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Date of publication: 2021.06.30

Online Advertising Campaign Agency

EIT InnoEnergy is looking for Online Advertising Campaign Agency.

Deadline for submission proposals: 2021-05-21
Deadline postponed to (if applicable): -
Clarification session (if applicable): -
For further information, please contact: javier.arias@innoenergy.com
Please submit proposals to: javier.arias@innoenergy.com
Intended date of notification: 2021-05-28
Closing tender: 2021-05-21
Q&A:
What do we have to do to receive an invitation for this RFP?
The request for proposal for an online advertising campaign agency is publicly available on our website. Therefore, any interested party can submit a proposal by 21 May 2021.
As mentioned in sub-paragraph 4.9 of your RFP, the proven ability of the tenderers on several specific points is one of the main criteria based on which you will judge the submissions. What are you hoping to see in this regard? Do you want the tenderers to share cases, ways of work, numbers of FTEs, or a substantive strategy as we would see fit for InnoEnergy?
Proven ability of the tenderers is evaluated by having the team and expertise to perform the different tasks, showcasing the results of activities performed for clients in same/similar sectors, demonstrating case studies with direct commercial impact for their clients and similar.
In paragraph 3 of the RFP, you mention a couple of key EIT InnoEnergy initiatives that the agency will support. Is this just for our information in this phase of the process, or do you expect us to share our take on these activities in our submission?
The example of initiatives serves as a base to understand the scope and timeframe of activities and deliverables expected. Proposing examples of how the tenderer will approach one of these activities is appreciated yet not necessary. The exact details of each campaign will be discussed after the agreement has been signed.
Do we understand correctly that the financial offer you want to receive should only contain the hourly rates of the consultants that would be part of the collaboration between the Agency and InnoEnergy?
This is correct. The financial assessment will be done based on the hourly rates of the consultants. You can also include an estimation of the hours that one campaign could entail as an example, but this is not necessary.
Would it be possible to have a call to tackle some questions and to make sure we are on the same page in terms of deliverables?
All the questions need to be answered and published on the website. For any questions, please email javier.arias@innoenergy.com. The answers will be published on this page shortly after receiving them.
Based on your previous Master School Campaigns, the marketing and recruitment campaign of fee-paying students for 2021 is enrolling students for what year?
The campaign starting in July 2021 is aimed at recruiting students starting our programmes in summer-fall 2022
Does it matter a particular year they (candidates) will select from the form? InnoEnergy will qualify the leads later on?
Our campaign has an always-on approach. This means that we may attract students interested in enrolling in the immediately subsequent intake or in future intakes. These are filtered and nurtured through our one-to-one conversion activities. The one-on-one conversion activities are outside of the scope of this request for proposals.
The Business Booster, your flagship event, is taking place in fall every year. Can you please specify the month of the event and if for the 2021 edition the campaign is already running, or should it be included in the offer?
The event normally takes place in October or November (depending on regional calendars, availability of venues, etc) The campaign for 2021 edition is starting soon so it is not included in this offer.
To fulfill the mutual satisfaction criteria and to estimate the most accurate digital media acquisition budget possible, can you provide what KPIs are desirable for each project: Master School Campaign and The Business Booster?
For the Master School Campaign, we expect 1,500 leads generated directly from the online campaign. In combination with other marketing activities, this should result in some 1,500 applications per intake. For the Business Booster event, we expect 500 tickets sold because of the online campaign.
How many campaigns from the category ”More activities” for the different business of EIT InnoEnergy that run throughout the year” you will have running in 2021 and 2022 ?
This varies per year and it is currently not yet determined for 2022. That is why this request for proposal has a multiple call-off contract so that additional actions of the same nature can be performed within the duration of the contract.
To measure the exact dimension of effort we will put in creative and content development it will be very helpful to know if during the collaboration and after the contract will be signed we are going to receive a key visual or we need to provide also a key visual for each advertising campaign?
Yes. EIT InnoEnergy will share the brandbook and some key visuals per campaign. There will still be the need to develop campaign elements such as media banners, videos, etc; all using the key elements shared from the pre-approved visual guidelines.
Will you make available the brand book and editable materials for the key visuals or of every key visual?
Yes
Most of the time the conversion rate optimization and customer experience design depend on development & coding skills. Your expectations are for the tenderer to also provide this kind of services or we have to work as a team with the development partner which built www.innoenergy.com ?
Development and coding are not part of this request for proposal. The awardee will work with the EIT InnoEnergy marketing team which will then liaise with the development agency based on the recommendations and suggestions made by the awardee.
Our way of working with clients implies that digital media campaigns (ex: Google Paid Search Campaign) are directly debited from the client card even if we provide full reporting and financial working sessions with the client accounting department if needed. We do not use to invoice our clients the cost required by Google, Bing, Baidu, Facebook, Instagram, LinkedIn etc , only our fees to manage, create, optimize, and implement these kinds of campaigns. Is this way of working suitable also for InnoEnergy?
Currently, EIT InnoEnergy has a direct credit line with LinkedIn and – for some campaigns – Google. Therefore, those costs are not paid by the awardee. EIT InnoEnergy does not have a credit line with Facebook, Instagram, Bing, – for some of its campaigns – Google or any other major media platform. Those costs are normally paid by the agency and then billed to EIT InnoEnergy. Different arrangements could be discussed if necessary but are not desirable.
Please estimate the scales of the annual corporate budget (including media costs) dedicated to the required services and projects listed on the tender or please define the approximately quantity of major projects, possible developments scheduled for the upcoming years (or at least for 2022), besides the ones mentioned in the RFP
The estimate scale of the annual corporate budget including media costs is of approximately 215,000 EUR. This includes major projects like Master School Marketing and The Business Booster campaign but also any other initiative that arises during the period of the contract.
What is the territorial scope of the listed digital communication activities (considering media as well)? Campaigns running only in the EU, or all along Europe depending on the particular activities, events?
Majority of our campaigns are of global nature. Awardee is expected to perform campaign and media management across channels for all countries (EU and outside of the EU) Expertise in China is desirable as this market has a unique set of marketing channels and traditional Western channels are not available.
Is there any intention to run localised campaigns (adapted to local languages, according to specific projects, goals, target group, etc), or the overall corporate communication is English?
The official corporate communication of EIT InnoEnergy is English and therefore majority of our campaign activities are done in English. In exceptional circumstances, campaigns may also be done in other languages.
Is media planning and media buying part of the required services?
Media planning is part of the required services and it is considered within the activity ‘online advertising and campaign management’ including continuous monitoring, optimisation, and reporting of campaign performance. Regarding media buying: EIT InnoEnergy has a direct credit line with LinkedIn and – for some campaigns – Google. Therefore, those costs are not paid by the awardee. EIT InnoEnergy does not have a credit line with Facebook, Instagram, Bing or – for some of its campaigns – Google or any other major media platform. Those costs are normally paid by the agency and then billed to EIT InnoEnergy. Different arrangements could be discussed if necessary but are not desirable.
Technical response to the services listed in RFP: please specify what do you exactly mean by “technical response” to the services?
This represents the proposal to be presented by the tenderer in accordance to the details included in point 3. Scope of work of the Request for Proposal. This can include proof of capability and resources to perform the requested activities, best practices, case examples, etc.
Do you wish to see general suggestions and ways of professional approach regarding the mentioned projects? (Master School, Business Booster) Or do you wish to see the professional ‘ecosystem’ of the agency, showing the tools, and necessary expertise dedicated to the fields of activity listed in the tender documentation?
The examples of initiatives, tools, ecosystem and expertise serve as a base to understand the scope and timeframe of activities and deliverables expected. Proposing examples of how the tenderer will approach one of these activities is appreciated yet not necessary.
The financial offer: does it refer to the mentioned projects, or – as written in section 4.9 – it refers to the hourly rates according to the necessary fields of expertise? If not the latter, please clarify
The financial offer should include the hourly rates (excl. VAT) for the different activities mentioned within section 3. Scope of work.
How will particular tenderer’s proposal units (hourly rates for different expertise) be measured and compared? (supposing that tenderers may have a different expertee structures, competences, job titles)
These will be compared amongst the tenderers and the best financial proposal will be allocated the 30 points indicated in the awarding criteria for evaluation of proposals (section 4.9) Other offers will be allocated points using as a base the offer that received the maximum points available for this section.
Is there any introductional part of the proposal requested (agency introductions, references) or is it subject to the tenderer’s approach how to prove its suitability?
All offers should be submitted to Javier Arias (javier.arias@innoenergy.com) before 21 May 2021 23:59:59 CEST. Offers will then be evaluated with an intended notification of 28 May 2021. Currently, there is no plan for an introduction, presentation or similar as part of this tender process. Should this change, tenderers will be notified accordingly.
Is the deadline for Tender Submission is still 2021-05-21?
Yes