Multichannel Advertising & SEO Agency for Student Recruitment

{
  "buyer": {
    "id": "GB-FTS-12374",
    "name": "Abertay University"
  },
  "date": "2025-03-27T15:45:41Z",
  "description": "The buyer is using PCS-Tender to conduct this ITT exercise. The Project code is 28923. For more information see: http://www.publiccontractsscotland.gov.uk/info/InfoCentre.aspx?ID=2343\nCommunity benefits are included in this requirement. For more information see: https://www.gov.scot/policies/public-sector-procurement/community-benefits-in-procurement/\nA summary of the expected community benefits has been provided as follows:\nAbertay University is committed to delivering positive social and eco-nomic impact through its procurement activities. As part of this contract, the appointed agency is expected to contribute to community benefits, particularly in the areas of education, digital skills development, and employability within Dundee and the wider region.\nThe agency must outline any previous initiatives undertaken that have supported community benefits, as well as plans for ongoing and future contributions. This may include providing training or mentorship opportunities in digital marketing, SEO, and media advertising for students or local job seekers, offering work experience placements or internships, supporting community-based digital literacy projects, or engaging with local businesses and organisations to enhance marketing capabilities.\nThe successful agency will be expected to work in alignment with Abertay University\u2019s commitment to fostering skills development and employability, ensuring that their work contributes positively to the local community. Proposals should demonstrate a clear strategy for delivering measurable community benefits throughout the duration of the contract.\n(SC Ref:794617)",
  "id": "011619-2025",
  "initiationType": "tender",
  "language": "en",
  "links": [
    {
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  ],
  "ocid": "ocds-h6vhtk-04f9a9",
  "parties": [
    {
      "address": {
        "countryName": "United Kingdom",
        "locality": "Dundee",
        "postalCode": "DD1 1HG",
        "region": "UK",
        "streetAddress": "Bell Street"
      },
      "contactPoint": {
        "email": "procurement@abertay.ac.uk",
        "telephone": "+44 1382308995",
        "url": "https://www.publictendersscotland.publiccontractsscotland.gov.uk/"
      },
      "details": {
        "buyerProfile": "https://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA00103",
        "classifications": [
          {
            "description": "Body governed by public law",
            "id": "BODY_PUBLIC",
            "scheme": "TED_CA_TYPE"
          },
          {
            "description": "Education",
            "id": "09",
            "scheme": "COFOG"
          }
        ],
        "url": "http://www.abertay.ac.uk"
      },
      "id": "GB-FTS-12374",
      "identifier": {
        "legalName": "Abertay University"
      },
      "name": "Abertay University",
      "roles": [
        "buyer"
      ]
    },
    {
      "address": {
        "countryName": "United Kingdom",
        "locality": "Dundee",
        "postalCode": "DD1 9AD",
        "streetAddress": "6 West Bell Street"
      },
      "id": "GB-FTS-1026",
      "identifier": {
        "legalName": "Dundee Sheriff Court"
      },
      "name": "Dundee Sheriff Court",
      "roles": [
        "reviewBody"
      ]
    }
  ],
  "tag": [
    "tender"
  ],
  "tender": {
    "awardPeriod": {
      "startDate": "2025-04-28T13:00:00+01:00"
    },
    "bidOpening": {
      "address": {
        "streetAddress": "Kydd Building, 40 Bell Street, Dundee, DD1 1HG"
      },
      "date": "2025-04-28T13:00:00+01:00"
    },
    "classification": {
      "description": "Advertising services",
      "id": "79341000",
      "scheme": "CPV"
    },
    "contractTerms": {
      "hasElectronicOrdering": true
    },
    "coveredBy": [
      "GPA"
    ],
    "description": "Abertay University seeks a strategic agency partner with extensive expertise in multichannel advertising and search engine optimisation (SEO) to support and enhance student recruitment for undergraduate and postgraduate programs.  The selected agency will be expected to deliver a comprehensive, data-driven strategy that increases the university\u2019s visibility, engagement, and conversion rates across key target markets in Scotland, the rest of the UK, and internationally.",
    "hasRecurrence": false,
    "id": "038-AU-PRO-2425",
    "items": [
      {
        "additionalClassifications": [
          {
            "description": "Advertising and marketing services",
            "id": "79340000",
            "scheme": "CPV"
          },
          {
            "description": "Advertising consultancy services",
            "id": "79341100",
            "scheme": "CPV"
          },
          {
            "description": "Advertising management services",
            "id": "79341200",
            "scheme": "CPV"
          },
          {
            "description": "Advertising campaign services",
            "id": "79341400",
            "scheme": "CPV"
          }
        ],
        "deliveryAddresses": [
          {
            "region": "UKM71"
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        ],
        "deliveryLocation": {
          "description": "Bell Street, Dundee"
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        "id": "1",
        "relatedLot": "1"
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    ],
    "legalBasis": {
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    "lots": [
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        "contractPeriod": {
          "durationInDays": 1080
        },
        "description": "The selected agency will be expected to deliver a comprehensive, data-driven strategy that increases the university\u2019s visibility, engagement, and conversion rates across key target markets in Scotland, the rest of the UK, and internationally",
        "hasOptions": false,
        "hasRenewal": true,
        "id": "1",
        "renewal": {
          "description": "The University shall have the option to extend the contract for up to two additional periods of two years each, following the initial three-year term.  Where the option to extend is exercised, the University shall be entitled to terminate the contract at any time during the ex-tended period upon giving the Tenderer three \tmonths\u2019 notice in writing of its intention to terminate the contract."
        },
        "status": "active",
        "submissionTerms": {
          "variantPolicy": "notAllowed"
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    ],
    "mainProcurementCategory": "services",
    "procurementMethod": "open",
    "procurementMethodDetails": "Open procedure",
    "selectionCriteria": {
      "criteria": [
        {
          "appliesTo": [
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          ],
          "description": "Bidders must be suitably qualified to pursue the professional activity in question. As such, the following conditions apply:\nThe bidder must demonstrate compliance with relevant advertising regulations and codes of practice applicable in the UK.\nMembership of, or compliance with, the following regulatory bodies and codes will be considered evidence of suitability:\nAdvertising Standards Authority (ASA) \u2013 the UK\u2019s independent regulator for advertising across all media. Bidders must adhere to rulings and guidance issued by the ASA.\nCommittee of Advertising Practice (CAP) \u2013 the body responsible for writing the UK Advertising Codes. Bidders must comply with the CAP Code and demonstrate knowledge and application of these rules in the planning and delivery of advertising campaigns.\nEvidence of compliance may include relevant accreditations, previous experience aligning with ASA/CAP requirements, or confirmation of internal governance mechanisms to ensure regulatory adherence.",
          "type": "suitability"
        },
        {
          "appliesTo": [
            "supplier"
          ],
          "description": "As detailed in the Qualification Envelop and Evaluation document within PCS-T suppliers documents",
          "type": "economic"
        },
        {
          "appliesTo": [
            "supplier"
          ],
          "description": "As detailed in the Qualification Envelop and Evaluation document within PCS-T suppliers documents",
          "type": "technical"
        }
      ]
    },
    "status": "active",
    "submissionMethod": [
      "electronicSubmission"
    ],
    "submissionMethodDetails": "https://www.publictendersscotland.publiccontractsscotland.gov.uk/",
    "submissionTerms": {
      "bidValidityPeriod": {
        "durationInDays": 90
      },
      "languages": [
        "en"
      ]
    },
    "tenderPeriod": {
      "endDate": "2025-04-28T12:00:00+01:00"
    },
    "title": "Multichannel Advertising \u0026 SEO Agency for Student Recruitment",
    "value": {
      "amount": 1260000,
      "currency": "GBP"
    }
  }
}