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Summary

OCID:
Published by:: Robert Gordon University
Authority ID:: AA21575
Publication date:: 04 July 2019
Deadline date:: -
Notice type:: Contract Award Notice
Has documents:: No
Has SPD:: No
Has Carbon Reduction Plan:: N/A

Abstract

Develop a media strategy to:

— increase awareness and consideration of the University,

— drive enquiries and applications in the most effective and efficient way,

— improve the quality and increase the quantity of our applications.

Specific objectives:

1) To advise on SEO strategy and a plan to increase our reputation, domain authority and to ensure that we are on page 1 of the most popular search engines;

2) To develop a PPC strategy and plan which allows us to flex our spend to drive more enrolments for the lowest possible CPA;

3) To plan and buy any digital advertising to meet our objectives and deliver the highest quality of application for the lowest CPA;

4) To plan and buy and ATL advertising to raise awareness, grow consideration and drive direct response for the most efficient use of spend.

Expected outputs would be:

1) An overarching media strategy and plan;

2) SEO strategy and plan and advise on content and link building;

3) PPC strategy and plan and recommended buying strategies;

4) A digital advertising strategy and plan to deliver high quality applications;

5) An ATL strategy and plan to increase awareness and consideration and to drive direct response;

6) Market insight into the target audience, media landscape, competitive environment and SOV and competitor marketing spend.

Full notice text

Contract award notice

Results of the procurement procedure

Section I: Contracting entity

I.1) Name and addresses

Robert Gordon University

Central Services Building, Garthdee Road

Aberdeen

AB10 7FY

Contact person: Helen Booth

Telephone: +44 1224262059

E-mail: procurement@rgu.ac.uk

Fax: +44 1224262660

NUTS: UKM50

Internet address(es)

Main address: http://www.rgu.ac.uk

Address of the buyer profile: https://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA00399

I.4) Type of the contracting authority

Body governed by public law

I.5) Main activity

Education

Section II: Object

II.1) Scope of the procurement

II.1.1) Title

Media Planning and Buying

Reference number: 001/19/HB

II.1.2) Main CPV code

79342000

II.1.3) Type of contract

Services

II.1.4) Short description

Media planning and buying for Robert Gordon Uni, including PPC and SEO, Overarching strategy, digital advertising, any ATL advertising.

II.1.6) Information about lots

This contract is divided into lots: No

II.1.7) Total value of the procurement

Value excluding VAT: 150 000.00 GBP

II.2) Description

II.2.2) Additional CPV code(s)

79340000

79342100

79413000

79341000

79341100

79341200

79341400

II.2.3) Place of performance

NUTS code:

UKM50

Main site or place of performance:

Garthdee Road, Aberdeen, AB10 7FY.

II.2.4) Description of the procurement

Develop a media strategy to:

— increase awareness and consideration of the University,

— drive enquiries and applications in the most effective and efficient way,

— improve the quality and increase the quantity of our applications.

Specific objectives:

1) To advise on SEO strategy and a plan to increase our reputation, domain authority and to ensure that we are on page 1 of the most popular search engines;

2) To develop a PPC strategy and plan which allows us to flex our spend to drive more enrolments for the lowest possible CPA;

3) To plan and buy any digital advertising to meet our objectives and deliver the highest quality of application for the lowest CPA;

4) To plan and buy and ATL advertising to raise awareness, grow consideration and drive direct response for the most efficient use of spend.

Expected outputs would be:

1) An overarching media strategy and plan;

2) SEO strategy and plan and advise on content and link building;

3) PPC strategy and plan and recommended buying strategies;

4) A digital advertising strategy and plan to deliver high quality applications;

5) An ATL strategy and plan to increase awareness and consideration and to drive direct response;

6) Market insight into the target audience, media landscape, competitive environment and SOV and competitor marketing spend.

II.2.5) Award criteria

Quality criterion: Strategic capability / Weighting: 25

Quality criterion: Media buying power / Weighting: 25

Quality criterion: Strength of team / Weighting: 15

Quality criterion: Quality of service and turnaround times / Weighting: 15

Price / Weighting: 20

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 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.2.1) Previous publication concerning this procedure

Notice number in the OJ S:

2019/S 018-038616

Section V: Award of contract

Contract No: 001/19/HB

A contract/lot is awarded: Yes

V.2 Award of contract

V.2.1) Date of conclusion of the contract

02/05/2019

V.2.2) Information about tenders

Number of tenders received: 9

The contract has been awarded to a group of economic operators: No

V.2.3) Name and address of the contractor

Penna

Millennium Bridge House, 2 Lambeth Hill

London

EC4V 4BG

Telephone: +44 2038492777

NUTS: UK

The contractor is an SME: No

V.2.4) Information on value of the contract/lot (excluding VAT)

Total value of the contract/lot: : 40 000.00 GBP

V.2.5) Information about subcontracting

Section VI: Complementary information

VI.3) Additional information

(SC Ref:589605)

VI.4) Procedures for review

VI.4.1) Review body