Section one: Contracting authority
one.1) Name and addresses
University of South Wales
Procurement Manager, University of South Wales, Finance Dept, Llantwit Road
Pontypridd
CF37 1DL
Contact
Tina Struebig
tina.struebig@southwales.ac.uk
Telephone
+44 1443482386
Country
United Kingdom
NUTS code
UKL1 - West Wales and the Valleys
Internet address(es)
Main address
Buyer's address
https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0315
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
https://www.sell2wales.gov.wales/
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
https://www.sell2wales.gov.wales/
Electronic communication requires the use of tools and devices that are not generally available. Unrestricted and full direct access to these tools and devices is possible, free of charge, at
https://www.sell2wales.gov.wales/
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Education
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Marketing Agencies for Brand, Digital & Media Buying
Reference number
1787
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.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 and our products across all stakeholder groups ie, prospective students/ enquirers, current students, alumni, businesses, research community etc.
iii.To work cooperatively with any other appointed ATL media and digital agency supporting USW across brand and campaign activity
iv.Develop an ATL media strategy and respond to tactical briefs for the recruitment of domicile undergraduate and postgraduate students
v.Work cooperatively with any other appointed creative and digital agency to ensure all plans developed are done so as part of an integrated plan in conjunction with the digital and creative agency(ies)
vi.Consider new and creative ways to target our core UG and PG audiences, as well as parents and influencers
two.1.5) Estimated total value
Value excluding VAT: £4,000,000
two.1.6) Information about lots
This contract is divided into lots: Yes
Tenders may be submitted for all lots
The contracting authority reserves the right to award contracts combining the following lots or groups of lots:
Agencies can bid for one, two or all lots. In this situation, the supplier should ensure their submitted costs at ITT stage clearly demonstrate the commercial benefit to USW in awarding multiple lots to one supplier. This you should consider when responding to the ITT should you be successful in being shortlisted at this PQQ stage.
two.2) Description
two.2.1) Title
Brand & Marketing
Lot No
1
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
- 79342100 - Direct marketing services
- 79413000 - Marketing management consultancy services
two.2.3) Place of performance
NUTS codes
- UKL15 - Central Valleys
- UKL21 - Monmouthshire and Newport
- UKL22 - Cardiff and Vale of Glamorgan
Main site or place of performance
Treforest, Pontypridd.
two.2.4) Description of the procurement
The University is seeking to award contracts to commence in July 2023, with an option to extend beyond the initial three year period for a further period of 12 months (3+1) subject to satisfactory contractor performance.
Agencies are able to bid for one, two or all three 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 and our products across all stakeholder groups ie, prospective students/ enquirers, current students, alumni, businesses, research community etc.
iii. To work cooperatively with any other appointed ATL media and digital agency supporting USW across brand and campaign activity
Please note, digital activities ie, PPC, website creation, SEO etc has its own separate Lot (Lot Two: Integrated Marketing Campaigns – Digital), and all ATL media buying sits under a third lot (Lot Three: ATL Media Buying Provider). The appointed agency will be required to work in partnership with the Digital and ATL media Agency(ies) to represent the brand as best as possible.
Though USW operates globally, the scope of work will include:
To work as a strategy partner developing, implementing, and evaluating market strategy to deliver on UK student recruitment KPIs.
Increase awareness and consideration of USW in the UK.
Drive domestic enquiries and applications for USW courses.
Improve the quality of our domestic student intake and increase applications and enrolments.
Provide expert advice (based on data) to enhance activities i.e., drive UK enquirers and applicants through the conversion funnel.
Support with positively presenting the USW brand and values across all stakeholder groups ie, Alumni projects, International recruitment.
The contract will be managed by the University’s Future Students department, to ensure quality control, brand compliance and monitoring against KPIs.
The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support strategic planning and evaluation.
Work will typically have two strands, ‘central’ and ‘course marketing’ – the ‘central’ campaign work ie, 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, Bath Spa University ("Main Competitors").
Potential bidders that currently, or intend to (for example, under an existing framework), deliver integrated Marketing Campaigns (brand and/or digital and/or media buying) services to one or more of the Main Competitors will need to demonstrate at PQQ 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 Competitive Procedure with Negotiation, which consists of a PQQ Stage 1, ITT Stage 2.
The Competitive procedure with Negotiation allows for the process of negotiation. The negotiation stage will take place after bidders have submitted their ITT returns and they have been evaluated in line with the criteria set out below.
The University of South Wales may award the contract on the basis of the initial tenders without negotiation. This we have indicated, in the contract notice and in the invitation to confirm interest - PQQ, that we reserve the possibility of doing so.
two.2.5) Award criteria
Quality criterion - Name: Creative - Response to brief, creative capabilities across a range of outputs / Weighting: 35
Quality criterion - Name: Partnerships: Internal - Fostering an effective and successful relationship with USW / Weighting: 15
Quality criterion - Name: Systems and Processes - Delivery of the service / Weighting: 13
Quality criterion - Name: Partnerships: External - Forming effective working relationships / partnership with other agencies / Weighting: 8
Quality criterion - Name: Experience and expertise of embedding with stakeholders / Weighting: 5
Quality criterion - Name: Insights - Emerging trends, Generation Z targeting, postgraduate audience data / Weighting: 5
Quality criterion - Name: Quality - Accuracy of work, quality checks / Weighting: 5
Quality criterion - Name: Presentation - Quality of the presentation delivered / Weighting: 5
Quality criterion - Name: Knowledge - How you ensure staff are kept up-to-date with marketing trends / Weighting: 2
Quality criterion - Name: Any additional factors raised by the agency to USW a competitive advantage / Weighting: 2
Price - Weighting: 5
two.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
Possible 12 month extension
two.2.9) Information about the limits on the number of candidates to be invited
Envisaged minimum number: 6
Maximum number: 8
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
two.2) Description
two.2.1) Title
Digital
Lot No
2
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
- 79342100 - Direct marketing services
- 79413000 - Marketing management consultancy services
two.2.3) Place of performance
NUTS codes
- UKL15 - Central Valleys
- UKL21 - Monmouthshire and Newport
- UKL22 - Cardiff and Vale of Glamorgan
Main site or place of performance
Treforest, Pontypridd.
two.2.4) Description of the procurement
The University is seeking to award contracts to commence in July 2023, with an option to extend beyond the initial three year period for a further period of 12 months (3+1) subject to satisfactory contractor performance.
Agencies are able to bid for one, two or all three lots.
The University of South Wales (USW) wishes to work in partnership with a digital marketing agency to:
i. Develop a digital strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students
ii. In addition, to positively present the brand and our products across all stakeholder groups i.e., prospective students/ enquirers, parents, carers, current students, alumni, businesses, research community etc.
iii. To work cooperatively with any other appointed non-digital agency supporting the USW across branding and campaign activity.
Please note, branding, strategy and ATL media buying activities have their own Lots (Lot 1: Brand and Marketing Provider and Lot 3: Media Buying Provider) and any digital agency appointed will have to work in partnership to represent the brand as best as possible within a digital space.
The appointed agency will have authority over representation of the brand in a digital space, in conjunction with the Future Students department at the USW.
Note: Web development will be handled internally, so this is not an opportunity for web build, but influence and assistance where necessary for SEO and CRO.
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 and applications for USW courses.
Improve the quality of our student intake and increase applications.
Provide expert advice (based on data) to enhance activities ie, drive enquirers and applicants through the conversion funnel.
Support with positively presenting the USW brand and values across all stakeholder groups ie, Alumni projects, International recruitment.
The contract will be managed by the University’s Future Students department, to ensure quality control, brand compliance and monitoring against KPIs.
The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support campaign planning and monitoring.
Work will typically have two strands, ‘central’ and ‘faculty’ – the ‘central’ campaign work 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 ITT.
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, Bath Spa University ("Main Competitors").
Potential bidders that currently, or intend to (for example, under an existing framework), deliver integrated Marketing Campaigns (brand and/or digital and/or media buying) services to one or more of the Main Competitors will need to demonstrate at PQQ 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 Competitive Procedure with Negotiation, which consists of a PQQ Stage 1, ITT Stage 2.
The Competitive procedure with Negotiation allows for the process of negotiation. The negotiation stage will take place after bidders have submitted their ITT returns and they have been evaluated in line with the criteria set out below.
two.2.5) Award criteria
Quality criterion - Name: Creative - Response to brief, creative capabilities across a range of outputs / Weighting: 35
Quality criterion - Name: Partnerships: Internal - Fostering an effective and successful relationship with USW / Weighting: 15
Quality criterion - Name: Systems and Processes - Delivery of the service / Weighting: 10
Quality criterion - Name: Partnerships: External - Forming effective working relationships / partnership with other agencies ie. Brand agency / Weighting: 8
Quality criterion - Name: Experience and expertise of embedding with stakeholders / Weighting: 8
Quality criterion - Name: Insights - Emerging trends, Generation Z targeting, postgraduate audience data / Weighting: 5
Quality criterion - Name: Quality - Accuracy of work, quality checks / Weighting: 5
Quality criterion - Name: Presentation - Quality of the presentation delivered / Weighting: 5
Quality criterion - Name: Knowledge - How you ensure staff are kept up-to-date with latest technology developments and trends / Weighting: 2
Quality criterion - Name: Any additional factors raised by the agency to USW a competitive advantage / Weighting: 2
Price - Weighting: 5
two.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
Possible 12 month extension
two.2.9) Information about the limits on the number of candidates to be invited
Envisaged minimum number: 6
Maximum number: 8
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
two.2.14) Additional information
The University of South Wales may award the contract on the basis of the initial tenders without negotiation. This we have indicated, in the contract notice and in the invitation to confirm interest - PQQ, that we reserve the possibility of doing so.
two.2) Description
two.2.1) Title
Media Buying
Lot No
3
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
- 79342100 - Direct marketing services
- 79413000 - Marketing management consultancy services
two.2.3) Place of performance
NUTS codes
- UKL15 - Central Valleys
- UKL21 - Monmouthshire and Newport
- UKL22 - Cardiff and Vale of Glamorgan
Main site or place of performance
Treforest, Pontypridd.
two.2.4) Description of the procurement
Agencies are able to bid for one, two or all three lots.
The University of South Wales (USW) wishes to work in partnership with a marketing agency to:
i. Develop an ATL media strategy and respond to tactical briefs for the recruitment of domicile undergraduate and postgraduate students
ii. Work cooperatively with any other appointed creative and digital agency to ensure all plans developed are done so as part of an integrated plan in conjunction with the digital and creative agency(ies)
iii. Consider new and creative ways to target our core UG and PG audiences, as well as parents and influencers
The appointed agency will have authority over representation of the media buying strategy outside of the digital space, in conjunction with the Future Students department at USW.
Please note, brand and creative activities has its own separate lot (Lot One: Brand) as does all digital activities ie, PPC, website creation, SEO etc. (Lot Two: Digital). The appointed agency will be required to work in partnership with the Creative and Digital Agency(ies) to represent the brand as best as possible.
Though USW operates globally, the scope of work will include:
To work as a strategy partner developing, implementing, and evaluating market strategy to deliver on UK student recruitment KPIs.
Increase awareness and consideration of USW in the UK.
Drive domestic enquiries and applications for USW courses.
Improve the quality of our domestic student intake and increase applications and enrolments.
Provide expert advice (based on data) to enhance activities i.e., drive UK 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.
The contract will be managed by the University’s Future Students department, to ensure quality control, brand compliance and monitoring against KPIs.
The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support strategic planning and evaluation.
Work will typically have two strands, ‘central’ and ‘course marketing’ – the ‘central’ campaign work ie, 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.
AGENCY REQUIREMENTS
Support with the creation of UK ATL marketing plans to deliver on set KPIs.
Support with the creation of strategic short and medium-term i.e. 2-3 year cycle marketing plans to deliver on set KPIs.
Marketing insight into the target audiences, media landscape, competitive environment including share of voice and competitor marketing spend.
Plan, buy and implement ATL advertising to deliver on our objectives and maximise return on investment.
Campaign optimisation in conjunction with the digital and creative agency(ies), reporting and evaluation to ensure the University gains the highest return on investment.
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, Bath Spa University ("Main Competitors").
Potential bidders that currently, or intend to (for example, under an existing framework), deliver integrated Marketing Campaigns (brand and/or digital and/or media buying) services to one or more of the Main Competitors will need to demonstrate at PQQ 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
two.2.5) Award criteria
Quality criterion - Name: Creative - Response to brief, creative capabilities across a range of outputs / Weighting: 35
Quality criterion - Name: Partnerships: Internal - Fostering an effective and successful relationship with USW / Weighting: 15
Quality criterion - Name: Systems and Processes - Delivery of the service / Weighting: 13
Quality criterion - Name: Partnerships: External - Forming effective working relationships / partnership with other agencies ie. Digital agency for holistic planning / Weighting: 8
Quality criterion - Name: Experience and expertise of embedding with stakeholders / Weighting: 5
Quality criterion - Name: Insights - Emerging trends, Generation Z targeting, postgraduate audience data / Weighting: 5
Quality criterion - Name: Quality - Accuracy of work, quality checks / Weighting: 5
Quality criterion - Name: Presentation - Quality of the presentation delivered / Weighting: 5
Quality criterion - Name: Knowledge - How you ensure staff are kept up-to-date with marketing trends / Weighting: 2
Quality criterion - Name: Any additional factors raised by the agency to USW a competitive advantage / Weighting: 2
Price - Weighting: 5
two.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
Possible 12 month extension
two.2.9) Information about the limits on the number of candidates to be invited
Envisaged minimum number: 6
Maximum number: 8
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
Section three. Legal, economic, financial and technical information
three.1) Conditions for participation
three.1.2) Economic and financial standing
List and brief description of selection criteria
The University is seeking agencies for the delivery of Brand, Digital and Media Buying, using the competitive procedure with negotiation and in accordance with the requirements set out in the Public Contracts Regulations 2015. Within this tender, there are three individual lots available for contract with USW. However, USW is also open to receiving ‘bundled bids’ from potential agencies, where more than one service can be provided by them. Agencies can therefore bid for one, two or all lots.
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 agencies 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 6 and maximum 8 highest scoring submissions that meet all requirements. Contract award
will be based on the anticipated award criteria
three.1.3) Technical and professional ability
List and brief description of selection criteria
The University is seeking agencies for the delivery of Brand, Digital and Media Buying, using the competitive procedure with negotiation and in accordance with the requirements set out in the Public Contracts Regulations 2015. Within this tender, there are three individual lots available for contract with USW. However, USW is also open to receiving ‘bundled bids’ from potential agencies, where more than one service can be provided by them. Agencies can therefore bid for one, two or all lots.
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 agencies 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 6 and maximum 8 highest scoring submissions that meet all requirements. Contract award
will be based on the anticipated award criteria
three.2) Conditions related to the contract
three.2.2) Contract performance conditions
Successful agencies will be subject to delivering on agreed KPI's as well as regular contract performance reviews
three.2.3) Information about staff responsible for the performance of the contract
Obligation to indicate the names and professional qualifications of the staff assigned to performing the contract
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Competitive procedure with negotiation
four.1.5) Information about negotiation
The contracting authority reserves the right to award the contract on the basis of the initial tenders without conducting negotiations
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
10 February 2023
Local time
12:00pm
four.2.3) Estimated date of dispatch of invitations to tender or to participate to selected candidates
22 February 2023
four.2.4) Languages in which tenders or requests to participate may be submitted
English, Welsh
four.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)
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.2) Information about electronic workflows
Electronic ordering will be used
Electronic invoicing will be accepted
Electronic payment will be used
six.3) Additional information
Please note this is a two stage process and those who are successful from the first stage - PQQ will be required in the second stage - ITT to complete a no fee pitch tender response.
You should complete the PQQ and submit by the closing date.
Supplier Engagement Meetings
As part of engaging with prospective agencies, USW is looking to hold Supplier Engagement meetings in order to introduce the University of South Wales to you. Please see separate document detailing the process for booking as well as for questions in advance of the meeting.
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=127872.
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:
Under the terms of this contract, the successful supplier(s) will be required to deliver Community Benefits in support of USW’s economic and social objectives. Community Benefits in the procurement context are about ensuring that wider social, economic and environmental issues are taken into account when tendering contracts, to maximise the investment as widely as possible.
The University of South Wales is committed to delivering Community Benefits through its sourcing activity. Community Benefits are a Core requirement of the contract and will be evaluated as part of the quality assessment questions provided in the PQQ - weighting 10%. Upon award, the successful Bidder will be expected to work with USW to maximise the Community Benefits delivered through this contract and to support USW in their efforts in this area.
(WA Ref:127872)
six.4) Procedures for review
six.4.1) Review body
High Court
Royal Courts of Justice, The Strand
London
WC2A 2LL
Telephone
+44 2079477501
Country
United Kingdom