Section one: Contracting authority
one.1) Name and addresses
University of Northampton
University Drive
Northampton
NN1 5PH
Contact
Julia Gough
Telephone
+44 7725724199
Country
United Kingdom
NUTS code
UKF24 - West Northamptonshire
Internet address(es)
Main address
Buyer's address
https://in-tendhost.co.uk/universityofnorthampton/
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
ITT284 Appointment of Creative Agency for Recruitment Creative Campaign
Reference number
ITT284
two.1.2) Main CPV code
- 79930000 - Specialty design services
two.1.3) Type of contract
Services
two.1.4) Short description
The University of Northampton is looking to contract a Creative Agency to create a 60 month creative strategy and campaign across three recruitment cycles 2023, 2024 and 2025 that promotes and raises awareness and increase year on year applications to the University of Northampton across multiple touchpoints which will include creative advertising assets across various channels, prospectus, and assets throughout the recruitment cycle to include print, media and event materials.The produced materials will need to core drive visitors to the University website where they can register to visit for a campus open day, find out more about courses, the university campus, the town of Northampton and the benefits and opportunities of studying with us.
two.1.6) Information about lots
This contract is divided into lots: No
two.1.7) Total value of the procurement (excluding VAT)
Value excluding VAT: £400,000
two.2) Description
two.2.2) Additional CPV code(s)
- 79415200 - Design consultancy services
- 79822500 - Graphic design services
two.2.3) Place of performance
NUTS codes
- UKF24 - West Northamptonshire
Main site or place of performance
Northampton
two.2.4) Description of the procurement
The University of Northampton is looking to contract a Creative Agency to create a 60 month creative strategy and campaign across three recruitment cycles 2023, 2024 and 2025 that promotes and raises awareness and increase year on year applications to the University of Northampton across multiple touchpoints which will include creative advertising assets across various channels, prospectuses, alongside print, media and event materials throughout the recruitment cycle.The produced materials will need to core drive visitors to the University website where they can register to visit for a campus open day, find out more about courses, the university campus, the town of Northampton and the benefits and opportunities of studying with us.Over the last 3 years we have worked on a campaign that has been very different to the traditional HE approach focussing on what the youth market engage with rather than what traditionally the sector believes they will engage with. The UON Marketing Team are seeking a creative agency who can develop an overarching strategy across all touchpoints and creatively evolves during the contract period to develop the campaign taking it to the next level. We are looking for a campaign that will reflect the look and feel of the website, it will be an evolution of the current campaign messaging and visuals and develop the brand messaging that the audience has become familiar with. We feel that we are in a strong position from a brand awareness perspective and want our future strategy to build upon this success.The strategy and campaign messaging will need to work across multiple channels which will include photography, advertising assets, on campus open day visuals, Exhibition materials, Prospectus and other communications such as direct mail and event handouts.For our advertising this will include display and social channel assets, a commercial which will be used across including VOD, YouTube and audio content which can be across radio and audio platforms. All content produced will need to be targeted to the audience which will include undergraduate and postgraduate targeting.The contracted creative agency should offer strong account management skills and work closely with the UON Marketing Team. This should include clear communication and the ability to manage multiple projects whilst working to a supplied media schedule to ensure all deadlines are met whilst ensuring that budget allocation and spend is monitored.
two.2.5) Award criteria
Quality criterion - Name: Fit for purpose, Capability and Social Impact / Weighting: 64
Cost criterion - Name: Commercial / Weighting: 36
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 envisages entering a 4-year contract with the option to extend entirely at the University discretion for a further 18 month. The value in II.1.7, £400,000 is based on the initial Contract period of 48 months with the possibility for up an 18 month extension at a value of £100,000 giving a maximum total of £500,000 over a period of 5 years and 6 months.
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Restricted procedure
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.2.1) Previous publication concerning this procedure
Notice number: 2021/S 000-009160
Section five. Award of contract
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
7 October 2021
five.2.2) Information about tenders
Number of tenders received: 4
Number of tenders received from SMEs: 4
Number of tenders received from tenderers from other EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 4
Number of tenders received by electronic means: 4
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
Daughter Studio
14a The Parade
Leamington Spa
CV32 4DW
Country
United Kingdom
NUTS code
- UKG13 - Warwickshire
The contractor is an SME
Yes
five.2.4) Information on value of contract/lot (excluding VAT)
Initial estimated total value of the contract/lot: £400,000
Total value of the contract/lot: £400,000
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
High Court
London
Country
United Kingdom