Tender for Public Relations and Social Media Strategy

Tender for Public Relations and Social Media Strategy

The Open University is seeking to appoint an integrated comms agency partner that can provide strategic leadership and delivery of pan UK OU marketing and comms strategy.

United Kingdom-Milton Keynes: Public relations services

2020/S 172-417141

Contract notice

Services

Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Official name: The Open University
Postal address: Walton Hall
Town: Milton Keynes
NUTS code: UKJ12 Milton Keynes
Postal code: MK7 6BP
Country: United Kingdom
Contact person: Procurement Manager
E-mail: finance-tenders@open.ac.uk
Internet address(es):Main address: www.open.ac.uk

Address of the buyer profile: https://in-tendhost.co.uk/openuniversity/

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://in-tendhost.co.uk/openuniversity/
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via: https://in-tendhost.co.uk/openuniversity/
Tenders or requests to participate must be submitted to the abovementioned address

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity

Education

Section II: Object

II.1)Scope of the procurement

II.1.1)Title:

Provision of Pan UK Integrated Comms — Public Relations (B2B, B2C) and Social Media Strategy/PRO/OJEU/2020

 

Reference number: OUPA10595

II.1.2)Main CPV code

79416000 Public relations services

II.1.3)Type of contract

Services

II.1.4)Short description:

The Open University (OU) is seeking to appoint an integrated comms agency partner that can provide strategic leadership and delivery of pan UK OU marketing and comms strategy (B2B portfolio, media relations, consumer and social). The focus will be primarily on UK (England, Scotland, Wales and Northern Ireland) media outlets with the potential provision to expand reach internationally in the future.

 

II.1.5)Estimated total value

Value excluding VAT: 2 000 000.00 GBP

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: UKL22 Cardiff and Vale of Glamorgan
NUTS code: UKM75 Edinburgh, City of
NUTS code: UKN06 Belfast
NUTS code: UKJ12 Milton Keynes
Main site or place of performance:

Milton Keynes, Bucks, ENGLAND.

 

II.2.4)Description of the procurement:

 

The Open University is looking for an agency partner capable of delivering fully integrated campaigns that focusses on raising the profile of the Open University in the B2B arena, national, regional, consumer and social environments. The agency must be creative and have the ability to be responsive and flexible in raising the profile of the OU’s strategic priorities.

Media relations: corporate and consumer and social media strategy

The successful agency partner will be highly collaborative in supporting us to move to more proactive, higher frequency and higher impact integrated comms, enabling us to maximise opportunities whilst building brand reputation and awareness.

• the Open University will require the winning Agency to work as an extension to our comms and social teams on both a reactive and proactive basis as required.

• we expect the Agency to play an instrumental role in driving stronger integrated comms targeting different audiences (general public, younger and harder to reach audiences) across multiple channels sectors.

• using our wide range of brand and campaign assets including BBC partnership, our world class academics, students, alumni, business and government partners and innovative technology, we need to be bolder at setting the agenda to ensure the OU is front of mind.

B2B: PR and Social Media Strategy

The Open University will require the winning agency to develop, with appropriate support from the OU, a 6 to 12-month campaign plan that can be immediately implemented following the awarding of the contract. The campaign should satisfy the following requirements:

1) Be an integrated PR and Social campaign that focusses on raising the profile of the Open University in the B2B arena including apprenticeships, skills and productivity, digital transformation, recruitment and retention and management, health and social care and leadership.

2) In addition to maximising existing annual activity such as the business barometer report, the agency will harness a range of creative and innovative ideas that meet the OU’s objectives with clearly defined timelines/schedule, e.g. explore more agile mechanics and virtual events.

3) Clearly identify the target audience and how the campaign will influence and inspire key decision makers.

4) Work closely with key internal stakeholders including BDU contacts, OU Media and Social, Faculties and Nations.

5) Appropriately capitalise on daily media opportunities or ‘newsjacking’ specifically related to activities outlined in the campaign plan.

6) Elevate senior Business Development Unit (B2B) spokespeople in various remits and develop the profile of the Corporate Director as the voice of the Open University to a business audience.

7) Development of strategic thought leadership pieces to raise profiles of key sectors with the OU leading the conversation. Including working in partnership with third party organisations or authors where relevant, to raise credibility and reach to target audiences.

8) Ensure all messaging is fully integrated across OU B2B channels and OU channels.

9) Deliver strategic guidance on how to maximise PR/social channels ensuring effective integration.

In addition:

10) The winning agency will work collaboratively with internal teams, external partners and specialists to deliver key strategic communications.

11) The winning agency will deliver polling and survey-based reports, effectively managing and evaluating the campaign according the agreed procedures.

12) The winning agency will ensure live activity is recorded in a shared document accessible to all stakeholders in the Open University’s agency account team.

13) All PR and Social activity must be approved by the Open University representative prior to any work being undertaken by the winning agency. In addition, the winning agency will not approach national journalists on behalf of the Open University without it first being authorised by the relevant OU contact.

 

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

Value excluding VAT: 2 000 000.00 GBP

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

Duration in months: 24
This contract is subject to renewal: yes
Description of renewals:

2 x 12 months as agreed between the two parties.

 

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

Envisaged number of candidates: 4

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

Selection criteria as stated in the procurement documents

III.1.3)Technical and professional ability

Selection criteria as stated in the procurement documents
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: 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: 01/10/2020
Local time: 12:00

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

Date: 23/10/2020

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

Duration in months: 6 (from the date stated for receipt of 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

Electronic ordering will be used
Electronic invoicing will be accepted
Electronic payment will be used
VI.3)Additional information:
VI.4)Procedures for review

VI.4.1)Review body

Official name: The Open University
Postal address: Walton Hall
Town: Milton Keynes
Postal code: MK7 6AA
Country: United Kingdom
E-mail: finance-tenders@open.ac.ukInternet address: http://www.open.ac.uk

VI.4.2)Body responsible for mediation procedures

Official name: The Open University
Postal address: Walton Hall
Town: Milton Keynes
Postal code: MK7 6AA
Country: United Kingdom
E-mail: finance-tenders@open.ac.ukInternet address: http://www.open.ac.uk
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:

01/09/2020