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Overview of Requirement

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A UK rail operator is procuring creative services, media planning/buying, and SEO to support customer growth and brand building over 2+ years.

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There are 3 Lots (You can bid for 1 or all 3)

 

Lot 1 is Creative Services - £2M budget per year, including campaign development and production across media.

Lot 2 is Media Planning/Buying - £5M per year budget

Lot 3 is Search Engine Optimisation services with a £70K budget.

 

The company runs 300+ daily services across a network in the North and into Scotland. Key objectives are rebuilding customer confidence post-pandemic, driving revenue, and positioning the brand as a connector of northern communities.

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Major infrastructure upgrades are underway on busy routes, requiring balancing messaging between improvements and short-term disruption. Long-term the upgrades will enable faster, more reliable, and sustainable service.

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The supplier(s) need strong expertise in audience-focused growth strategies and cross-channel campaign development/delivery. Experience in the transport/mobility sector and understanding of northern regions is desired. A collaborative approach is essential.

The contract duration is 2+ years starting April 2024, with possible extensions. SQ responses are due October 2023.

 

Timeframes

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• Contract Notice, SQ, and MOI Publication: September 2023

• Deadline for SQ Response: 20th October 2023

• ITN (Invitation to Negotiate) Issued: October 2023

• Deadline for ITN Response: November 2023

• Contract Award: January 2024

• Contract Starts:

  • Creative Services and SEO: April 1, 2024

  • Media Planning & Buying: May 28, 2024

 

Bid Requirements

 

​Bidders are required to submit a comprehensive Selection Questionnaire (SQ) by the 20th October which includes detailed information about their capabilities, relevant experience, and their ability to meet the client's procurement needs.

 

The SQ should demonstrate their expertise in successful growth strategies, their collaborative approach to working with multiple agencies, and their commitment to delivering high-quality services. Additionally, the agency should provide clear evidence of their past achievements in service, transport, or leisure sectors, as well as their understanding of the Northern and Scottish market.

 

Tender FAQ's

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What is the main goal of this contract?

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The client is seeking to achieve improved brand positioning, increased passenger growth, and effective marketing campaigns through this contract.

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What is the duration of the contract?

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The contract duration is initially set for a minimum of 2 years, with the possibility of further extensions for up to an additional two years.

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What is the budget available for this campaign?

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The budget for this campaign varies by lot, with Lot 1 (Creative Services) having an annual budget of £2 million, Lot 2 (Media Planning & Buying) having an annual budget of £5 million, and Lot 3 (Search Engine Optimisation) having an annual budget of £70,000, although these figures may vary from year to year based on actual in-year activity.

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Who are the primary target audiences for this campaign?

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Leisure travellers, business travellers, and commuters.

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Are there any specific creative guidelines or requirements?

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The brief does not provide specific creative guidelines or requirements for the campaign, but it mentions the need for brand strategy, revenue-generating campaigns, and route upgrade campaigns as part of the scope of work for creative services.

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Purchase the full client brief and details for just £49 - Whilst we don't have exclusivity over this tender we only sell to a maximum of 5 clients. 

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If you'd prefer to pay via BACS please call us on 01908 465274

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