Section one: Contracting entity
one.1) Name and addresses
Northern Trains Limited
George Stephenson House, Toft Green
York
YO1 6JT
steve.bolton@northernrailway.co.uk
Country
United Kingdom
NUTS code
UK - United Kingdom
Internet address(es)
Main address
one.6) Main activity
Railway services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Digital Marketing Services
Reference number
NTL/PT/0035
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
This tender is split into two (2) lots. Lot 1 - Paid SearchLot 2 - Organic SearchPlease see tender documents for further information.
two.1.6) Information about lots
This contract is divided into lots: Yes
two.2) Description
two.2.1) Title
Lot 1 - Paid Search
Lot No
1
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
two.2.4) Description of the procurement
The Paid Search partner will act as an extension of the Northern team and will manage Northern’s online search advertising presence, ensuring quality traffic is driven to the website and app that increases sales and generates a profitable return on investment. Here at Northern, we want to make a positive impact in the North, and as such we’re looking for a Paid Search partner who is based in, or has strong demonstrable connections to, the North of England.The Agency must also have a strong travel and tourism industry knowledge to enable them to educate and inform the Northern marketing team on best practice, algorithm updates, new platforms, and ways of working.Experience working with Rail or Transport sector partners is desirable, but not essential.The Agency is required to target prospective and returning customers in the North of England based on key leisure and commuter personas, making sure the right ads show for the right people at the right time and within the given budget.The agency will consider the positioning of ads given that Northern’s paid search activity is targeted at bottom of funnel conversion, complementing above the line activity.The Agency partner shall own and lead Paid Search strategy for Northern, including account management, budget management, campaign structure development and management, writing and creating ads, reviewing conversion performance, and maintaining the brand’s presence.Upon joining Northern, the Agency partner will perform an account review and audit, assessing campaign set up and structure, PPC optimisation tactics, bid strategies, competitor activity, keywords, targeting, and ad copy.Northern are keen to test and learn and as such the Paid Search Agency will be required to guide optimisation and improve efficiencies, research new developments, and monitor competitor and industry activity.
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
Lot 2 - Organic Search
Lot No
2
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
two.2.4) Description of the procurement
We require a partner on a retained basis who will act as an extension of the Northern team and manage our online presence across organic search, increasing visibility, providing on-page and off-page SEO and content services, and ensuring quality traffic is driven to the website and app that increases sales and generates a profitable return on investment. Here at Northern, we want to make a positive impact in the North, and as such we’re looking for an Organic Search partner who is based in or has strong demonstrable connections to the North of England.The Agency must also have a strong travel and tourism industry knowledge to enable them to educate and inform the Northern marketing team on best practice, algorithm updates, outreach, new platforms, and ways of working.Experience in working with Rail or Transport sector partners is desirable, but not essential.The Agency shall focus on increasing Northern’s search visibility, delivering high-quality traffic to the Northern website and app, and driving more conversions from that traffic.The Agency partner shall lead on SEO and content strategy, including weekly keyword tracking and monitoring, implementing changes from findings, and collaborating with the Northern team on results.Working as an extension to Northern’s marketing team, the Agency will build content designed around our personas that enrich the customer’s journey, answer questions, alleviate pinch points, and pique the interests of new and returning customers across the North of England.
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 four. Procedure
four.1) Description
four.1.1) Type of procedure
Negotiated procedure with prior call for competition
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: No
four.2) Administrative information
four.2.1) Previous publication concerning this procedure
Notice number: 2022/S 000-027807
Section five. Award of contract
Contract No
NTL/PT/0035
Lot No
1
Title
Digital Marketing - Paid Search
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
22 March 2023
Section five. Award of contract
Contract No
NTL/PT/0035
Lot No
2
Title
Digital Marketing - Organic Search
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
22 March 2023
five.2.2) Information about tenders
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
8 Million Stories Limited
15 Queen Street
Edinburgh
EH9 1DH
Country
United Kingdom
NUTS code
- UKM - Scotland
National registration number
SC430348
The contractor is an SME
Yes
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
Northern Trains Limited
George Stephenson House, Toft Green
York
YO1 6JT
Country
United Kingdom
six.4.4) Service from which information about the review procedure may be obtained
Northern Trains Limited
George Stephenson House, Toft Green
York
YO1 6JT
Country
United Kingdom