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.3) Communication
Access to the procurement documents is restricted. Further information can be obtained at
https://in-tendhost.co.uk/northernrailway/aspx/Home
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
https://in-tendhost.co.uk/northernrailway/aspx/Home
Tenders or requests to participate must be submitted to the above-mentioned 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
Tenders may be submitted for all lots
The contracting authority reserves the right to award contracts combining the following lots or groups of lots:
If the successful bidder is the same tenderer for Lots 1 & 2, then NTL reserves the right to enter into one contract.
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.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
24
This contract is subject to renewal
Yes
Description of renewals
1 x 12 months.
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
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.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
24
This contract is subject to renewal
Yes
Description of renewals
1 x 12 months.
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
Selection criteria as stated in the procurement documents
three.1.3) Technical and professional ability
Selection criteria as stated in the procurement documents
three.1.4) Objective rules and criteria for participation
List and brief description of rules and criteria
Please see Tender documents.
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Negotiated procedure with prior call for competition
four.1.4) Information about reduction of the number of solutions or tenders during negotiation or dialogue
Recourse to staged procedure to gradually reduce the number of solutions to be discussed or tenders to be negotiated
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.2.2) Time limit for receipt of tenders or requests to participate
Date
3 November 2022
Local time
12:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: Yes
six.2) Information about electronic workflows
Electronic ordering will be used
Electronic invoicing will be accepted
Electronic payment will be used
six.4) Procedures for review
six.4.1) Review body
Northern Trains Limited
George Stephenson House, Toft Green
York
YO1 6JT
Country
United Kingdom