Advertising and marketing services

Tender description

Swansea University is tendering for the services of an independent advertising planner and buyer to assist with the University’s recruitment marketing activity which is targeted at attracting and recruiting prospective students (and reaching their influencers) to the University. The services are expected to begin from Academic Year 2019 and will run for a period of 3 years with the option to extend for a further year. The value of the contract (assuming a maximum four year tenure) will be approximately 1 000 000 GBP to 1 500 000 GBP. The University will reserve the right to spend an additional 500 000 GBP upon the agreement of both parties. The University is looking to further develop its recruitment marketing and advertising, building on the sector – leading successes (marked by a times higher education leadership and management award for admissions and 2 Chartered Institute of Marketing [Wales] awards) achieved over the past 3 years. Raising awareness of the University brand and increasing the number of high quality applications from across the UK, through astute, targeted advertising is a key component of the University’s recruitment strategy, in an increasingly competitive market. Key audiences for the advertising campaigns run by the University: — UK/EU potential undergraduate students. Our core market consists of potential undergraduates from schools and colleges in the UK residing within a 200 mile radius of Swansea. Currently around 40 per cent of students are from Wales and the rest from England, EU, Northern Ireland and Scotland; however applications from England have increased by 120 % in the last 3 years so the proportion of English students has been increasing. This is particularly evident in the South West, Midlands, South East and London. — parents and guardians. As key influencers in the decision-making process our marketing and recruitment activity also targets potential applicants’ parents with a view to raising profile and creating brand awareness. — careers advisers and teachers/lecturers. Teachers and advisers in schools and colleges have an important role in helping to shape the choices of potential undergraduates. Our aim is to create awareness amongst this group too.