Tender Specification Document. Media Buying Seafish Consumer Campaigns Tender. 13 August Seafish Contact Details.

Transcription

1 Tender Specification Document Media Buying Seafish Consumer Campaigns Tender 13 August 2015 Seafish Contact Details Name: t: e: Seafish Tender Document Ref: TD Seafish 18 Logie Mill, Logie Green Road, Edinburgh EH7 4HS T: W:

2 Contents 1. Introduction This tender is aimed at securing a media buying specialist who can support Seafish to deliver and manage the paid media elements of consumer targeted campaigns which are designed to encourage more people, to eat more fish, more often. 2. Background a) Seafish Seafish sits at the heart of the seafood industry, bringing all sectors together in support of a shared agenda. As the authority on seafood, we offer a central pool of expertise that can support our stakeholders and drive improvement across all areas of the industry. We are a non-departmental public body and, while we are led by industry and governed by an independent board, we are accountable to the four fisheries ministers who, in turn, must answer to their respective parliament or assembly for the overall performance of Seafish. One of our key areas of work is promoting consumption, with our high level objective of getting more people to eat more fish more often, our key driver through till March For more information on Seafish and our promoting consumption work, please visit our website which also hosts our new Corporate Plan b) Fish is the Dish The Fish is the Dish initiative is the consumer side of Seafish and it was designed as a hardworking digital campaign to showcase to families that seafood is a healthy, quick, and easy choice for feeding the family. Since its launch in October 2011 it has enjoyed increased success year-on-year with growing communities and heightened digital presence. The success of Fish is the Dish is due to a number a factors, including the constant topical work being undertaken to promote seafood consumption through popular culture occasions such as Halloween and the X-Factor, health issues such as omega-3, and the development of curriculum materials for education. Our purpose is to do our best to support the seafood industry in its widest sense irrespective of the type of seafood, where it is caught, or what form it is in. Fresh, frozen or tinned - it s all good! Every day we encourage consumers to eat more seafood, more often, through a variety of platforms and initiatives. What we do at our foundation, Fish is the Dish provides a whole host of delicious recipes, seafood facts, health information, and tips which encourage consumers to eat more seafood.

3 We also support educational projects in the UK to provide learning resources to support the national curriculum from the age of five right-up through to providing materials for students chefs. Digitally we target our message to route people to our fantastic website hub Our Facebook, Twitter, Pinterest, YouTube and Instagram communities amplify our message to encourage consumers to eat more seafood and provide them with forums for questions and support. We use traditional marketing methods to encourage consumers to eat more seafood including creating media stories for print and online media, and have printed resources for fishmongers and foodservice. A series of campaigns run through the year and paid media work has worked successful across social, lifestyle, PPC, and YouTube advertising. Seafish has recently completed a market segmentation exercise with Experian Mosaic that has examined the consumption market and has expanded the families audience into six key strands. These range from affluent consumers, through to traditionalists, and frugal frozen fish. 3. Media Buying The Project A series of campaigns run through the year and paid media work has worked successful across social, lifestyle, PPC, and YouTube advertising. The tender projects will cover two campaign areas. - Seafood Week 9 16 October Omega-3 Health Campaign January March 2016 a) Scope of services The scope of the service tendered is to cover paid media services procurement, placement, implementation, monitoring and reporting. The service does not cover any content creation or development or design development; these areas are undertaken by agencies and procured separately. b) Outputs and milestones For both campaigns: - Proposal of allocation of spend - Implementation Plan of work on agreed proposal - Reporting within campaign period, weekly for Seafood Week/omega-3 - Campaign Evaluation one week after Seafood Week/omega-3

4 c) Campaign Specifics Campaign Overview Budget Time period inc VAT Seafood Week Paid media will raise consumer 76, Sept* 16 Oct October 2015 awareness about Seafood Week, encourage people to buy fish and visit fishisthedish.co.uk. Paid media will operate as part of the build-up to the campaign and 8 live days. Omega-3 health campaign Paid media will raise consumer awareness about omega-3, increase consumption and visitors to appropriate content on fishisthedish.co.uk. 64, Feb* 31 Mar 2016 Total Contract Value 140,000 *anticipated promotion dates d) Contract management The paid media contract will be managed by, Marketing Manager for Seafish. All correspondence and enquiries should be made to and contact information is noted below. Address: Seafish 18 Logie Mill, Logie Green Road, Edinburgh EH7 4HS Telephone Fax e) Awarding Criteria Tenders will be assessed for their value-for-money, and in the interest of ascertaining the highest level of transparency, fairness, and competition. The following evaluation matrix will be used to score each tender. If you wish to seek clarification on any aspect of the evaluation matrix, please contact. Award Criteria Weighting (%) Relevant experience by company and team 25 Creative solutions for Seafood Week campaign 25 Creative solutions for omega-3 campaign 25 Positive credentials 25

5 f) Tender Process Timetable Procurement Stage Dates Tender published on the Seafish 13 August 2015 Website Clarification questions submitted to 19 August 2015 Clarification responses issued by 21August 2014 Submission deadline 27 August 2015 files received after this date will not be evaluated. Evaluation 28 August 2015 Contract award decision 1 September 2015 Contract signing Mutual agreeable date Contract start Mutual agreeable date g) Submission of Tenders The following information should be included in a response: Name of the tenderer(s), status in the company, and name of person for further contact (if different). A brief statement (in no more than 500 words) detailing your service and support to deliver Seafish s paid media campaigns. Details of previous experience relevant to this tender. Contact details for two referees in relation to this work. A clear proposal of paid media activities costs under the following subheadings for each campaign: o Media fees broken down by o Overheads channel o Reporting and Management Fees o Any other costs noted o VAT where applicable o Total *Seafish will be unable to reclaim VAT, therefore please ensure to state VAT when applicable. h) Recovery of Costs An applicant is not entitled to claim from Seafish any costs or expenses incurred in preparing the tender document, whether it is successful or not.