Contract notice
Section I: Contracting
authority
I.1) Name and addresses
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
UK
Contact person: Sarah Waters
E-mail: procurement@ahdb.org.uk
NUTS: UK
Internet address(es)
Main address: https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
Address of the buyer profile: https://defra-family.force.com/s/Welcome
I.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge at:
https://defra-family.force.com/s/Welcome
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be sent electronically to:
https://defra-family.force.com/s/Welcome
Tenders or requests to participate must be sent to the abovementioned address
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
Other: Agriculture
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
for Social Media services in the USA, Canada & Mexico covering beef, lamb & pork
Reference number: 2024-732
II.1.2) Main CPV code
79340000
II.1.3) Type of contract
Services
II.1.4) Short description
AHDB intend to procure a Contract to a successful Agency/Supplier for the provision of Social Media requirements covering the USA, Canada & Mexico. The successful supplier will be required to deliver strategy and planning, content creation, engage with audiences, advertising and promotion etc as well as ensuring value for money for levy payers is provided. <br/>Listed below are some of the actions/requirements that the supplier/agency will be required to complete throughout the duration of the contract:<br/>Strategy & Planning:<br/>• Prepare an approach that will make recommendations on the most effective way to fulfil the goals for increasing brand awareness<br/>• Provide a detailed content calendar outlining the frequency, type, and timing of social media posts<br/>Content Creation:<br/>• Create engaging, high quality and relevant content, including but not limited to text, images, videos, and infographics for campaigns<br/>• Ensure all content adheres to AHDB brand guidelines and maintains a consistent brand tonality<br/>• A point of view on content curation noting that we have staff and farmers creating content<br/>• How to best use User-Generated Content (UGC)<br/>• Ensure the necessary language skills to communicate effectively with the target audience<br/>• Consider using professional translation services to maintain accuracy and cultural sensitivity<br/>• Research cultural norms. Be aware of local customs, traditions, and taboos to avoid misunderstandings<br/>• Create content that is respectful of diverse cultures and avoids offensive or discriminatory language<br/>• Leverage cross-promotion to drive traffic between channels<br/>Engage with audience:<br/>• Respond promptly to comments and messages on all platforms<br/>• Encourage user-generated content through contests or challenges<br/>Advertising and promotion:<br/>• Develop and execute paid social media campaigns to increase reach, engagement, and sign ups to our Newsletter<br/>• Provide regular reports on campaign performance and provide optimisation recommendations<br/>Analytics & reporting:<br/>• Provide monthly reports outlining key performance metrics, including reach, engagement, conversion rates<br/>• Offer insights and recommendations for ongoing improvements
II.1.5) Estimated total value
Value excluding VAT:
471 600.00
GBP
II.1.6) Information about lots
This contract is divided into lots:
No
II.2) Description
II.2.2) Additional CPV code(s)
79340000
II.2.3) Place of performance
NUTS code:
UK
Main site or place of performance:
Social Media requirements in the US, Canada and Mexico
II.2.4) Description of the procurement
Listed below are some of the actions/requirements that the supplier/agency will be required to complete throughout the duration of the contract:<br/>Strategy & Planning:<br/>• Prepare an approach that will make recommendations on the most effective way to fulfil the goals for increasing brand awareness<br/>• Provide a detailed content calendar outlining the frequency, type, and timing of social media posts<br/>Content Creation:<br/>• Create engaging, high quality and relevant content, including but not limited to text, images, videos, and infographics for campaigns<br/>• Ensure all content adheres to AHDB brand guidelines and maintains a consistent brand tonality<br/>• A point of view on content curation noting that we have staff and farmers creating content<br/>• How to best use User-Generated Content (UGC)<br/>• Ensure the necessary language skills to communicate effectively with the target audience<br/>• Consider using professional translation services to maintain accuracy and cultural sensitivity<br/>• Research cultural norms. Be aware of local customs, traditions, and taboos to avoid misunderstandings<br/>• Create content that is respectful of diverse cultures and avoids offensive or discriminatory language<br/>• Leverage cross-promotion to drive traffic between channels<br/>Engage with audience:<br/>• Respond promptly to comments and messages on all platforms<br/>• Encourage user-generated content through contests or challenges<br/>Advertising and promotion:<br/>• Develop and execute paid social media campaigns to increase reach, engagement, and sign ups to our Newsletter<br/>• Provide regular reports on campaign performance and provide optimisation recommendations<br/>Analytics & reporting:<br/>• Provide monthly reports outlining key performance metrics, including reach, engagement, conversion rates<br/>• Offer insights and recommendations for ongoing improvements<br/>Initial contract is for 1 year with 1+1 extension options.<br/>Value is approx. £157,200 per annum<br/>The electronic address at which the Procurement Documents have been made directly available by AHDB by electronic means is https://defra-family.force.com/s/Welcome. This is AHDB’s e-Sourcing portal.
II.2.5) Award criteria
Criteria below:
Quality criterion: Technical/Quality
/ Weighting: 60
Price
/ Weighting:
40
II.2.6) Estimated value
Value excluding VAT:
393 000.00
GBP
II.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start:
02/06/2025
End:
01/06/2028
This contract is subject to renewal: No
II.2.9) Information about the limits on the number of candidates to be invited
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
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
List and brief description of conditions:
As per tender documents
III.1.2) Economic and financial standing
List and brief description of selection criteria:
As per tender documents
III.1.3) Technical and professional ability
List and brief description of selection criteria:
As per tender documents
III.2) Conditions related to the contract
Section IV: Procedure
IV.1) Description
IV.1.1) Type of procedure
Open procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.2) Time limit for receipt of tenders or requests to participate
Date:
28/02/2025
Local time: 12:00
IV.2.4) Languages in which tenders or requests to participate may be submitted
EN
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
Date:
28/02/2025
Local time: 13:00
Place:
AHDB HQ
Information about authorised persons and opening procedure:
Procurement Manager
Section VI: Complementary information
VI.1) Information about recurrence
This is a recurrent procurement:
No
VI.4) Procedures for review
VI.4.1) Review body
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
UK
E-mail: procurement@ahdb.org.uk
Internet address(es)
URL: https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
VI.4.2) Body responsible for mediation procedures
Defra Network eTendering Portal
Seacole Building, 2 Marsham Street
London
SW1P 4DF
UK
Internet address(es)
URL: https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs
VI.5) Date of dispatch of this notice
27/01/2025