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 digital marketing agency. Please note, branding and strategy activities has its own separate Tender [Integrated Brand Marketing - Campaigns] and any digital agency appointed will have to work in partnership to represent the brand as best as possible within a digital space. The appointed agency will have authority over representation of the brand in a digital space in conjunction with the Marketing & Student Recruitment department at the University of South Wales.
Note: Web development will be handled internally, so this is not an opportunity for web build, but influence and assistance where necessary for CRO.
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
- Digital marketing insight into the target audiences, digital media landscape, competitive environment including share of voice and competitor marketing spend
- Creative conceptualisation, development and implementation to create standout digital campaigns, which appeal to the target audiences while reflecting the University’s brand values – outputs to include website landing pages, PPC and SEO plans
- A PPC strategy, tactical operational plans and implementation of activity that allows us to flex our spend and drive applications for the lowest cost per acquisition
- Plan, buy and implement digital 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
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.2.11) 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