II.2.2) Additional CPV code(s)
79340000
II.2.3) Place of performance
NUTS code:
UKM75
II.2.4) Description of the procurement
Scope of work to include:
Development of an overarching social media strategy, highlighting how the needs of the business and its target audience would be met through the consumer facing social media activity
Creation of monthly content for the core Make it Scotch social media channels of Facebook, Instagram and TikTok, including ideation, content creation and execution of a combination of video, graphic and still assets
A monthly paid-for strategy to support all developed content in reaching and impacting the target audiences, in line with agreed budgets (it is possible that QMS’ media agency would be responsible for booking boosted/paid-for content in line with the strategy developed)
Community management of the social media channels. Channels should be checked as a minimum three times per weekday, and once per day on the weekend
Monthly social listening to monitor trends relevant to the QMS brands and its target audience, and to drive the monthly content being developed
Regular Make it Scotch newsletters, to be delivered to the Make it Scotch database of over 50k subscribers
Seasonal management and delivery of an influencer campaign, involving the identification and outreach/management of influencer partners to deliver agreed messages/content in relation to the Scotch and Specially Selected brands
Monthly evaluating and reporting of social media and influencer (where required) activity, including analysis on previous performance and forward recommendations
It should be noted that within the content development section of the requirements, the agency partner will be required to film content and undertake activity within the premises/locations of a wide array of QMS stakeholders, all located across the length and breadth of Scotland, but primarily throughout the central belt. This could include developing content with butcher shops, on-farm content or within restaurants based in Scotland.
It is expected that retainer activity is managed on a month-to-month basis, with regular updates on under- and over-use of hours which allows QMS and the agency partner to consider the most effective way to deliver what is required month to month. It is expected that unused hours would be rolled forward into capacity for the following months.
On occasion, out with the retainer, the consumer social media agency will also be required to ideate and activate additional campaign-style activity to be used on the Make it Scotch social media channels. For example, in key periods throughout the calendar such as Summer or Christmas, there may be a requirement for higher production level content as QMS aims to strengthen the messages being delivered.
In order to achieve the above, QMS requires an agency who can prepare and present high quality, clear, concise and cost-effective activation of social media strategies and content. The agency partner should have great experience in working closely with other partner agencies, ensuring a consistent approach across all QMS marketing activity.
The consumer social media agency must be able to demonstrate excellent experience of working with brands/businesses whose requirements were relevant in relation to the QMS requirements. All tenderers will have the opportunity to provide case studies which showcase said experience, which may include businesses of a similar structure, food and drink content development or working with brands whose social content delivery relates to audiences of a similar size to QMS.
II.2.5) Award criteria
Quality criterion: Cyber Security
/ Weighting: 0
Quality criterion: Agency structure and ways of working
/ Weighting: 30
Quality criterion: Proposal for consumer social media services
/ Weighting: 70
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