Invitation to tender

Invitation to Tender

‘We’re In’ Integrated Education TV & Digital Advertising Campaign

 

Introduction

The IEF requires the provision of services for media buying. This service will include (but not be limited to) creative media planning, media buying, campaign delivery and reporting. Creative and design services will not be required.

 

Background

The Integrated Education Fund (IEF) was set up in 1992 as an independent charity supporting the growth and development of Integrated Education in Northern Ireland. Its mandate is drawn from the expressed demand from parents and schools who seek an Integrated Education for their children and pupils.

Between 1992 and 2022, the IEF raised and invested over £26million from supporters and donors to advance Integrated Education, contributing to an increase in Integrated schools (from 16 in 1992 to 73 in 2024), and has supported a substantial evidence base on the benefits of a more integrated system of education.

The IEF established the Integrate My School website to empower parents to grow more provision of Integrated Education through the Transformation Process of schools.

The IEF ran an extensive campaign ran from 2023/2024 to raise awareness of the Integrate My School website. This was a diverse advertising campaign comprised including TV, radio, outdoor, cinema, social media and printed publications. This campaign has been updated and refreshed to build on its success and will be running again from 2024/2025.

 

Objective and Purpose

To promote the value of Integrated Education to parents and wider society

To showcase examples of what happens at an Integrated school

To highlight the Integrate My School website, subsequently leading to more online registrations

 

Deliverables

You will be expected to deliver:

 

Clearances: Clearcast approvals, generation of clock numbers and supply to broadcaster are all being handled by the production company. The winning tenderer will be expected to liaise with the production company on this. The tenderer will also handle Radiocentre approvals.

Prior to the start of the project – a formal action plan / schedule / gantt chart as appropriate for the full implementation of the project. This plan is to outline how this project will engage effectively with the target audience, 25 to 55 years old approximately, including young parents, parents with school aged children, teachers and governors

Reports must include full details on each area of advertising, eg clicks through rates for each online platform

The plan should include clear measurable interim targets, with a report submitted the first Thursday of every month

A full media plan using the provided creatives- TV adverts, radio, social media content, outdoor to the budget of £100,000 (including VAT). Creativity is strongly encouraged, to include original ways these creatives can be used to ensure maximum impact.

The media plan should outline ‘added value’, with particular emphasis on creative ways of maximising campaign exposure, to demonstrate the budget being used to create maximum impact

Media plan to include (but not limited to):

• TV: Media buying for 1×30 second and 4x20s TV advertisements
• Clips: Opportunities to use 10 and 20 second clips
• Outdoor: A comprehensive outdoor advertising campaign, for example the bus network, billboards, ambient and digital advertising opportunities in prime locations
• Radio: A series of 20s radio advertisements
• Social: A social media plan

Media placement and delivery of the media plan throughout the time period of Nov 2024- early 2025

Monthly detailed interim target reports, submitted the first Thursday of every month, and a full comprehensive final report.

 

Award criteria

Awarding of the contract will be dependent on:

 

Your understanding of the project details

• Your creativity
• Your relevant experience
• Value for money and added value
• Your ability to meet the project deadlines

The above criteria are not listed in order of importance.

Contract Management and Review

You should nominate a Lead who will be directly responsible for the delivery of this project and will act as a main point of contact.

You and/or the Lead should report directly to Jill Caskey, Parental Engagement Campaign Manager at the IEF, on the progress of the project.

Contract Period and Payment Terms

On approval of valid invoices submitted to the IEF, staged payments will be made on completion of key milestones/deliverables as follows:

10% advance payment

90% on satisfactory completion of the project

If requested, we would consider changing the payment schedule to reflect current market demands.

Expected project cost: up to a maximum of £100,000 (inc. VAT)

Tenders must be submitted by email to jill@ief.org.uk no later than 12noon on Wednesday 13 November 2024.

Jill Caskey

Parental Engagement Campaign Manager, Integrated Education Fund (IEF)

Tel: 028 90694099

jill@ief.org.uk