II.2.2) Additional CPV code(s)
79342000
79340000
79413000
79342100
II.2.3) Place of performance
NUTS code:
UKL15
II.2.4) Description of the procurement
The University of South Wales (USW) wishes to work in partnership with one Agency. Please note, digital activities ie, PPC, website creation, SEO etc has its own separate Tender (Integrated Marketing Campaigns - Digital). Any agency appointed will have to work in partnership with the Digital Agency to represent the brand as best as possible. The appointed agency will have authority over representation of the brand outside of the digital space in conjunction with the Marketing & Student Recruitment department at the University of South Wales.
USW operates globally and the scope of work will include:
- To work as a strategy partner developing, implementing and evaluating market strategy to deliver on student recruitment KPIs
- Increase awareness and consideration of USW
- Drive enquiries and applications for USW courses
- Improve the quality of our student intake and increase applications
- Provide expert advice (based on data) to enhance activities ie, drive enquirers and applicants through the conversion funnel
- Support with positively presenting the USW brand and values across all stakeholder groups ie, Alumni projects, International recruitment
The contract will be managed by Marketing and Student Recruitment to ensure quality control, brand compliance and monitoring against KPIs.
The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support campaign planning and monitoring.
Work will typically have two strands, ‘central’ and ‘faculty’ – the ‘central’ campaign work supports the ‘faculty’ activities, therefore marketing plans and activities should be integrated into one plan and both strands treated equally important by the agency.
All staff recruitment and media, and public relations activities are outside the scope of this tender.
Summary of Requirements:
- Support with the creation of marketing plans to deliver on set KPIs
- Marketing insight into the target audiences, media landscape, competitive environment including share of voice and competitor marketing spend
- Creative conceptualisation, development and implementation to create standout campaigns, which appeal to the target audiences while reflecting the University’s brand values – outputs to include print, audio, audio visual, exhibition stands, out of home, events, sponsorships etc
- Plan, buy and implement advertising to deliver on our objectives and maximise return on investment
- Campaign optimisation, reporting and evaluation to ensure the University gains the highest return on investment
II.2.5) Award criteria
Criteria below:
Quality criterion: Consultancy, advice & guidance
/ Weighting: 50
Quality criterion: Insights
/ Weighting: 25
Quality criterion: Creative
/ Weighting: 20
Quality criterion: Account Management & Expertise
/ Weighting: 20
Quality criterion: Ability to produce outputs in a range of formats
/ Weighting: 15
Quality criterion: Experience & expertise of embedding with Stakeholders
/ Weighting: 15
Quality criterion: Evaluation & Reporting
/ Weighting: 15
Quality criterion: Understanding of HE
/ Weighting: 13
Quality criterion: Case studies presented
/ Weighting: 10
Quality criterion: Quality of the response to the tender
/ Weighting: 5
Quality criterion: Amount of work will the Agency outsource
/ Weighting: 5
Quality criterion: Any additional factors raised by the Agency to give USW a competitive advantage
/ Weighting: 2
Price
/ Weighting:
5
II.2.6) Estimated value
Value excluding VAT:
1 800 000.00
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:
Potential for a 12 month extension
II.2.9) Information about the limits on the number of candidates to be invited
Envisaged minimum number: 5
II.2.10) Information about variants
Variants will be accepted:
No
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No