Media Buying Advertising Tender – Anchor Hanover Group

Media Buying Advertising Tender – Anchor Hanover Group

The media agency shall support Anchor Hanover to effectively buy, measure and report offline and online media.

United Kingdom-Bradford: Advertising and marketing services

2020/S 047-112559

Contract notice

Services

Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Official name: Anchor Hanover Group
Town: Bradford
NUTS code: UK
Country: United Kingdom
E-mail: allen.norman@anchorhanover.org.uk
Internet address(es):Main address: www.anchorhanover.org.uk

I.2)Information about joint procurement

I.3)Communication

The procurement documents are available for unrestricted and full direct access, free of charge, at: https://anchorhanover.wax-live.com
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via: https://anchorhanover.wax-live.com
Tenders or requests to participate must be submitted to the abovementioned address
Electronic communication requires the use of tools and devices that are not generally available. Unrestricted and full direct access to these tools and devices is possible, free of charge, at: https://anchorhanover.wax-live.com

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity

Housing and community amenities

Section II: Object

II.1)Scope of the procurement

II.1.1)Title:

Media Buying Advertising

II.1.2)Main CPV code

79340000

II.1.3)Type of contract

Services

II.1.4)Short description:

1) Overview

The provision of integrated offline and online media buying services for the Anchor Hanover Group.

2) Deliverables

The media agency shall support Anchor Hanover to effectively buy, measure and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, leasehold housing, retirement villages, plus other business services such as recruitment, where required.

II.1.5)Estimated total value

II.1.6)Information about lots

This contract is divided into lots: no
II.2)Description
II.2.1)Title:
II.2.2)Additional CPV code(s)

II.2.3)Place of performance

NUTS code: UK

II.2.4)Description of the procurement:

Overview: the provision of integrated offline and online media buying services for the Anchor Hanover Group.

Deliverables: the media agency shall support Anchor Hanover to effectively buy, measure and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, leasehold housing, retirement villages, plus other business services such as recruitment, where required.

Digital channel management — all digital channel activity must by optimised towards the sales and occupancy targets. While other metrics are important, the primary KPI is always cost per action (CPA) and generating volume of leads to feed into the marketing funnel.

Reporting platform requirements — the agency shall, at a minimum, meet the following reporting platform requirements:

— provide, maintain and manage the online platform with full access provided to Anchor Hanover;

— provide for and support all call tracking, accurately monitoring telephone lead generation;

— support all tracking across the Anchor Hanover website;

— support all tracking in Google Analytics.

Local offline media requirements — although the agency will be expected to buy newsprint media at a national level, the majority of offline media buying is required at a local and hyperlocal level. For care and housing products, most new residents come from within a 5-10 mile radius of the location which, to avoid media wastage, requires advertising strategy and planning at a hyperlocal level. While local/hyperlocal offline media buying only makes up around 15-20 per cent of overall media spend, the agency is expected to suggest and secure opportunities to meet this requirement, and to buy space where this is possible.

Recruitment requirements — the agency is required to understand and target the most appropriate demographics with content to attract and retain talent.

In addition to the primary goal of generating new customer leads, the agency will be expected to provide expertise in helping deliver against recruitment targets. Anchor Hanover has around 10,000 staff, the majority of which work in our care homes where the voluntary annual turnover is around 30 %.

The agency is required to understand the recruitment sector, and to have specialist in-house recruitment expertise, providing media buying services across our product and job portfolio and to create targeted recruitment campaigns, by understanding our demographic, to ultimately attract and retain talent.

II.2.5)Award criteria

Price is not the only award criterion and all criteria are stated only in the procurement documents
II.2.6)Estimated value

II.2.7)Duration of the contract, framework agreement or dynamic purchasing system

Start: 01/06/2020
This contract is subject to renewal: yes
Description of renewals:

3-year initial period.

1 + 1 extension will be available.

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

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
III.1.3)Technical and professional ability
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:
III.2.3)Information about staff responsible for the performance of the contract

Section IV: Procedure

IV.1)Description

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: no
IV.2)Administrative information

IV.2.1)Previous publication concerning this procedure

Notice number in the OJ S: 2020/S 028-065857

IV.2.2)Time limit for receipt of tenders or requests to participate

Date: 31/03/2020
Local time: 12:00

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

Date: 06/04/2020

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

English
IV.2.6)Minimum time frame during which the tenderer must maintain the 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
VI.3)Additional information:
VI.4)Procedures for review

VI.4.1)Review body

Official name: Anchor Hanover
Town: Bradford
Country: United Kingdom
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:

04/03/2020