Advertising and marketing services

Tender description

The procurement is divided into 2 lots: Lot 1: Media: The Open University is seeking to appoint a provider of media services, to include media strategy, domestic and international media planning and buying, econometric modelling, campaign optimisation, media partnerships and other media deliverables. Lot 2: Creative: The Open University may appoint up to 2 providers of creative services to include a range of disciplines including: creative, direct marketing/CRM, digital and content/PR/social. In Scope — media strategy, planning and buying – all online and offline channels, — econometrics modelling, — campaign optimisation, — media partnerships, — user experience – landing page and web site development, — other media deliverables for any OU brand/product, — UK and international markets, — audiences may include, but not be limited to: B2C, B2B and Trade as well other stakeholder groups including consumers, government, employers, donors and community (staff, students and alumni). The Media Agency will be required to deliver a robust media strategy for the next 5 years to deliver our student number targets, brand health and market growth objectives for the longer-term. The Media Agency will be transparent on trading and commercial structures, and efficient in financial management and reconciliation, not tied into complex deals which bias spending decisions. We enjoy competitive trading terms, and would expect maximum trading leverage across all disciplines including, but not limited to: Disciplines including, but not limited to: — TV, press, radio and OOH, — media partnerships, — digital and social, — conversion media. The Media Agency needs to have proven expertise in delivering a media strategy and associated media plans that places content at the centre of its rationale, both proactive and reactive opportunities that amplify any existing campaigns and message. The Media Agency will be expert in its knowledge of “story-telling” and how to deliver compelling content across all channels, adhering to best practice while looking for opportunities to be innovative in their approach. A single, “one-size-fits-all” approach to both content and delivery will not work, the Media Agency will need to lead our strategy; balancing creative thinking, first-class production, audience understanding and the technical capabilities of each channel. The new Media Agency will need to demonstrate expertise in market and campaign analysis and enable us to be more sophisticated and coordinated in our approach and ability to make timely business and planning decisions, with real-time campaign reporting. The Media Agency will lead performance reporting and analysis across all agency partners and internal teams. The Media Agency will need to work with us to define a new strategy for this market which has previously focused on European markets using digital acquisition channels. The Media Agency must have proven expertise in developing international strategies that explore new markets with a broad approach to channels and media with the expertise to deliver local media plans. The Media Agency will be required to deliver pan-regional and country specific ideas, media planning and buying across all channels directly via their network or via an international partner. The Media Agency will be required to deliver a media strategy and associated media plans that fully optimise and drive efficiency in delivery of our current business objectives, which include opportunities for growth. Full specification is included with the tender documentation In scope — brand and creative strategy, — development of campaigns and assets – all online and offline channels, — production of master campaign assets, — CRM – database hosting and management, data processing, email/SMS build and broadcast, — Social/Content/PR, — data analysis, — other creative deliverables for any OU brand/product, including free learning, — UK and International markets, — audiences may include, but not be limited to: B2C, B2B and Trade as well other stakeholder groups including consumers, government, employers, donors and community (staff, students and alumni). We are seeking Creative Agency(s) with strong strategic and creative capability and experience of driving brand awareness and conversions for major consumer brands. We require Creative Agency(s) that will be able to define and maintain the OU’s Brand and Creative strategy in the UK and international markets, working with the marketing team to build a stand out, fully integrated campaign strategy and narrative, for the next 5 years, that can deliver our student number targets, brand health and market growth objectives for the longer-term. We need a 360 approach to communications and campaign planning that engages audiences across a full channel mix. We currently have a suite of assets designed for specific audience segments and stages of the conversion funnel, these have not reached wear out so we are looking for Creative Agency(s) to build on the success of these assets. The Creative Agency(s) will need to develop a brand strategy, extending into new markets, building our prospect pool and conversion strategies across the wider product portfolio. The Creative Agency(s) (or collective) will need to demonstrate their ability to work across all channels including, but not limited to: — TV, — press, — radio, — cinema, — OOH — digital – paid search, display, VOD, native, — email – including prospect and student communications, — direct mail, — third party inserts, — mobile, — prospectuses, — point of sale, — social/content/PR, — data analysis, — database hosting and management, — campaign data processing. The Creative Agency(s) will complete all work to master asset at which point materials will be handed-off to a Production Agency for implementation and delivery to market. There may be exceptions when we would expect the Creative Agency(s) to complete production also, e.g. TV, cinema, radio and other broadcast channels. Given the need for flexibility and agility we will want to work with a consistent, dedicated lean account team within the Creative Agency(s) who will maintain a high level of insight into our business. This team would work on a retained basis, with the OU marketing team being able to work directly with the creative team. The full customer lifecycle for International students has recently become the responsibility of marketing which represents a significant growth market. The Creative Agency(s) will need to work with us to define a new strategy for this market which has previously focused on European markets using digital acquisition channels. The Creative Agency(s) must have proven expertise in developing international strategies that explore new markets with a broad approach to channels and media with the expertise to deliver local media plans. The Creative Agency(s)will be required to deliver pan-regional and country specific ideas, media planning and buying across all channels directly via their network or via an international partner. Full specification is included with the tender documentation