Section one: Contracting authority
one.1) Name and addresses
Historic Environment Scotland
Longmore House, Salisbury Place
Edinburgh
EH9 1SH
Country
United Kingdom
NUTS code
UKM75 - Edinburgh, City of
Internet address(es)
Main address
http://historicenvironment.scot
Buyer's address
https://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA00164
one.4) Type of the contracting authority
National or federal Agency/Office
one.5) Main activity
Other activity
Conservation, Tourism, Heritage & Built Environment
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Creative Campaigns HES/C/4225
Reference number
HES/C/4225
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
HES is looking for a creative agency to develop new creative campaigns and be responsible for concept design, copy-writing, ad production, finished arts, as well as assisting HES in scoping out potential opportunities.
two.1.6) Information about lots
This contract is divided into lots: No
two.1.7) Total value of the procurement (excluding VAT)
Lowest offer: £432 / Highest offer: £1,335 taken into consideration
two.2) Description
two.2.3) Place of performance
NUTS codes
- UKM - Scotland
two.2.4) Description of the procurement
The strands which our campaigns may focus on are:
- Membership acquisition and retention
- Visitor led campaigns driving footfall to sites – mainly through events or linked to new experiences or developments at our sites
- Data capture across our audiences
- Campaigns to promote non-visitor related product or services. This could include but not exclusive to; fundraising/legacy, third party venue hire for corporate events, promotion of weddings, retail including promotion of our online shop and promotion of our archives.
KEY CONSIDERATIONS
It is essential that all resources adhere to our brand guidelines. We are currently looking at brand development, but the appropriate brand/sub brand guidelines will be supplied when available.
It is also essential that the successful tenderer has a deep understanding of our target audiences, what they need, what they value, their abilities and limitations. We can provide information about our audiences if required.
MEMBERSHIP – ACQUISITION & RETENTION
The creative campaign should allow the ability to connect with audiences in a competitive market and appeal to the modern consumer by promoting value and affordability alongside social and outgoing/days out appeal. Campaigns should focus on the value of membership for visiting our sites, but messaging should focus on specific benefits and times of year to appeal to different segments of members.
The events programme for 2024 has not been confirmed yet, however as an example Spectacular Jousting at Linlithgow Palace is one of the most attended events each year. All events are listed on the HES website:
www.historicenvironment.scot/events
Membership Retention – Depending on any emerging trends with the levels of member retention, HES may also consider promotional activity linked to retention. HES’s current UK member retention level is 76% which is below the national average for UK visitor attraction membership schemes which sits at 80%. At the end of July 2023 HES had 192,969 members.
Visitor Marketing – HES’s approach to visitor marketing is to focus promotion on reasons to visit the sites (start of season, events and exhibitions) the scale of which dictates whether a paid campaign is required, admissions promotions and changes to the experience or new developments.
HES may require focus on Stirling Castle, Edinburgh Castle or the Engine Shed (additional visitor facing brands of Historic Environment Scotland) at strategic times of the year and any other site should it be required. This can include our Christmas campaigns which may include Gift Membership and Christmas at both Edinburgh and Stirling Castle.
Member and visitor focused campaigns should:
- Drive visitors to HES attractions
- Raise awareness of Historic Environment Scotland and the great days out we offer.
- Drive income and membership numbers (targets TBC)
- Be trackable across different media options
- Contribute to data capture to our Scottish non-member database
- Work collaboratively and practically together in development stages and working with appointed media agency
- Communicate effectively with members, to ensure they are informed, engaged, and excited about the programme, with particular emphasis on personal communications.
AUDIENCE
Scottish families are the principal market for event and membership campaigns and fall into the ABC1 demographic. The second largest segment in the membership is concession category, this includes visitors aged 65 and over, full time students, in receipt of state benefit, and serving member of British Armed Forces. Focused briefs are issued for each individual event/campaign outlining aims and objectives. We have various pieces of research into our key markets which can be supplied if required.
CORPORATE CAMPAIGNS
This is a new area for the marketing team so while some elements remain unknown projects such as our retail including the online shop, corporate events, weddings, access to the archives and fundraising campaigns may be required.
two.2.5) Award criteria
Quality criterion - Name: Interview / Weighting: 20%
Quality criterion - Name: approach to requirement / Weighting: 20%
Quality criterion - Name: understanding of requirement / Weighting: 20
Quality criterion - Name: relevant expereince / Weighting: 20
Quality criterion - Name: environmental policies / Weighting: 5
Quality criterion - Name: Fair work practices / Weighting: 5
Price - Weighting: 10%
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
Open 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: 2023/S 000-028157
Section five. Award of contract
Contract No
HES/C/4225
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
19 December 2023
five.2.2) Information about tenders
Number of tenders received: 10
Number of tenders received from SMEs: 10
Number of tenders received from tenderers from other EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 10
Number of tenders received by electronic means: 10
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
Multiply
1-2 Sciennes Gardens
Edinburgh
EH9 1NR
Country
United Kingdom
NUTS code
- UKM75 - Edinburgh, City of
The contractor is an SME
Yes
five.2.4) Information on value of contract/lot (excluding VAT)
Lowest offer: £432 / Highest offer: £1,335 taken into consideration
Section six. Complementary information
six.3) Additional information
(SC Ref:753716)
six.4) Procedures for review
six.4.1) Review body
Edinburgh Sheriff Court & Justice of the Peace Court
Edinburgh
Country
United Kingdom