Tender for Undergraduate Recruitment Marketing and Advertising Services

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


Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Swansea University
Procurement — Finance, Swansea University, Singleton Park
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.2)Information about joint procurement


The procurement documents are available for unrestricted and full direct access, free of charge, at: https://etenderwales.bravosolution.co.uk
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via: https://etenderwales.bravosolution.co.uk

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


Undergraduate Recruitment Marketing and Advertising Services

Reference number: SU13(19)

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

Value excluding VAT: 1 500 000.00 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: UKL
Main site or 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

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: 1 500 000.00 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:

The University will reserve the right to extend the contract for an additional period of twelve months

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: yes
Description of options:

The University will reserve the right to spend an additional GBP 500,000 upon the agreement of both parties.

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

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)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.1.1)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: 25/09/2018
Local time: 12:00
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:

English, Welsh

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: 25/09/2018
Local time: 12:00

Swansea University

Information about authorised persons and opening procedure:

Via eTenderwales Bravosolution system

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:

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)Procedures for review

VI.4.1)Review body

Swansea University
Procurement — Finance, Swansea University, Singleton Park
United KingdomInternet address: www.swansea.ac.uk
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: