Media Planning and Buying Tender for Robert Gordon University

Media Planning and Buying Tender for Robert Gordon University

Media Planning and Buying for Robert Gordon University, including PPC and SEO.

United Kingdom-Aberdeen: Marketing services

2019/S 018-038616

Contract notice


Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Robert Gordon University
Central Services Building, Garthdee Road
AB10 7FY
United Kingdom
Contact person: Helen Booth
Telephone: +44 1224262059
Fax: +44 1224262660
NUTS code: UKM50
I.2)Information about joint procurement


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:
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:

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


Media Planning and Buying

Reference number: 001/19/HB

II.1.2)Main CPV code


II.1.3)Type of contract


II.1.4)Short description:

Media Planning and Buying for Robert Gordon Uni, including PPC and SEO, Overarching strategy, digital advertising, any ATL advertising.

II.1.5)Estimated total value

Value excluding VAT: 600 000.00 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: UKM50
Main site or place of performance:

Garthdee Road, Aberdeen, AB10 7FY.

II.2.4)Description of the procurement:

Develop a media strategy to:

— increase awareness and consideration of the University,

— drive enquiries and applications in the most effective and efficient way,

— improve the quality and increase the quantity of our applications.

Specific objectives:

1) to advise on SEO Strategy and a plan to increase our reputation, domain authority and to ensure that we are on Page 1 of the most popular search engines;

2) to develop a PPC Strategy and plan which allows us to flex our spend to drive more enrolments for the lowest possible CPA;

3) to plan and buy any digital advertising to meet our objectives and deliver the highest quality of application for the lowest CPA;

4) to plan and buy and ATL advertising to raise awareness, grow consideration and drive direct response for the most efficient use of spend.

Expected outputs would be:

1) an overarching media strategy and plan;

2) SEO strategy and plan and advise on content and link building;

3) PPC strategy and plan and recommended buying strategies;

4) a digital advertising strategy and plan to deliver high quality applications;

5) an ATL strategy and plan to increase awareness and consideration and to drive direct response;

6) market insight into the target audience, media landscape, competitive environment and SOV and competitor marketing spend.

II.2.5)Award criteria

Criteria below
Quality criterion – Name: Strategic capability / Weighting: 25
Quality criterion – Name: Media buying power / Weighting: 25
Quality criterion – Name: Strength of team / Weighting: 15
Quality criterion – Name: Quality of service and turnaround times / Weighting: 15
Price – Weighting: 20

II.2.6)Estimated value

Value excluding VAT: 600 000.00 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:

Up to 12 month extension at the end of the initial 36 month period.

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

Obligation to indicate the names and professional qualifications of the staff assigned to performing the contract

Section IV: Procedure


IV.1.1)Type of procedure

Open 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: 25/02/2019
Local time: 16:00
IV.2.3)Estimated date of dispatch of invitations to tender or to participate to selected candidates

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

Date: 25/02/2019
Local time: 16:00


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:

Note: To register your interest in this notice and obtain any additional information please visit the Public Contracts Scotland website 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.

(SC Ref:570650)

Download the ESPD document here:

VI.4)Procedures for review

VI.4.1)Review body

Robert Gordon University
Central Services Building, Garthdee Road
AB10 7FY
United Kingdom
Telephone: +44 1224262059
Fax: +44 1224262660Internet address:
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: