The Provision of Communications and Public Relations Services for Strategic Marketing of the Springboard + and Human Capital Initiative Pillar 1 Programmes in 2024

AI-generated analysis of the documents. Check the official notice and any amendments for current submission details.

1. At a glance

2. Scope of Work

The Higher Education Authority (HEA) seeks comprehensive communications and public relations services to strategically market the Springboard + and Human Capital Initiative (HCI) Pillar 1 programmes in 2024. The contractor will collaborate closely with the HEA’s communications team to enhance the visibility and impact of these initiatives, ensuring effective communication of their benefits to target audiences.

The contractor's day-to-day activities will include:

• Target Demographic Analysis: Conducting in-depth analysis of demographics for both Springboard + and HCI Pillar 1 programmes.
• Market Research: Gathering insights to inform the development of marketing strategies.
• Marketing Strategy Development: Crafting distinct marketing strategies tailored to various audience segments, including recent graduates for HCI Pillar 1.
• Digital Marketing Campaigns: Designing and implementing campaigns across digital platforms.
• Social Media Engagement: Utilizing social media for promotion and audience engagement.
• Content Creation: Developing creative content for websites and social media channels.
• Advertising Materials: Producing print and online advertising materials.
• Collaboration: Working with the HEA communications team and design companies for integrated marketing efforts.
• Performance Monitoring: Tracking and reporting on campaign performance metrics.
• Budget Management: Managing third-party contracts and payments within the allocated budget.

The contract is structured for an initial term of 6 months, with the possibility of a further 6-month extension based on project needs.

3. Background & buyer context

The procurement of these services aligns with the HEA's strategic objectives to enhance the visibility of educational programmes that promote employment through skills development. The Springboard+ initiative, introduced in 2011, aims to provide free higher education courses to targeted cohorts, while the Human Capital Initiative (HCI) Pillar 1 offers graduate conversion courses. The HEA has identified a need to increase awareness of these programmes among potential participants, particularly those receiving social welfare, returners to the workforce, and employed individuals seeking upskilling opportunities. This initiative is part of a broader government strategy to address skills gaps in the Irish workforce.

4. Eligibility & selection criteria

Bidders must meet the following eligibility and selection criteria:

• Turnover requirement: Minimum average annual turnover of €150,000 in the relevant area of work.
• Insurance:
• Employers’ Liability: €12.7 million
• Public Liability: €2.6 million
• Professional Indemnity: €200,000
• Certifications: Not specified for this tender.
• Past experience: A minimum of three reference sites demonstrating relevant experience in similar services.
• Personnel: Key team members must have relevant qualifications and experience in marketing and public relations.
• Geographic / facility constraints: Not specified for this tender.

5. Award criteria & scoring

Bids will be evaluated based on the following criteria:

The overall price/quality split is 40% price and 60% quality.

6. Submission requirements

Bidders must submit the following documents:

• Method statement / response document: Use the provided template, adhering to any page limits.
• CVs: Include CVs for key personnel, with a maximum of two pages each.
• Pricing schedule: Complete the specified format for pricing.
• Case studies: Provide a minimum of three case studies demonstrating relevant experience.
• Declarations: Include ESPD, Bona Fides, Tax clearance, and Conflict of Interest declarations.
• Mandatory site visit: Not specified for this tender.
• Submission portal: Tenders must be submitted via the eTenders post-box facility.

7. Key dates & process

8. Contract terms that matter

Key contract terms include:

• Term and extension structure: Initial term of 6 months, with a possible extension of 6 months.
• Payment terms: Payments will be made in accordance with the Prompt Payment Accounts Act 1997 and related regulations.
• Key SLAs/KPIs: Performance will be monitored based on service quality and turnaround times.
• Termination clauses: Either party may terminate with 14 days’ notice if necessary.
• IP ownership: Not specified in the documents.
• Sub-contracting rules: Any sub-contracting must be disclosed in the tender response.

9. Risks, red flags & unusuals

Potential risks associated with this tender include:

• Turnover requirement: The minimum turnover requirement is equal to the estimated contract value, which may limit competition.
• Insurance levels: High insurance requirements may exclude smaller firms without adequate coverage.
• Tight timeline: The short duration for the initial contract may pose challenges for bidders to deliver comprehensive services.
• Dependence on third-party costs: The requirement for a detailed breakdown of third-party costs may complicate pricing strategies.

10. SME fit assessment

This tender is suitable for small to medium-sized enterprises (SMEs) with expertise in marketing and public relations. Viable bidders should have:

• A proven track record in delivering similar services, particularly in the public sector.
• The capacity to manage a budget of €100,000, including third-party costs.
• Strong qualifications and experience among team members.
• The ability to collaborate effectively with the HEA and other stakeholders.

Consortium or subcontracting arrangements are permitted, allowing smaller firms to partner with others to meet the requirements. Bid preparation is expected to require several days of effort, particularly in assembling case studies and team qualifications. The presence of an incumbent or previous winners may influence the likelihood of success.

11. Where to dig deeper

• Source RFT filename: RFT - Springboard PR Comms and Marketing.docx
• eTenders CFT ID: Not specified
• Contact email or clarification portal: Queries should be submitted via the eTenders messaging facility.
• Important attachments:
• Appendix B2 — Suitability Assessment
• Mandatory Requirements Schedule