Duration in years: 3
Justification for a framework agreement, the duration of which exceeds four years: Contract is for 3 years with option for further 1 year extension.

Estimated total value of purchases for the entire duration of the framework agreement
Estimated value excluding VAT: 2 600 000 GBP
II.1.5)Short description of the contract or purchase(s)
Advertising and marketing services. Advertising management services. The University of Glamorgan is a modern UK university based in Wales with campuses at Pontypridd (Treforest and Glyntaff) and Cardiff city centre (ATRiuM campus). It attracts over 23 000 students including 3 200 from overseas. It has an excellent reputation for teaching and learning as well as applied research – in the most recent Research Assessment Exercise, over 70 % of the University’s research was rated as being of international significance. An impressive 94 % of Glamorgan graduates are in employment or further study within 6 months after graduation and between 2008 and 2012 Glamorgan has seen the biggest increase, 43 %, in its applications of any Welsh university.

The University has just completed 130 000 000 GBP development plan including a brand-new Students’ Union, Sport Park and on-campus accommodation. Recently, March 2012, the University announced a further 28 000 000 GBP expansion plan including ATRiuM2 in Cardiff city centre. More information about the University is available on our website:
The University is part of the Glamorgan Group which also includes the Royal Welsh College of Music and Drama and The College at Merthyr Tydfil. From time to time these partner institutions may draw on the services provided under this tender but the University of Glamorgan is the lead client.
The University is seeking to appoint suitably qualified agencies with the requisite skills to its roster for the provision of marketing services. Those agencies appointed will work with the University’s Marketing Department to help it promote courses and services to prospective students and other stakeholder groups whilst also raising public awareness of the University generally.
All applicants can only be appointed to one category, it is therefore essential that when responding to this notice Agencies clearly specify which category they wish to be considered for.
II.1.6)Common procurement vocabulary (CPV)

79340000, 79341200
II.1.7)Information about Government Procurement Agreement (GPA)
This contract is divided into lots: yes
Tenders may be submitted for one lot only
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:
All applicants can only be appointed to one category it is therefore essential that when responding to this notice Agencies clearly specify which category they wish to be considered for – Full Service Agency / Creative Agency / Media Buyer.
II.2.2)Information about options
II.2.3)Information about renewals
II.3)Duration of the contract or time limit for completion

Information about lots
Lot No: 1 Lot title: Full Service Agencies
1)Short description
See details regarding Category A providers with all criteria required.
2)Common procurement vocabulary (CPV)

79340000, 79341200
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: Creative Agencies
1)Short description
See details regarding Category B providers with criteria 1, 3, 4, 7, 8, 9, 10 only required.
2)Common procurement vocabulary (CPV)

79341000, 79341200
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: Media Buyers
1)Short description
See details regarding Category C providers with criteria 3, 6, 7, 8, 10 only required.
2)Common procurement vocabulary (CPV)

79340000, 79341200
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: yes
Description of particular conditions: Initial expressions of interest are invited from suitably qualified providers. In the first instance applications should clearly state which category of service they are pitching for (only one can be applied for), identify where your office is located, and in no more than 500 words explain why your Agency is best suited to supply these services. Additionally, please supply information regarding the Section III.2 – Conditions for Participation.
Short-listed applicants will be invited to tender and at that point will be asked to provide additional information and/or attend the University in response to a specific brief.
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
Information and formalities necessary for evaluating if the requirements are met: (a) Appropriate statements from banks or, where appropriate, evidence of relevant professional risk indemnity insurance.
(b) The presentation of balance-sheets or extracts from the balance-sheets, where publication of the balance-sheet is required under the law of the country in which the economic operator is established.
(c) A statement of the undertaking’s overall turnover and, where appropriate, of turnover in the area covered by the contract for a maximum of the last three financial years available, depending on the date on which the undertaking was set up or the economic operator started trading, as far as the information on these turnovers is available.
III.2.3)Technical capacity
Information and formalities necessary for evaluating if the requirements are met:
(a) a list of the works carried out over the past five years, accompanied by certificates of satisfactory execution for the most important works. These certificates shall indicate the value, date and site of the works and shall specify whether they were carried out according to the rules of the trade and properly completed. Where appropriate, the competent authority shall submit these certificates to the contracting authority direct;
(b) a list of the principal deliveries effected or the main services provided in the past three years, with the sums, dates and recipients, whether public or private, involved. Evidence of delivery and services provided shall be given: – where the recipient was a contracting authority, in the form of certificates issued or countersigned by the competent authority, – where the recipient was a private purchaser, by the purchaser’s certification or, failing this, simply by a declaration by the economic operator;
(c) an indication of the technicians or technical bodies involved, whether or not belonging directly to the economic operator’s undertaking, especially those responsible for quality control and, in the case of public works contracts, those upon whom the contractor can call in order to carry out the work;
(f) the educational and professional qualifications of the service provider or contractor and/or those of the undertaking’s managerial staff and, in particular, those of the person or persons responsible for providing the services or managing the work;
(g) for public works contracts and public services contracts, and only in appropriate cases, an indication of the environmental management measures that the economic operator will be able to apply when performing the contract;
(h) a statement of the average annual manpower of the service provider or contractor and the number of managerial staff for the last three years;
(j) an indication of the proportion of the contract which the services provider intends possibly to subcontract;
(k) with regard to the products to be supplied: (i) samples, descriptions and/or photographs, the authenticity of which must be certified if the contracting authority so requests; (ii) certificates drawn up by official quality control institutes or agencies of recognised competence attesting the conformity of products clearly identified by references to specifications or standards.
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

Section IV: Procedure
IV.1)Type of procedure
IV.1.1)Type of procedure
IV.1.2)Limitations on the number of operators who will be invited to tender or to participate
Envisaged minimum number 7
Objective criteria for choosing the limited number of candidates: Category A Providers – all criteria required as per the following criteria numbers.
Category B Providers – 1, 3, 4, 7, 8, 9, 10, only as per the following criteria numbers.
Category C Providers – 3, 6, 7, 8, 10, only as per the following criteria numbers.
Exclusions as per 11 and 12 below:
11. Any supplier who has previously worked for the University where their performance is deemed to have fallen below the required standard will be excluded
12. If accepted on the roster, supplier would not be permitted to work for another South Wales university during the period of the contract without first gaining express permission (in writing) from the University of Glamorgan or alternatively withdrawing from the roster before undertaking such work.
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 below

Criteria 1 Most of the University’s student recruitment is from South Wales and the English border region. In order to provide the level of service required and to be able to produce creative material appropriate to the regional market, it is essential that the Agencies appointed understand the socio-economic factors of the region and the differences between the Welsh and English markets for Higher Education. The market is also highly competitive with seven other universities within an hour drive of Glamorgan. For this reason we regard it as essential that the appointed agencies have a base within 75 miles of the University’s main campus (postcode CF37 1DL). Weighting 20

Criteria 2 Strategic market planning and brand building expertise including Style Guide development. Weighting 10

Criteria 3 An understanding of Higher Education recruitment practices and communication channels for both undergraduate and postgraduate applicants. Weighting 10

Criteria 4 Creative and original design capabilities appropriate for the undergraduate and postgraduate student markets and the ability to design and produce copy for some outputs in Welsh only or bi-lingual in order to meet University’s obligations under the Welsh Language Act. Weighting 12

Criteria 5 Expertise in e-communications, website optimisation, social media creative, video and mobile app development, with practical and relevant experience of Youth marketing and / or Higher Education student recruitment. Weighting 12

Criteria 6 Relationship with media owners and fee discount / commission arrangements and accurate metrics to support media recommendations. Weighting 12

Criteria 7 ISO accreditations and arrangements for quality control including accuracy guarantees offered. Quality and experience of staff dedicated to servicing Account (if consultants or freelance staff are to form part of the tender pitch, they should be clearly identified as such in the documentation). Weighting 10

Criteria 8 Transparent pricing, evaluation and review mechanisms and cost control systems. Weighting 10

Criteria 9 Extensive creative design, print procurement and management expertise in prospectus (or catalogue), brochure and leaflet, direct mail and other promotional literature production including corporate material such as Anuual Reports and exhibition stands. Weighting 12

Criteria 10 Quality of response to the expression of interest and provision of subsequent documentation (if requested). Weighting 12

IV.2.2)Information about electronic auction
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
6.6.2012 – 12:00
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
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
VI.2)Information about European Union funds
VI.3)Additional information
The contracting authority considers that this contract may be suitable for economic operators that are small or medium enterprises (SMEs). However, any selection of tenderers will be based solely on the criteria set out for the procurement, and the contract will be awarded on the basis of the most economically advantageous tender. GO Reference: GO-201251-PRO-3892313.
VI.4)Procedures for appeal
VI.4.1)Body responsible for appeal procedures

University of Glamorgan
Procurement Unit
CF37 1DL Pontypridd
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: