SI-2616 Creative Agency for Campaign Management for National Outdoor Recreation Strategy

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

Sport Ireland seeks a creative agency to manage a national campaign for its Outdoor Recreation Strategy. The campaign's objectives are to increase awareness of outdoor recreation opportunities, promote environmental care in outdoor spaces, and encourage responsible enjoyment of the outdoors. The agency will be responsible for developing and implementing a communications plan, including a public awareness campaign. This involves securing buy-in from relevant agencies and delivery partners, and measuring the campaign's impact.

The constituent activities and requirements for the appointed agency include:

• Campaign Development: Creating and implementing a communications plan and public awareness campaign aligned with the National Outdoor Recreation Strategy.
• Strategic Planning: Developing strategic approaches for communication and engagement.
• Creative Development: Designing campaign messaging, branding, and creative assets.
• Audience Segmentation: Developing tailored messaging for distinct audience groups, with at least two illustrative examples provided (e.g., schools, outdoor centres, dog owners, visitors).
• Behavioural Insights: Applying behavioural insights and research evidence to campaign design and execution.
• Testing and Evaluation: Implementing a robust approach to testing, evaluation, and campaign implementation.
• Platform Iteration: Outlining how the campaign platform and identity can be iterated and sustained over multiple years.
• Stakeholder Engagement: Securing resources and buy-in from relevant agencies and delivery partners.
• Impact Measurement: Measuring and demonstrating the behavioural outcomes of the campaign, beyond just awareness or reach.
• Brand Identity: Demonstrating experience in developing brand identities for national or multi-partner public campaigns.
• Multi-Stakeholder Communications: Experience with national-scale communications involving multiple stakeholders.

The contract is for an initial term of 24 months, with a potential extension of up to 12 months. The estimated value for the services is €650,000 (excluding VAT) over the full potential term.

3. Background & buyer context

Sport Ireland is procuring these services as part of its lead role in Action 3.7 of the National Outdoor Recreation Strategy. This action mandates the development and implementation of a communications plan and public awareness campaign. The strategy aims to foster greater engagement with and appreciation for outdoor recreation and the natural environment. The procurement is conducted under an open procedure, as per the European Union (Award of Public Authority Contracts) Regulations 2016. Sport Ireland aims to encourage participation from Small and Medium Enterprises (SMEs) and encourages larger enterprises to include SMEs in their proposals.

4. Eligibility & selection criteria

Tenderers must meet the following criteria to be considered:

• Turnover requirement: An average annual turnover of €325,000 (excl. VAT) or greater in each of the last 3 financial years prior to the tender notice publication. Audited accounts will be required for verification.
• Insurance: The successful Tenderer must hold the following insurances for the term of the contract:
• Employer's Liability: €13,000,000 for any one claim or series of claims.
• Public Liability: €6,500,000 limit for any one claim or series of claims.
• Professional Indemnity: Minimum €1,500,000 limit for any one claim per period of insurance.
• Cyber Liability: Minimum €1,500,000 limit any one claim and in the aggregate per insurance policy year.
• Crime insurance: Minimum €250,000 limit for any one claim.
• Certifications: Not specified for this tender.
• Past experience: Not specified as a minimum number of projects, but quality and relevance of previous campaign examples are award criteria.
• Personnel: Assessed under award criteria (Quality of Team), focusing on relevant qualifications and experience of key staff.
• Geographic / facility constraints: Not specified for this tender.

Tenderers must also declare via the eESPD that no mandatory grounds for exclusion apply, or that measures are in place to demonstrate reliability if grounds do apply.

5. Award criteria & scoring

The evaluation of tenders will be based on a combination of quality and price. The award criteria are weighted as follows:

Criterion Weight (%) Sub-criteria