Integrated Brand Marketing - Campaigns

The University of South Wales (USW) wishes to work in partnership with a marketing agency to:

i.Develop strategy and respond to tactical briefs for the recruitment of undergraduate and postgraduate students

ii.In addition, to positively present the brand across all stakeholder groups ie, prospective students/ enquirers, current students, alumni, businesses, research community etc.

The University of South Wales (USW) wishes to work in partnership with one Agency. Please note, digital activities ie, PPC, website creation, SEO etc has its own separate Tender (Integrated Marketing Campaigns - Digital). Any agency appointed will have to work in partnership with the Digital Agency to represent the brand as best as possible. The appointed agency will have authority over representation of the brand outside of the digital space in conjunction with the Marketing & Student Recruitment department at the University of South Wales.

USW operates globally and the scope of work will include:

- To work as a strategy partner developing, implementing and evaluating market strategy to deliver on student recruitment KPIs

- Increase awareness and consideration of USW

- Drive enquiries and applications for USW courses

- Improve the quality of our student intake and increase applications

- Provide expert advice (based on data) to enhance activities ie, drive enquirers and applicants through the conversion funnel

- Support with positively presenting the USW brand and values across all stakeholder groups ie, Alumni projects, International recruitment

The contract will be managed by Marketing and Student Recruitment to ensure quality control, brand compliance and monitoring against KPIs.

The HE operating environment is fiercely competitive, therefore working in partnership with the agency, USW will provide insights and data to support campaign planning and monitoring.

Work will typically have two strands, ‘central’ and ‘faculty’ – the ‘central’ campaign work supports the ‘faculty’ activities, therefore marketing plans and activities should be integrated into one plan and both strands treated equally important by the agency.

All staff recruitment and media, and public relations activities are outside the scope of this tender.

Summary of Requirements:

- Support with the creation of marketing plans to deliver on set KPIs

- Marketing insight into the target audiences, media landscape, competitive environment including share of voice and competitor marketing spend

- Creative conceptualisation, development and implementation to create standout campaigns, which appeal to the target audiences while reflecting the University’s brand values – outputs to include print, audio, audio visual, exhibition stands, out of home, events, sponsorships etc

- Plan, buy and implement advertising to deliver on our objectives and maximise return on investment

- Campaign optimisation, reporting and evaluation to ensure the University gains the highest return on investment

Please note this is a two stage process and those who are successful from the first stage will be required in the second stage to complete a no fee pitch tender response.

(WA Ref:118905)