Tender for Undergraduate Recruitment Marketing and Advertising Services
Swansea University is tendering for the services of an independent advertising planner and buyer.
United Kingdom-Swansea: Advertising and marketing services
2018/S 164-374824
Contract notice
Services
Directive 2014/24/EU
Section I: Contracting authority
I.1)Name and addresses
Procurement — Finance, Swansea University, Singleton Park
Swansea
SA2 8PP
United Kingdom
Contact person: Owen Cullen, Deputy Head of Procurement
Telephone: +44 1792606268
E-mail: procurement@swansea.ac.uk
NUTS code: UKL18Internet address(es):Main address: www.swansea.ac.uk
Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0345
I.3)Communication
I.4)Type of the contracting authority
I.5)Main activity
Section II: Object
II.1.1)Title:
Undergraduate Recruitment Marketing and Advertising Services
II.1.2)Main CPV code
II.1.3)Type of contract
II.1.4)Short description:
Swansea University is tendering for the services of an independent advertising planner and buyer to assist with the University’s recruitment marketing activity which is targeted at attracting and recruiting prospective students (and reaching their influencers) to the University. The services are expected to begin from Academic Year 2019 and will run for a period of 3 years with the option to extend for a further year.
The value of the contract (assuming a maximum four year tenure) will be approximately 1 000 000 GBP to 1 500 000 GBP. The University will reserve the right to spend an additional 500 000 GBP upon the agreement of both parties.
II.1.5)Estimated total value
II.1.6)Information about lots
II.2.2)Additional CPV code(s)
II.2.3)Place of performance
Swansea University
II.2.4)Description of the procurement:
The University is looking to further develop its recruitment marketing and advertising, building on the sector–leading successes (marked by a Times Higher Education Leadership and Management Award for Admissions and two Chartered Institute of Marketing {Wales} awards) achieved over the past three years. Raising awareness of the University brand and increasing the number of high quality applications from across the UK, through astute, targeted advertising is a key component of the University’s recruitment strategy, in an increasingly competitive market.
Key audiences for the advertising campaigns run by the University:
— UK/EU potential Undergraduate students.
Our core market consists of potential undergraduates from schools and colleges in the UK residing within a 200 mile radius of Swansea. Currently around 40 per cent of students are from Wales and the rest from England, EU, Northern Ireland and Scotland; however applications from England have increased by 120 % in the last 3 years so the proportion of English students has been increasing. This is particularly evident in the South West, Midlands, South East and London.
— Parents and Guardians.
As key influencers in the decision-making process our marketing and recruitment activity also targets potential applicants’ parents with a view to raising profile and creating brand awareness.
— Careers Advisers and Teachers/Lecturers.
Teachers and Advisers in schools and colleges have an important role in helping to shape the choices of potential undergraduates. Our aim is to create awareness amongst this group too.
II.2.5)Award criteria
II.2.6)Estimated value
II.2.7)Duration of the contract, framework agreement or dynamic purchasing system
The University will reserve the right to extend the contract for an additional period of twelve months
II.2.10)Information about variants
II.2.11)Information about options
The University will reserve the right to spend an additional GBP 500,000 upon the agreement of both parties.
II.2.13)Information about European Union funds
II.2.14)Additional information
Further information is available within the tender documents, available free of charge via eTenderwales Bravosolution.
Section III: Legal, economic, financial and technical information
III.1.2)Economic and financial standing
III.1.3)Technical and professional ability
Section IV: Procedure
IV.1.1)Type of procedure
IV.1.8)Information about the Government Procurement Agreement (GPA)
IV.2.2)Time limit for receipt of tenders or requests to participate
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
IV.2.7)Conditions for opening of tenders
Swansea University
Via eTenderwales Bravosolution system
Section VI: Complementary information
VI.1)Information about recurrence
VI.3)Additional information:
The objectives of the advertising planning and buying agency will be as follows:
— To raise the profile of Swansea University among all key audiences across appropriate advertising media, in selected locations to be advised by the University,
— Attract more university applications from targeted UK areas, to become potential undergraduate students at Swansea University,
— To raise awareness and brand recognition among the influencers of potential applicants to university,
— Help maintain and develop Swansea University’s market share, and support market growth, in a highly competitive market,
— Help deliver integrated advertising campaigns, in close collaboration with the University’s recruitment and marketing team,
— To assist in achieving competitive advantage over other HEIs by recommending and securing preferred and innovative advertising options ahead of competitors,
— To demonstrate, measure and evaluate the success of advertising as an integral part of student recruitment activity.
NOTE: The authority is using eTenderwales to carry out this procurement process. To obtain further information record your interest on Sell2Wales at https://www.sell2wales.gov.wales/search/search_switch.aspx?ID=84907
(WA Ref:84907)
VI.4.1)Review body
Procurement — Finance, Swansea University, Singleton Park
Swansea
SA2 8PP
United KingdomInternet address: www.swansea.ac.uk
VI.5)Date of dispatch of this notice: