- Scope of the procurement
- Lot 1. Media Buying for all traditional and digital channels excluding digital display
- Lot 2. Media and build for dynamic digital display activity
- Lot 3. Manage the annual planning and delivery of our PPC account
- Lot 4. Delivery of ongoing technical and content SEO management
Section one: Contracting entity
one.1) Name and addresses
ABELLIO EAST MIDLANDS LIMITED
2nd Floor St Andrew's House,18-20 St Andrew Street
LONDON
EC4A3AG
Contact
Matt Holt
matt.holt@eastmidlandsrailway.co.uk
Country
United Kingdom
Region code
UK - United Kingdom
Companies House
09860485
Internet address(es)
Main address
one.3) Communication
Access to the procurement documents is restricted. Further information can be obtained at
http://redirect.transaxions.com/events/f2BYq
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
http://redirect.transaxions.com/events/f2BYq
one.6) Main activity
Railway services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
East Midlands Railway Media Buying
Reference number
EMR/01/MH/MEDIA TENDER
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Looking for a long term strategic media planning and buying agency. Looking for an agency that can help develop our understanding of our customers and help reach new audiences through innovations in media. You will work closely with our other media and creative agencies to ensure joined up response to briefs and effective delivery.
two.1.6) Information about lots
This contract is divided into lots: Yes
Tenders may be submitted for all lots
Maximum number of lots that may be awarded to one tenderer: 4
two.2) Description
two.2.1) Title
Media Buying for all traditional and digital channels excluding digital display
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
Looking for a long term strategic media planning and buying agency to deliver our media activity. This will cover all traditional above and below the line media channels and any digital activity but excludes digital display which is part of Lot 2.
Our focus is on stimulating leisure trips from our regions into London and growing commuter and business travel across our two regions EMR Intercity and EMR Connect. Our media is therefore bought on a regional basis to ensure we reach our audience in the most effective way whilst not compromising on quality.
Looking for an agency that can help develop our understanding of our customers and help reach new audiences through innovations in media. You will work closely with our other media and creative agencies to ensure joined up response to briefs and effective delivery.
Reporting on the success of our activity is paramount with the Department for Transport (DfT) a key stakeholder to present plans to and share learnings. In addition to weekly/ post campaign reporting and optimising you will work closely with our econometric provider to ensure learnings are captured in a timely way and fed into future plans.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £3,500,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start date
1 March 2023
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2.14) Additional information
To register your interest in this notice you should submit an expression of interest via the
Procurement portal shown within this notice and request a copy of the PQQ which is to be
submitted by the date shown in IV.2.2.
Scoring Matrix
The PQQ scoring will be as follows:-
SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE
0 - Question not answered or answer is irrelevant. - Not answered/irrelevant.
1- Weak : Insufficient information to enable evaluation or contains major shortcomings or
errors to make it non-complaint. - Worst in class/errors in submission.
2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or
incomplete answers with little or no supporting detail or wholly generic answer. - Below
industry standard.
3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting
detail to give confidence that they will meet requirements. Some attempt to provide relevant
answers not generic. - In line with industry standard.
4 - Good : Thorough response with relevant supporting detail and evidence to give
confidence that the requirements will be met. Tailored answers. - Above industry standard.
5 - Excellent : Comprehensive and well-structured response with excellent supporting
evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of
the requirements. - Market leading.
SCORING PROCESS
Where Yes is the required answer:
YES = PASS NO = FAIL
EMR will assess additional information provided by the interested parties who select NO, but
have additional information to justify their selection.
two.2) Description
two.2.1) Title
Media and build for dynamic digital display activity
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 are looking for a digital display media agency to deliver our always on conversion driving dynamic digital display and manage the creative build process. We require an established platform to deliver this functionality and an understanding of timeframes for the onboarding process to ensure there is no break in service continuity.
We currently run dynamic route specific leisure, commuter and promotional display activity using customer location, search information and audience insights for prospecting and retargeting strands.
Reporting on the success of our activity is paramount with the Department for Transport (DfT) a key stakeholder to present plans to and share learnings. In addition to weekly/ post campaign reporting and optimising you will work closely with our econometric provider to ensure learnings are captured in a timely way and fed into future plans.
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
Start date
1 March 2023
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2.14) Additional information
To register your interest in this notice you should submit an expression of interest via the
Procurement portal shown within this notice and request a copy of the PQQ which is to be
submitted by the date shown in IV.2.2.
Scoring Matrix
The PQQ scoring will be as follows:-
SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE
0 - Question not answered or answer is irrelevant. - Not answered/irrelevant.
1- Weak : Insufficient information to enable evaluation or contains major shortcomings or
errors to make it non-complaint. - Worst in class/errors in submission.
2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or
incomplete answers with little or no supporting detail or wholly generic answer. - Below
industry standard.
3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting
detail to give confidence that they will meet requirements. Some attempt to provide relevant
answers not generic. - In line with industry standard.
4 - Good : Thorough response with relevant supporting detail and evidence to give
confidence that the requirements will be met. Tailored answers. - Above industry standard.
5 - Excellent : Comprehensive and well-structured response with excellent supporting
evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of
the requirements. - Market leading.
SCORING PROCESS
Where Yes is the required answer:
YES = PASS NO = FAIL
EMR will assess additional information provided by the interested parties who select NO, but
have additional information to justify their selection.
two.2) Description
two.2.1) Title
Manage the annual planning and delivery of our PPC account
Lot No
3
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 are looking for a long-term partnership to facilitate the growth of the EMR PPC account covering always on activity across multiple routes and campaign activations.
Performance reporting is a key priority to ensure we are continually analysing and improving our ROAS and CPC with clear bidding and targeting strategies based on understanding our market share, market size and potential growth.
We would require aggregated weekly / monthly real time reports to be developed to track performance down to specific station/flow performance or at a campaign level. You will also be required to work collaboratively and share actionable insights with our other media agencies most notably our SEO provider.
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
Start date
1 March 2023
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2.14) Additional information
To register your interest in this notice you should submit an expression of interest via the
Procurement portal shown within this notice and request a copy of the PQQ which is to be
submitted by the date shown in IV.2.2.
Scoring Matrix
The PQQ scoring will be as follows:-
SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE
0 - Question not answered or answer is irrelevant. - Not answered/irrelevant.
1- Weak : Insufficient information to enable evaluation or contains major shortcomings or
errors to make it non-complaint. - Worst in class/errors in submission.
2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or
incomplete answers with little or no supporting detail or wholly generic answer. - Below
industry standard.
3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting
detail to give confidence that they will meet requirements. Some attempt to provide relevant
answers not generic. - In line with industry standard.
4 - Good : Thorough response with relevant supporting detail and evidence to give
confidence that the requirements will be met. Tailored answers. - Above industry standard.
5 - Excellent : Comprehensive and well-structured response with excellent supporting
evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of
the requirements. - Market leading.
SCORING PROCESS
Where Yes is the required answer:
YES = PASS NO = FAIL
EMR will assess additional information provided by the interested parties who select NO, but
have additional information to justify their selection.
two.2) Description
two.2.1) Title
Delivery of ongoing technical and content SEO management
Lot No
4
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
Ongoing technical and content SEO management including digital outreach and PR is required to increase visibility of our EMR website for key phrase terms and to drive sales from organic search traffic. Our e-commerce platform is a white label of Trainline; optimisation of the e-commerce platform comes at a significant cost, and so we rely on the front-end brochure site to drive traffic to our sites.
We are looking for a strategic partner to provide a future roadmap as well as clear in year deliverables to work towards our future targets.
We are looking for an agency of driven, organised individuals that are continually keeping up with the latest success factors and take a proactive role in measuring performance and delivering periodic audits.
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
Start date
1 March 2023
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2.14) Additional information
To register your interest in this notice you should submit an expression of interest via the
Procurement portal shown within this notice and request a copy of the PQQ which is to be
submitted by the date shown in IV.2.2.
Scoring Matrix
The PQQ scoring will be as follows:-
SCORE GIVEN - QUALITATIVE GUIDANCE - SHORT GUIDANCE
0 - Question not answered or answer is irrelevant. - Not answered/irrelevant.
1- Weak : Insufficient information to enable evaluation or contains major shortcomings or
errors to make it non-complaint. - Worst in class/errors in submission.
2 - Below Satisfactory : partially complaint answer but with obvious deficiencies. Brief or
incomplete answers with little or no supporting detail or wholly generic answer. - Below
industry standard.
3 - Satisfactory : Answer meets the minimum requirements but lack convincing supporting
detail to give confidence that they will meet requirements. Some attempt to provide relevant
answers not generic. - In line with industry standard.
4 - Good : Thorough response with relevant supporting detail and evidence to give
confidence that the requirements will be met. Tailored answers. - Above industry standard.
5 - Excellent : Comprehensive and well-structured response with excellent supporting
evidence. Wholly bespoke for the protect and demonstrates exceptional understanding of
the requirements. - Market leading.
SCORING PROCESS
Where Yes is the required answer:
YES = PASS NO = FAIL
EMR will assess additional information provided by the interested parties who select NO, but
have additional information to justify their selection.
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.2.2) Time limit for receipt of tenders or requests to participate
Originally published as:
Date
25 November 2022
Local time
10:00am
Changed to:
Date
6 December 2022
Local time
10:00am
See the change notice.
four.2.4) Languages in which tenders or requests to participate may be submitted
English
four.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 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
To register your interest in this notice you should submit an expression of interest via the
Procurement portal shown within this notice and request a copy of the PQQ which is to be
submitted by the date shown in IV.2.2.
six.4) Procedures for review
six.4.1) Review body
Abellio East Midlands Ltd.
Derby
Country
United Kingdom