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Notice Summary

United Kingdom-Pontypridd: Integrated Marketing Campaigns
428619-2019
University of South Wales
12 September 2019
09 October 2019
Contract Notice - Restricted Procedure
Yes

Notice Abstract

The University of South Wales (USW) wishes to work in partnership with a marketing agency to:(i) develop strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students;(ii) in addition, to positively present the brand across all stakeholder groups i.e., prospective students/enquirers, current students, alumni, businesses, research community, etc.;(iii) to work cooperatively with any other appointed agency supporting USW across brand and campaign activity.There will be 2 lots:1) Integrated Marketing Campaigns – Brand;2) Integrated Marketing Campaigns – Digital.The contract will be managed by the University’s marketing and student recruitment department, to ensure quality control, brand compliance and monitoring against KPIs.All staff recruitment and media, and public relations activities are outside the scope of this tender.

Notice Details

Contract notice

Directive 2014/24/EU - Public Sector Directive

Directive 2014/24/EU

Section I: Contracting Change entity

I.1) Name and addresses

University of South Wales

Procurement Manager, University of South Wales, Finance Dept, Llantwit Road

Pontypridd

CF37 1DL

UK

Telephone: +44 1443482385

E-mail: sharon.jenkins@southwales.ac.uk

Fax: +44 1443482384

NUTS: UKL

Internet address(es)

Main address: www.southwales.ac.uk

Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0315

I.2) Joint procurement

The contract is awarded by a central purchasing body

I.3) Communication

The procurement documents are available for unrestricted and full direct access, free of charge at:

www.sell2wales.gov.wales


Additional information can be obtained from the abovementioned address


Tenders or requests to participate must be sent electronically to:

www.sell2wales.gov.wales


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

Integrated Marketing Campaigns

Reference number: Tender No 1629

II.1.2) Main CPV code

79342000

 

II.1.3) Type of contract

Services

II.1.4) Short description

The University of South Wales (USW) wishes to work in partnership with a marketing agency to:

(i) develop strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students;

(ii) in addition, to positively present the brand across all stakeholder groups i.e., prospective students/enquirers, current students, alumni, businesses, research community, etc.;

(iii) to work cooperatively with any other appointed agency supporting USW across brand and campaign activity.

There will be 2 lots:

1) Integrated Marketing Campaigns – Brand;

2) Integrated Marketing Campaigns – Digital.

The contract will be managed by the University’s marketing and student recruitment department, to ensure quality control, brand compliance and monitoring against KPIs.

All staff recruitment and media, and public relations activities are outside the scope of this tender.

II.1.5) Estimated total value

Value excluding VAT: 3 300 000.00 GBP

II.1.6) Information about lots

This contract is divided into lots: Yes

Tenders may be submitted for all lots

II.2) Description

Lot No: 1

II.2.1) Title

Integrated Marketing Campaigns — Brand

II.2.2) Additional CPV code(s)

79342000

79340000

79413000

79342100

II.2.3) Place of performance

NUTS code:

UKL15

UKL22

II.2.4) Description of the procurement

The University is seeking to award 2 separate 3-year contracts to commence in January 2020, with an option to extend beyond the initial 3-year period for a further period of 12 months (3+1) subject to satisfactory contractor performance.

Contractors are able to apply for both:

Lot 1: (integrated marketing campaigns – brand); and

Lot 2: (integrated marketing campaigns – digital) or individual lots.

The University of South Wales (USW) wishes to work in partnership with a marketing agency to:

(i) develop strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students;

(ii) in addition, to positively present the brand across all stakeholder groups i.e., prospective students/enquirers, current students, alumni, businesses, research community, etc.;

(iii) to work cooperatively with any other appointed digital agency supporting USW across brand and campaign activity.

The appointed agency will have authority over representation of the brand outside of the digital space, in conjunction with the marketing and student recruitment department at USW.

The appointed agency will be required to work in partnership with a digital agency to represent the brand as best as possible.

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, applications and enrolments for USW courses,

— improve the quality of our student intake and increase applications and enrolments,

— provide expert advice (based on data) to enhance activities i.e., drive enquirers and applicants through the conversion funnel,

— support with positively presenting the USW brand and values across all stakeholder groups i.e., Alumni projects, International recruitment.

Work will typically have 2 strands, ‘central’ and ‘course marketing’ – the ‘central’ campaign work i.e., open day advertising, supports ‘course marketing’ 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.

The University's main competitors are Cardiff University, Cardiff Metropolitan, Swansea University, Trinity St David’s, University of Gloucestershire and University of West of England (‘Main Competitors’) Potential candidates that currently, or intend to (for example, under an existing framework), deliver integrated marketing campaigns (brand and/or digital) services to one or more of the Main Competitors will need to demonstrate at Stage 1 how they will effectively manage any conflict of interest. Proposals will be evaluated in accordance with the selection criteria — please note Section III.1) (conditions for participation) of this OJEU Notice.

This procurement process is being conducted as a restricted procedure consisting of both selection and invitation to tender stages.

Stage 1: Selection Stage: an overall pass mark of 75 % shall apply to this stage. Candidates should note Section III.1) (conditions for participation) of this OJEU Notice for information on the selection criteria. The scores awarded by the evaluation panel will be collated and a shortlist of candidates will be produced. The highest scoring eight (8) candidates will be short-listed. However, the University reserves the right to invite less than eight (8) candidates where an insufficient number of candidates satisfy the University's minimum requirements as set out in Section 1 (information and instructions) of this document. Further, the University reserves the right to invite more than eight (8) where more than one candidate is ranked joint eighth highest scoring candidate.

Stage 2: Invitation to Tender Stage: a maximum of 8 qualified potential suppliers will be invited to submit formal tenders at this stage.

II.2.5) Award criteria

Criteria below:

Quality criterion: Creative: response to brief, creative capabilties across a range of outputs / Weighting: 35

Quality criterion: Partnerships: fostering an effective and successful relationship with USW / Weighting: 15

Quality criterion: Systems and processes: delivery of the service i.e., quoting for work, campaign planning, quality checks, preparing creative / Weighting: 10

Quality criterion: Experience and expertise of embedding with stakeholders i.e. what is the agency approach to gaining ‘buy-in’ of the concept / Weighting: 8

Quality criterion: Insights: emerging trends, generation Z targeting, postgraduate audience data/insights, international market data/insights, etc. / Weighting: 5

Quality criterion: Quality: accuracy of work, quality checks / Weighting: 5

Quality criterion: Presentation: quality of the presentation delivered / Weighting: 5

Quality criterion: Knowledge: how does the agency ensure their staff are kept up-to-date with marketing trends / Weighting: 2

Quality criterion: Any additional factors raised by the Agency to USW for a competitive advantage / Weighting: 2

Quality criterion: Partnerships: forming effective working relationships/partnership with other agencies i.e, digital agency / Weighting: 8

Price / Weighting:  5

II.2.6) Estimated value

Value excluding VAT: 1 800 000.00 GBP

II.2.7) Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 36

This contract is subject to renewal: Yes

Description of renewals:

Potential for a 12-month extension.

II.2.9) Information about the limits on the number of candidates to be invited

Envisaged minimum number: 5

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

Lot No: 2

II.2.1) Title

Integrated Marketing Campaigns — Digital

II.2.2) Additional CPV code(s)

79340000

79342000

79413000

79342100

II.2.3) Place of performance

NUTS code:

UKL15

UKL22

II.2.4) Description of the procurement

The University is seeking to award 2 separate 3-year contracts to commence in January 2020, with an option to extend beyond the initial 3-year period for a further period of 12 months (3+1) subject to satisfactory contractor performance.

Contractors are able to apply for both:

Lot 1: (integrated marketing campaigns – brand); and

Lot 2: (integrated marketing campaigns – digital) or individual lots.

The University of South Wales (USW) wishes to work in partnership with a marketing agency to:

(i) develop strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students;

(ii) in addition, to positively present the brand across all stakeholder groups i.e., prospective students/enquirers, current students, alumni, businesses, research community, etc;

(iii) to work cooperatively with any other appointed brand agency supporting USW across brand and campaign activity.

The appointed agency will have authority over representation of the brand outside of the digital space, in conjunction with the marketing and student recruitment department at USW.

The appointed agency will be required to work in partnership with the brand agency to represent the digital as best as possible.

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, applications and enrolments for USW courses,

— improve the quality of our student intake and increase applications and enrolments,

— provide expert advice (based on data) to enhance activities i.e., drive enquirers and applicants through the conversion funnel,

— support with positively presenting the USW brand and values across all stakeholder groups i.e., alumni projects, International recruitment.

Work will typically have 2 strands, ‘central’ and ‘faculty’ – the ‘central’ campaign work i.e., 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.

The University's main competitors are Cardiff University, Cardiff Metropolitan, Swansea University, Trinity St David’s, University of Gloucestershire and University of West of England (‘Main Competitors’) potential candidates that currently, or intend to (for example, under an existing framework), deliver integrated marketing campaigns (brand and/or digital) services to one or more of the main competitors will need to demonstrate at Stage 1 how they will effectively manage any conflict of interest. Proposals will be evaluated in accordance with the selection criteria — please note Section III.1) (conditions for participation) of this OJEU Notice.

This procurement process is being conducted as a restricted procedure consisting of both selection and invitation to tender stages.

Stage 1: Selection Stage: an overall pass mark of 75 % shall apply to this stage. Candidates should note Section III.1) (Conditions for Participation) of this OJEU Notice for information on the selection criteria. The scores awarded by the evaluation panel will be collated and a shortlist of Candidates will be produced. The highest scoring eight (8) Candidates will be short-listed. However, the University reserves the right to invite less than eight (8) Candidates where an insufficient number of Candidates satisfy the University's minimum requirements as set out in Section 1 (Information and Instructions) of this document. Further, the University reserves the right to invite more than eight (8) where more than one candidate is ranked joint eighth highest scoring candidate.

Stage 2: Invitation to Tender stage: a maximum of 8 qualified potential suppliers will be invited to submit formal tenders at this stage.

II.2.5) Award criteria

Criteria below:

Quality criterion: Creative:response to brief, creative capabilties across a range of outputs / Weighting: 35

Quality criterion: Partnerships: fostering an effective and successful relationship with USW / Weighting: 15

Quality criterion: Systems and processes: delivery of the service i.e., quoting for work, campaign planning, quality checks, preparing creative / Weighting: 10

Quality criterion: Experience and expertise of embedding with stakeholders i.e. what is the agency approach to gaining ‘buy-in’ of the concept / Weighting: 8

Quality criterion: Partnerships: forming effective working relationships/partnership with other agencies i.e., brand agency / Weighting: 8

Quality criterion: Insights: emerging trends, generation Z targeting, postgraduate audience data/insights, international market data/insights, etc. / Weighting: 5

Quality criterion: Quality: accuracy of work, quality checks / Weighting: 5

Quality criterion: Presentation: qualty of the presentation delivered / Weighting: 5

Quality criterion: Knowledge: how does the agency ensure their staff are kept up-to-date with marketing trends / Weighting: 2

Quality criterion: Any additional factors raised by the Agency to give USW a competitive advantage / Weighting: 2

Price / Weighting:  5

II.2.6) Estimated value

Value excluding VAT: 1 500 000.00 GBP

II.2.7) Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 36

This contract is subject to renewal: Yes

Description of renewals:

Potential for a 12-month extension.

II.2.9) Information about the limits on the number of candidates to be invited

Envisaged minimum number: 5

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.1.2) Economic and financial standing

List and brief description of selection criteria:

The University is procuring a marketing contractor for the delivery of integrated marketing campaigns (brand) in Lot 1 and integrated marketing campaigns (digital) for Lot 2, using the restricted process and in accordance with the requirements set out in the Public Contracts Regulations 2015. These will be 2 separate contracts.

Interested parties are initially required to complete and submit a pre-qualification questionnaire (PQQ) Document which is supplied as the first stage of the selection process. The information requested in the PQQ provides information on the technical capability, contractor suitability and experience and the resource and capacity of organisations interested in bidding.

The University will assess responses to the PQQ received from interested parties in accordance with the pre-disclosed assessment criteria in the PQQ. The University will then issue an ‘Invitation to Tender’ to bidders which score the highest on assessment of the PQQ. The University will take forward to ITT a minimum 5 and maximum 8 highest scoring submissions that meet all requirements.


III.1.3) Technical and professional ability

List and brief description of selection criteria:

The University is procuring a marketing contractor for the delivery of integrated marketing campaigns (brand) in Lot 1 and integrated marketing campaigns (digital) for Lot 2, using the restricted process and in accordance with the requirements set out in the Public Contracts Regulations 2015. These will be 2 separate contracts.

Interested parties are initially required to complete and submit a pre-qualification questionnaire (PQQ) Document which is supplied as the first stage of the selection process. The information requested in the PQQ provides information on the technical capability, contractor suitability and experience and the resource and capacity of organisations interested in bidding.

The University will assess responses to the PQQ received from interested parties in accordance with the pre-disclosed assessment criteria in the PQQ. The University will then issue an ‘Invitation to Tender’ to bidders which score the highest on assessment of the PQQ. The University will take forward to ITT a minimum 5 and maximum 8 highest scoring submissions that meet all requirements. Contract award will be based on the below anticipated award criteria.


III.2) Conditions related to the contract

III.2.2) Contract performance conditions

NB, An initial 6-month performance review will be conducted, should the agency successfully pass this review they will be subject to annual performance reviews.

Section IV: Procedure

IV.1) Description

IV.1.1) Type of procedure

Restricted 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: 09/10/2019

Local time: 12:00

IV.2.3) Estimated date of dispatch of invitations to tender or to participate to selected candidates

Date: 16/10/2019

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: 3 (from the date stated for receipt of tender)

Section VI: Complementary information

VI.1) Information about recurrence

This is a recurrent procurement: No

VI.2) Information about electronic workflows

Electronic ordering will be used

Electronic invoicing will be accepted

Electronic payment will be used

VI.3) Additional information

Please note this is a 2 stage process and those who are successful from the first stage will be required in the second stage to complete a no fee pitch tender response.

The contracting authority shall not be under any obligation to accept any tender. The contracting authority reserves the right to cancel the entire or parts of the tender without such action conferring any right to compensation on the tenderers. The contracting authority has no liability to settle any cost incurred by the tenderer as a result of the tendering procedure.

Note: to register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=95232.

The buyer has indicated that it will accept electronic responses to this notice via the postbox facility. A user guide is available at https://www.sell2wales.gov.wales/sitehelp/help_guides.aspx.

Suppliers are advised to allow adequate time for uploading documents and to dispatch the electronic response well in advance of the closing time to avoid any last minute problems.

Under the terms of this contract the successful supplier(s) will be required to deliver community benefits in support of the authority’s economic and social objectives. Accordingly, contract performance conditions may relate in particular to social and environmental considerations. The community benefits included in this contract are:

As part of the tendering process the University will be looking at ways that even more value may be obtained and would like to seek community benefits from this tender. Examples of the kind of benefits/opportunities that we would like to see are, for example, e.g. lectures, guest speaker slots, scholarships or perhaps student placements or internships.

When submitting your tender you will need to submit a plan in a separate word document of how you would anticipate delivering any benefits through this contract. The community benefits will not be scored or evaluated but will be included as a condition of contract with the successful supplier.

(WA Ref:95232)

VI.4) Procedures for review

VI.4.1) Review body

University of South Wales

Procurement Manager, University of South Wales, Finance Dept, Llantwit Road

Pontypridd

CF37 1DL

UK

Telephone: +44 1443482385

Fax: +44 1443482384

VI.5) Date of dispatch of this notice

09/09/2019