II.2.3) Place of performance
NUTS code:
UK
II.2.4) Description of the procurement
Campaign Objectives:
The successful agency will be expected to:
- Utilise the campaign to increase awareness of flu, and how serious it can be
- Utilise the campaign to increase awareness of the benefits of flu vaccination in targeted clinical and age defined eligible groups
- Deliver a campaign utilising a range of formats and messages that resonate with target groups which are relevant to specific audiences/agreed segments
- Utilise the campaign to target the important mechanisms thought to influence uptake of flu vaccination in the different population segments
- Base communication methods, messages and creative content on behavioural science approaches, behavioural mechanisms, theories and frameworks such as MINDSPACE or EAST
- Demonstrate the impact the creative campaign has on an individual’s decision or intention to receive a flu vaccination
- Offer ways to improve the campaign going forward
The campaign should feel contemporary, innovative, fresh and engaging and be based on behavioural science approaches. It should be bilingual and delivered using the following elements:
- Campaign planning and management, including audience analysis,
- PR and media relations
- Social media management and content creation
- Media buying
- Video production, photography and other digital/non-digital resources
- Creative resources
- Event planning and management
- Regular meetings and correspondence with Public Health Wales to discuss and agree all content as required (may be frequent)
- Liaising with, and offering expert support to, NHS and non-NHS organisations and key stakeholders as required
End of season campaign evaluation reporting following the Government Communication Service evaluation framework, as well as the production of a mid-season activity and evaluation-so-far report.
Brand Refresh Objectives:
The refresh of the Beat Flu / Curwch Ffliw brand should be completed by 28 February 2019 and include:
- Development of possible branding options including:
- One consistent brand used across all assets and for all groups
- An umbrella brand with a connected but different look and feel for different target groups
- Development of consistent campaign templates which will be compatible with the NHS Wales IT system, including:
- Beat Flu / Curwch Ffliw websites and social media home pages
- Film and video:
- start frame
- captioning
- font
- External assets:
- Beat Flu / Curwch Ffliw Reports and briefing materials
- Infographics
- Social media posts
- Digital presentation media (PowerPoint/Prezi)
- Press releases and media statements
- Beat Flu / Curwch Ffliw Posters, leaflets and other printed collateral
- Develop brand identity guidelines which will make the Beat Flu / Curwch Ffliw suite of outputs easy to identify. This will include guidance on the following design elements:
- Layout
- Image guidelines
- Colour palette
Budget:
The indicative budget for creative communications is up to a maximum of 85,000 GBP annually, subject to continued board agreement. This is to include all paid-for elements of the campaign as well as agency time. Agencies are expected to outline how they would use the full budget in their application brief.
The indicative budget for the refresh of Beat Flu / Curwch Ffliw is 7,000 GBP non-recurring and to be completed in 2018/19.
Timescales:
The delivery of the campaign element will be awarded as a two year contract, subject to a satisfactory annual review of supplier performance against the KPIs. A mid-season report is expected by the end of December each year and a final end of season report by 31 March annually.
All invoices must be submitted annually by 15 March.
II.2.5) Award criteria
Quality criterion: Ability
/ Weighting: 50%
Quality criterion: Quality
/ Weighting: 20%
Quality criterion: Management
/ Weighting: 20%
Price
/ Weighting:
10%
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